After years of unofficial competition, it seems a slim majority of Utahns prefer the state's winter wonderland image over its scenic summer image — that is, if license plates are any indicator.
According to Charlie Roberts, public information officer for Utah State Tax Commission, approximately 49.5 percent of about 2.7 million registered vehicles sport Ski Utah license plates, which feature a skier and the slogan "Greatest Snow on Earth." On the other hand, approximately 46.1 percent of Utahns showboat the Utah Centennial plate on their car, which exhibits Delicate Arch — one of Utah's feature outdoor attractions.
Roberts said the Motor Vehicle Division can't determine why more Utahns prefer the Ski Utah plates because the DMV doesn't survey customers on their preferences. "It's simply a personal choice," he said.
Tracie Cayford, spokeswoman for Utah Office of Tourism, said Utah has used many different slogans and brands over the years. D. James Cannon, director of the Utah Tourist and Publicity Council, picked the "Ski Utah" brand and "Greatest Snow on Earth" slogan in the early '60s.
The Ski Utah plates first appeared on Utah's highways in 1985 to publicize Utah's ski tourism industry. The plate won a design award from the Automobile License Plate Collectors Association. The DMV issued the first Utah Centennial plates in 1992 to promote the 1996 centennial and to raise money for the statewide centennial celebration.
Cayford said it is difficult to determine whether the plates have had an effect on Utah's tourism or not.
"The license plates carry a message that helps brand the state," she said. "But the plates are mostly seen by Utahns, unless a resident of Utah travels out of state."
License plates reinforce the state's image, Cayford said, but the plates aren't part of the Office of Tourism's advertising budget; Utah legislators vote on license plate content, then the governor approves it. Whether Utah's recently announced "Life Elevated" tourism slogan will appear on future plates remains to be seen, she said.
"(The Office of Tourism) would love to see 'Life Elevated' on the plates, but that's certainly not an area we control," Cayford said. "If we did have a 'Life Elevated' Utah plate, I would be the first in line to buy it."
Roberts said the governor hasn't formally broached whether new plates are in the works. He said the legislative process of approving new plate designs is long and drawn out.
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