PROVO — This is not your father's Utah Valley Convention and Visitors Bureau.
For years, the organization operated as a county-run entity that served as a resource for answering questions and providing information for visitors to the area.
Then, six months ago, the Utah County Commission decided to transform the bureau into a private, nonprofit corporation. While the commission continues to oversee the bureau, the UVCVB's job description has changed dramatically. Now, its mission is to attract tourists — and their money — to Utah County.
"Before, the bureau was very reactive. Privatization has made us very proactive," said Joel Racker, president and CEO of the UVCVB. "We're being very aggressive. We're competing with other cities for business. We're aggressively looking for opportunities and doing things the county has never done before."
In addition to researching outside perceptions of Utah County and planning a marketing campaign for this fall, the UVCVB has expanded its staff from 3 to 9, has unveiled a new logo and is in the process of overhauling its Web site. Next month, the UVCVB will move to the new county building with a visible visitor information center.
The UVCVB is an independent organization, operated under a yearly contract with Utah County. Its counterpart in Salt Lake County has a similar operating agreement, Racker said. While the Salt Lake County budget is $8 million, the UVCVB's budget is $750,000.
Racker is optimistic that Utah Valley can be an attractive destination for tourists, as well as businesses looking to conduct conventions and meetings.
"We're a straight shot from the Provo Airport," he said. "We can compete with Boise and St. George and other areas of that size for business."
Before taking the helm of the UVCVB last year, Racker had been employed by Marriott International for 17 years. Racker gained extensive experience in the hotel business, living in various cities throughout the United States, including, most recently, Las Vegas.
John Garfield, chairman of the board of the UVCVB and general manager of the Provo Marriott, said the switch to privatization has been a boon.
"It's helped us expedite leads and marketing efforts," he said.
Racker is eager to promote Utah Valley and all it has to offer.
"I have a lot of passion for my job. It's an opportunity for me to sell and market the valley as a unique destination," he said. "I'm very confident that we'll be successful."
E-mail: jcall@desnews.com