ELEV8 Utah Product Development
Take Your Visitor Offerings to the Next Level
Today’s savvy travelers expect more from the places they visit. They crave authentic, immersive experiences that connect them with the heart and soul of a destination and create memories that last a lifetime. If you’d like to take your visitor offerings to the next level, there’s an exciting new program offered through the Utah Office of Tourism that will help you do just that!
The Creation of ELEV8 Utah
The Utah Office of Tourism (UOT) has signed a business product development contract with Joseph C. Veneto, dba Opportunities Unlimited, marking a significant step forward in the state's commitment to enhancing its vibrant visitor economy. This partnership officially launches ELEV8 Utah Product Development, an 8-step product development process designed to cultivate and elevate unique visitor experiences in the state.
The program will begin with a pilot program involving Iron, Kane and Sevier counties. Each county will have four new experiences at the end of the program in May 2026. "We are incredibly excited to embark on this new chapter of innovation," said Natalie Randall, Managing Director of Tourism for the Utah Office of Tourism." This contract empowers Utah’s tourism industry to diversify and extend its capacity for creating world-class experiences, ultimately boosting the return on investment in the experience economy.
Kicking Off in Iron, Kane, & Sevier Counties
Tourism businesses and organizations based in Iron, Kane, or Sevier Counties are encouraged to apply for the program. Examples of ideal applicants include:
- Guides & Outfitters
- State or National Parks
- Retail Sites
- Culinary Venues
- Cultural or Historical Sites
- Lodging
- Other Tourism Related Businesses
Applicants must be fully established and stable businesses/organizations currently offering or interested in offering visitor experiences (ex - tours, hands-on arts/crafts, performances, events, workshops, classes, guided adventures, behind-the-scenes experiences, etc.).
Now accepting applications through August 8, 2025
Understanding the ELEV8 Utah 8-Step Process
The program is designed for participants to develop the essential skills and abilities needed to create unforgettable tourism experiences that are market-ready and revenue-producing. This master class in experience design will run for 8 months, beginning in October 2025 and ending in May 2026.
- September 2025 - Onboarding for the 12 participants (4 per county (virtual)
- October 2025 - Designing & Developing Unforgettable Experiences (virtual)
- November 2025 - The Art of Storycrafting (on-site)
- December 2025 - Nurturing the Narrative: Outlining and Storyboarding (virtual)
- January 2026 - Creating an Engaging Script (on site)
- February 2026 - Staging and Testing for Impact: Launching and Marketing Experiences (virtual)
- March 2026 - Creating Sales Success (on site)
- April 2026 - Managing Delivery Excellence (on site)
- May 2026 - Going Global (virtual)
Participants are guided through each step of the process with online video lessons, facilitated monthly hands-on work sessions (virtual and in-person), individual mentoring and coaching, skill-building assignments, turn-key templates, and proven techniques.
Benefits of the Program
- Engage in a masters class on experience design
- Receive expert guidance monthly from tourism experience consultant, Joe Veneto
- Create unique offerings and new revenue streams for your business
- Get a professional toolkit filled with templates, examples and marketing/PR materials
- Gain exposure through your local Destination Marketing Organization (DMO)
- Attract more business from leisure, local, meetings, group travel, and international markets
- Build an exclusive network with other participating tourism organizations
Necessary Commitment
Eight monthly group workshops with Joe Veneto and the Utah Office of Tourism (virtually or in person) to assist you in developing, crafting, scripting and staging your experience(s)
- Monthly one-on-one coaching sessions with Joe Veneto (virtually or in person) to assist you through the process
- Assembly of all necessary resources within your organization to achieve the agreed-upon goals
- Dedicated time to research, scripting and story development to support your experience
- Development of web content and a landing page(s) to support your experience(s)
- Creation of promotions, marketing and sales initiatives
- Financial commitment - to be determined by your county. Please connect with your representative to verify the program cost:
Janette Peatross, Kane County Tourism Director
[email protected]
Pat Guerrero, Kanab Area Chamber of Commerce President
[email protected]
Maria Twitchell, Iron County Tourism Director
[email protected]
Amy Myers, Sevier County Tourism Director
[email protected]
Important Program Dates
October 13th @ 9:00 am - 12:00 pm (Virtual Workshop)
Individual 60-minute call via Google Meet to be scheduled October 14th-17th
November 10th @ 10:00 am - 2:00 pm (In-Person Workshop)
Individual 90-minute in-person visit to be scheduled November 10th-14th
December 8th @ 9:00 am - 12:00 pm (Virtual Workshop)
Individual 60-minute call via Google Meet to be scheduled December 9th - 12th
January 12th @ 10:00 am - 2:00 pm (In-Person Workshop)
Individual 90-minute in-person visit to be scheduled January 12th-16th
February 9th @ 9:00 am - 12:00 pm (Virtual Workshop)
Individual 60-minute call via Google Meet to be scheduled February 10th-13th
March 9th @ 10:00 am - 2:00 pm (In-Person Workshop)
Individual 90-minute in-person visit to be scheduled March 9th-13th
April 6th @ 10:00 am - 2:00 pm (In-Person Workshop - TBD County)
Individual 90-minute in-person visit to be scheduled April 6th-10th
May 11th @ 9:00 am - 12:00 pm (Virtual Workshop)
Connect with the ELEV8 Utah Program Leads
Rachel Creer
Utah Office of Tourism
Partner Resources Manager
[email protected]
Janette Peatross
Kane County Tourism
Tourism Director
[email protected]
Pat Guerrero
Kanab Area Chamber of Commerce President
[email protected]
Maria Twitchell
Iron County Tourism
Tourism Director
[email protected]
Amy Myers
Sevier County Tourism
Tourism Director
[email protected]
Meet the Tourism Experience Consultant
Joe Veneto is a nationally recognized speaker and the founder and principal of Veneto Collaboratory, a management consulting and training company. He collaborates with destination marketing organizations, travel suppliers and service-related companies to create results that generate economic development and drive customer loyalty. He is an expert in the design, development and distribution of compelling consumer packages and unforgettable visitor experiences. Joe has worked with destination marketing organizations and travel attractions throughout North America, including Philadelphia, PA; Columbus, OH; Hilton Head, SC; The Mall of America and many more.
Examples of Veneto's work with DMOs and businesses throughout the nation include: Scottsdale, Arizona; Columbia Valley, British Columbia; Deadwood, South Dakota; and Paducah, Kentucky.
