Visit Salt Lake tells Cottonwood Heights that 14% of county visitors reach the canyons but only 5% of visitor spending stays in Cottonwood Heights

Tyson Libert, chief sales officer for Visit Salt Lake, presented tourist data and marketing strategy to the Cottonwood Heights City Council on April 21, arguing the city has an opportunity to capture more visitor spending tied to Big Cottonwood Canyon and other regional attractions.

Libert told council that 14% of Salt Lake County’s visitors come to the Cottonwood area but only about 5% of visitor dollars are retained in that area. He cited countywide figures — that tourism generates hundreds of millions in tax revenue and contributes billions to the county economy — and said Salt Lake’s hotel revenue per available room (RevPAR) has grown faster than most peer cities since 2019.

“RevPAR is how hotels measure success,” Libert said. He outlined a strategy focused on recruiting, retaining and activating signature events and experiences that play to Cottonwood Heights’ sense of place, called for improved wayfinding and parking solutions, and previewed Visit Salt Lake’s new brand push: “America’s Mountain City.” Libert offered to share presentation slides with staff and to coordinate on grant and investment outreach.

Mayor/Chair (Speaker 2) and several councilmembers asked about local hotel inventory, visitor‑dollar capture, and transport/connectivity to better keep visitors in Cottonwood Heights. Councilmembers said improved transit and parking strategy would be needed to translate visitation into lodging and restaurant revenue.

Libert and Visit Salt Lake staff encouraged the city to think about experience‑driven events (climbing routes, curated outdoor experiences) and to consider partnership opportunities ahead of the 2034 Olympics and as Salt Lake’s airlift expands to new international markets.