Utah County approves $300,000 for 'Fly Provo' marketing; $150,000 to be paid upfront pending attorney review

The Utah County Commission voted to approve up to $300,000 for Explore Utah Valley’s marketing campaign supporting Provo City’s new terminal and anticipated route announcements, approving $150,000 up front and the balance on receipt-based reimbursement after the campaign.

Lee Adamson, representing Explore Utah Valley, described the request as a cooperative marketing effort to promote incoming routes once airlines make announcements and to support local launch events. “We would like to be fairly flexible to be in market with those airlines,” Adamson said, noting the campaign’s emphasis on out-of-market digital advertising and targeted local ambassador events.

Documents presented to commissioners showed an initial request of $250,000 to the tourism tax advisory board and a subsequent recommendation for $300,000. Commissioners discussed the split between local and out-of-market advertising; Adamson estimated roughly 15% would be spent locally to build ambassador awareness and the remainder targeted to out-of-market destinations that could send visitors to Provo.

County practice favors reimbursement to preserve taxpayer controls, County Attorney staff said, but commissioners authorized an exception in this instance. Adam from the county attorney’s office said the agreement can be adjusted to reflect whatever payment structure the commission directs. Commissioners conditioned the upfront payment on final review by the county attorney and required receipt documentation for remaining payments.

The motion — to fund Explore Utah Valley’s Fly Provo campaign for up to $300,000 with $150,000 upfront and attorney review of the agreement terms — was moved, seconded and approved 3–0.

Next steps: county staff will finalize an agreement consistent with the motion and the county attorney’s review; Explore Utah Valley will submit receipts for reimbursement of the remaining funds following campaign execution.