Jennifer Leaver Senior Research Analyst The State of Utah’s Travel and Tourism Industry 2019 Travel and tourism is one of Utah's top ten industries, supporting one in 11 Utah jobs and generating over a billion dollars in state and local tax revenue annually.
September 2020
411 East South Temple Street Salt Lake City, Utah 84111 801-585-5618 I gardner.utah.edu
The State of Utah's Travel and Tourism Industry, 2019
Analysis in Brief Domestic and international travelers and tourists visit Utah year-round to participate in a wide range of activities. Since Tourism Ranks 2015, visitor spending in Utah’s economy has increased by an average 5.1% annually. In 2019, travelers directly spent a record $10.06 billion in Utah, generating an estimated 141,500 total Eighth Utah jobs, and $1.34 billion in state and local tax revenue. Utah’s national parks and state parks experienced record visitation in 2019 as well. 1 in 12 Utah visitors are of based on the number This report presents a high-level review of Utah’s travel and international origin of Utah jobs tourism industry for 2019. It captures visitor spending and visitation trends, employment and wages, fiscal impacts, Travel and Tourism–Generated Tax Revenue, 2019 $246.6 lodging data, and a snapshot of general tourism industry $234.7 $228.7 indicators. This report also recaps 2019 travel and tourism news $212.8 Local, $462.8 Local, $607.4 events and provides an industry outlook, including a discussion $194.1 regarding COVID-19’s impact on the travel and tourism industry in 2020 and beyond. $988.4M $1.34B Key Points include the following: • Spending – Visitors directly spent a record $10.06 billion in State, $525.6 State, $732.3 the Utah economy in 2019, a 3.3% year-over-year increase.
• Jobs – Utah’s travel and tourism industry accounted for an Direct Tax Revenue Total Tax Revenue 2015 2016 2017 2018 2019 estimated 141,500 total jobs in 2019, a 4.0% year-over-year ($10.06 B in visitor spending) ($16.52 B in visitor-related Statewide Car Rental Zoo, Arts, Parks increase. Approximately 1 in 11 Utah jobs is supported by spending) Resort Communities Sales Tax Tourism, Recreation, Transient Room Tax Cultural, and Convention visitor spending, either directly or indirectly. Note: Includes economic multiplier effects. Source: Kem C. Gardner Policy Institute analysis of U.S. Travel Association and Utah State • Tax Revenue – The $10.06 billion in direct visitor spending— Tax Commission data leading to $16.52 billion in total visitor-related spending— $9.0 generated an estimated $1.34 billion in total tax revenue. $8.0 Top$7.0 Utah Spenders in 2019 (in millions) • Accommodations – Taxable sales in the accommodations $6.0 Sundance Film sector neared $2.2 billion in 2019, a 5.2% year-over-year $5.0 $177 Other Festival Attendees increase; however, for the second consecutive year, $4.0 Entertainment & Conference/Convention average statewide occupancy rates and daily room $3.0 $331 Amenities
AttendeesMillions of Dollars (SL County) rates remained flat. $2.0 Groceries National$1.0 Park Visitors $1,200 • Visitation – Utah’s national parks and state parks Shopping $0.0 experienced record visitation in 2019. Skiers/SnowboardersCanyon Country Central Utah Dixie $1,550 Eastern Utah North Mountains Northwestern Utah WasatchDining FrontOut Jan–Mar Apr–Jun July–Sep Oct–Dec Lodging
Note: Includes local and nonlocal spending. Sources: RRC Associates, National Park Service, Visit Salt Lake, and Y2 Analytics 6.1%
Nonresident Resident 80% 3.5% 3.3% TM INFORMED DECISIONS 75% gardner.utah.edu1.9% I May 2020 70% 65% Rest of U.S., 18% 60% 55% -0.6% 50% State Sales Colorado,State 2% - Other Taxes, Tax,$366.8 45% -2.7% Fees, etc., $184.1 40%Visitor Spending International Arrivals Domestic Person-Trips Arizona, 3% Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Utah, 56% State Income Tax, U.S. Utah Idaho, 4% 2018 2019 $1.34B $149.7 Local Property Tax, $230.3 Nevada,State 6% Corp. Tax, $16.1 $12,000 21,430 California,State 11% Social Local Sales $10,000 18,618 Insurance & $844 $812 Tax, $377.1 $875 Severance, $15.6 $839 15,060$869 $8,000 $8,776 $9,149 $9,252 $8,160 $8,345 $6,000 6,177 Australia, 4% Rest of World, 38% $4,000 France, 5% millions of 2019 dollars
$2,000 United Kingdom, 5% 2016 2017 2018 2019 Germany, 6% $0 Canada, 33% 2015 2016 2017 2018 2019 Domestic Spending International Spending China, 9% $10,000.0 $9,000.0 $8,000.0 $1,652.8 $7,000.0 4.3% $6,000.0 $6,965.1 4.2% 3.9% $5,000.0
millions of dollars $4,000.0 3.3% $3,000.0 $2,000.0 $184.3 2.3% $1,000.0 2.1% 2.0% $1,262.0 1.8% 1.8% $0.0 1.7% Nonresident Resident Leisure Travel Business Travel
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Table of Contents
