Charged with the task of growing Utah as a travel destination, Beck explained, "one of the things we experience with our visitors is, they have perceptions about Utah and what we are and what we do. But when you can see a Ririe-Woodbury production and different things, that breaks down a lot of barriers about us."

And Beck enthusiastically adds, "We're 100 percent convinced that this is going to help grow our city as a destination."

The three organizations had long felt the need for a such a Web site, but lacked the funding or manpower to make it happen.

"A number of us in the the arts and culture community wanted it, and we were just overwhelmed thinking, 'How will we do this?"' said Bourns who, over a year ago, saw a demonstration of Artsopolis, the software brainchild of the San Jose arts community in need of the same service.

Beck and Margaret Hunt, executive director with the Utah Arts Council, had seen the same demonstration at difference conferences.

"UAC, ZAP and CVB got together, and we decided it was best to create a separate nonprofit entity to manage the calendar," Bourns said about creating the Utah Arts and Cultural Coalition. "By coming together, we were each able to put in some funding. I think it will become the premiere place with what's going on in Utah."

The cooperation of three different organizations with three different missions may be unusual, but those involved say it's been a pleasure to work together. "Sometimes it's difficult to bring people together," Beck said, "but the commitment from Victoria and Margaret was amazing. They took a chance on a private company and that's been one of the most amazing things I've ever seen."

And Bourns agrees. "It's been so gratifying. So many groups have said, 'We really feel this is going to make a big difference, thank you.' I don't want to sound mushy, but it really is heartwarming and I just feel so proud at having been a part of this."

NowPlayingUtah.com is up and running.

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E-mail: ehansen@desnews.com