The mission of the Utah Cooperative Marketing Program is to leverage state and co-op partner funding
to attract out-of-state visitors to increase tourism expenditures
Stretch your out-of-state marketing dollars by partnering with the Utah Office of Tourism (UOT). Destination marketing organizations and non-profit tourism-related entities (in existence for one year or more) are eligible to apply for up to $250,000 in matching money for out-of-state promotions. The intent of the cooperative program is not only to market your project, area, or event but also to extend the brand of the state. We are excited to help fund your project and see the tourism and economic gains you and your organization can provide to the residents of Utah.
Since 2020, the co-op program has allowed a portion of every application to include in-state marketing. If you are classified as a Destination Marketing Organization (DMO) you may apply 25% or $50,000, whichever amount is greater, of your application to in-state marketing efforts. All other types of eligible applicants may apply 15% or $35,000, whichever amount is greater, of your application to in-state marketing efforts. We encourage joint applications as long as no individual contributor goes over the $250,000 cap. Joint applications are also eligible for the in-state marketing options.
To date, the UOT has funded 944 applications totaling $53,447,101 and
extended the state’s brand to $106,894,202 in out-of-state marketing dollars.
Before beginning your application, please review the 2024 Traditional Cooperative Marketing Program Guidelines. To request access to the Utah logo(s) for your co-op related marketing materials, please fill out and submit this form.
Congratulations to the 2024 Co-Op Marketing Program Grant awardees!
The 2024 cycle ended with 58 applications and an exciting conclusion. Partners across the state requested a total of $6,216,572.35, from the available $4,598,560.93. The award announcement was made during UOT’s Board Meeting on August 9th. Special thanks to the Co-op Committee, (who are member’s of UOT Board of Travel Development) chaired by Lesha Coltharp, Jared Berrett, Kym Buttschardt, and Kevin Smith.
2024 Cooperative Marketing Program Grants Summary and Awardees
2024 Deadlines
- Application Opens – May 31st, 2024 at 9:00 a.m. MT
- Optional Review Deadline – June 21st, 2024 at 5:00 p.m. MT
- Application Deadline – June 28th, 2024 at 5:00 p.m. MT
- Oral Interviews – July 29th & 30th, 2024
- Awards Announced – August 9th, 2024
- UOT Board Meeting (via Zoom) @ 10:00 a.m. MT
- https://us02web.zoom.us/j/83492810219?pwd=qnbEUu8DnoF3A64ruSN0DJIVjYMyPx.1
- Meeting ID: 834 9281 0219 / Passcode: 359879
- Board Meeting Agenda
2024 Resources
- Co-op ROI Best Practices Webinar (6/2024)
- Co-op Round 2024 Guidelines
- Partners Webinar (Recording)
Please note that the section numbers (ex – Section 1, 2, 3-5, etc) referenced in the webinar were mislabeled. The 2024 Co-op Webinar Slide Deck has been corrected to show the accurate section numbers attached to the material. No additional changes have been made since the Webinar. - Co-op 2024 – Application & Scoring (example – Your official application MUST be submitted through Salesforce)
- Salesforce Application Portal
- Utah Tourism Industry Metrics/Research
- Utah Brand Logos
- Board of Tourism Development
- Co-op Legislation
Past Round Information
Final Report Deadlines:
- Round 22 – September 30th, 2024
- Round 23 – March 1st, 2025
Note: You need do NOT need to have previous Co-op rounds finalized before applying for a new round.
Awards Archive
- Round 2017 Co-op Awards
- Round 2018 Co-op Awards
- Round 2019 Co-op Awards
- Round 2020 Co-op Awards
- Round 2021 Traditional Co-op Awards
- Round 2021 Forever Mighty® Awards
- Round 2021 Traditional and Forever Mighty Revised Awards (Only includes awards that received increased funding)
- Round 2022 Co-op Awards
- Round 2023 Co-op Awards
For more information or questions regarding the program, contact:
UOT’s Community & Partner Relations Team
Rachel Creer, Partner Resources Manager
Kevin Blomquist, Grants Specialist
[email protected]
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