Data is changing the face of tourism in Carson City

If you grew up here in the capital of Carson City there’s a 99 percent chance you at one point said “there’s just nothing to do here.”

But the truth is, Carson City as both a historic state capital and an outdoor recreational hub, has a lot to offer — especially so for visitors.

And with an introduction of data collection spearheaded by the new Executive Director of Carson City Culture Tourism, David Peterson, the face of Carson City’s approach to tourism could be shifting.

“We don’t want to just be a drive-by,” said Peterson. “We need to give people a reason to come down here while visiting Lake Tahoe or Reno, or use us as a base.”

Peterson was selected as the new executive director in November 2018, after spending roughly 17 years in the State’s tourism department.

If there’s one thing Peterson is passionate about, other than tourism, it’s data.

“We use data to understand visitors and their perceptions and preferences,” said Peterson.

With our capital’s positioning at the base of Lake Tahoe, surrounded by recreational BLM land, and only 25 minutes from the Biggest Little City, it makes sense that Carson City should be a base for tourism, but Petersen wants people to not only stay in Carson City as a means to explore the surrounding areas, but to explore Carson City as well.

“We want to answer the question, ‘how do we become a part of someone’s trip?’” said Peterson.

That answer will be found through data collection.

Previous visitors of Carson City and the previous areas have been interviewed and surveyed, and a new survey went out to them this week to narrow the focus on what Carson City’s tourism should focus on in order to bring in more visitors.

Questions regarding familiarity (or lack thereof) with Carson City’s offerings such as sporting events, special events, bars, museums, golf courses and more can give a better understanding to the tourism department on where they’re hitting their mark, and where they can improve.

“Using data driven marketing and branding is the best way to reach an audience,” said Peterson, “because you can see right away what’s working and what’s not working right away and adjust.”

The questions aren’t leading to get a positive response, either. In one question, survey takers are asked to describe Carson using words such as “genuine” “charming” “welcoming” “quaint” but in the next, are asked to choose from a list consisting of “backward” “crowded” “unfriendly” “bland” or “expensive.”

Knowing what people like about an area is only half the battle; knowing what people dislike is equally important as a means of change.

While the data collection is still in the works, tourism is aware of a few specific things that already work, including outdoor recreation and cultural heritage.

“Our outdoor recreation is already a draw,” said Peterson. “We want to build on that and layer on more, whether that be within the art scene, history, or culture.”

Working to expand current special events could be a ticket for success in that department. “Collaboration with event promoters could absolutely enhance visitor experience,” said Peterson.

During the summer, Carson City is usually buzzing with one special event or another throughout the season. This weekend, for example, is the annual Carson City Off Road event, along with the Airport Open House. Both of which include outdoor recreation, though one has to do with the hills, and the other, the skies.

“We’re looking into bringing in more outdoor events, as well as diversifying the type of events offered,” said Peterson. They’ve been discussing extending Carson City Off Road another day to include a “gravel grinder” event, a Pickleball tournament, or adding additional experiences to existing events, such as combining a bike-racing event with a ride up the V&T Railroad; though of course, all of these are still only ideas.

At this moment in time, data collection is the major focus to figure out how Carson City can be placed on the map for tourism.

“We want to build awareness for the long haul,” said Peterson.