UTAH’S DARK SKIES

Industry Partners,

In collaboration and celebration with Governor Cox declaring April 2021 Utah Dark Sky Month, the Utah Office of Tourism has built a toolkit with dark sky-related resources and assets for you to utilize and share throughout this month and beyond.

“Over the last several years we have pivoted dramatically to focus on the quality of the experience for visitor and hosting  communities. Preserving dark skies helps communities establish long lasting tourism economies and keeps our places forever mighty. Utah State Parks, our national parks and community partners have shown tremendous leadership and vision in preserving the night sky throughout the state.” – Vicki Varela, managing director of the Utah Office of Tourism

The Dark Skies Edition Toolkit includes the following resources:

• A Beginner’s Guide to Dark Skies
• An Astrotourism Profile
• The Dark Sky Month Press Release
• Visit Utah’s Social Tips for Dark Sky Month
• UOT’s Dark Sky Image Library
• Access to the Dark Sky Content on VisitUtah.com

Click the buttons below to access the content!

VIEW THE TOOLKIT

Utah Office of Tourism Celebrates Governor Cox’s Declaration of Dark Sky Month

Utah Office of Tourism’s dark sky messaging encourages responsible tourism stewardship 

SALT LAKE CITY, UTAH —  The Utah Office of Tourism Celebrates Governor Spencer Cox’s declaration of April as Dark Sky Month. Astrotourism and dark sky messaging complement the tourism Red Emerald Strategic Plan, which aims  to elevate life in Utah through responsible tourism stewardship. 

The Red Emerald Strategic Plan aims to spread out visitation throughout the state and the year, not just high season and highly visited places. Helping visitors prepare to travel responsibly is a key element.    The strategy focuses on the quality of visits rather than the quantity of visitors, and manages visitation consistent with local community priorities.  

“Over the last several years we have pivoted dramatically to focus on the quality of the experience for visitor and hosting communities.  Preserving dark skies helps communities establish long lasting tourism economies and keeps our places forever mighty,” said Vicki Varela, managing director of the Utah Office of Tourism. “Utah State Parks, our national parks and community partners have shown tremendous leadership and vision in preserving the night sky throughout the state.” 

Utah is home to some of the darkest skies on earth and currently leads the world in dark sky preservation with 23 accredited International Dark-Sky Association (IDA) places. With good planning and community support, dark sky preservation and astrotourism is a responsible and sustainable form of tourism that encourages overnight stays, distributes visitation around the state and educates visitors about Utah. Astrotourism could lead to an estimated $5.8 billion in spending in the Colorado Plateau and support over 113,000 new jobs in the next 10 years. 

“I have proudly supported our state park system’s contribution to Utah’s global leadership in the number of designated International Dark Sky Places,” said Utah State Parks Director Jeff Rasmussen. “Many of our staff, interns, volunteers and partners have worked tirelessly over the last five years to help these parks earn this international honor.  Visiting these areas and seeing the pristine night skies in such beautiful and unique settings is a truly spectacular experience. ”

Utah’s 23 accredited International Dark-Sky Association places include four of Utah’s Mighty 5® national parks, 10 state parks, and two towns. Visitors and residents can go to visitutah.com/stars for a suite of resources to learn how to experience, enjoy and protect the state’s vast night skies.

Dark Sky Images – here
Dark Skies at Kodachrome Basin State Park Video – here
Industry Toolkit – here

Contact: Anna Loughridge, 385-212-9325,  aloughridge@utah.gov  

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About the Utah Office of Tourism 

The Utah Office of Tourism (UOT) fulfills its mission to improve the quality of life for Utah residents through revenue and tax relief by attracting quality, well-prepared domestic and international visitation and motivating tourism spending within a sustainable tourism economy. The UOT partners with communities to develop tourism economies and storytelling consistent with their local vision and encourages stewardship and industry support through local engagement and ambassadorship. To advance these goals, the UOT manages year-round strategic marketing, industry research, media relations, cooperative marketing, in-state public relations, website and visitor experience enhancements, and destination management and development programs. Learn more at travel.utah.gov and visitutah.com.

Calling all industry partners to join in submitting nominations for the 2021 Utah Tourism Hall of Fame!