Introduction ...... 1 Figure 15: Utah Skier Days ...... 7 Travel & Tourism Industry – 2019 Year in Review...... 1 Figure 16: Utah Skier/Snowboarder Annual Spending. . . . .7 Travel & Tourism 2020 Outlook ...... 2 Figure 17: Average Per-Person Per-Day Spending Travel & Tourism: Spending & Visitation...... 2 by Category, 2019–2020 vs. 2018–2019 Ski Season. . . . . 7 Park Visitation ...... 4 Figure 18: Utah Ski Visitors by Place of Origin, 2019–2020. . . 7 Ski Industry...... 6 Figure 19: Travel & Tourism Jobs...... 8 Conferences & Conventions...... 6 Figure 20: Direct Travel & Tourism Jobs, 2019 vs. 2018 . . . . .8 Sundance Film Festival...... 7 Figure 21: Leisure & Hospitality Job Share by Travel Travel & Tourism Employment...... 8 Region, 2019 ...... 8 Tax Revenue...... 9 Figure 22: Change in Leisure & Hospitality Jobs, 2010–2019 . .9 Hotel Occupancy & Rates ...... 11 Figure 23: Total Travel and Tourism Tax Revenue, Short-Term Rentals ...... 11 Local/State Split, 2019 ...... 9 Other Indicators...... 12 Figure 24: Total Tax Revenue by Tax Type, 2019...... 9 Research Methods...... 12 Figure 25: Select Tourism-Related Sales Tax Revenues . . . . .9 Terms ...... 12 Figure 26: Percent Change in County Transient Room Modeling Economic and Fiscal Impacts...... 13 Tax Revenue by Travel Region, 2018–2019...... 10 References...... 14 Figure 27: Percent Change in County Transient Room Tax Revenue by County, 2018–2019...... 10 Figures Figure 28: County Transient Room Tax Revenue, Figure 1: U.S. vs. Utah Travel Indicators, Y-O-Y Change, Top 10 Counties, 2019...... 10 2018–2019 ...... 2 Figure 29: Quarterly County Transient Room Figure 2: Direct Visitor Spending...... 2 Tax Revenue by Travel Region, 2019...... 10 Figure 3: Direct Visitor Spending by Visitor Type, 2019. . . . .2 Figure 30: Statewide Occupancy Rates by Month, Figure 4: Direct Visitor Spending by Category, 2019 ...... 2 2018 vs. 2019...... 11 Figure 5: Leisure and Hospitality Taxable Figure 31: Y-O-Y Change in Average Daily Room Rate Sales, Top 10 Counties, 2019...... 3 by County, 2018–2019...... 11 Figure 6: Leisure and Hospitality Taxable Sales Figure 32: Available Short-Term Rentals Statewide . . . . . 11 by Travel Region, 2019...... 4 Figure 7: Share of Domestic Visitors by State, 2019 ...... 4 Tables Figure 8: Share of International Arrivals by Country, 2019. . . 4 Table 1: Direct Visitor Spending ...... 3 Figure 9: International Share of Deplaned Passengers, Table 2: Leisure and Hospitality Taxable Sales ...... 3 Salt Lake City International Airport, 2010–2019...... 4 Table 3: Utah National Park Recreation Visitation by Park . . . 5 Figure 10: Utah National Park Annual Visitor Spending Table 4: Utah State Park Visitation...... 6 by Category, 2019...... 4 Table 5: Sundance Film Festival, 2017–2019...... 7 Figure 11: Utah National Park Recreation Visitation...... 5 Table 6: Utah’s Passenger Air Industry...... 12 Figure 12: Utah National Park Recreation Visitation Table 7: Utah’s Arts, Entertainment, and Recreation Industry . 12 by Month, 2018 and 2019...... 5 Table 8: Utah’s Accommodations Industry...... 12 Figure 13: Utah National Place Recreation Visitation...... 5 Table 9: Utah’s Food Services Industry...... 12 Figure 14: Year-Over-Year Change in Park Visitation...... 6
This research was sponsored by the Utah Office of Tourism.
September 2020 I gardner.utah.edu INFORMED DECISIONSTM Introduction
Utah is home to mountains, forests, red rock and Great Basin generally higher in Utah’s rural recreation counties compared deserts, and the largest saltwater lake in the Western with its rural non-recreation counties. Likewise, the fastest Hemisphere. In addition to its year-round outdoor recreation growth in average earnings took place in Utah’s recreation- opportunities, Utah has a Native American history and pioneer dependent rural counties.1 heritage, a growing arts and culture scene, and a variety of A Legislative audit of transient room tax revenue (i.e., tourism conference and convention venues, all of which attract leisure promotion funding) took place in early 2019 with a final and business visitors annually. Legislative report released in April 2019. The audit sought to In 2019, travelers spent a record $10.06 billion in Utah, determine whether the sampled counties were using their generating an estimated $1.34 billion in total state and local tax transient room tax revenue as per Utah code. The auditors revenue. Travel and tourism spending also supported an discovered that counties desired greater flexibility in spending estimated 141,500 total Utah jobs. Utah’s national parks and state these tax dollars, such as allowing more room for spending on parks reported record visitation. Once again, Utah visitors tourism-related projects and visitor impact mitigation. After the purchased more hotel rooms and spent more money on Utah release of the audit report, Rep. Albrecht and Sen. Vickers arts, entertainment, recreation, and restaurants than ever before. introduced H.B. 280, which presented desired modifications to transient room tax expenditure requirements and reporting Travel & Tourism Industry – 2019 Year in Review specifications. This bill was signed by Governor Herbert on Although 2019 began in the midst of the longest U.S. March 30, 2020. government shutdown in history, Utah’s travel and tourism During the summer of 2019, Moab launched its “Do It Like a sector experienced continued economic growth in 2019, Local” marketing campaign to educate and encourage including record-level visitor spending, jobs and wages, state responsible and sustainable travel. The campaign’s website and local tax revenue, and national and state