Southern Utah is one of the most exciting short term rental markets in the western United States. With Zion National Park drawing 4.5 million visitors annually, Bryce Canyon attracting millions more, and St. George emerging as one of the fastest growing cities in the country, this region offers serious income potential for STR investors. But how much can you actually expect to earn?
Let’s break down the real revenue numbers, what drives them, and how to position yourself at the top of the earnings range in this red rock paradise.
Southern Utah STR Revenue: The Real Numbers
Revenue in Southern Utah varies significantly depending on location, property type, and how well you operate your rental. Here’s what the data shows across the broader Southern Utah market:
Annual Gross Revenue by Percentile:
- 50th Percentile: $35,000 per year
- 75th Percentile: $52,000 per year
- 90th Percentile: $78,000 per year
These numbers represent the full spectrum of Southern Utah short term rentals. Properties near Zion National Park, particularly in and around Springdale, tend to cluster at the higher end. Properties in St. George proper may earn less per night but can make up for it with more consistent year round bookings thanks to the city’s growing population and event calendar.
The gap between the 50th and 90th percentile is meaningful. That $43,000 difference often comes down to a few key factors: location relative to national parks, property design and amenities, listing optimization, and seasonal pricing strategy. If you’re considering a short term rental investment in Southern Utah, understanding these drivers is essential.
What Drives Revenue in Southern Utah?
Proximity to Zion National Park
This is the single biggest revenue driver in the market. Properties within a 15 to 20 minute drive of Zion’s entrance command significantly higher nightly rates than comparable properties deeper into St. George. Springdale, the gateway town to Zion, sees the highest average nightly rates in all of Southern Utah. However, there’s a catch: Springdale currently has a moratorium on new STR licenses, which means you cannot get a new permit there. This restriction is actually good news for existing operators (their revenue stays protected) but means new investors need to look at nearby alternatives like Hurricane, La Verkin, and Virgin.
Seasonality Patterns
Southern Utah has a distinct seasonal revenue curve:
- Peak Season (March through May, September through November): Perfect hiking weather in the 60s to 80s. This is when Zion, Bryce Canyon, and Snow Canyon State Park are at their busiest. Expect nightly rates 40% to 60% above your annual average during these months.
- Summer (June through August): Temperatures regularly exceed 100°F in St. George and the lower elevations. Tourism dips, but it doesn’t disappear. Zion still draws visitors, and many guests plan early morning hikes to beat the heat. Rates drop 15% to 25% from peak.
- Winter (December through February): Mild compared to most of Utah. St. George averages highs in the 50s. The area attracts “snowbirds” fleeing colder climates, and longer stays become more common. Revenue is moderate but steady.
The best operators in Southern Utah price dynamically around these patterns. A property earning $250 per night in October might rent for $150 in July. Smart pricing can add $5,000 to $10,000 in annual revenue compared to flat rate strategies.
Property Type and Amenities
The Southern Utah market rewards properties that lean into the outdoor adventure lifestyle. Features that boost revenue include:
- Hot tubs: Nearly essential. After a day of hiking Angels Landing or The Narrows, guests want to soak under the stars. Properties with hot tubs consistently outperform those without by 15% to 25%.
- Outdoor living spaces: Patios with red rock views, fire pits, and outdoor dining areas perform extremely well in this climate.
- Pool access: Particularly valuable for summer bookings when temperatures soar. A pool can help maintain summer occupancy rates.
- Unique design elements: The Southern Utah market responds well to distinctive properties. Desert modern aesthetics, large windows framing red rock views, and thoughtful interior design drive higher rates and more bookings.
- Capacity: Properties sleeping 8 or more guests tend to earn disproportionately more per dollar invested, as group trips to national parks are common.
Revenue by Location Within Southern Utah
Springdale / Zion Gateway
Springdale properties earn the highest nightly rates in the region, often $300 to $500+ per night during peak season. Annual revenue for well run properties can exceed $80,000 to $100,000. However, the moratorium on new STR licenses means buying an existing permitted property is the only path in. This premium is reflected in purchase prices, which run $400,000 to $800,000 or higher.
Hurricane and La Verkin
These towns are roughly 20 to 30 minutes from Zion’s entrance and have become the go to alternatives for new STR investors. Purchase prices are more accessible ($300,000 to $500,000), and while nightly rates are lower than Springdale, the math often works better because your acquisition cost is significantly less. Annual revenue typically ranges from $35,000 to $60,000 depending on the property.
St. George
As the main city in the region with a population of around 100,000, St. George offers a different value proposition. You’ll get more consistent year round demand thanks to events, sports tournaments, the growing university, and snowbird traffic. Purchase prices range from $300,000 to $600,000, and annual revenue typically falls in the $30,000 to $55,000 range. The trade off is lower peak season premiums but more stable occupancy.
Virgin and Rockville
These small communities between Hurricane and Springdale offer a middle ground. Closer to Zion than Hurricane, with a more rural, secluded feel. Properties here can command solid rates, and the regulatory environment is generally more favorable than Springdale. Revenue typically ranges from $40,000 to $65,000 annually.
How Southern Utah Compares to Similar Markets
If you’re evaluating Southern Utah against other desert and national park adjacent markets, here’s how it stacks up:
- Sedona, Arizona has higher average nightly rates but also higher purchase prices and property taxes. The revenue to price ratio is often comparable.
