Grand County Names Michael Soleta New Moab Office of Tourism Director

After a 16-week national search that cost nearly $30,000 and screened 18 vetted candidates, Grand County landed on the person already sitting in the office. Michael "Mick" Soleta, who has served as the Moab Office of Tourism's assistant marketing director since July 2024, was named the office's new director, effective March 30, 2026.

County Administrator Mark Tyner didn't bury the irony. "Our commitment to finding the top candidate for this position is why we engaged a national search firm," Tyner said in a prepared statement. "What the process confirmed is that we already had that person."

The search, conducted with Horizon Hospitality Associates, a firm specializing in tourism industry hiring, included multiple interview rounds, three finalist site visits, and open-house meetings for county staff and officials. Personnel Services Director Tess Barger confirmed the process reviewed 18 vetted applications before Soleta emerged as the top choice. The Moab Tourism Advisory Board, a volunteer panel that recommends how Grand County allocates tourism-related tax revenues, submitted a letter backing the selection.

Soleta brings an unusual path to the role. He grew up in Minnesota, built more than 15 years in marketing and communications in New York City, and visited over 50 national parks across 23 states before relocating to Moab. He joined the office in July 2024, leading marketing and communications work across paid, earned, and owned channels.

His immediate focus will be executing a strategy already in motion, with a comprehensive marketing rebrand expected later in 2026. Grand County's stated goal is to position Moab as one of the most competitive tourist destinations in the world by attracting visitors aligned with its culture and values.

The Moab Office of Tourism runs on a staff of three. Alongside Soleta, Assistant Marketing Director Alison Harford leads public relations and international travel trade efforts, and Bega Metzner directs the Moab to Monument Valley Film Commission. County spokesperson Melisa Jeffers said it has not yet been determined whether Soleta's vacated assistant marketing director position will be filled or whether any broader restructuring will follow.