park visitation. offers information on preventing environmental degradation, During the year, Utah’s Board of Tourism Development provides tips on avoiding the need for search and rescue, and allocated more than $4.6 million in cooperative marketing encourages supporting local businesses. Moab’s tourism matching funds, as well as $83,080 in additional matching funds director noted that this was the first sustainable tourism through its Cafeteria Co-op Marketing Program. Cooperative marketing campaign ever launched in the state. marketing programs enable destination-marketing organizations In August 2019, the UOT initiated a strategic planning process such as convention and visitor bureaus, county tourism offices, that involved stakeholder surveys and interviews. UOT’s goal was and nonprofit organizations to combine their marketing dollars to define key priorities, increase collaboration with stakeholders, with Utah Office of Tourism (UOT) matching funds to promote a identify progress-measuring tools, and ultimately strengthen the wide variety of statewide destinations and events. alignment between UOT’s goals, programs, and budget. The In addition, the UOT continued to uphold its Red Emerald study was completed in late 2019. In September, the Tourism Strategic Plan, a community-led vision aimed at attracting quality Industry Association hosted its annual Utah Tourism Conference visitation by promoting Utah’s “rarefied, distinctive, and unique” in Logan at Utah State University. The conference, with a theme assets. In concert with the Red Emerald plan, the UOT launched of “Make Your Mark,” convened hundreds of local and national its three-season “What Lies Between” marketing campaign, travel partners to share tourism and travel industry information, spreading the word about special places in Utah that “lie between” ideas, and best practices. its popular national parks. Interestingly, for the third year in a row, It is also important to note that throughout the year, work Utah state park visitation continued to accelerate while Utah continued on the SLC International Airport’s $4 billion expansion national park visitation continued to decelerate. project (aka “The New SLC”). Phase one of the airport redesign In January 2019, Headwaters Economics released a report opened in mid-September 2020. In addition, the contract to that showed rural recreation communities attract more new construct a 26-story, 700-room, convention hotel adjacent to the residents and higher incomes than rural non-recreation Salt Palace Convention Center in downtown Salt Lake City was counties. Positive net migration occurred in six of Utah’s 14 finalized in 2019 and hotel construction began in early 2020. counties defined by Headwaters as “rural.” Five of these six rural These are two major projects that could have a significant impact counties with positive net migration were defined by on Utah’s travel and tourism economy in the future. Headwaters as “recreation-dependent counties.” The average According to the U.S. Travel Association, in 2019 U.S. travel household income of new residents moving into a county was spending increased 3.5% nationally and 3.3% in Utah. Tourism
INFORMED DECISIONSTM 1 gardner.utah.edu I September 2020 Sundance Film $177 Other Festival Attendees Entertainment & Conference/Convention $331 Amenities Attendees (SL County) Groceries National Park Visitors $1,200 Shopping
Skiers/Snowboarders $1,550 Dining Out Lodging
6.1%
Nonresident Resident 3.5% 3.3% 1.9%
Rest of U.S., 18%
-0.6% Colorado, 2% -2.7% Visitor Spending International Arrivals Domestic Person-Trips Arizona, 3% Utah, 56% U.S. Utah Idaho, 4%
Nevada, 6% $12,000 California, 11% $10,000 $844 $812 $875 $839 $869 $8,000 $8,776 $9,149 $9,252 $8,160 $8,345 $6,000 Sundance Film $177 Other Australia, 4% Festival Attendees Rest of World, 38% $4,000 Entertainment & France, 5% Conference/Convention millions of 2019 dollars $331 Amenities Attendees (SL County) $2,000 Sundance Film $177 Other United Kingdom, 5% Festival Attendees Groceries National Park Visitors $1,200 ShoppingEntertainment & Germany, 6% Conference/Convention $0 Canada, 33% $331 2015 2016 2017 2018Amenities2019 Attendees (SL County) Skiers/Snowboarders $1,550 Dining Out Figure 1: U .S . vs . Utah Travel Indicators, Y-O-Y Change, Figure 3: DirectDomestic Visitor Spending SpendingInternational by Visitor Spending Type,Groceries 2019 National Park Visitors $1,200 Lodging China, 9% 2018–2019 Shopping $10,000.0 Dining Out Skiers/Snowboarders 6.1%$1,550 $9,000.0 $8,000.0 Lodging Nonresident $1,652.8 Resident 3.5% 3.3% $7,000.0 4.3% 4.2% 1.9% $6,000.0 $6,965.1 6.1% 3.9% $5,000.0 Nonresident Resident Rest of U.S., 18% millions of dollars $4,000.0 3.3% 3.5% 3.3% $3,000.0 -0.6% 1.9% $2,000.0 Colorado, 2% $184.3 2.3% -2.7% $1,000.0 Rest of U.S., 18% 2.1% 2.0% $1,262.0 1.8% 1.8% 1.7% Visitor Spending International Arrivals Domestic Person-Trips $0.0 Arizona, 3% Nonresident Resident -0.6% Utah, 56% U.S. Utah Leisure Travel BusinessIdaho,Colorado, 4%Travel 2% -2.7% Sources: U.S. Travel Association, Tourism Economics, and Omnitrak Source: U.S. Travel Association Visitor Spending International Arrivals Domestic