Utah Valley Convention and Visitors Bureau has changed its name and vision, according to a recent release from the organization. The bureau will now be known as “Explore Utah Valley,” a branding that the group says captures “the true spirit of this county located in the heart of Utah.”
“Melding the accessibility of Utah’s stunning natural beauty with the vibrancy of an eclectic urban community,” the new vision of the bureau will invite “residents and visitors alike to experience every city, escape into nature and make memories by exploring Utah Valley,” the organization’s statement said.
“Utah Valley uniquely combines urban adventures and beautiful mountain escapes,” said Joel Racker, president and CEO of Explore Utah Valley. “Utah Valley offers family-friendly, award-winning entertainment and dining options and is a short drive to world-class mountain playgrounds as well.” Racker said the bureau’s new website, ExploreUtahValley.com, “brings the best of Utah Valley together to help you plan all of your activities.”
Utah Valley’s travel economy generated more than $500 million in taxable sales in 2017, resulting in $17.2 million in city and county tourism taxes. These statistics reflect the large number of visitors who are exploring an array of Utah Valley activities, ranging from mountain and lake adventures to dining and cultural events, the bureau said.