Evanston Pivots to a Tourist Destination While Growing Core Industries

The City of Evanston in Uinta County has one of the best locations in Wyoming. It's less than an hour from the Salt Lake City Metro Area in Utah, but it also provides residents with unparalleled access to the Wyoming Outdoors. People choose to live in Evanston because of its strong balance between community support and rural Wyoming life. Businesses choose Evanston because of its people and proximity.

“Companies often tell us they drew a line to the most business-friendly city near Salt Lake, and it was Evanston,” says Rocco O’Neill, Community Development Director for the City of Evanston. “They choose us because Wyoming offers lower costs and favorable taxes.”  

However, Evanston is looking to pivot in the coming years as it develops its 2050 Master Plan. It sees a future where it’s more than an outlier to the Salt Lake Metro and more than a place where tourists stop for gas on the way to Grand Teton National Park. These plans can shape Evanston for the better and support the future generations that call Uinta County home. 

Evanston Wants to be a Tourism Destination, Not a Pass-Through

The City of Evanston is committed to supporting its small business community by attracting visitors and creating programs that encourage residents to shop local. It intends to invest heavily in tourism in the coming years, tapping into Wyoming’s second-largest industry.

If Evanston becomes a destination, rather than a stopover outside of Salt Lake, it can collect tourist dollars on sales and lodging, reducing the burden on residents to fund various programs. More importantly, these visitors support the local companies operating in the community. They eat at Evanston restaurants and buy from family-owned stores.

The City of Evanston has invested heavily in small business development in recent years. Its Jumpstart entrepreneur program helps founders develop strong business plans and compete for funding. It even became an official host of Lemonade Day to help kids 5-12 learn the basics of running a business. 

“When we say we’re invested in the next generation of Evanston entrepreneurs, we mean we’re starting in kindergarten,” says O’Neill. “In all seriousness, we want to create a community where families feel welcome and where young professionals want to stay after they graduate. Seeing lemonade stands on the corner is just one part of that. We hope that by investing in the next generation, they will invest in us.”

Evanston also encourages residents to buy from local businesses rather than rely on Salt Lake City or the internet for goods. It recently earned National Main Street Recognition for its efforts to revitalize its downtown.   

A Diverse Economy is a Strong Economy

Wyoming is dominated by the energy, tourism, and agriculture sectors. However, a state cannot thrive on three industries alone. Even a city like Evanston, which benefits from tourism, doesn’t want to put all its eggs in one basket. While Americans need more energy than ever, communities across Wyoming are preparing for shifts in demand and availability. This ranges from the nuclear investment in Kemmerer to co-use development with coal mines in Gillette.  

“We’re at a point where it’s time to make some real moves,” says O’Neill. “We need to pivot toward industries that fit our people well.”

The city plans to diversify its economy and attract new industries to support residents as part of its 2050 Master Plan. O’Neill’s primary focus areas include technology, healthcare, manufacturing, and logistics. Energy and tourism will also play major roles in the local economy, but the other industries have untapped potential.

“We need to respond with infrastructure and protocols that remove barriers to entry and hurdles that keep us from developing into the community we can be,” he says. “This means faster permitting, practical land-use, and investment in public infrastructure.”

One invaluable tool to support this vision is Uinta B.O.C.E.S., a program at Western Wyoming Community College that provides college coursework and certifications. This organization works with local employers to understand their needs and build curricula around them. It also offers coursework that fits working adults and parents with busy lives.

When new companies arrive in Evanston, they can work with BOCES to ensure their candidates are trained and ready to step into new roles that can build lasting careers. This was the experience of Black Mesa Energy, which recently started expanding into the area.

The City is Realistic About Its Faults and Barriers

Another part of developing the 2050 Master Plan is taking an honest look at Evanston and what it needs to be successful in the coming decades. O’Neill wants to attract young professionals and families building households, but recognizes the need for housing, community support, education, and childcare.

“Being this close to Salt Lake is an enormous advantage for quality of life, but often a challenge for economic development,” he says. “We’re competing with one of the most dynamic metro areas in the country when it comes to investment and housing development.” We have to lean into our strengths and use our size to be agile and creative.

Housing is a specific challenge for Evanston. Nationally, the United States faces a shortage of 4.7 million homes, but rural communities often face greater barriers to meeting residents' needs. Uinta County needs 1,000 new homes by 2030. Rural areas need to attract developers and convince them their investment is worth the cost of shipping materials and people and (oftentimes) building infrastructure.

Like all communities, Evanston also needs diverse housing. Young professionals often start in apartments or townhomes and aren’t ready to purchase a single-family home just yet. If the city is going to attract diverse residents, it needs a range of housing options.

Unfortunately, housing isn’t an issue that can be solved overnight, as countless American communities know. The City of Evanston plans to focus on this issue in its Master Plan and work toward solutions in the coming years. 

Meet Other Communities in Wyoming 

Evanston has a top-notch economic development team and works closely with the leaders in Uinta County. They are positioning southwest Wyoming for growth and facing their challenges directly.

Get to know some of the other communities supported by the Wyoming Economic Development Association (WEDA). Learn about Laramie on the eastern side and how it attracts businesses, while Cody works to develop year-round industries beyond tourism. There’s no shortage of opportunity in Wyoming; it’s just a matter of finding the right fit.

Contact WEDA today to learn more about this state and its advantages. See how communities work together to advance the state as a whole.