Local organizations involved in promoting Utah to out-of-state tourists will have $2 million more to do the job this fiscal year, and a state agency on Tuesday started deciding who will get how much.

The Utah Board of Tourism Development took its first steps in establishing criteria for organizations looking to tap into the $2 million, which is part of a $10 million legislative allocation to promote Utah sites and events to potential out-of-state visitors.

The legislation calls for 20 percent to be used for a cooperative program for cities, counties and nonprofit organizations that receive approval from the board following an application and review process.

Tuesday's meeting included both philosophical and pragmatic discussions about the parameters for eligibility and funding.

"We want to do it right and do it as right as possible on the front end," said chairman Kim McClelland, acknowledging that the policies and procedures likely will need tweaking in the future.

The board established that applicants must be nonprofit in existence at least a year, with a preference to those with a marketing plan or cooperative program plan. It also established that the promotion may occur in print periodicals, including newspapers, direct-mail items and fliers; electronic media, including TV and radio; magazines and guides; billboards, sponsorships and other non-traditional means; plus consumer shows. A committee will determine if trade shows; Web sites and e-mail; collateral DVDs, CDs and brochures; and convention procurement also should be included.

Recipients must provide matching funds to receive up to a 50-50 match from the state.

Office of Tourism staffers will suggest an allocation schedule and possible minimum and maximum awards at the board's Sept. 2 meeting. Caps discussed Tuesday ranged from $50,000 to $250,000 per organization per year and $100,000 per promoted event.

"We're flying by the seat of our pants this year," said board member Bob Syrett, who suggested a $50,000 cap. "A year from now, if we find it's too low, we can increase it."

Several board members wanted to preserve flexibility, with McClelland saying the state should consider funds "if somebody comes up with the greatest idea ever" despite being a nonprofit only 11 months. "I think we need to look at these as guidelines rather than hard-and-fast rules," he said.

The board established three committees to deal with various issues prior to monthly board meetings. Applications will be reviewed by the staff and committees before being considered by the full board.

The tourism office is hoping to have the application available online Sept. 15. The first funding cycle will be Oct. 1 through Dec. 1, followed by a second cycle next spring.