Heber Valley, Utah (February 8, 2024) — The Heber Valley Chamber, Tourism, and Economic Development office is proud to announce the recipients of this year’s Special Event Cooperative Marketing Grant, a vital initiative aimed at leveraging Wasatch County Transient Room Tax (TRT) to bolster economic development and tourism in Heber Valley.

“The primary objective of this grant program is to attract out-of-county visitors, enhancing tourism expenditures all year long. The TRT funds are designated exclusively for marketing and advertising efforts outside of Wasatch County,” said Dallin Koecher, Executive Director at Heber Valley Chamber, Tourism, and Economic Development.

This year, the Economic Development office received 14 applications, awarding grants to 13 exceptional projects, resulting in a total disbursement of $70,000. Notably, this amount reflects a $20,000 increase compared to previous years, providing additional support for worthy causes and projects within Heber Valley. Grant money is awarded based on careful consideration of various criteria, including the ability to increase overnight stays, positive ROI, quality marketing strategy, events held during off-peak seasons, and the overall impact on the local community.

Applicants are eligible for a 50% match of their total marketing cost. Grants typically range from $500 to $2,500 per applicant. Funds are approved for use on marketing mediums such as broadcast, print, posters, flyers, e-digital platforms, and other marketing methods outside of Wasatch County.

2024 Award Recipients:
1. Soldier Hollow Classic Sheepdog Festival – Moving to Memorial Day weekend in 2024, the multi-day event anticipates 12,000 total attendees, plus dogs and owners. The event will also include sponsorships and vendor participation.

2. Soldier Hollow Two Events: IBU World Cup & Bike Fest – The IBU Biathlon World Cup aims to attract 1,500 daily onsite attendees, plus nearly 300 athletes, coaches, trainers, and support staff from around the world. The annual Bike Fest will include an international PAN-AM event in 2024, attracting 425 pro and 450 amateur racers plus spectators.

3. Heber Valley Red, White & Blue Festival – Expanding the event from its inaugural year in 2023, the Red, White & Blue Festival serves both locals and visitors, encouraging area residents to stay local and visitors from the Wasatch Front to visit Heber Valley to celebrate Independence Day with a small-town celebration.

4. Heber Valley Horse Sale – Happening in April 2024, this will be the first horse sale of the year in the intermountain area. The event features 100 horses and expects 2,000 attendees, many that stay overnight to attend both days.

5. Fiddler on the Roof – In its 13th outdoor theatre season, High Valley Arts’ performances draw visitors from outside of Wasatch County. This summer 2024, the popular “Fiddler on the Roof” show has the potential for an extended run.

6. Fairy Tale Christmas – A spectacular new Christmas musical, making its Northern Utah debut in the hometown of Heber Valley in the newly renovated and re-envisioned Ideal Playhouse (formerly the Ideal Theater).

7. Intermountain Championships Pow Wow – Returning for its second year in Heber Valley, this multicultural event spans several days and enriches the vibrancy of the community with culture, art, music, dance, and unique food offerings. The Pow Wow brings attendees and spectators from across the country to celebrate Native American culture.

8. Simple Treasures Boutique – This new December holiday event will feature 180 booths and anticipates significant restaurant tax contributions from visitors outside the valley.

9. UBRA Futurity & Open 5D Events – These three-day events attract competitors, along with friends and family, from the Western U.S., qualifying for NFR with webcast advertising on YouTube. Events are held in the spring and fall.

10. Park City Sailing Association – The annual Fall Regatta, with 58 boats and 70 participants, promotes sailing as both a sport and leisure activity in Heber Valley.

11. D1 Sports Make It Reign Tournament – This girl’s fastpitch softball tournament moved to Labor Day Weekend 2024, targeting 80 teams and around 4,000 total attendees. Most participants will stay overnight for the multi-day tournament.

12. High School Rodeo Association – A 49-year partnership that continues to evolve with effective event marketing and live-streaming, this popular event supports youth athletes and ties into the Western way of life in Heber Valley.

These outstanding initiatives showcase the diversity and dynamism of Heber Valley, contributing to increased tourism, economic growth, and community engagement. For more information, please contact Jessica Broadhead, Deputy Director and Marketing Manager at Heber Valley Chamber, at [email protected].

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About Heber Valley: Nestled in the foothills of the Wasatch Mountains, Heber Valley is just 45 minutes from Salt Lake City International Airport. Heber Valley offers three expansive state parks, an Olympic venue, a historic tourism railroad, 90 holes of stunning mountain golf, and a quaint Swiss-influenced town. For more information, visit gohebervalley.com.