Scottsbluff County plans strategic tourism initiatives for enhanced hotel occupancy

Scotts Bluff County Commissioners are gearing up for a strategic overhaul aimed at boosting local tourism, following a detailed discussion during their recent meeting on April 7, 2025. The focus was on developing a comprehensive strategic plan that aligns various stakeholders, including hotels and tourism boards, to enhance visitor engagement and occupancy rates.

Commissioners emphasized the need for a data-driven approach to understand visitor behavior better. A proposal was made to utilize a location analytics platform, Placera AI, to analyze foot traffic trends and visitor spending patterns. This initiative, which will be funded through a shared service agreement with Twin Cities Development, aims to provide insights that could significantly impact local tourism strategies.

The conversation highlighted the importance of asking critical questions about hotel occupancy: “What nights are you full? What nights are you empty? How can we help you fill your hotel rooms?” These inquiries are seen as essential to tailoring marketing efforts and improving the overall tourism experience in the county.

Commissioners also discussed the necessity of conducting a conversion study to quantify the economic impact of tourism in the area. Although budget constraints have previously limited such studies, alternative methods, including surveys conducted by interns, have been employed to gather relevant data.

As the meeting concluded, there was a consensus among the commissioners to move forward with the strategic planning process, recognizing that a unified approach is crucial for the county's tourism future. The anticipated outcomes include a clearer understanding of the target market and a more coordinated effort to attract visitors, ultimately aiming to fill more hotel rooms and stimulate the local economy.