The Fossil Basin Promotion Board held its monthly meeting on Thursday, Nov. 14, where members reviewed current initiatives and mapped out strategies for the future. With tourism being a cornerstone of Wyoming’s economy, the board focused on maintaining and expanding efforts to attract visitors to the state.

“Tourism in Wyoming is the second [largest] economic driver,” said board chair Sheryl Gunter during her opening remarks.

She emphasized the importance of keeping tourists coming into the region and acknowledged the efforts of her fellow board members.

“I am really appreciative of this board,” Gunter said.

She praised the members for stepping up and expressed her gratitude for their dedication to the community and its development.

The board discussed updates from Herrmann Global, a strategic tourism marketing firm headquartered in Lander. During a video conference, Danella Myers, the firm’s VP of digital strategy, provided an overview of recent successes and areas for improvement.

Myers reported that social media content had performed well this quarter, driving engagement with targeted audiences. She also noted improvements in the cost-per-click for Google search ads compared to the summer months, which she attributed to refined strategies. Myers hinted at several new marketing ideas to strengthen outreach and visibility for Fossil Basin.

Casey Adams, Herrmann Global’s VP of client services, elaborated on the firm’s data analysis, revealing mixed results. According to Adams, there were over 5,000 additional page views on the Yellowstone Park website compared to previous periods. However, she pointed out that engagement rates had decreased, and the newsletter list had seen fewer leads.

“Some things improved, and some things didn’t,” Adams said.

Sarah Herrera, representing the Fossil Fest committee, shared positive news about the annual event. Herrera highlighted growing interest from vendors, noting, “We had 52 vendors this year, and 43 of them were from out of town.”

She said messages on the website and Facebook page requesting vendor forms indicated increasing participation.

“It’s good to see some growth coming in,” Herrera said, attributing much of the success to social media advertising. She emphasized that these digital efforts were particularly effective in drawing attention to the event, helping to expand its reach beyond the local community.

The board approved a $3,100 funding request for the next Fossil Fest, underscoring its commitment to fostering community events. The request for Oyster Ridge funding was postponed until January, allowing more time for deliberation. Additionally, the board moved forward with a motion to apply for a destination development grant, which could further enhance the region’s tourism infrastructure.

As the meeting concluded, secretary Madonna Long reflected on the board’s collaborative spirit and achievements over the past year.

“I appreciate working with everyone on this board. We have really come together as a team for our community,” she said.

Long emphasized the importance of their collective efforts in driving progress.

“We have accomplished a lot this year and plan to accomplish more next year,” she said.