This Is the Place erasing the 'red'

When Matt Dahl signed on to be the new executive director of This Is the Place Heritage Park, he knew the park was in a financial red zone.

Hundreds of thousands of dollars in debt, the state-owned park received $2 million in March from the Legislature to keep it afloat. But Dahl has an optimistic vision for the future of the living-history site, where volunteers re-create everyday life of settlers of the Salt Lake Valley.

"Heritage tourism is the No. 1 reason people travel today," said Dahl, a Western history buff. "It started back after Sept. 11. People want to get back to their roots. They want to see more than preservation. They want to see the skills, crafts and culture."

The 450-acre park celebrates the arrival of Mormon pioneers in the valley in 1847. The 43 different buildings — which have all been relocated to the park — showcase the history of the early Mormon settlers.

Dahl is part of the extreme administrative makeover that the This Is the Place Foundation has had since March, when developer Ellis Ivory, founder of Ivory Homes, took over as the foundation's chairman. Ivory is also chairman of the Deseret Morning News board of directors.

Dahl, former director of the American West Heritage Center in Cache County, envisions a mission for the nonprofit This Is the Place Heritage Park that is similar to the one of the Heritage Center. Changes like horse-drawn carriage tours, interactive crafts and lower entrance fees have already been made at the park. But in the long run, This Is the Place Heritage Park could showcase the wild wild West.

Ideas like a Native American village, a mountain-man encampment, a replica train running around the park's perimeter and a nature preserve with buffalo, antelope and elk received positive reactions at the park's board meeting last week. Former foundation leadership had similar ambitious goals to expand — but Ivory says it can be done in a year.

"The park really needs something like this to be dynamic," Dahl said. "There's some neat, neat stories to be told. The public doesn't want to come and see things — they want to come and do things."

New revenue

Adding new attractions fits into a larger-scale business model to finally bring some much-needed revenue to the park.

"Not charging admission has still been a goal in the back of my mind," Ivory said. "I love the idea of having the park open and charging for things like events and rides."

Ivory said he wants to avoid turning the park into a "pioneer strip mall," but foundation leadership is actively pursuing sponsors and vendor contracts.