Concept Plan Aims to Put Nevada's Best Kept Secrets on the Map
Nevada already has some of the most amazing places in America. The problem is most people don't know about them or how to find them.
That's the thinking behind Frontier Nevada, a brand-new tourism and economic development concept unveiled this week by Citizen Outreach Foundation President Chuck Muth and former Nye County Commissioner Joni Eastley.
The proposal aims to give the wide-open middle of the Silver State something it's never really had before: a single identity that ties together dozens of attractions into one unforgettable road trip experience.
Instead of calling the region “rural Nevada,” the proposal introduces a new name with a much stronger image: Frontier Nevada.
The idea is simple: Nevada already has the attractions.
It has ghost towns, the Extraterrestrial Highway, Great Basin National Park, some of the darkest skies in America, historic mining communities, incredible scenery, and miles of open highway.
What it doesn't have is a brand that encourages visitors to explore them all together.
“This isn't about building billion-dollar attractions,” Muth said.
“It's about connecting the incredible places we already have and giving people a reason to stay three or four extra days after visiting Las Vegas or Reno. That's money that goes straight into small-town restaurants, motels, gas stations, and local businesses.”
The proposal lays out five themed driving routes stretching across central Nevada.
One centers on UFO lore and the famous Extraterrestrial Highway.
Another follows the historic Loneliest Road in America.
Others connect ghost towns, mining history, national parks, military history, fossil sites, and some of the best stargazing anywhere in the country.
Rather than asking lawmakers to immediately spend millions of dollars, the concept starts with something much smaller.
A name. A map. A story.
The proposal argues that marketing can begin long before major infrastructure investments are needed.
“Our biggest challenge isn't that Nevada lacks destinations,” Eastley said. “Our biggest challenge is that we've never packaged them together in a way that's exciting and easy for travelers to understand.
“Frontier Nevada gives people an adventure they can actually plan.”
The proposal also points out something many visitors don't realize.
Las Vegas and Reno already bring millions of people into Nevada every year. If even a small percentage of those visitors added two or three extra days to explore the rest of the state, rural communities could see a significant economic boost without competing against the resort cities.
Instead, they would complement them.
Among the destinations highlighted in the proposal are Great Basin National Park, recently recognized as one of America's premier stargazing destinations, the historic mining towns of Tonopah, Goldfield, Pioche, and Ely, Cathedral Gorge State Park, Berlin-Ichthyosaur State Park, and Walker Lake.
The concept also embraces Nevada's quirky side.
Instead of hiding the state's unusual attractions, Frontier Nevada leans into them.
Aliens. Ghost stories. Haunted hotels. Ancient petroglyphs. Wild burros. Historic railroads. Old West history.
And the internationally known Clown Motel!
“It's everything that makes Nevada different,” Muth said. “Other states have mountains or beaches. Nobody can duplicate Nevada's combination of mystery, history, wide-open spaces, and genuine frontier spirit.”
The proposal goes beyond sightseeing.
It suggests building an annual calendar around events that already exist, including the Great Basin Astronomy Festival, Ely's Polar Express train rides, Goldfield Days, Beatty Days, Jim Butler Days in Tonopah, the Nevada Open Road Challenge, and dozens of other community celebrations that could receive greater statewide promotion.
Looking farther ahead, the concept even floats ideas like a Frontier Nevada passport program, specialty license plates, audio driving guides, partnerships with RV rental companies, and coordinated marketing with travel influencers.
Supporters say the beauty of the proposal is that much of it can begin with very little public spending.
Critics may argue that the state already spends heavily on tourism promotion or question whether another tourism brand is necessary.
Others will likely point out that some remote communities would eventually need additional services and infrastructure if visitor numbers grow.
The proposal acknowledges those concerns. It recommends a phased rollout that begins with marketing and community partnerships while larger investments come later if demand grows.
For now, Muth and Eastley hope to start a conversation.
They want local leaders, chambers of commerce, business owners, tourism officials, and everyday Nevadans to help shape the idea as it develops.
After all, Nevada's biggest tourism success stories have always started with one thing: A bold idea.
Maybe Frontier Nevada is the next one.
The opinions expressed by contributors are their own and do not necessarily represent the views of Nevada News & Views. Digital technology was used in the research, writing, and production of this article. Please verify information and consult additional sources as needed.
