The problem
Grand Canyon West (GCW) is home to the famous Skywalk, a horseshoe-shaped glass cantilever bridge that extends 70 feet from the Grand Canyon wall and allows visitors to see 4,000 feet down to the floor. It’s a bucket list destination that attracts millions of domestic and international travelers each year. Due to a remote location, and the fact its name is in close resemblance to Grand Canyon National Park that is about 3 hours away, there is brand confusion in the marketplace.
Making matters more challenging, it has three attractions (Eagle Point with the Skywalk, Hualapai Point with the Zipline, and Guano Point with the Highpoint Hike) that are spread out and require provided shuttle services. Moreover, GCW is a tribal enterprise of the sovereign Indian Nation of the Hualapai Tribe, offering one-of-a-kind opportunities to interact with Indigenous peoples and learn about their culture and heritage.
Making matters more challenging, it has three attractions (Eagle Point with the Skywalk, Hualapai Point with the Zipline, and Guano Point with the Highpoint Hike) that are spread out and require provided shuttle services. Moreover, GCW is a tribal enterprise of the sovereign Indian Nation of the Hualapai Tribe, offering one-of-a-kind opportunities to interact with Indigenous peoples and learn about their culture and heritage.
