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Tourism Board Increases Cooperative Marketing Cap

Press Release

March 26, 2012

Members of the Utah Board of Tourism Development have approved increasing the cap on Cooperative Marketing awards from $175,000 to $225,000. Single or multiple applications from non-profit tourism entities are due on June 21, 2012 and must not exceed the capped amount for each organization.         

Twenty percent or $1.8 million of the $9 million Tourism Marketing Performance Fund (TMPF) is set aside for the Cooperative Marketing program, which is designed to leverage state and tourism partner funding to attract out-of-state visitors to increase tourism expenditures.

“The Cooperative Marketing program has funded nearly 300 applications since 2006 for a total of more than $13 million, leveraging the total to more than $26 million,” said Leigh von der Esch, managing director of the Utah Office of Tourism, an agency of the Governor’s Office of Economic Development.  “Funding has gone to partners in 27 of Utah’s 29 counties. The program has enabled both large and small tourism partners to promote their specific destinations and events to potential visitors.”   

Those eligible for the Cooperative Marketing program include cities, counties, non-profit destination marketing organizations, and similar public entities that have been established as a non-profit for a minimum of one year. The Utah Office of Tourism matches up to 50 percent of the cost of the applicant’s marketing project. All projects must utilize the Utah Life Elevated brand.

The funding, appropriated by the Utah Legislature, is available beginning July 1.  The board will approve the applications for Round 10 of the program during its August meeting.

Information on the Cooperative Marketing program can be found online at or contact Kelly Day at (801) 538-1727 or

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