LAYTON -- Whether it's skiers from around the globe to golfers for the county's nine courses, the Davis Convention & Visitors Bureau (CVB) sales staff is working to make sure Davis County is being put on the map to attract those enthusiasts. One very personalized way to attract new visitors and specialized groups is the familiarization (FAM) tour, explained Kathi Dysert, the CVB's director of sales and marketing. A recent FAM tour brought in the Ski Club Council, which represents about 20 clubs that range in membership from 15 to 50. "Skiers stay in local hotels, usually for a week. We had one group come from Detroit. They alternated be-tween Powder Mountain and Snowbasin," with other ski resorts also shown off. As CVB CEO Barbara Riddle has noted, north Davis County hotels are closer to the Ogden Valley ski resorts than Ogden lodging, while south Davis hotels are as convenient to the Salt Lake Valley resorts as most of the hotels in Salt Lake County. And the Davis County hoteliers may be able to offer more competitive rates.

"We have hundreds of skiers who stay in our hotels every winter," Dysert said. One market that may seem surprising to target is Colorado, which to many is seen as the ski capital of the nation. However, she said many from Colorado like to ski in Utah because its close and costs at the resorts and of lodging are typically less than in their home state. She said a group of 500 has booked for New Year's, while there are other groups of 100 or less. That helps fill Davis County hotels at what can otherwise be a slow time of year.

In addition to Colorado skiers, she said others are coming in significant numbers from a variety of states, from the East Coast to the West Coast.

Dog show enthusiasts are also a growing segment that is being targeted more and more. The Davis Events Center (Fairpark) has become a big draw for many such groups, including national, with one booked for 2009 that will mean 100 rooms are filled for seven nights, said John Wilson, CVB sales manager.

Hotels were invited to play a large part in the recent FAM tour, Dysert said. Instead of taking the visitors to the hotels, lodging representatives traveled and mingled with the visitors, getting to know them and potentially gaining a better understanding of their needs and desires. "They (hotels) loved it, could spend all day getting to know the visitors, and talk about Davis County. They showed themselves (various hotels) as one unit, as a community involved."

The CVB sales staff and several hoteliers will be attending a sales mission in Denver March 17. "We have dozens of appointments, will spend three days with travel planners. It's a good fit for Davis County," Dysert said. Among groups that will be targeted are religious, association and sports groups.

"It's all about the destination they are looking for. For sports we can market different groups, such as the Events Center, ice sheet at the South Davis Recreation Center, etc.," Dysert said. "We target companies and groups that are a good fit for the area."

The added space in the Davis Conference Center is already being sold, as well. "Several groups are very excited about that space. Now they won't have to find a different venue" for their convention, Dysert said. "We are looking at different expos that would fit. There is 59,000 square feet of total space. It's very helpful once people see and hear about it."

The CVB is also assisting with the Requirements Symposium being held in conjunction with Hill Air Force Base at the Conference Center. It will draw several hundred defense contractor representatives, contractors and Hill AFB personnel. In June, meanwhile, the annual Focus on Defense Symposium and Golf Tournament is expected to draw about 400 people that will again be staying in Davis County hotels and eating in area restaurants.



tbusselberg@davisclipper.com