Person-Trips Nevada,Arizona, 6%3% $12,000 Utah, 56% U.S. Utah California, 11% Idaho, 4% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 $10,000 Figure 2: Direct Visitor Spending $844 $812 Figure 4: Direct Visitor Spending by Category, 2019 $875 Nevada, 6% $869 $12,000 $839 $8,000 $8,776 $9,149 $9,252 California, 11% Sundance$8,160 Film $8,345 $177 Other $10,000Festival Attendees $844 $812 $6,000 $875 Entertainment & Conference/Convention $869 Australia, 4% $839 $331 Amenities Attendees$8,000 (SL County) $8,776 $9,149 $9,252 Rest of World, 38% $4,000 $8,160 $8,345 France, 5% millions of 2019 dollars Groceries $6,000National Park Visitors $1,200 $2,000 UnitedAustralia, Kingdom, 4%Shopping 5% Rest of World, 38% Dining Out $4,000Skiers/Snowboarders $1,550 Germany,France, 5% 6% millions of 2019 dollars $0 Canada, 33% 2015 2016 2017 2018 2019 Lodging $2,000 Domestic Spending International Spending United Kingdom, 5% China, 9% 6.1% Germany, 6% $0 Canada, 33% $10,000.0 2015 2016 2017 2018 2019 Nonresident Resident $9,000.03.5% 3.3%Domestic Spending International Spending $8,000.0 $1,652.8 China, 9% Note: Consists of resident, domestic nonresident, and international visitor1.9% spending. Note: Public transportation spending (airfare, train, bus, taxi, etc.) has been removed. Source:$7,000.0 U.S. Travel Association $10,000.0 Source: Kem C. Gardner Policy Institute analysis of U.S. Travel Association data4.3% $6,000.0 $6,965.1 Rest of U.S., 18% 4.2% $9,000.0 3.9% $5,000.0 $8,000.0 $1,652.8-0.6%
millions of dollars 3.3% Economics$4,000.0$7,000.0 reported a –0.6% year-over-year decline in In June 2020, the U.S. Travel Association revised their original Colorado, 2% 4.3% international$3,000.0$6,000.0 arrivals $6,965.1to the U.S. -and2.7% a –2.7% decrease in Utah. travel forecast (February 2020) to reflect COVID’s impact.4.2% Their $2,000.0 3.9% Year-over-year$5,000.0Visitor Spending domesticInternational person-trips, Arrivals however,Domestic increased Person-Trips$184.3 1.9% updated2.3% 2020 numbers show a predictedArizona, 44% 3% year-over-year $1,000.0 2.1% 2.0% millions of dollars Utah, 56% 3.3% in the$4,000.0 U.S. and 6.1% in Utah. (Figure 1) $1,262.0 decline in total1.8% traveler1.8% spending, a 64% decline in international $0.0 U.S. Utah 1.7% Idaho, 4% $3,000.0 Nonresident Resident arrivals to the U.S., and a 30% decline in domestic person-trips. $2,000.0 Travel & Tourism 2020Leisure Outlook Travel Business Travel $184.3 In2.3% fact, the U.S. Travel Association doesNevada, not 6% foresee visitor $12,000$1,000.0 2.1% 2.0% Though U.S. travel remained strong in $1,262.02019, industry spending or international1.8% 1.8% visitation returning to 2019 levels for $0.0 1.7% California, 11% Nonresident Resident forecasters$10,000 could not have anticipated what was around the another four to five years, and domestic person-trips for another $844 $812 corner. In early 2020,Leisure theTravel COVID-19$875 Business pandemic Travel rattled the three years. The COVID-19 pandemic has had and will continue $839 $869 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 world—and$8,000 particularly the travel$8,776 and tourism$9,149 industry—with$9,252 to have a significant impact on the travel and tourism industry, $8,160 $8,345 unprecedented force. As positive coronavirus cases surfaced in particularly in the form of tourism-related business closures $6,000 the U.S., travel and tourism–related businesses responded by and2010 job2011 losses.2012 2013 2014 2015 2016Australia,2017 4% 2018 2019 shutting down or significantly altering operations. As of June Rest of World, 38% $4,000 France, 5% 2020,millions of 2019 dollars 45 states and the District of Columbia had enacted some Travel & Tourism: Spending & Visitation form$2,000 of stay-at-home order following the U.S. outbreak. Utah visitors directly spent a record $10.06United Kingdom, billion 5%in 2019. Commercial airlines grounded flights, lodging facilities Domestic visitors contributed 91.6% and international visitors Germany, 6% $0 Canada, 33% temporarily 2015closed their2016 doors 2017to visitors,2018 and restaurants2019 8.4% of this total spending amount. When adjusted for inflation, transitioned toDomestic takeout Spending or delivery Internationalservice only. Spending Utah visitor spending increased 3.3% year-over-year and an China, 9% September$10,000.0 2020 I gardner.utah.edu 2 INFORMED DECISIONSTM $9,000.0 $8,000.0 $1,652.8 $7,000.0 4.3% $6,000.0 $6,965.1 4.2% 3.9% $5,000.0
millions of dollars $4,000.0 3.3% $3,000.0 $2,000.0 $184.3 2.3% $1,000.0 2.1% 2.0% $1,262.0 1.8% 1.8% $0.0 1.7% Nonresident Resident Leisure Travel Business Travel
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Table 1: Direct Visitor Spending Figure 5: Leisure and Hospitality Taxable (millions of dollars) Sales, Top 10 Counties, 2019 (milions of dollars) Industry 2018 2019 % Change County Amount Other $78.15 $79.09 1.2% Salt Lake County...... $3,563.2 Amenities (golf fees, spa, health club, ski passes, etc) $82.84 $91.70 10.7% Utah County...... $1,050.4 Entertainment/Admissions $340.92 $344.91 1.2% Summit County...... $885.5 Groceries $387.81 $404.95 4.4% Davis County...... $637.9 Shopping/Gifts/Souvenirs $655.45 $679.78 3.7% Washington County. . . . .$607.4 Food/Beverage/Dining (excluding groceries) $1,512.79 $1,579.46 4.4% Weber County...... $470.7 Lodging $1,657.67 $1,713.70 3.4% Grand County...... $202.6
