Civitas announces formation of Utah’s first Convention And Tourism Assessment Area

Tuesday, August 1, 2023

Civitas is pleased to announce that thanks to the tireless efforts of Visit Salt Lake, led by President & CEO Kaitlin Eskelson and her talented staff, on June 13, 2023, the first-ever Convention and Tourism Assessment Area in Utah was established in Salt Lake County. Participating hotels will levy a 2% assessment on gross short-term guest room rental revenue, with collection to begin on October 1st.

This assessment is projected to generate an estimated 50% increase in the annual budget to support initiatives that attract large conferences, conventions, meetings, and sporting events. The Salt Lake County Convention and Tourism Assessment (SLCo CTAA) will operate for a term of five (5) years and is pivotal in enabling Visit Salt Lake to level the playing field among its competitors.

Raised funds will be allocated to a multitude of services benefiting the hotel businesses within the CTAA. Some of these include new visitor profile research program development, domestic and international marketing campaigns, marketing communication channel expansion, global travel trade and media reach growth, and community health programs.

“We are pleased that the hotels are on board, and the municipalities and Salt Lake County Council ultimately understood the tremendous benefit this will bring to our entire community,” Eskelson said.

Salt Lake County’s $4.62 billion visitor economy represents an impressive 46% of the state’s $10.1 billion visitor economy. Furthermore, each convention delegate contributes an average of $971, benefiting local restaurants, bars, recreation venues, and hotels. These impacts generate $1,238 in tax relief for each household within Salt Lake County and support over 48,000 tourism-related jobs.

This additional funding for sales and marketing programming is crucial for Visit Salt Lake to compete effectively against competitive cities and to maintain and enhance Salt Lake County’s position as a best-in-class destination.

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