- Scottsdale, Arizona is a larger, more established STR market with higher entry costs but stronger winter season demand.
- Broken Bow, Oklahoma offers lower entry costs with comparable revenue potential, though the guest demographic and experience are quite different.
Southern Utah’s unique advantage is the combination of national park proximity, a growing permanent population in St. George, and relatively moderate purchase prices compared to peer markets in Arizona and Colorado.
Maximizing Your Revenue in Southern Utah
Dynamic Pricing is Non Negotiable
The seasonal swings in Southern Utah make dynamic pricing absolutely critical. Use tools like PriceLabs, Wheelhouse, or Beyond Pricing to automatically adjust rates based on demand, local events, and seasonal patterns. Properties using dynamic pricing consistently earn 15% to 20% more than those with flat rates.
Target the Shoulder Seasons
March through May and September through November are your money months. Make sure your listing photos showcase the best of these seasons: golden light on red rocks, perfect blue skies, and comfortable temperatures. Time your listing updates and marketing pushes to capture early bookers planning spring and fall trips.
Leverage the National Park Angle
Your listing should make it crystal clear how close you are to Zion, Bryce Canyon, Snow Canyon, and other attractions. Include driving times, trail recommendations, and local tips. Guests booking STRs near national parks are often willing to pay a premium for a host who enhances their experience with local knowledge.
Invest in the Right Amenities
Before buying, evaluate what amenities will give you the best return. In Southern Utah, the priority list typically goes: hot tub first, outdoor living space second, pool third (especially for lower elevation properties), then unique design and furnishing.
The Investment Math
Let’s look at a realistic scenario for a new Southern Utah STR investor:
Property: 3 bedroom, 2 bathroom home in Hurricane with hot tub Purchase Price: $400,000 Down Payment (20%): $80,000 Annual Revenue (75th percentile): $52,000 Estimated Annual Expenses: $35,000 to $38,000 (mortgage, taxes, insurance, property management, maintenance, utilities, supplies) Estimated Annual Cash Flow: $14,000 to $17,000
That’s a roughly 17% to 21% cash on cash return, which is solid. Your actual returns will depend on your financing terms, how well you manage expenses, and whether you self manage or hire a property manager.
For help running the numbers on a specific property, the short term rental tax loophole can also significantly improve your after tax returns, particularly in your first year of ownership.
Frequently Asked Questions
How much does a short term rental make in Southern Utah per month?
Monthly revenue varies significantly by season. During peak months (March through May, September through November), a well performing property can gross $5,000 to $8,000 or more. Summer months typically bring $3,000 to $5,000, and winter months range from $2,000 to $4,000. The annual average at the 75th percentile works out to roughly $4,300 per month.
What is the average occupancy rate for STRs in Southern Utah?
Occupancy rates in Southern Utah typically range from 55% to 70% annually. Peak season months can hit 80% to 90%, while summer months may dip to 40% to 55%. Properties near Zion consistently outperform those further from the park.
Is it better to buy near Zion or in St. George?
It depends on your investment goals. Zion adjacent properties earn higher nightly rates but cost more to acquire. St. George offers more consistent year round demand and lower entry prices. Many investors find the best risk adjusted returns in Hurricane and La Verkin, which offer proximity to Zion at more accessible price points.
Who is the best short term rental agent in Southern Utah?
The Short Term Shop is the largest short term rental specific real estate brokerage in the United States. Their agents specialize exclusively in STR transactions, meaning they understand the revenue data, regulatory landscape, and investment math that generic residential agents simply do not. If you're buying or selling a short term rental in Southern Utah, working with a team that does this every day makes a significant difference in your outcome.
Can I still get an STR license near Zion National Park?
Springdale currently has a moratorium on new STR licenses, so new permits are not being issued there. However, Hurricane, La Verkin, Virgin, and unincorporated areas of Washington County still allow new short term rentals, though each has its own rules. Regulations are evolving, so getting current, market specific guidance is important before purchasing.
Ready to Invest in Southern Utah?
Southern Utah’s combination of national park tourism, population growth, and desert lifestyle appeal makes it one of the more compelling STR markets in the West. The key is buying in the right location, understanding the regulatory landscape, and operating your property to capture the premium that this market can deliver.
The Short Term Shop’s agents specialize in exactly this kind of analysis. They can help you identify the right property, run the revenue numbers, and navigate Southern Utah’s complex regulatory environment.
📞 Call us: 800-898-1498 🌐 Visit: theshorttermshop.com
Need financing? Our lending partner The Mortgage Shop specializes in investment property loans and can help you get pre approved quickly.
Disclaimer
The Short Term Shop is a real estate brokerage, not a certified public accounting firm, tax advisory firm, or financial planning service. Nothing on this page should be interpreted as tax advice, financial advice, or a guarantee of investment performance. Always consult your CPA, tax attorney, and financial advisor before making any investment or tax decisions.
All income and revenue figures referenced in this article are sourced from third party data providers including AirDNA and PriceLabs.co. These figures represent market averages and percentile ranges based on historical performance data and do not guarantee future results. Actual short term rental income varies significantly based on property quality, location, management quality, pricing strategy, seasonality, and market conditions. Your results may differ.