Public Transportation (airfare, train, bus, taxi, etc.) $1,829.97 $1,925.34 5.2% Cache County...... $192.0
Auto Transportation (Gasoline, car rental, parking, etc.) $3,199.66 $3,245.33 1.4% Wasatch County...... $153.2
Total Spending $9,745.26 $10,064.26 3.3% Kane County ...... $144.8 Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Source: Omnitrak Commission data
Table 2: Leisure and Hospitality Taxable Sales (millions of 2019 dollars)
Change Change Industry 2015 2016 2017 2018 2019 2015–2019 2018–2019 Performing Arts, Spectator Sports, Related $135.21 $154.93 $153.15 $160.37 $153.40 13.5% -4.3% Museums, Historical Sites, Zoos, Parks, Similar $37.97 $43.53 $60.46 $63.47 $62.10 63.5% -2.2% Amusement & Recreation $661.70 $735.64 $741.34 $729.98 $773.10 16.8% 5.9% Hotels, Motels, B&Bs, Resorts, Other $1,770.83 $1,916.28 $2,041.45 $2,040.13 $2,129.90 20.3% 4.4% RV Parks, Camps $43.99 $47.97 $51.23 $45.63 $48.60 10.5% 6.5% Restaurants & Other Eating Places $4,486.98 $4,648.22 $4,664.04 $4,670.17 $4,805.20 7.1% 2.9% Special Food Services, Food Carts $461.89 $490.24 $522.52 $543.05 $531.40 15.0% -2.1% Drinking Places (alcoholic beverages) $134.40 $137.65 $141.10 $141.91 $138.40 3.0% -2.5% Total $7,733.0 $8,174.4 $8,375.3 $8,394.7 $8,642.1 11.8% 2.9% Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and Utah State Tax Commission data
annual average 5.1% over the past five years. Of the $10.06 around 30% of arts, entertainment, and recreation purchases, billion in visitor spending, nonresident visitors spent an 85.6% 85% of accommodations purchases, and 20% of foodservice share and Utah residents a 14.4% share. Overall, leisure travelers purchases on a statewide basis. Regionally, the majority of contributed 81.7% of the spending and business travelers leisure and hospitality sales took place along the Wasatch Front 18.3%. Resident travelers spent smaller relative shares on dining and North Mountains regions, followed by the Southwestern and lodging and larger relative shares on shopping, groceries, Utah and Canyon Country regions (see Figure 6 and the “Terms” and entertainment than nonresident visitors. Overall, Utah section of this report for travel region definitions). In 2019, 63% visitors spent the largest share of dollars on auto transportation, of all leisure and hospitality sales took place in the top three which includes gasoline purchases, car rentals, auto repairs, and counties of Salt Lake, Utah, and Summit. (Figures 5–6) parking fees. (Figures 2–4, Table 1) In 2019, California, Nevada, and Idaho were once again the Taxable sales in Utah’s leisure and hospitality sector—which top three sources of domestic nonresident visitors to Utah; includes the arts, entertainment, recreation, accommodations, likewise, Canada, China, and Germany continued to hold the and foodservice sectors—increased 11.8% over the last five top three spots for international arrivals. It is interesting to note years and 2.9% year-over-year (adjusted for inflation).2 (Table 2) that the international share of deplaned passengers at the Leisure and hospitality sector sales generally reflect Utah Salt Lake City International Airport has doubled since 2011. tourism industry trends since travelers and tourists make (Figures 7–9)
INFORMED DECISIONSTM 3 gardner.utah.edu I September 2020 Cache, 31.3% Cache, NA Rich, 47.4% Rich, NA Sundance Film Weber, 28.1% $177 Weber, 3.0% Other Box Elder Festival BoxAttendees Elder 32.6% Davis, 37.4% Sundance Film Davis, 1.2% -1.4% $177 OtherEntertainment & Morgan, 29.9% Conference/ConventionFestival Attendees Morgan, NA $331 Amenities Daggett, 3.2% Attendees (SL County) Entertainment & Conference/Convention Daggett, NA $331 Amenities Summit Attendees (SL County) Summit Groceries 36.6% National Park Visitors $1,200 Salt Lake Salt Lake 5.4% GroceriesShopping 34.6% Tooele National Park Visitors 0.7% $1,200 Wasatch Tooele Shopping 20.0% Wasatch Dining Out 53.1% Duchesne Skiers/Snowboarders-0.1% Duchesne $1,550 23.8% 1.8% Dining Out Utah Uintah Skiers/Snowboarders Utah NA Uintah$1,550 Lodging 64.0% 26.5% -0.9% -0.1% Lodging Juab Juab Carbon 6.1% 28.3% -0.1% Carbon -3.6% -1.6% 6.1% Nonresident Resident 3.5% 3.3% Sanpete Sanpete Nonresident Resident Millard -1.8% 3.5% Millard Emery Grand 3.3% NA 1.9% 9.3% -0.1% Emery Grand 9.4% 49.2% NA 1.9% -1.1% Sevier Sevier Rest of U.S., 18% 7.8% -1.7% Rest of U.S., 18% -0.6% Beaver Piute Wayne Beaver 9.8% Piute Wayne -51.3% 29.4% 1.7% NA-0.6% 3.9% Colorado, 2% -2.7% Colorado, 2% Iron Arizona, 3% Gar eld VisitorIron Spending InternationalGar eld-2.7% Arrivals Domestic Person-Trips 56.4% 13.9% -2.9% San Juan Visitor Spending International3.9% Arrivals Domestic Person-Trips Utah, 56% Arizona, 3% U.S. Utah San Juan Idaho, 4% 38.2% 3.9% Utah, 56% U.S. Utah Washington Idaho, 4% Kane Washington Kane Nevada, 6% 53.1% 47.4% -4.7% 4.2% $12,000 Nevada, 6% California, 11% $12,000 -51.3% to 0.0% 10.0% to 29.9% 40.0% to 64.0% $10,000 California, 11% -4.7% to -2.0% -0.9% to 0.0% $844 2.0% to$812 5.4% 0.1% to 9.9% 30.0% to 39.9% $875 $10,000-1.9% to -1.0% $869 0.0% to 1.9% Not available Figure 6: Leisure$839 and Hospitality Taxable Sales$844 by Travel$812 Figure 8: Share of International Arrivals by Country, 2019 $875 $8,000 $8,776 $9,149 $9,252 Region, 2019$839$8,160 $869$8,345 $8,000 $8,776 $9,149 $9,252 (millions$6,000 of $8,160Dollars) $8,345 Australia, 4% Cache, 8.0% $6,000 $112.9 to $161.5 Rest of World, 38% Australia, 4% Rich, 13.9% $4,000 France, 5% Weber, 10.7% millions of 2019 dollars $514.3 to $736.7 Rest of World, 38% Box Elder $4,000 France, 5% 10.1% Davis, 7.3% millions of 2019 dollars $2,000 $1,258.3 United Kingdom, 5% Morgan, 45.7% $2,000 $5,722.2 United Kingdom, 5% Daggett, 4.6% Germany, 6% Northwestern$0 Canada, 33% Summit 2015 2016 North2017 2018 2019 $0 Utah Germany, 6% 14.6% Mountains Canada, 33% Salt Lake $161.52015Domestic Spending2016 2017International2018 Spending 2019 $1,258.3 3.2% China, 9% Tooele Wasatch Domestic Spending International Spending 10.5% 5.7% Duchesne Wasatch China, 9% $10,000.0 Source: Tourism Economics 16.9% Uintah Front Utah $9,000.0 11.5% 33.6% $10,000.0 $5,722.2 $9,000.0$8,000.0 $1,652.8 Eastern Utah Juab Figure 9: International Share of Deplaned Passengers, $7,000.0 9.8% Carbon $8,000.0 $1,652.8 $141.0 Salt Lake City International Airport, 2010–2019 4.3% 4.2% 14.2% $7,000.0$6,000.0 $6,965.1 3.9% 4.3% $6,000.0$5,000.0 $6,965.1 4.2% Sanpete 3.9% Millard 6.9% millions of dollars $5,000.0$4,000.0 Central Utah 3.3% Emery Grand 8.5% $112.9 -4.1% 5.9% millions of dollars $4,000.0$3,000.0 3.3% Sundance Film Sevier $177 $3,000.0$2,000.0 Other Festival Attendees 1.8% $184.3 2.3% $2,000.0$1,000.0 Entertainment & 2.1% 2.0% Beaver $1,262.0 $184.3 2.3% 1.8% 1.8% Conference/Convention Piute Wayne $0.0 1.7% 3.6% $331 $1,000.0 Amenities 2.1% 2.0% Attendees (SL County) -16.0% 1.8% Nonresident $1,262.0Resident 1.8% 1.8% $0.0 1.7% LeisureNonresident Travel Business TravelResidentGroceries NationalIron Park Visitors Gar eld $1,200 Leisure Travel Business TravelShopping 3.7% 1.5% Southwestern Canyon Country San Juan $514.3 Skiers/Snowboarders 17.4% $1,550 Utah Dining Out $736.7 Washington Kane Lodging 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 3.5% 6.0% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 6.1% -16.0% to 0.0% 4.0% to 7.9% 12.0% to 45.7% Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data Source: Kem C. Gardner Policy Institute analysis of Salt Lake City International Airport data 0.1% to 3.9% 8.0% to 11.9% Nonresident Resident 3.5% 3.3% Figure 7: Share of Domestic Visitors by State, 2019 1.9% Figure 10: Utah National Park Annual Visitor Spending by Category, 2019 20. Rest of U.S., 18% . . . Camp ng 2 . . -0.6% a 2 .0 Colorado, 2% 0.0 0. -2.7% r er e . Visitor Spending International Arrivals Domestic Person-Trips Arizona, 3% te .0 .2 Utah, 56% Re reat n Ind. 0.0 .2 U.S. Utah Idaho, 4% Re taurant 2 .0 0. Nevada, 6% Tran p rtat n 0 .0 $12,000 California, 11% Source: National Park Service State ar Nat na ar $10,000 near State ar near Nat na ar $844 $812 0. 0. $875 Source: Omnitrak 0. $839 $869 0. $8,000 $8,776 $9,149 $9,252 $8,160 $8,345 Park Visitation In 2019, Utah’s five national parks received a . combined record . $6,000 Utah’s national parks and national monuments, recreation 10.7 million recreation visits, a 0.5% increase .2 from 2018 and a . Australia, 4% . . . .2 . . . . . . .0 .0 .0 . areas, and historic sites (“national places”) and state parks draw 27.6% increase from 2015. .0 . Utah’s national parks have . . . $4,000 Rest of World, 38% . . France, 5% . . . .2 millions of 2019 dollars resident and nonresident visitors annually. According to the experienced . . .0 a deceleration and leveling off of visitation during . . National Park Service (NPS), in 2019, national park visitors spent .0 $2,000 United Kingdom, 5% the past four years. This slowdown has been attributed to a $1.2 billion in Utah’s “gateway communities,” generating 18,700 variety of factors, including the economy, government Germany, 6% $0 jobs, $605Canada, million 33% in labor income, and $1.8 billion in total shutdowns, gas prices, weather, and the natural aftereffects of 2015 2016 2017 2018 2019 output. Utah national park visitors spent the largest share of two historic visitation years (2016 park centennial and 2017 Domestic Spending International Spending 3 dollars on hotels, restaurants, and gasoline.China, (Figure 9% 10) solar eclipse). (Figure 11)
$10,000.0 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 $9,000.0 September 2020 I gardner.utah.edu 4 INFORMED DECISIONSTM
$8,000.0 $1,652.8 0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 20 $7,000.0 00 000 4.3% 4.2% $6,000.0 $6,965.1 00 000 3.9% $5,000.0 200 000 20 20 2 2 millions of dollars $4,000.0 3.3% $3,000.0 000 000 20 0 $2,000.0 00 000 $184.3 2.3% $1,000.0 2.1% 2.0% 00 000 20 2 0 $1,262.0 1.8% 1.8% $0.0 1.7% Number t r 00 000 Nonresident Resident 20 2 Leisure Travel Business Travel 200 000 S Sea n 20 2 0 an Feb Mar pr Ma un u ug Sep O t N De 20 2 2 0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 20 20 0 00 00 00 200 00 00 M n D ar
.2 Re dent N nre dent . .
.