The Utah Tourism Hall of Fame is presented by the Utah Office of Tourism and the Utah Tourism Industry Association. The Utah Tourism Hall of Fame recipients are nominated by their peers and selected for contributions made to Utah’s tourism industry at the state, regional, or local levels. The Hall of Fame was first introduced in 1985 and has recognized 118 individuals who have elevated life in Utah through their leadership in tourism marketing, stewardship, and destination management.

The nominees will be reviewed, and final selection will be made by a joint UOT and UTIA selection committee. Submit your nomination HERE

Please submit nominations by Friday, APRIL 30, 2021.

Thanks to UTIA for creating the awesome collage of past Tourism Hall of Fame recipients!

Utah Office of Tourism receives Adrian Award Recognition for Travel Marketing Excellence

Prestigious competition recognizes COVID-19 recovery campaign initiative and powerful storytelling

The Hospitality Sales & Marketing Association International (HSMAI) honored the Utah Office of Tourism (UOT) with one silver and two bronze Adrian Awards for marketing excellence for its winning entries in the 64th annual Adrian Awards, the largest and most prestigious global travel marketing competition. For 2020, HSMAI redesigned the Adrian Awards to reflect the current travel landscape, with Focus Categories of Corporate Social Responsibility, Crisis Communications/Management, Recovery Strategies, and Talent & Leadership Development, in addition to traditional Adrian Award categories.

“Our goal is to support Utah’s great small businesses — guides and outfitters, hoteliers, restaurants, retailers and more — by telling the Utah story effectively,” said Vicki Varela, managing director of the Utah Office of Tourism. “Our marketing aims to encourage responsible visitation, engage with our local communities and to help travelers understand how accessible a Utah adventure can be. Adrian honors affirm that we have created messages that resonate.” 

Utah Office of Tourism travel marketing entries: 

• Between the Mighty 5 — Silver. The integrated marketing campaign for consumers. Launched 2019 Utah’s five national parks, “The Mighty 5Ⓡ,” have been the subject of successful advertising campaigns in the past. Now the national parks experience a variety of constraints in the peak season due to the high visitation numbers.  The question/opportunity facing the UOT and key partners including Struck and Love Communications was how to focus the emphasis on targeting travelers who would increase their length of stay, spend more, explore further and travel better. View.
• Small but Mighty — Bronze. Recovery strategy. Launched 2020 Along with most other travel and tourism boards around the world, the Utah Office of Tourism’s planned campaigns were put on hold in early March 2020 while the world seeked solutions to the coronavirus pandemic. Rather than have our marketing efforts go completely dark with the onset of COVID, the UOT, alongside key partners including Struck and Love Communications, quickly developed a strategic plan defined and guided by key measured indicators that outlined the path for all communications for the UOT across their paid media, social, public relations, community management, and website content platforms. In addition to promoting safe, well-prepared visitation, Small but Mighty worked to mitigate the economic loss for the tourism industry in Utah and set up the destination for a strong recovery when the time was right. View. / VisitUtah.com
• Guided By — Bronze. Multimedia or video series. Reporting in recent years found that the Utah Office of Tourism’s powerful storytelling “coincided with a steep increase in park visitation that has continued unabated ever since.” It was time for a new narrative, a story told straight from the subject matter experts closest to the land who could responsibly lead visitors down a different road. UOT’s “Guided By” series is anchored by long-form video content unified by an effort to encourage high-quality, well-informed travel to places less known. The UOT’s Sandra Salvas led the creation of the series along with 3 Strings Productions and KHNO Films. The series was designed to be inclusive and representative of a range of demographics and diversity of talent across our target audiences. View.

“Just like the red emerald, mined only in Utah, we strive to make our storytelling unique and transformational,” Varela said. “Thanks to the innovative work from our internal team at the Utah Office of Tourism and key creative partners for making this possible.” 

The Utah Office of Tourism was honored during the HSMAI Adrian Awards virtual celebration on Tuesday, March 23, 2021 

Winning entries are viewable in the winners’ gallery on the Adrian Awards website. Visit www.AdrianAwards.com for more information on the event and competition and to view the Adrian Awards Winners’ Gallery. 

