The Salt Lake Convention & Visitors Bureau is an organization in the Salt Lake (Utah) area that works on promoting the local ski and snow board locations. Recently, they teamed up with Brickfish, which is a social networking advertising site, to promote their Ski Salt Lake campaign. I interviewed Eric Thompson, the bureau's marketing director, about both the campaign with Brickfish and the Salt Lake CVB itself.
What is your position within Salt Lake Convention & Visitors Bureau? What exactly does your position entail?
I'm the Director of Marketing for the Salt Lake Convention & Visitors Bureau. I direct all advertising and marketing efforts to attract visitors, skiers, and conventioneers to come and stay in the Salt Lake Area.
Tell us a little about Visit Salt Lake. What are your goals? How do you guys function?
We are always trying to drive traffic to our site but are an organization that is funded by room tax dollars and we have overriding goals to get people to book and stay in Salt Lake. We have other products such as the Ski Salt Lake Super Pass and the Visit Salt Lake Connect Pass that allow visitors to experience some of the great attractions that Salt Lake has to offer.
Room tax dollars? Can you expand upon that a little more please?
Our organization, like most CVBs or tourism organizations, is mostly funded by an extra tax that is placed upon a hotel room. The Salt Lake CVB receives about 2% of an overall 12.75% tax that is levied on a hotel room night's stay. So it would make sense that our main goal and purpose of our organization is to generate additional Convention and Tourism room night visits into the Salt Lake Area.
As odd as this might sound, I would like to ask you to advertise for the Super Pass. What does it entail and why should people use it?
The Ski Salt Lake Super Pass is a lift ticket product that can be loaded with two to six days of skiing within a seven-day period at can be used at any our Ski Salt Lake resorts (Alta, Brighton, Snowbird, Solitude). It also includes free round-trip transportation on UTA Ski Buses and TRAX light rail. Besides not having to rent a car the Super Pass can save you a lot of money. The average adult skiing four days and using the bus will save $68.