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Heber Valley tourism office reports $22.8M 2025 budget, highlights grants and marketing strategy
Summary
Heber Valley tourism officials presented their 2024 results and 2025 budget plan to the council, reporting growth in room and restaurant tax revenue, details on a $50,000 event marketing grant allocation, and a digital‑first marketing strategy focused on attracting multi‑day visitors.
Dalen and Jessica of the Heber Valley Chamber/tourism office presented the chamber’s 2024 results and the proposed 2025 budget to the Wasatch County Council, outlining marketing strategy, grant awards and key tourism metrics.
Dalen said the office expects to close 2024 with about $1.3 million in restaurant tax collections (a 13% increase year‑over‑year estimate) and just over $4 million in room tax collections (about 3% year‑over‑year). For 2025 the destination marketing organization budget is shown as about $2.28 million, with roughly 51% allocated to marketing and about 33% for operations. Officials explained most marketing dollars are dedicated to digital channels to attract multi‑day out‑of‑state visitors who spend on lodging, dining and outfitters.
Officials reviewed a tourism marketing grant round in which $102,000 in requests were received and $50,000 was available for distribution; the tourism advisory board limited awards to no more than $10,000 per applicant and recommended allocations as a reimbursement program that covers up to 50% of outside‑the‑valley marketing spend. They also described asset‑creation spending (photo/video) and partnerships including a joint business training program with Park City Chamber and minority‑inclusion outreach.
Presenters noted the late‑November opening of the Grand Hyatt affected occupancy figures for November and stressed the need to track supply and demand as new hotel rooms come online. They cited a 2023 tourism economic impact study (Kempsey Gardner Institute) showing direct visitor spending of roughly $186 million and said tourism supports about 1,800 jobs in the valley. Council members asked about grant timing, parking at large events, and how the tourism office will measure returns; tourism officials said they will continue metrics tracking and coordinate with TAB and other partners.