Contact: Anna Loughridge, 385-212-9325,  aloughridge@utah.gov  

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About the Utah Office of Tourism 

The Utah Office of Tourism’s (UOT) mission is to elevate life in Utah through responsible tourism stewardship. We do this through marketing, stewardship and development. Marketing: UOT curates messaging that inspires visitation, supports local businesses and builds the Utah economy. Stewardship: UOT manages visitation statewide and supports the responsible discovery of Utah. Development: UOT partners with local communities to enhance and develop their visitor economies to benefit residents and visitors. Learn more at visitutah.com and travel.utah.gov

About HSMAI

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube. 

We are seeking responses to this survey by the end of day, Tuesday, Feb 16.

Take the survey here

The Utah Office of Tourism launched a revamped website last week to inspire visitors to consider Utah for their travel, increase well-prepared visitation and improve the customer experience. The redesign includes new visuals that highlight Utah’s diverse, vast landscapes and encourage deeper exploration; new site headings point to more experiences; significantly improved data and technical capabilities engage users more effectively; and there is more detailed information about places to visit and itineraries.

“The covid pandemic has put an emphasis on travel planning and preparedness when visiting a destination,“ said Vicki Varela, managing director of the Utah Office of Tourism. “Through our redesigned visitutah.com, we hope to inspire travelers to visit Utah thoughtfully and responsibly.”

The Red Emerald Strategic Plan encourages well-prepared year-round visitation, focusing on the quality of visits not just quantity of visitors, getting customers responsibly off the beaten path and helping communities that want to attract more tourists develop their destinations.

“Just like the red emerald, mined only in Utah, visiting the state and visitutah.com should be a unique, transformational experience that can’t be found elsewhere,” Varela said. “Thanks to our content strategist, Rosie Gochnour Serago, and the team at Hanson Dodge for their innovative work to make this big shift possible.”

Safe travel tips, itineraries and more information on unique Utah experiences can be found at visitutah.com

The Utah Tourism Hall of Fame is presented by the Utah Office of Tourism and the Utah Tourism Industry Association. Recipients are nominated by their peers and selected annually for contributions made to Utah’s tourism industry at the state, regional, or local levels. The Hall of Fame was first introduced in 1985 and has recognized 118 individuals who have elevated life in Utah through their leadership in tourism marketing, stewardship, and destination management.

2020 Utah Tourism Industry Hall of Fame Recipients

The 2020 Hall of Fame recipients were acknowledged in September at the Utah Tourism Conference, held virtually with a limited in-person event at the Salt Palace Convention Center.

“This is an award about recognizing leadership in one of Utah’s largest economic sectors,” said Vicki Varela, managing director of the Utah Office of Tourism. “It’s an honor to recognize this year’s recipients who have all made significant and sustaining contributions to Utah’s tourism industry, particularly during challenging times.”

2020 Utah Tourism Hall of Fame Recipients:

Val Hale, Executive Director, Utah Governor’s Office of Economic Development
As the Executive Director of the Utah’s Governor’s Office of Economic Development, Val has guided the state’s economic development efforts in business, tourism and film. Val has been a champion for tourism and outdoor recreation opportunities, helping put Utah on the map as a premier destination across the globe and helping all Utahns live “Life Elevated.” Val has been instrumental in paving a path towards recovery for Utah’s tourism industry as a resourceful, collaborative and innovative leader. 

Joyce Kelly, International Marketing Manager, Greater Zion Convention & Tourism Office
As the International Marketing Manager for the Greater Zion Convention and Tourism Office, Joyce Kelly has proven herself an asset to Utah. She has been instrumental in putting the Greater Zion area and other destinations in Southern Utah on the international map. She has built and strengthened relationships with key tour operators across the globe and through these relationships has brought visitors from around the world to Utah’s National Parks. 

Bill Malone, President and CEO, Park City Chamber/Bureau
As the President and CEO at Park City Chamber/Bureau, Bill has been invaluable to the Park City community. Bill is a talented destination ambassador and has led one the most effective Convention and Visitors Bureaus in the country. He has an eye for talent and has attracted/retained/developed industry leaders who bring hundreds of millions in revenue to the community every year. Bill has demonstrated a flexible and adaptive aptitude to new trends, yet preserves the history and integrity of the destination.

