Utah Governor's Office of Economic Opportunity

The board discussed economic impact projections for the Western Sports Park and reviewed the Managing Director's legislative strategy regarding film commission and tourism funding, emphasizing the industry's role in economic development. The Film Commission provided updates on 20th-anniversary celebrations for High School Musical, upcoming film premieres, and reviewed incentive applications for Unwell Winter Games, Real Housewives of Salt Lake City, and The Chosen. The Communications team reviewed the 2025 public relations results and outlined the 2026 strategy, focusing on media hostings, editorial calendars, and the impact of AI on travel planning. The Marketing team presented the Parks & Beyond spring campaign plan, which aims to inspire travel and promote thoughtful visitation, while also discussing the evolution of dark sky tourism initiatives.

The board discussed recent industry awards and accomplishments, provided an update on the legislative session, and reviewed the state budget including the impact of legislative cuts on the film incentive program. Key topics included the restructuring of the Governor's Office of Economic Development, housing division updates, modifications to state license plate regulations, and revisions to alcohol policy requirements. The Utah Film Commission presented updates on ongoing and new film projects, highlighting their economic impact, and requested approval for over three million dollars in incentives for seven productions. Announcements were made regarding upcoming tourism conferences, legislative debriefs, and planning for the next board meeting.

The board meeting included introductions and updates from various county representatives and industry segments regarding winter conditions, legislative session preparations, downtown Salt Lake City development plans, and impacts from the government shutdown and low snowfall on the lodging industry. Key discussion points during the Director's Report included messaging to international visitors regarding changes to national park surcharges and fees, and critical information about the 100% ID requirement for alcohol service businesses in 2026. The Utah Film Commission report detailed incentives awarded to 19 projects across multiple counties, resulting in significant economic impact. The board unanimously approved incentives totaling $581,250 for three specific productions: Taken From Me, Tokens, and Sol Hershowitz's Guide to Extraterrestrial Life.

The board meeting began with the approval of the November 2025 meeting minutes. The Director's Report covered condolences for the Green River Mayor, finalization of the social media contract with Sparkloft, receipt of two Adrian Awards, discussion of the VISIT USA Act to restore Brand USA funding, and coordination of a State of Utah and National Parks Service Workshop. Concerns were raised regarding the new $250 America the Beautiful pass fee and the new $100 surcharge at certain national parks, including Bryce and Zion, with efforts underway to seek clarification and potential delays. The Utah Film Commission report detailed recent projects supported by incentives, including productions airing on Angel and Hallmark Channel, and noted that the motion picture incentive program still has funds available while rural film incentive funds are depleted. The commission approved an incentive of $36,064 for a production titled 'A Snowflake Christmas'. The Marketing Committee reported strong advertising awareness results across campaigns (Parks & Beyond, Ski & Winter, Urban & Outdoors) and detailed the upcoming holiday blitz media plan, noting a shift in strategy due to budget decreases and focusing on connected TV and a new creative concept. Research updates highlighted travel sentiment trends, including consumer frustration with prices and a willingness to adjust travel plans, but also optimism for leisure travel. The Community & Partner Relations team discussed their three-gear system (Relationships, Resources, Education), the successful 2025 Cooperative Marketing Grant cycle, and the pilot of the new ELEV8 Utah product development program.

The meeting included several key updates and discussions. The Director's Report announced staff promotions, recognized award recipients, and highlighted recognition received for social media campaigns. Updates were provided on recent engagements with U.S. Travel communicators in Washington, D.C., regarding economic impact and welcoming messaging, and reporting to legislative committees. The Research Update covered the ongoing statewide resident sentiment survey, which indicated 75% of residents view tourism positively, and analysis of visitor experience satisfaction levels. The advertising effectiveness review showed strong ROI for recent campaigns, including a record $3.3B in economic impact from advertising-driven spending. The Marketing Update detailed new audience research identifying 'Venturistas' as a new target segment alongside existing groups. The International Team Update reported a 3.4% overall decrease in international visitation, driven mainly by Canada, while noting growth opportunities through events like the 2026 FIFA World Cup and implementing reverse sales missions. The Utah Film Commission reported on economic impact generated by approved projects, including 'Murder at the End of the World' and 'Thunderbolts,' and noted the allocation of $20M for the film incentive program in FY26. A motion was passed to approve a $210,000 incentive for a production based on a $1,050,000 estimated Utah spend.