Sessions at the 2026 Tourism Business Development Workshop
General Product Development
Marketing 101: Essentials for Success
Stop guessing and start strategizing. We will cover the absolute "must-haves" for any modern tourism operator, from optimizing your website to establishing a consistent social media presence. Walk away with a clear, actionable checklist of low-cost tactics that drive awareness and get visitors through your door.
Taylor Hartman, Director of Marketing & Communications, Visit Ogden
Arianna Rees, Communications & Marketing Specialist, Utah Office of Tourism
Marketing 201: Advanced Strategies to Scale Your Impact
Ready to take your marketing efforts to the next level? Adopt the habits and data-driven strategies of top creators—from understanding and connecting with your audience to monetizing your following.
Ben Cook moderator, Director of Marketing, Utah Office of Tourism
Spencer Butterfield, Owner, Golden Hour Farm
Carly Stocks, Educator & Social Media Influencer, Dark Sky Utah
Chad Taylor, Co-Founder, Soren Marketing
Getting Utah, and Your Business, Ready for Global Visitors
International travelers stay longer and spend more—discover how to position your product to appeal to key global markets and turn international guests into brand ambassadors! This session demystifies the international travel trade and offers practical tips you can apply in preparation for America 250, the Salt Lake Temple Open House, and the 2034 Olympics.
Rachel Bremer, Director of Global Markets, Utah Office of Tourism
Hylton Fothergill, Senior Contract Manager, Bonotel Exclusive Travel
Lena Ross, COO, America4You
Chris Pilley, CEO, Rocky Mountain Holiday Tours
The Art of 5-Star Hospitality
Exceptional hospitality is built on more than policies and procedures—it is driven by how guests feel throughout their experience. This session focuses on understanding and balancing functional guest needs (accuracy, efficiency, and problem resolution) with emotional guest needs (feeling valued, heard, and welcomed). Participants will explore how tone, word choice, body language, and intentional guest engagement influence guest perception, trust, and loyalty—ultimately creating memorable experiences guests are eager to share.
Brad Anderson, Senior Training Architect and President, Blueprint Training
Understanding Guest Personality Styles to Improve Communication
Guests communicate differently, and effective service adapts accordingly. Using a simple and memorable personality framework (Eagle, Owl, Dove, and Peacock), this session helps participants quickly identify guest communication styles and adjust their approach in real time. The result is clearer communication, fewer misunderstandings, reduced conflict, and stronger guest relationships across a wide range of hospitality and tourism environments.
Brad Anderson, Senior Training Architect & President, Blueprint Training
Data-Driven Tourism: Unlocking the Secrets of Your Ideal Customer
Trying to appeal to everyone usually means appealing to no one. We will break down the latest UOT visitor profiles and market research to help you identify exactly who your ideal customer is and where they spend their time online. Master the art of hyper-targeting to ensure your marketing budget and time is spent only on the travelers most likely to book.
Becky Keeney, Director of Strategy, Utah Office of Tourism
Kristen Bonner, Principal Client Partner, Tripadvisor
Fueling Your Tourism Business: Utah’s Rural Grants & Incentives
Maximize your growth with state-funded tools. Join Colette Cox (GOEO) to discover how Utah’s Center for Rural Development supports tourism businesses. This session provides a roadmap to the REDI grant for hiring, Enterprise Zone tax credits for capital investments, and Rural Utah Jobs funding. Learn to navigate state resources, connect with outreach managers, and secure the capital needed to scale your venture.
Colette Cox, Director of the Center for Rural Development & Community Outreach, Governor’s Office of Economic Opportunity
Agritourism
Better Together: The Power of Agritourism Partnerships
Explore successful case studies of Utah farms and ranches that have multiplied their revenue by partnering with neighbors, local artisans, and tour operators. Discover how to build "agri-trails," cross-promote with nearby businesses, and create regional destination packages that attract more visitors than any single location could on its own.
Caroline Hargraves, moderator, Director of Marketing & Economic Development, Utah Department of Agriculture & Food
Brandie Hardman, Owner, Boulder Mountain Guest Ranch
Doug McCombs, Owner, I/G Winery & Utah Wine Trail
Sara Patterson, Co-Owner, Red Acre Farm CSA
Cover Your Assets: An Interactive Insurance Discussion
Losing sleep over "what ifs"? Get clear answers directly from the experts. Top insurance agents will break down the complexities of liability coverage specifically for tourism and agritourism operators. The second half of this session features dedicated breakout groups, allowing you to sit down with agents, ask specific questions about your unique risks, and walk away with a roadmap to securing your business.
Kamille Combs, moderator, Marketing Director, The MAiZE Inc.
Kim Ayers, Risk Advisor, Leavitt Group Enterprises
Tyler Jeffs, Agent, Farm Bureau Financial Services
Wrangling Codes, Zoning, and Permits
Let’s demystify the often-confusing world of city and county codes, zoning laws, and permits that every Utah agritourism operator needs to understand. This session breaks down what Utah agritourism operators should know to be compliant and move projects forward. Learn who to talk to, how to prepare applications to minimize delays, and effective ways to build constructive relationships with city and county staff, planning commissions, and local elected officials.
