MTAB Budget Workshop 2026

The Moab Tourism Advisory Board (MTAB) met on September 23 for its annual budget workshop, a step that may seem procedural, but in reality, touches nearly every household in Grand County.

Charged with shaping how millions of dollars in Transient Room Tax (TRT) revenues are spent to attract visitors in accordance with state statute, the board heard proposals from the Moab Office of Tourism, the Moab to Monument Valley Film Commission, and Madden (the County’s agency of record). The MTAB Board’s task is to craft a 2026 budget that both grows visitation and manages and mitigates its impacts, before presenting its recommendations to the Budget Advisory Board and ultimately the County Commission for approval.

Grand County’s economy is heavily dependent on visitors, with roughly 80 percent of local economic activity stemming from direct, indirect, or induced spending tied to tourism. That dependency means TRT revenues, funded by overnight lodging taxes and dedicated in part to promoting additional tourism, shape everything from job opportunities to community amenities.

“Even if you don’t think you’re impacted by tourism, you are,” said Mick Soleta of the Moab Office of Tourism. He recently visited a similarly sized rural community’s library and contrasted it with Moab’s. “Our library, our recreation center, even our hospital—these things are possible despite our size because of tourism. They touch daily life here.”

The 2026 draft budget presented by the Moab Office of Tourism reflected almost $3.6 million in promotional funds with proposed allocations spanning digital media, international outreach, and brand development. That number will likely increase during the process.  Madden, the County’s agency of record, outlined a strategy shift, moving from broader awareness campaigns to deeper engagement, including email marketing, SEO-rich content, and AI-optimized storytelling, as well as increased content creation. Ali Harford, who presented the office’s proposals, summarized, “The MOT will use these funds to promote visitor experiences that are exciting and extraordinary, that invite awe and respect in our amazing landscapes and our creative small-town community."

Beega Metzner presented the proposed budget for the Moab to Monument Valley Film Commission, proposing expanded investments in the Film Commission to keep Moab competitive in attracting productions. Metzner’s requests included funding for international film markets, a dedicated branded vehicle for location scouting, and staffing support, all to expand the Commission’s currently limited resource capacity. Reflecting the Film Commission’s impact, recent productions, like Horizon and Marvel’s Thunderbolts, have generated millions for the local economy, with Metzner’s efforts steadily increasing the region’s economic impact from productions.

Commissioner Brian Martinez, the County Commission’s MTAB liaison, underscored the stakes. “Visitation is down across the country and here in Grand County. Since we can’t control national market forces, we need to be strategic with the TRT dollars we spend. Every investment has to have a purpose, and we need to test, measure, and refine based on results.” He acknowledged, “Not every initiative will succeed, but by actively measuring and managing, we’ll know where to double down and where to step back.”

Board Chair Lori McFarland and member Jason Taylor emphasized that mitigation remains central, ensuring that noise, traffic, and other visitor impacts, as well as other community concerns, are addressed head-on so that residents experience a net benefit from tourism. 

For Beega Metzner, Director of the Film Commission, momentum and vision are everything. “You can’t just turn tourism or film production on and off like a faucet,” she noted. “It takes years of strategy, consistency, and investment to build something that lasts.” Metzner reflected that after years in the role, she finally feels a shift in momentum toward investing in a long-term vision for growth. 

The workshop’s purpose was not to finalize, but to deliberate. MTAB will vote on a formal budget at its next meeting and then present recommendations to the Budget Advisory Board before presenting them to the Commission for approval.