Victus outlines speed tourism feasibility plan for Tooele County

During the Tooele County Council meeting on June 3, 2025, discussions centered around a feasibility study aimed at promoting speed-based tourism in the region. The study, conducted by Victus, highlighted Tooele County's potential to attract visitors through its existing speed-related venues, including the Utah Motorsports Campus, Bonneville Salt Flats, and Ford Performance Racing School.

The presentation outlined key findings from market research, which included a survey of approximately 300 past visitors and a competitive analysis comparing Tooele County to other destinations with similar attractions. The results revealed both strengths and weaknesses in the county's tourism landscape. Among the strengths, the county's established venues for speed events and its proximity to the Salt Lake City market were noted as significant advantages. However, weaknesses included limited lodging options and transportation challenges, which could hinder the county's ability to accommodate an influx of tourists.

Opportunities for growth were identified, particularly the potential to attract larger national events, such as NASCAR races, which could significantly boost local tourism. The study emphasized the importance of a cohesive marketing strategy that differentiates Tooele County from other Utah destinations, which often focus on outdoor recreation rather than speed tourism.

The feasibility study also addressed potential threats, including competition from neighboring counties and the risk of economic leakage, where visitors spend money outside of Tooele County. The council discussed the need for a long-term commitment to marketing efforts, suggesting a five-year plan to ensure consistent messaging and investment in tourism initiatives.

In conclusion, the meeting underscored the importance of leveraging Tooele County's unique assets to create a distinct tourism brand centered around speed. The council expressed interest in further exploring the recommendations from the feasibility study, with the aim of enhancing the county's appeal as a destination for speed enthusiasts and tourists alike.