When it comes to luring visiting tourists, Utah has a lot to offer when they arrive, but Utah has, in recent years, struggled when it comes to telling them just how good a visit to Utah can be.
When it comes to self-promotion, Utah has been shy. Or, as harsher critics might say "Not real smart."
Tourism never rated high on the priority lists of former Gov. Mike Leavitt. During his reign, both numbers and tourism dollars fell.
Both gubernatorial candidates — Republican and Democrat — said as much in their recent presentations to members of Ski Utah.
For example:
Utah's base budget, as established by Leavitt, is half the average for the Western states and one-third the national average. This despite the fact that for ever $1 spent on advertising, $8 is returned to the state coffers. Any investor would jump at such a return.
Utah's budget is $3.9 million for 2005. Colorado, Utah's main competitor in the ski market, in 1903-'04 spent $11.8 million. During the same period, Idaho spent $5.3 million, Montana $7.4 million and Wyoming $6.4 million.
Tourism pumps about $4.2 billion into the state's economy each year. The ski industry alone contributes more than $750 million.
A few weeks back, Utah's two gubernatorial candidates pointed to Utah's failings when it came to promoting tourism.
Jon Huntsman Jr., the Republican candidate, said: "We haven't spread the word. (Utah) is the best year-round destination in the country, and I'm concerned we're not using enough in the way of resources to get the message out.
"Our lunch is being eaten by some of our surrounding states, but it's something we can do something about."
He pointed out that over the past 14 years, Utah has lost 19 percent of its market share "at a time (with the 2002 Olympics) when we should be gaining market share."
Scott Matheson Jr., the Democratic candidate, said: "The fact is, state-supported tourism marketing has languished in Utah over the past 20 years.
"We've lost 60 percent of the real dollars we put into this effort and 80 percent of our buying power. At the same time, the competition from other places has increased their budgets. We need to tell our story. We certainly need to tell the story to others, but I also think we need to be telling the story to ourselves. Our state leaders need to appreciate how tourism effects every corner of the state, and the public needs to appreciate that as well. That's the starting point for a more aggressive tourism marketing effort that we desperately need."
Both candidates said they would place a high priority on tourism, and both said they would increase funding. Huntsman threw out figures of $10 million to $15 million, which would mean, at the $8 to $1 return, less the $4 million being spent, would bring in between $48 and $88 million more into Utah.
Both candidates also said they felt Utah failed to capitalize on the Olympics.
"State government failed to capitalize on the Olympics. Do a postmortem on 2002, and what is it we have gained? . . . We need to go back and sell those things that made us successful," said Huntsman.
Utah ski areas rose to the occasion and have spent millions on lifts, snowmaking, lodging, groomed runs and services. Last season the 13 Utah resorts supported the largest advertising campaign ever,ever and it paid off with a record season.
All this, of course, with no support from the state. That would be OK of it weren't for the fact that Utah's main competitors in the ski business, Colorado and British Columbia, do get help, and a lot of it. As Huntsman said, "They're eating our lunch," because of it. Wouldn't it have been wiser to gather in the momentum of 2002 and charge forward from there, rather than slow to a walk and now face the expensive task of regaining momentum?
E-mail: grass@desnews.com