2019

• Pat Holmes, Visit Salt Lake
• Kim McClelland, Deer Valley

2018

• Onno Wieringa, Alta Ski Area
• Connie Marshall, Alta Ski Area

2017

• Hans Fuegi, Grub Steak Restaurant (UOT Board)
• Charlie Delorme, San Juan County Economic Development & Visitor Services
• Nan Groves Anderson, UTIA

2016

• Dennis Copyak, Le Bus
• Senator Wayne L. Niederhauser, Utah Senate

2015

• Representative Brad R. Wilson, Utah House of Representatives
• Marian Delay, Moab Area Travel Council

2014

• Keith Griffall, Western Leisure, Inc.
• Governor Gary R. Herbert, Utah Governor’s Office

2013

• Bruce Fullmer, Garfield County Travel Council
• Leigh von der Esch, Utah Office of Tourism & Film

2012

• Scott Hardy, Scott Hardy Design (UOT calendar designer)
• Brent Beck

2011

• Bob Wheaton, Deer Valley Resort
• Senator Dennis Stowell, Utah Senate

2010

• Red Oelerich, Outdoor Utah Magazine
• Raelene Davis, Ski Utah

2009

• John Williams
• Edgar B. Stern Jr.
• Harold Lyman
• Tom Guinney, Gastronomy, Inc (Market Street Grill)

2008

• Bob Syrett, Ruby’s Inn (UOT Board member)
• Rick Davis
• Dick Bass, Snowbird Ski Resort

2007

• Beth Gurrister
• Cleal Bradford, San Juan County Foundation

2006

• Richard Bradford, DCED/DBED
• Bob Jones

2005

• Peggy Humphreys
• Randy Harmsen
• Diane Nelson Binger
• Senator Scott K Jenkins, Utah Senate

2000

• Stanley M. Smoot & Mary Ellen Smoot
• Laree Garfield

1998

• Merlin Olsen, Utah State & NFL football player
• Kent Derricott

1996

• Mari Lou Wood
• Claire K. Lee & Betty C. Miller
• Kenneth Y. Knight
• Dennis F. Judd
• Barbara C. Fjeldsted
• John C. Beaslin

1994

• Von B. Wayman
• Louis E. Miller
• Garth Heaton

1993

• Leuella Broby Seeholzer
• Fred H. Rollins, III
• Elizabeth “Teddy” Griffith
• Claude Atkin

1992

• Carma Thomas
• Tex & Millie McClatchy
• Felix C. Koziol
• Michael D, Gallivan
• Jack Adamson

1991

• Stan Tixier
• Stein Eriksen, Olympic Gold medalist, Stein Eriksen Lodge
• Athleen Fishburn
• Don Nebeker
• Gene Nodine
• Don Hatch

1990

• Al Earley
• Elaine Henderson
• Royal Henderson
• Alma H. Truman
• Dean R. Smith
• Thelma L. Jones
• Craig Badami

1989

• E.R. “Zeke” Dumke Jr.
• Vail Hatt
• Dwight Wetenkamp
• Bradley P. Smith
• Gerald R. Sherratt

1988

• Fern Morrison
• Ward J. Roylance
• Burton K. Nichols
• William H. Levitt
• W.D. “Bill” Rishel

1987

• Robert “Bus” Hatch
• Richard “Dick” Hammer
• Maon Pulley
• Randall Jones

1986

• Harlan Nelson
• Lawrence H. Lee
• Fay Hamblin
• Bates Wilson
• Norman Nevills

1985

• The Syrett Family, Ruby’s Inn
• Marv & Mitch Williams
• Lee Jorgenson
• Ted Seeholzer
• Don Ware
• Arch Arnold
• The Quist Family
• Ken Sleight
• John Hunt
• Milt Jolley
• Mr. & Mrs. Harry Goulding
• Kent Frost
• Fred Adams
• Ray Knell
• Phyllis Steorts
• Ken Sowards
• The Ekkers Family
• Murray Moler
• Robert Temple
• Chic Morton
• Glen Overton
• Chester Davis
• Cal Black
• Calvin Rampton, Governor’s Office (11th Governor of Utah)
• Vane & Mardean Pugh