Carson Valley Visitors Authority received a $13,100 grant from the Nevada Commission on Tourism to cover part of the cost to replace the Valley’s entrance signs with those reflecting the new brand, “Rugged, Relaxed and Reachable.”
The matching grant is one of 18 with a combined worth of $200,000 awarded by the state to rural organizations to improve property, facilities and infrastructure to attract more visitors.
“These grants give Nevada’s rural communities the ability to make important infrastructure improvements that will increase tourism, which is so crucial to our economy and which generated $2.7 billion in state and local tax revenue in 2012,” said NCOT Chairman Lt. Gov. Brian Krolicki on Wednesday. “Without these grants, many of these worthy projects might never be completed. These types of projects are also given priority because other sources of funding are unavailable.”
According to notes included with the state’s grant announcement, replacing the gateway signs is part of the formal process of rebranding the Valley. The new signs will replace the existing gateway signs.
The visitors authority paid North Star Destination Strategies $75,000 to create a “strong, identifiable” brand for the Valley.
Visitors authority Director A.J. Frels said in 2012, that rolling out the brand is a three-year process at minimum.
The formal rollout began in January 2013.
“Nevada is seeing a rise in the number of visitors to all areas of the state, and we must ensure that our rural areas can support the increase with its infrastructure,” said Claudia Vecchio, director of the Department of Tourism and Cultural Affairs. “The grants programs are just one way that the commission supports Nevada’s tourism industry, which is so vital to the state’s economy.”