Dixie Direct celebrates 25 years of supporting local businesses, schools with over $4.5 million raised

Dixie Direct owner Tony Chambers (left) presents a check to Sandstone Elementary, St. George, Utah, 2021 | Photo courtesy of Dixie Direct Savings Guide, St. George News

CONTRIBUTED CONTENT — Discover a new favorite place to eat, a mechanic you can rely on and multiple other ways you can save money while also supporting local business with Dixie Direct Savings Guide. 

Dixie Direct presents a check to George Washington Academy, St. George, Utah, 2021 | Photo courtesy of Dixie Direct Savings Guide, St. George News

Dixie Direct is celebrating 25 years of boosting local businesses and helping Southern Utahns stretch their budgets. The annual savings guide gives buyers an opportunity to take advantage of discounts and special offers at participating restaurants and retailers throughout the greater St. George area. Much more than simply a coupon book, however, Dixie Direct has a component that benefits local students.

“It’s a win-win-win situation where businesses get more business, school fundraisers raise money and families get to save on everyday purchases,” owner Tony Chambers said.  

Since 1997, Dixie Direct has partnered with schools across Washington County to sell their annual coupon books, which offer hundreds of dollars in savings. The schools keep half of the profits from each book sold, and the students who sell the most books win prizes ranging from free swag to gift cards for local restaurants, stores and activities.

Dixie Direct has helped generate more than $4.5 million for Washington County students over the past 25 years. Money raised by selling the coupon books often helps pay for items and activities that don’t fit into a school’s regular budget, such as field trips and classroom supplies. 

“Often they don’t have the money to buy a new marquee, or they don’t have the money for extra computers for their classrooms,” Chambers said. “That’s why it’s so important to do this for our schools.”  

Click to enlarge | Image courtesy of Dixie Direct Savings Guide, St. George News

The 25th anniversary edition of Dixie Direct is now available and loaded with savings of up to 50% on dining, golf, entertainment, health and beauty, home and auto services and much more. 

Chambers said the new book features more savings than ever, including “buy one, get one free” coupons for over 85 local restaurants. Also scattered throughout are 49 coupons for a complimentary item or service. The first page of freebies alone is worth more than $100. 

“There’s constant savings,” he said. “At only $35, it’s a no-brainer.”

Even though he’s continually adding more discounts and coupons, Chambers said he hasn’t raised the price of the book in over a decade in order to make savings attainable for local families. Dixie Direct is also unique from other savings guides in that all of the participating businesses are locally owned and operated. 

“The people that buy this book, they know it’s for our area,” he added. 

Although customers can buy the book online or from the Dixie Direct office on Bluff Street, Chambers said he’d rather see them being sold through local schools and other organizations. 

Anyone interested in selling the 2022 savings guide can call 435-628-3770 to get started. Chambers is offering generous prize packages with incentives starting at just two books sold. 

Dixie Direct owner Tony Chambers and mascot Bogo the Dog with young book sellers, location and date not specified | Photo courtesy of Dixie Direct Savings Guide, St. George News

Students from George Washington Academy broke the record for selling the most Dixie Direct books during the 2020-2021 school year, with a total of 1,030. Chambers presented a check for $18,025 to the school’s parent-teacher organization to distribute as needed. All in all, Dixie Direct helped raise over $150,000 for 35 schools and various community organizations last year. 

Business owners in the community have come to rely on the exposure of a yearly ad in the savings guide. The pandemic greatly affected many small businesses, and Chambers said he hopes to offer a lifeline to those that are struggling to ride out the storm. That’s what keeps him committed to the mission of Dixie Direct. 

“I still love doing what I do,” he said. “After 25 years, someone with my personality would normally get bored, but I’m still passionate about it because I see what it does for the businesses.”

Written by ALEXA MORGAN for St. George News.

• S P O N S O R E D  C O N T E N T • 


  • Dixie Direct Savings Guide | Address: 287 N. Bluff St., St. George | Telephone: 435-628-3770 | Website.

Copyright St. George News, SaintGeorgeUtah.com LLC, 2021, all rights reserved.

Free News Delivery by Email

Would you like to have the day's news stories delivered right to your inbox every evening? Enter your email below to start!