Tourism Tax Board evaluates funding request for Provo Airport campaign

The Utah County Commission convened on March 30, 2022, to discuss various agenda items, with a significant focus on funding for the Provo Airport campaign, referred to as "Fly Provo." Lee Adamson from Exploit Utah Valley presented the request for funding to the tourism tax advisory board, emphasizing the unique opportunity to promote the new airport and its anticipated flight routes.

Adamson outlined the need for flexibility in the campaign budget, suggesting that part of the funding could be used upfront to allow for timely marketing efforts as airlines announce new routes. He noted that the initial phase of the campaign would target local audiences, but the majority of the budget would be allocated to attracting travelers from outside Utah.

Commissioner Sakovich raised questions regarding the funding amounts, noting discrepancies between a $250,000 and a $300,000 request. He inquired about the breakdown of advertising expenditures, particularly the percentage allocated to local versus out-of-state marketing. Adamson responded that while local advertising would be important, particularly to engage community ambassadors, the primary focus would be on digital ads targeting potential travelers from cities like Denver.

Adamson estimated that approximately 15% of the budget would be dedicated to local advertising, with the remainder aimed at drawing visitors to Provo. He highlighted the importance of promoting the airport in conjunction with actual flight announcements, stating that without these announcements, the terminal would not serve its intended purpose.

The meeting concluded with a consensus on the need for a strategic approach to marketing the new airport, ensuring that the campaign effectively promotes both local awareness and out-of-state travel to Provo. Further discussions and planning will be necessary as the airport prepares for its upcoming events and flight announcements.