Heber Valley considers hosting UCI Mountain Bike World Cup for tourism boost

The Wasatch County Council meeting on February 12, 2025, highlighted significant developments in local tourism and economic growth, particularly through the potential hosting of the UCI Mountain Bike World Cup at Soldier Hollow. Luke, a representative from Soldier Hollow, presented the anticipated benefits of this prestigious event, emphasizing its capacity to attract thousands of visitors and generate millions in economic impact.

The proposed Mountain Bike World Cup, set to take place over three years starting in September 2026, is expected to draw around 11,000 spectators, similar to a recent event held in Lake Placid, New York. Luke noted that Soldier Hollow's existing infrastructure and proximity to a larger metropolitan area would facilitate attendance and enhance visitor experience. The event is projected to bring substantial direct spending to the community, with estimates suggesting a potential economic impact of $10 million, driven by accommodation, food, and other local services.

The council discussed the importance of securing sponsorships to support the event financially. The Park City Chamber of Commerce and the Heavy Tourism and Economic Development (Heavy TED) board have expressed their commitment to backing the initiative. The council aims to finalize the contract soon, contingent on ensuring that the financial framework is sustainable and beneficial for the community.

In addition to the mountain biking event, the meeting also covered the broader tourism strategy for Heber Valley. Dalen and Jessica presented an overview of the 2024 tourism budget, which is projected at approximately $22.8 million for 2025. They highlighted the focus on digital marketing to attract visitors who are likely to spend money in the area, particularly families and adventure seekers from out of state.

The council's discussions underscored the critical role of tourism in Wasatch County's economy, with a strong emphasis on leveraging high-profile events to boost local businesses and enhance the community's profile as a destination. As the council moves forward with these initiatives, the potential for increased tourism and economic vitality remains a key priority for the residents of Wasatch County.