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Utah Lake marketing campaign, visitor research and recreation plan highlighted at authority meeting
Summary
The Utah Lake Authority presented market-research findings and an outreach campaign that officials say have increased positive perception and online engagement; staff also reviewed a recreation access plan and projects such as carp removal outreach.
The Utah Lake Authority on Aug. 6 detailed a yearlong market-research program, an ongoing public-facing campaign and a recreation access plan it says is informing near-term upgrades across lake access points. Zoe (market researcher) summarized a research program that included a large-scale perception survey, intercept surveys at access points, in-person interviews and focus groups. She said the outreach effort has converted some negative perceptions: “they're actually doing what people are asking,” she told the board when describing improved net-promoter-like scores among intercept survey respondents. Director Luke Peterson and other staff presented an accompanying economic-impact study that…
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