To support the sales efforts of Visit Salt Lake by increasing the awareness of Salt Lake as a viable destination for conventions and tourism. The department strives to take innovative approaches to the marketing of Salt Lake through proactive communication efforts, advertising, content creation, social media and the creation of "value enhancing" marketing programs. 


Earned Media:

  • Generate the equivalent advertising value of $15.4 million, or a 5% increase over the 2019 total, worth of positive earned media, including both national and local media outlets, about Salt Lake as a convention and tourism destination.  Ski City earned media will inclusive of the $15.4 million total goal but will be tracked separately and will have a goal to generate the equivalent advertising value of $5.19 million.

Content Development:

  • Generate 8 new content articles monthly across all web properties for a total of 96 new articles that can be promoted through web, e-mail and social media.

Website Traffic:

  • Increase visits to by 10+% over the 2019 year-end total, to more than 3 million total visitor sessions on the main, mobile and booking websites.

Ski City Website:

  • Increase visitation to the by 10% over the 2019 year-end total to more than 300,000 visitor sessions.

E-mail Contact Database:

  • Visit Salt Lake has an active database (Opened e-mail at least once over a 12-month period) of about 120,000 e-mail addresses. Goal will be to increase active e-mail address database by 10% in 2020 and maintain a minimum 20% open rate across all e-letters.

Visit Salt Lake Connect Pass Sales:

  • Increase the number of Visit Salt Lake Connect Pass days sold via hotels, attractions and online channels by 5% over the total of 2019 year-end total to more than 42,000 days sold with over 100,000 venue visits.

Provide information, assistance, and product developments services to Salt Lake’s existing tour and travel clients to enhance their stays and encourage repeat bookings, while aggressively pursuing new opportunities that grow the tourism industry.


Leisure Room Night Impact:

  • Visit Salt Lake will work to develop research to quantify the impact of overnight visitors to Salt Lake County inclusive of each market segment; convention group, corporate transient and overall leisure travelers.

Familiarization Trips/Site Inspections:

  • Host 12 Media and Trade familiarization tour on UOT state-wide trips as well as Visit Salt Lake/Ski City only tours.  Visit Salt Lake will continue to target the top 20 “A” list companies for product development and promotion.


  • Attend 5 targeted tradeshows and partner with the UOT to participate in additional trade shows to uncover new business and strengthen existing client relationships.

Ski Travel Economic Impact:

  • Maintain Direct Skier Spending of $291,000,000 generated in Salt Lake County (as determined from survey data collected by Ski Utah’s annual skier survey) for the 2019-2020 ski season.