Plan pushes 2006 tourism

PROVO — Local tourism is on the rise, and a business and marketing plan is in place to make sure it stays that way, Utah Valley Convention and Visitors Bureau officials say.

UVCVB President and CEO Joel M. Racker and members of the bureau's board of directors addressed the Utah County Commission on Tuesday to report on its efforts in 2005 and seek a contract renewal as the county's promoter of leisure and group business tourism.

"Our approach and our advertising is very strategic in who we're targeting," Racker said. "We're trying to influence people to spend more time here, to extend their stays, to add Utah Valley to their agenda when they're visiting the state."

And statistics indicate that strategy is working. The UVCVB reports that through September:

• Utah Valley lodging properties reported an occupancy increase of 6.7 percent from January 2004 through September 2004. The average occupancy increase in the state from 2004 was 4.9 percent.

• Transient room tax receipts in Utah Valley increased 8.7 percent.

• Average daily hotel rates increased 8 percent to $66.19. The average increase for the state was 3.8 percent.

• Revenue per available room was up 14.8 percent from 2004, increasing from $39.89 in January 2004 through September 2004 to $45.81 in 2005. The state experienced a 9.5 percent increase in REVPAR, which measures both occupancy and average daily rate.

• The tourism, recreation, cultural and convention tax (restaurant tax) receipts from Utah Valley restaurants increased 4.2 percent, despite the county's reduction of the restaurant tax from 1 percent to 0.9 percent in 2005.

"Instead of having to go to Utah Valley, people are now choosing Utah Valley," said John Garfield, UVCVB board chairman and general manager for the Provo Marriott.

To make sure that upward trend continues, the bureau has put together a business plan for 2006 that calls for continued marketing of Utah Valley as a leisure and business travel destination. Its goals for 2006 also include an increased effort in out-of-state and regional marketing and the utilization of online tools — namely its Web site, www.utahvalleyorg — to increase the bureau's effectiveness.

And that means funding. Although the bureau has been a private, nonprofit organization since August 2003, it is still overseen and funded by the county. For 2006, the bureau is asking for a little more than $1.1 million.

"We wanted (the county commissioners) to see that it is a very good investment, that they're getting a solid return for that investment," Racker said of Tuesday's presentation.