. . . . . .0 . . . . . . . . . . 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 20. . . . Camp ng 2 . . a 2 .0 0. r er e . 0.0 te .0 .2 Re reat n Ind. 0.0 .2 Re taurant 2 .0 0. Tran p rtat n 0 .0 State ar Nat na ar near State ar near Nat na ar 0. 0. 0. 0. 20. . . . . . . Camp ng 2 . . .2 . . . 20. . . . .2 . . . . . . .0 .0 .0 . a 2 .0 . .0 . . . . . . . 0. r er e . . .0 0.0 .2 . . . . . Camp ng 2 . .0 te a 2 .0 .0 .2 Re reat n Ind. 0.0 0. .2 r er e . 0.0 Re taurant 2 .0 0. te .0 Tran p rtat n 0 .0 .2 Re reat n Ind. 0.0 .2 FigureRe taurant 11: Utah National Park Recreation 2 .0 Visitation Table 3: UtahState National ar Park RecreationNat na Visitation ar by Park0. 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 (millionsTran p rtat n of visitors) 0 .0 near State ar near Nat na ar 0. 0. 0. Utah National Parks 2018 2019 Change 0. State ar Nat na ar 0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 20 . Arches 00 000 NP near State ar 1,663,557 near 1,659,703 Nat na ar . -0.2% 0. 0. 0. .2 0. 00 000 . . . . . Bryce Canyon NP . . .22,679,478 . 2,591,550 . -3.3% . . . 200 000 . .0 .0 .0 . . .0 . . . 20 20 2 2 . . . . . . .0 .2 000 000 . .2 Canyonlands . NP 739,449 733,996 . . -0.7% .0 . . 20 . . . .2 . . 0 . . . 00 000 . .0 .0 .0 . . .0 . . . . . Capitol Reef NP 1,227,627 1,209,376 -1.5% . . .0 .2 00 000 . 20 2 0 . .0 Number t r 00 000 Zion NP 4,320,033 4,488,269 3.9% 20 2 200 000 S Sea n Total National Park Visitors 10,630,144 10,682,894 0 5%. 20 2 0 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 an Feb Mar pr Ma un u ug Sep O t N De Source: National Park Service 20 2 2 0 Source: National Park Service
0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 20 2 2 20 20 0 00 00 00 200 00 00 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 Figure 00 000 12: Utah National Park Recreation Visitation by Figure 13: Utah National Place Recreation Visitation M n D ar Month, 00 000 2018 and 2019 (millions of visitors) .2 Re dent N nre dent 0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 . 20 200 000 . 00 000 20 20 2 2 00 000 000 000 . 20 0 200 000 00 000 . . 20 20 . 2 . 2 000 000 00 000 20 . 2 .0 . . 0 . . . . . . . . 20 0 Number t r 00 000 00 000 20 2 S Sea n 00 000200 000 20 2 0 20 2 Number t r 00 0000 20 2
an Feb Mar pr Ma un u ug Sep O t N De S Sea n 200 000 20 2 2 0 20 2 0 20 20 0 00 00 00 200 00 00 an Feb Mar pr Ma un u ug Sep O t N De M n D ar 20 2 2 0 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 Re dent N nre dent 20 20 .2 0 00 00 00 200 00 00 . . Note: Flaming Gorge NRA and Bears Ears NM visitation data not included. Source: Kem C. Gardner Policy Institute analysisM n of National D ar Park Service and Bureau of Land Note: Consists of Arches, Bryce Canyon, Canyonlands, Capitol Reef, and Zion National Parks. . Management data Source: National Park Service .2 Re dent N nre dent . . . . . . . . . . . .0 . According . to . the . NPS, . in . 2019 the majority . of Utah’s national the monument’s events held to celebrate the 150th anniversary . . park . visits (65%) occurred between the months . of May and of the completion of the transcontinental railroad. Overall, in . .0 . . September, . . followed . . . by . the . “shoulder” . months of April and 2019, Utah national place visitation remained flat. (Figure 13). October (19%). The NPS reported slightly more visitors during In fiscal year 2019, Utah state parks reported a combined 7.4 the summer of 2019 and slightly fewer visitors during the winter million recreation visits (a new record), with annual total visits and spring of 2019 compared with the previous year. (Figure 12) increasing 10.6% from the previous year. In 2019, Dead Horse Utah’s “Crown Jewel” Zion National Park was the only Utah Point experienced the greatest total visitation with close to 1 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 national park to experience an increase in visitation from 2018 million visitors and had the largest year-over-year visit increase to 2019 (3.9%). All four other national parks experienced a at 206,819. Gunlock State Park had the fastest year-over-year decline2000 200 2002 in200 year-over-year200 200 200 200 200 200 visitation,20 0 20 20 2 with20 20 Bryce20 20 20 Canyon20 20 visitation increase (74.2%). (Table 4) experiencing the greatest visitation drop (–3.3%). (Table 3) Over the past few years, national park visitation has decelerated In addition to five national parks, Utah is home to 11 national while state park visitation has accelerated. This may be in part places. In 2019, Glen Canyon National Recreation Area received due to a UOT marketing shift towards promoting Utah’s less- the largest number of recreation visitors (over 4 million) and visited, but equally stunning, state parks. In 2016, the Utah Office had the largest year-over-year growth (an additional 111,000 of Tourism launched its “Road to Mighty” ad campaign and, in visitors). Golden Spike National Monument experienced the 2019, its “What Lies Between” campaign. Both marketing fastest year-over-year increase in visitors (79.9%), due largely to campaigns encourage visitors to explore places along the way
