UOT Logo Monument Valley Masthead
March 27, 2012 

From the Managing Director   ...continued

Spring always brings renewed excitement for more great outdoor recreation in Utah! We are also greeting the new fiscal year on July 1st with renewed optimism, thanks to the success of our tourism industry partners, led by UTIC Executive Director, Nan Anderson and Des Barker, to secure $9 million for our Tourism Marketing Performance Fund. Thanks to all who made it happen, and certainly a big thanks to Senator Scott Jenkins for spearheading the legislative efforts to increase our funding over last year by $2 million. The intent of the legislation creating the TMPF was to recognize the performance of the industry with increased funding, and all our partners clearly articulated that tourism taxes were up, the advertising and cooperative partnerships were effective and that tourism works for Utah's economy.

April is packed with events and unveilings for the Utah Office of Tourism. Our redesigned and totally revamped visitutah.com is up and running to coincide with the launch of our spring/summer ad campaign which began Monday, March 26. You can read more about the details of the campaign in this newsletter.
We expect to fulfill traveler requests with our newly redesigned, experience-driven Travel Guide in the next couple of weeks.

The board will meet for our monthly meeting and annual retreat April 12 and 13th in Bluff, and we look forward to San Juan County's hospitality again. Don't forget to sign up for the Tourism Conference in Provo, May 15th through the 17th, our annual summit that allows for the most recent information on issues and items on tourism; and most importantly the networking opportunities this event creates for partners from around the state.

Thanks for all you do for tourism in Utah, and see you in Provo in May!

Leigh von der Esch and the Utah Office of Tourism

Utah Legislature Approves $9 Million in Marketing Funding   ...continued
Cooperative Marketing Monies Increase

The Utah Legislature increased funding for the Tourism Marketing Performance Fund to $9 million for FY 2012. In a nod to the economic impact of statewide tourism, the $2 million increase over last year will extend the marketing reach of next year's winter and spring ad campaigns, as well as further the Utah Life Elevated brand.

With the increase in funding, the Utah Board of Tourism Development has approved increasing the cap on Cooperative Marketing awards from $175,000 to $225,000. Single or multiple applications from non-profit tourism entities are due on June 21, 2012 and must not exceed the capped amount for each organization.
Twenty percent or $1.8 million of the $9 million Tourism Marketing Performance Fund (TMPF) is set aside for the Cooperative Marketing program, which is designed to leverage state and tourism partner funding to attract out-of-state visitors to increase tourism expenditures.

"The Cooperative Marketing program has funded nearly 300 applications since 2006 for a total of more than $13 million, leveraging the total to more than $26 million," said Leigh von der Esch, managing director of the Utah Office of Tourism, an agency of the Governor's Office of Economic Development. "Funding has gone to partners in 27 of Utah's 29 counties. The program has enabled both large and small tourism partners to promote their specific destinations and events to potential visitors."

Those eligible for the Cooperative Marketing program include cities, counties, non-profit destination marketing organizations, and similar public entities that have been established as a non-profit for a minimum of one year. The Utah Office of Tourism matches up to 50% of the cost of the applicant's marketing project. All projects must utilize the Utah Life Elevated brand.

The funding, appropriated by the Utah Legislature, is available beginning July 1. The board will approve the applications for Round 10 of the program during its August meeting.

Information on the Cooperative Marketing program can be found online at or contact Kelly Day at (801) 538-1727 or kday@utah.gov.

Utah Valley to Host Utah Tourism Conference   ...continued
Online registration is now open for the 9th Annual Utah Tourism Conference that will be held at the new Utah Valley Convention Center in Provo from May 15-17, 2012. The conference is cosponsored by the Utah Office of Tourism and the Utah Tourism Industry Coalition (UTIC). Utah's annual tourism conference will coincide with National Travel and Tourism Week.

"We are thrilled to meet in Utah Valley's new convention center to share best practices and network with our tourism industry partners," said Leigh von der Esch, managing director of the Utah Office of Tourism, an agency of the Governor's Office of Economic Development.

Utah Valley Conference Center"The Tourism Conference is a great opportunity for tourism industry colleagues to learn new trends, technologies, and ideas from the best in our industry," said Sara Toliver, President and CEO of the Ogden/Weber Convention & Visitors Bureau and chairman of UTIC's Tourism Conference Committee. "We've made some changes to this year's format to allow for additional time to share best practices since the chance to network with our peers is such an invaluable component of this conference."

The agenda includes sessions on domestic and international marketing, research trends, public relations, social media, a legislative update, and other topics.

Entries and nominations are being accepted for the Utah Tourism Hall of Fame Awards and the 7th Annual Utah Tourism Marketing and Advertising Contest. The deadline for the Hall of Fame nominations is April 13. Details for the Hall of Fame can be found online. The awards will be presented during the conference.

The Marketing and Advertising Contest is accepting entries for the best of industry marketing, promotion, and advertising efforts. The deadline for the contest is Thursday, April 19, 2012. For more information on the contest, visit the conference webpage, or contact Rebecca Katz at the Utah Office of Tourism, rkatz@utah.gov.

