Pershing County is looking beyond traditional economic development projects and turning its attention to an industry that already exists but has room to grow: tourism.
During its July 15 meeting, the Pershing County Commission approved the creation of a tourism committee charged with developing ideas to attract more visitors to the county, support local businesses and capitalize on existing community assets. The effort comes as county officials continue to pursue a variety of economic development opportunities, from geothermal energy to agriculture and other private investment.
County Manager Kristen Gonzalez said the committee will focus on identifying events and attractions that encourage travelers to spend more time in Pershing County rather than simply passing through on Interstate 80.
“We’re going to create a committee where we can talk about different events that we can have,” Gonzalez told commissioners. “I would love to see an air show here eventually, but we’re not there yet. That’s the whole point of this committee, coming up with ideas with what we want to see.”
The committee will serve as a brainstorming group, developing recommendations to bring before the Pershing County Economic Development Authority and county commissioners.
Commission Chairman Joe Crim suggested Derby Field Airport could play an important role in future tourism efforts, noting that aviation visitors already recognize the community as a convenient stop.
“We’re trying to get people coming in,” Neil Gallagher said later in the meeting during his airport report. He said fuel sales have nearly doubled after the county lowered fuel prices, attracting more pilots who appreciate the airport’s accessibility. Some have even asked about courtesy cars or rental vehicles so they can stay overnight and explore the community.
The tourism initiative comes as several other economic development projects remain at various stages of planning.
Gonzalez updated commissioners on the proposed Dunlieh Group data center and energy campus, saying the county plans to assemble a fact-finding committee to gather information from multiple perspectives before making recommendations. She also reported that Zanskar Geothermal will host a public town hall meeting July 23 to answer community questions about its project, while another geothermal company, AlterG, has expressed interest in developing a project in Dixie Valley on Bureau of Land Management property.
She also said two solar companies have contacted the county about potential projects, although one previously discussed solar development in Grass Valley has been placed on hold.
Meanwhile, the Collett chicken farm project continues moving forward, with chicks expected to be raised in Grass Valley before being processed in neighboring Humboldt County.
While many of those projects remain in the planning stages, county leaders said tourism offers an opportunity to build on resources Pershing County already has.
That idea was reinforced later in the meeting when Marzen House Museum representative Bonnie Skoglie shared early results from the museum’s recent tourism marketing campaign.
Using grant funding, the museum installed three billboards, purchased advertising in 101 Things to Do in Nevadamagazine and is preparing a visitor kiosk highlighting local businesses. Skoglie reported the museum has already hosted 22 guided tours since the billboards were installed, along with three daytime ghost tours and numerous calls from prospective visitors seeking additional information.
“We’re trying to start filtering all the people that are attending or coming to the museum to go downtown to some of our other businesses,” Skoglie told commissioners.
The museum is also restoring a 1926 delivery truck that commissioners approved for registration and eventual participation in local and regional parades, another effort intended to promote both the museum and the community.
Together, the reports illustrated a broader strategy emerging in Pershing County. While officials continue pursuing large-scale industrial and energy projects, they are also looking at tourism as another way to strengthen the local economy by encouraging travelers to stop, stay longer and spend money with local businesses.
The new tourism committee is expected to begin meeting in the coming months and will present ideas and recommendations to county leaders as projects develop.
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