Salt Lake City tourism leaders have launched a $1.8 million marketing campaign to secure a bigger slice of the winter sports market.
They want to lure skiers and snowboarders away from top snow sports destinations such as Colorado to the city, dubbed ‘Ski City USA’ in the campaign.
Online and print ads will highlight Salt Lake City as the best winter sports base as it is just a short drive from four main ski resorts, namely Alta Ski Area, Brighton Resort, Snowbird Ski Resort and Solitude Mountain Resort.
Salt Lake County Mayor Ben McAdams says no other ski areas in the US have better proximity to a major airport and large city with restaurants, bars and entertainment.
Visit Salt Lake president Scott Beck said the campaign is deliberately hoping to lure skiers away from Colorado which attracts three times as many winter sports enthusiasts as Utah.
The tourism bureau is funding the campaign and said the new branding campaign will run alongside the long-term statewide slogan: ‘The Greatest Snow on Earth.’