Tourism is one of Utah's largest industries, generating $6.5 billion in traveler spending every year and $842 million in state and local taxes. Utah's Travel and Recreation-related employment is estimated at 122,839 tourism-related jobs in the state. In 2010, 20.2 million international and domestic travelers visited Utah.

Individual conference registration is $175. Two or more representatives from the same company can register for $150 per person. A student registration is also available for $50. For conference information and registration, visit www.utahtourism.org or call UTIC at (801) 505-5266 or contact the Utah Office of Tourism at travel.utah.gov or (801) 538-1900.

UOT Launches New Website and Summer Ad Campaign   ...continued

The state's travel website, VisitUtah.com, has been redesigned in an effort to increase content and partner collaboration. UOT has been working with web creation agency Simpleview on the new platform that will be easier for the user to navigate and for staff to manage content and images. The new site features a smartphone-friendly web version and includes larger, more vibrant images of Utah's many landscapes and places of interest.

In conjunction with the new website, UOT's $2.2 million Utah Life Elevated regional television advertising campaign is now airing on local and cable stations in Denver, Los Angeles, Phoenix, Portland, and San Francisco.

Digital outdoor ads will be seen in Los Angeles, Denver, Las Vegas, and San Francisco, including a San Francisco tunnel wrap. Online digital display and social media advertising and promotion will include Denver, Las Vegas, Los Angeles, Phoenix, Portland, San Francisco, and Seattle.

"We are using the same summer television commercials one more season because they were effective in raising the awareness of Utah as a warm weather destination with all we have to offer with outdoor recreation, state and national parks, and summer festivals," said Leigh von der Esch, managing director of the Utah Office of Tourism, an agency of the Governor's Office of Economic Development. "We are also excited to launch our new redesigned website that is easier to navigate and smartphone friendly. It's visually stunning and content rich."

Visitors to the new website will be able to plan itineraries and search listings. It also has a new events calendar, photo and video library, and maps. Utah's tourism partners will soon be able to log in to a portal to update information on their destinations, giving visitors the latest information for trip planning.

"With rising and uncertain gas prices, this new website will assist our residents as they discover a new part of Utah to visit this summer," added von der Esch.

The television campaign consists of a 30-second commercial spot and four 15-second commercials that can be viewed on the Utah Office of Tourism
YouTube Channel.

The commercials highlight outdoor recreation in many venues including Utah's state parks, as well as Utah's boating, horseback riding, mountain biking, fishing, festivals, golf, fine dining, shopping, as well as museums and historic sites. Utah is also well-known for hiking, rock climbing, bird watching, and river running.

City Creek Center Opens to Thousands From Around the World   ...continued

Taubman Centers, Inc. (NYSE: TCO) announced the opening of City Creek Center in Salt Lake City, Utah. Thousands of visitors from near and far attended the grand opening of the only regional shopping center to open in the United States this year. According to the International Council of Shopping Centers, City Creek Center is the first enclosed regional shopping center to open in the United States in six years. City Creek Center is the retail component of City Creek, the 23-acre, mixed-use development on three blocks in the heart of downtown Salt Lake City.

City Creek FountainsArchitects, civic leaders, businesses and journalists from around the world were among those who came to see, tour and shop the 700,000-square-foot shopping center. Designed to showcase Utah's natural beauty, the unique indoor/outdoor space features a retractable roof, a 140-foot skybridge over Main Street, a 1200-foot-long re-creation of the historic City Creek, two 18-foot waterfalls and three fountains from the creators of the famed Bellagio fountains in Las Vegas.

Nordstrom and Macy's anchor City Creek Center's world-class retail offerings. Of the 100 stores and restaurants, one-third are unique to the Salt Lake City market or the state, including Tiffany & Co., Michael Kors, Coach, Tumi and Brooks Brothers/Brooks Brothers Women.

"Of the 100 stores and restaurants, we are pleased to open with 92 retailers today, with three more opening later this year," said Robert S. Taubman, Chairman, President and CEO of Taubman Centers. "The commitment of these retailers is a confirmation of their belief in the rebirth of downtown Salt Lake City."

City Creek Center brings shoppers a variety of unique amenities, including a prehistoric-themed children's play area located in the Food Court, free wireless Internet access, a sidewalk snow-melt system, an outdoor fireplace and an airline flight monitor so travelers can check on their flights while they shop. The shopping center is also dog-friendly, as are many of its stores.

The LEED-certified shopping center integrates sustainable design with both historic structures and new buildings. City Creek was built on the site of two former shopping malls, and more than 70 percent of the material from the structures, formerly on its site, have been recycled or reused as part of an aggressive sustainability program.

City Creek Center is a 15-minute drive from the Salt Lake City International Airport, the center is located in the heart of downtown Salt Lake City, adjacent to historic Temple Square and just blocks from the intersection of Interstate 15 and Interstate 80. For information and updates, visit the City Creek website.

Taubman Centers is a real estate investment trust engaged in the development, leasing and management of regional and super regional shopping centers. Taubman's 27 U.S. owned, leased and/or managed properties, the most productive in the publicly held U.S. regional mall industry, serve major markets from coast to coast. Taubman Centers is headquartered in Bloomfield Hills, Mich., and its Taubman Asia subsidiary is headquartered in Hong Kong. For more information about Taubman, visit www.taubman.com.