Dixie Direct helps local schools, community groups raise nearly $250K through sales of savings guide

Dixie Direct owner Tony Chambers (center) presents a check to George Washington Academy, St. George, Utah, Jan. 27, 2022 | Photo courtesy of Dixie Direct Savings Guide, St. George News

CONTRIBUTED CONTENT — Dixie Direct Savings Guide has capped another successful year of partnering with local businesses, customers and fundraising groups for the benefit of the community.

Dixie Direct owner Tony Chambers (center) presents a check to Washington Elementary School, Washington City, Utah, Feb. 2, 2022 | Photo courtesy of Dixie Direct Savings Guide, St. George News

Dixie Direct is celebrating 25 years of helping Southern Utahns stretch their budgets while supporting small businesses. 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, it also helps raise money for area schools and community groups. 

“That’s what we encourage,” owner Tony Chambers said. “The reason local businesses run such big offers with us is because of how much we give back.”  

The price of each book – $35 – is split evenly between the fundraising group and Dixie Direct. Everything is done on consignment, meaning that sellers don’t pay anything upfront. They just sign the paperwork and start earning money immediately. 

Dixie Direct printed 20,000 copies of the 2022 edition, and just over 50% were sold through schools and other fundraising groups. That amounts to nearly $250,000 in profits going back into the community. 

Dixie Direct partnered with 35 schools from Colorado City, Arizona, to Mesquite, Nevada, for this year’s fundraising effort. Most are elementary schools, which Chambers said usually have the most enthusiastic and motivated students. The smallest participating school, with a total student body of 21, was Westside Christian School in St. George. 

Dixie Direct owner Tony Chambers (center) presents a check to Diamond Valley Elementary School, St. George, Utah, Feb. 3, 2022 | Photo courtesy of Dixie Direct Savings Guide, St. George News

The five highest-earning schools were George Washington Academy with $18,620, Majestic Fields Elementary School with $9,345, Arrowhead Elementary School with $8,662, Sunset Elementary School with $6,825 and Crimson View Elementary School with $6,650. George Washington Academy students sold 1,064 books, setting a new record for the second year in a row. 

Dixie Direct awarded more than $10,000 worth of prizes to 4,000 students, including all students at each of the 14 schools that sold 300 or more books. The three top sellers from each of those schools were awarded Visa gift cards of $200, $100 and $50, respectively. 

Chambers encourages parents to get students of all ages involved in selling Dixie Direct books during the upcoming school year. He calls it a golden opportunity for kids to improve their social skills and pick up a little business savvy. 

“My favorite part of the job is to find these kids that just are all-star salespeople,” he added. “That’s where I get the most pride outside of what we do with the businesses. It’s freakin’ amazing.”  

About 40 community organizations, from church groups and homeowners associations to cheer teams and social clubs, also participated. 

Dixie Direct has helped generate more than $4.5 million for Southern Utah students since 1997. Money raised by selling the 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.

Although this year’s fundraising drive is over, books are still available at a discounted price at the Dixie Direct office in St. George. Chambers said there are plenty of great deals to enjoy between now and Oct. 31, when all coupons expire. The next edition will be released Nov. 1. 

Students and faculty of Westside Christian School pose with their check, St. George, Utah, Feb. 2, 2022 | Photo courtesy of Dixie Direct Savings Guide, St. George News

Every Dixie Direct is loaded with savings of up to 50% on dining, golf, entertainment, health and beauty, home and auto services and much more. Also scattered throughout are vouchers for items or services that add up to hundreds of dollars in freebies.

Although 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 any budget. Dixie Direct is also unique from other savings guides in that all of the participating businesses are owned and operated by people in the community. 

“The book is great for people looking to save money and support local business,” he added. “If you look at the businesses we partner with, they’re mainly mom-and-pop and local businesses, with a local person I’m working with here.”  

If you’d like to set up your own fundraising campaign or buy advertising space in the 2023 Dixie Direct, call 435-628-3770.

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, 2022, all rights reserved.

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