Terry Camp, VP of Public Policy, Utah Farm Bureau
Tyson Roberts, Owner, Roberts Family Farms
Maximizing Agritourism: New Products, New Seasons, New Income
Learn how to increase revenue by developing off-season programming and events, diversifying product offerings, and expanding market channels. Discover strategies to keep customers coming back year-round while brainstorming creative ways to leverage your existing assets—from farm stores and food souvenirs to dark-sky events and balloon festivals.
Kynda Curtis, moderator, PhD., Professor & Food Systems Specialist, Department of Applied Economics, USU Extension, USU
Dayla Ulrich, Owner, Sweet Pea Farm & Orchard
Kellie Webb, Owner, North Ogden Flower Farm
Sean Rowley, Manager, Cherry Hill Farms
Sherrie Staheli, Owner, Staheli Family Farms
Astrotourism
Benefits of Astrotourism: The Transformational Value of Night Sky Experiences
When it comes to the potential of the stars, the sky’s the limit! Move beyond the transactional to truly transformational value. Transactional products to create truly transformational guest experiences. This session explores the deeper value of astrotourism, focusing on the mental health and wellness benefits of the night sky and the awe and connection few people currently experience. Learn to foster human flourishing and community cohesion through awe-filled experiences that attract a dedicated, paying audience.
Troy Allan, Assistant Professor, Extension Utah State University and Coordinator of Colorado Plateau Dark Sky Cooperative
Launch Your Astrotourism Product: Business Mechanics and Experience Design
Ready to launch or grow your astrotourism offering? This session provides the practical steps you need. We’ll cover low-barrier-to-entry experiences and critical business mechanics, including pricing, cashflow, best safety practices, insurance, and equipment. Walk away with a strategy for economical market entry and effective money collection.
Jason Murray, Owner, Southwest Adventure Tours
Matthias Schmitt, Owner, Stargazing Zion and Stargazing Moab
Your North Star Guide to Developing Expert Teams and Community Partnerships
Utilize this two-part session as a resource for both staff training and community partner collaboration, designed to help any stargazer gain a high level understanding of a wide range of topics often covered at star parties. Looking to partner on your astrotourism journey? Discover the power of successful models for community partnerships, including securing Dark Sky Designation and building Ambassador Programs.
Eric Sims, Vice President, Stellar Vista Observatory
Sara Burak, Senior Education Director, Bear Ears Partnership
Natalie Brannon, Director, Kane County Friends of the Night Sky
Creative Economy
Leaning into Cultural Tourism
This session will explore culture, heritage, public art, and event programming as potent tools for tourism development and community engagement. Panelists will discuss strategies for creating authentic, culturally rich programming that draws visitors from near and far, from neighboring communities to out-of-state travelers. Whether you're looking to elevate your local heritage or spark a new creative initiative, our panelists will share ideas for creating memorable visitor experiences.
Tracy Hansford, moderator, Community Program Coordinator, Utah Arts & Museums
Camberly Anderson, Kane County Events Coordinator
Chris Anderson, City Council, Spring City
Lenise Peterman, Mayor of Helper City
Weaving Indigenous Businesses into your Visitor Experiences
This session will inspire collaborations between American Indigenous tourism businesses and communities. We will discuss best practices for integrating authentic experiences into regional tourism offerings, ensuring that economic benefits are shared directly with the communities while respecting cultural integrity. The goal is to move beyond mere acknowledgment to true partnership.
Steve Simpson, moderator, Co-owner Twin Rocks Trading Post
Arden RedshirtA, Navajo Tour Guide & Marketing Director, Antelope Canyon Tours
Gilmore Scott, Artist
Louis Williams, Ancient Wayves
Tastemakers and Trailblazers
The plate is no longer just a pit stop – it’s the destination. This session delves into the rise of culinary tourism, from foodie festivals to "destination dining." Join Sorell Grow, Public Relations Manager from the Utah Office of Tourism, as she explores the latest trends captivating today's taste-seekers, and how Utah's very own culinary trailblazers leverage landscapes, community connections, and strategic partnerships to enhance products and the overall customer and visitor experience.
Sorell Grow, moderator, Public Relations, Manager, Utah Office of Tourism
Adrianna Pachelli, Senior Manager, Caputo's Market & Deli
Brandie Hardman, Owner, Boulder Mountain Guest Ranch
Brooke Salt, Co-Owner/Co-Founder, Shooke Coffee Roasters
Film Tourism Product Development Workshop
In this interactive, working session, participants will break into small groups to identify the film assets they already have — filming locations, recognizable backdrops, film trail markers, and production stories — and explore how to build new visitor experiences around them. 19 counties now have official Utah Film Trail markers, and visitors (especially international visitors!) are ready to get off the beaten path to experience the real-world locations where their favorite movies or TV shows have been filmed. The question is: how do you turn that into a product? Come prepared to think creatively, collaborate, and leave with actionable concepts you can refine and implement in your own business or community.
Carli Mahas, Production Coordinator, Utah Film Commission
Christina Martin, Marketing & Communications Manager, Utah Film Commission
Emma Kwanin, Global Markets Manager - Europe & UK, Utah Office of Tourism
Melissa Jackson, Operations Manager, Utah Film Commission
Virginia Pearce, Director, Utah Film Commission