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Consultants pitch “Need for Speed” tourism brand for Tooele County, estimate up to $50M over five years
Summary
A Victus consulting team presented a market feasibility study proposing a speed-themed tourism marketing campaign built around assets such as Bonneville Salt Flats, Utah Motorsports Campus and Ford Performance Racing School, recommending a five‑year commitment and estimating tens of millions in new visitor spending if the county adopts the plan.
Brian Connolly, founder and managing principal of Victus, presented a feasibility study to the Tooele County Commission on June 3 proposing a “need for speed” tourism brand built around the county’s motorsports, air and land‑speed assets.
Connolly said the firm surveyed past visitors and venue operators, collected about 300 visitor responses and compared Tooele County to peer destinations. “Tooele County already has multiple venues that host speed events,” he said, citing Wendover Airport, Utah Motorsports Campus, the Bonneville Salt Flats and the Ford Performance Racing School.
The study’s nut graf: Victus recommended a focused marketing and event strategy tied to the county’s unique cluster of speed‑related venues rather than a generic outdoor‑recreation campaign. Connolly said that approach could differentiate Tooele County…
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