September 19th, 2012
WELCOME VISITORSOptimize Mobility, Strengthen the Economy, by Catherine Higgins.
The Utah Office of Tourism and UDOT partner to help support the state’s economy.
Over 13 million visitors per year arrive in Utah by car, and for many of those travelers, a Utah Welcome Center is the first stopping place. Welcome centers are a safe spot to take a rest break and learn about what Utah has to offer.
UDOT and the Office of Tourism operate six welcome centers at gateway locations close to freeways or highways and near state borders. The Utah Office of Tourism headquarters at Council Hall in Salt Lake City also serves as a welcome center. All centers are staffed with friendly travel consultants that provide free information, maps, brochures, and travel guides. Restrooms, vending, and parking areas are located on-site, and most offer free Wi-Fi.
Having a place that provides information and assistance to visitors is an important service that supports the local economy. “Our front doors are our airport and our roads,” said Chad Davis, the State Welcome Center Coordinator. Davis gave a presentation about the facilities at the 2012 National Safety Rest Area Conference hosted by UDOT. Tourism brings in over $8 hundred million to the state, and that number is going up, said Davis. That revenue offsets over one thousand dollars per tax payer per year.
Economic research indicates that positive outcomes can occur when visitors stop at a welcome center. A Rhode Island study found that tourists spend more money and an Iowa study found that tourist spent more time. And tourism generates jobs as well. Partnering with the Utah Office of Tourism helps UDOT accomplish one of four core goals, to strengthen the economy.
Good design sells
The Utah Office of Tourism and UDOT also partnered to produce and place beautiful new Welcome to Utah signs in 2010. The signs serve as ‘high art’ and feature images of attractions with the Utah Office of Tourism’s Life Elevated slogan.
The beautiful designs were created by landscape illustrator David Meikle who grew up in Utah. He was excited to create images that reflect what he loves about the state. UDOT estimates that over 31 million vehicles could pass the welcome signs each year.
The NSRA is part of AASHTO’s Maintenance Sub Committee, and responsibility for organizing the conference is accomplished by state transportation agencies. This year, UDOT takes the lead with support from the Kentucky Department of Transportation.