The city is located in the Virgin River Valley. It's home to a growing retiree population, as well as several casino resorts and golf courses.
As of 2008, the population was 19,754. As of the census of 2000, there were 9,389 people, 3,498 households, and 2,571 families residing in the city. The population density was 613.3/sq mi (236.8/km²). There were 4,442 housing units at an average density of 290.1/sq mi (112.0/km²). The racial makeup of the city was 80.30% White, 0.65% African American, 0.98% Native American, 1.27% Asian, 0.07% Pacific Islander, 14.56% from other races, and 2.17% from two or more races. Hispanic or Latino of any race were 24.75% of the population.
There were 3,498 households out of which 28.7% had children under the age of 18 living with them, 62.8% were married couples living together, 7.2% had a female householder with no husband present, and 26.5% were non-families. Of all households, 20.4% were made up of individuals and 7.4% had someone living alone who was 65 years of age or older. The average household size was 2.66 and the average family size was 3.08.
In the city the population was spread out with 25.6% under the age of 18, 7.7% from 18 to 24, 22.8% from 25 to 44, 27.3% from 45 to 64, and 16.6% who were 65 years of age or older. The median age was 40 years. For every 100 females there were 103.8 males. For every 100 females age 18 and over, there were 104.0 males.
The median income for a household in the city was $40,392, and the median income for a family was $42,941. Males had a median income of $27,083 versus $24,402 for females. The per capita income for the city was $20,191. About 6.2% of families and 10.2% of the population were below the poverty line, including 18.3% of those under age 18 and 6.0% of those age 65 or over.