Tooele County debates tourism funding for bridal and monster truck events

A heated debate over the allocation of tourism tax dollars took center stage at the Tooele County Council Work Meeting on May 6, 2025. Council members grappled with the distinction between events that genuinely promote tourism and those that serve primarily business interests.

The discussion was sparked by a request for $20,000 to attract brides and grooms to a wedding event. Council members questioned the validity of using tourism funds for what they perceived as a business event, with one member emphasizing the need for clarity on how many attendees were actually from outside the county. “Do we even have an idea of how many brides and grooms came from outside the county last year?” they asked, highlighting the lack of specific data on out-of-county participants.

The conversation revealed a broader concern about the definition of tourism itself. Council members acknowledged that they had not previously considered the implications of their funding decisions in this light. “We haven’t really looked at it this way,” one member noted, suggesting that a reevaluation of what constitutes a tourism event might be necessary.

In addition to the wedding event, the council reviewed other funding requests, including a $12,000 ask from Clark Historic Farm, which was recommended for $7,500. The farm plans to promote its honey harvest and barnyard babies events through various advertising channels, including electronic billboards and social media. Another significant request came from the Monster Truck Family Tour, which sought $45,000 but was recommended for $20,000 due to its competitive nature with other events, such as Monster Jam in Salt Lake City.

As the council deliberates these funding requests, the need for a clear framework defining tourism and its related events has become increasingly apparent. The outcome of these discussions could reshape how Tooele County allocates its tourism tax dollars in the future, ensuring that funds are directed toward initiatives that genuinely enhance the county's appeal to visitors.