INFORMED DECISIONSTM 5 gardner.utah.edu I September 2020 Table 4: Utah State Park Visitation Figure 14: Year-Over-Year Change in Park Visitation 20. Utah State Park FY18 FY19 Change . Anasazi Indian Village State Park 20,062 19,099 -4.8% . . Camp ng 2 . . Antelope Island State Park 496,023 523,590 5.6% a 2 .0 Bear Lake State Park 338,018 382,767 13.2% 0. r er e . 0.0 Camp Floyd State Park Museum 13,121 13,183 0.5% te .0 Coral Pink Sand Dunes State Park 124,701 130,045 4.3% .2 Re reat n Ind. 0.0 .2 Dead Horse Point State Park 765,436 972,255 27.0% Re taurant 2 .0 0. Deer Creek State Park 415,800 412,627 -0.8% Tran p rtat n 0 .0 East Canyon State Park 124,117 143,195 15.4% State ar Nat na ar Echo State Park NA 16,221 0.0% near State ar near Nat na ar Edge of the Cedars State 12,228 13,257 8.4% 0. 0. 0. Park Museum 0. Note: Utah State Park visitation is reported by fiscal year. Escalante Petrified Forest State Park 64,693 64,142 -0.9% Source: Kem C. Gardner Policy Institute analysis of National Park Service and Utah State . Parks data . Fred Hayes State Park at Starvation 120,856 111,225 -8.0% .2 . . . . Fremont Indian State Park 25,373 . 27,816 9.6% . . .2 . . . . . and in-between . Utah’s national .0 .0 parks. .0Data show . that national . .0 . Frontier . Homestead . . State . 12,458 11,471 -7.9% . . .0 .2 park and . state park visitation increased at about the same rate in Park Museum . 2015, .0 but have trended differently since then. (Figure 14) Goblin Valley State Park 268,760 301,089 12.0% Goosenecks State Park 66,342 66,594 0.4% Ski Industry Great Salt Lake State Park 122,192 83,698 -31.5% The 2019–2020 ski season met with an unusual fate as the Green River State Park 73,655 81,428 10.6% COVID-19 pandemic swept across the nation in early 2020, Gunlock State Park 33,459 58,288 74.2% disrupting ski resorts in mid-March followed by complete resort Huntington2000 200 2002 State200 Park200 200 200 200 200 200 20 0 37,23220 20 2 20 35,48720 20 20 20 -4.7%20 20 shutdowns by April. However, despite the shortened 2019– Hyrum Lake State Park 90,320 97,083 7.5%
20200 02 season,02 0 0 0 Ski0 0 Utah0 0 0 0 reported0 0 0 0 0 0 the 0 fourth 2 2 highest visitation (4.4 20 Jordan River OHV State Park 35,951 34,313 -4.6% 00 000 million skier days) and the second highest visitor spending ever Jordanelle State Park 606,001 598,154 -1.3% 00 000 ($1.55 billion). In fact, Utah skier spending was only 7% shy of Kodachrome Basin State Park 125,867 135,238 7.4% 200 000 2018–2019 record spending despite the shortened season; Millsite State Park 11,873 12,172 2.5% 20 20 2 2 also, per-visit skier expenditures were at their highest level yet. Otter 000 000 Creek State Park 34,332 34,566 0.7% This20 indicates that 2019–2020 was likely poised to 0 be another Palisade 00 000 State Park 151,399 150,951 -0.3% record year for Utah resorts. According to RRC Associates, Piute 00 000 State Park 1,146 617 -46.1% 20 2 0 during the 2019–2020 season, skiers and snowboarders spent QuailNumber t r 00 000 Creek State Park 127,948 148,466 16.0% 20 2
theS Sea n largest dollar shares on lodging, lift passes, and dining. Red Fleet200 000 State Park 43,393 49,382 13.8% California, Texas, and New York were once again the top three Rockport State Park 142,710 136,905 -4.1% 20 2 0 domestic sources of nonresident visitors who enjoyed Utah’s Sand Hollow State an ParkFeb Mar pr Ma 677,418 un u ug827,527Sep O t N 22.2%De “Greatest20 2 Snow 2 on Earth.” In addition, nearly 0 one out of 14 skiers Scofield State Park 24,438 21,009 -14.0% 20 20 and snowboarders 0 00 visited Utah’s 00 slopes 00 from 200 outside 00 of the 00U.S. Snow Canyon State Park 343,043 511,429 49.1% (Figures 15–18) M n D ar Steinaker State Park 33,859 16,910 -50.1% Re dent N nre dent Territorial Statehouse 7,445 9,301 .224.9% . . State Park Museum Conferences & Conventions Utah Field House of Natural 56,039 57,319 . 2.3% According to Visit Salt Lake, 2019 was another record- History State Park Museum . breaking year for Salt Lake County’s conference and convention . . Utah . Lake State Park 93,437 127,222 36.2% . . . sector. In fact, it was Salt Lake’s fifth consecutive record year for . . . . .0 . Wasatch Mountain . State . Park . 343,959 366,766 6.6% hotel room nights booked (819,660 room nights), or a 3.7% Willard Bay State Park 522,926 517,106 -1.1% year-over-year increase. A combined total of 665,289 convention Yuba State Park 103,904 103,601 -0.3% delegates, show and meeting attendees, and sporting/special Total Visits 6,711,932 7,423,513 10 .6% event visitors spent an estimated $330.6 million in Salt Lake Note: Flight Path State Recreation Area, Historic Union Pacific Rail Trail, and This Is the County’s economy. In addition, Salt Lake’s convention center Place Heritage Park visitation data are not included. Source: Utah State Parks hotel contract, which was completed in 2019, directed 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20
September 2020 I gardner.utah.edu 6 INFORMED DECISIONSTM 20. . . . Camp ng 2 . . a 2 .0 0. r er e . 0.0 te .0 .2 Re reat n Ind. 0.0 .2 Re taurant 2 .0 0. Tran p rtat n 0 .0 State ar Nat na ar near State ar near Nat na ar 0. 0. 0. 0.
. . .2 . . . . 20. . . . .2 . . . . . . .0 .0 .0 . . .0 . . . . . . . . . .0 .2 . . Camp ng . . 2 . .0 a 2 .0 0. r er e . 0.0 te .0 .2 Re reat n Ind. 0.0 .2 Re taurant 2 .0 0. 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 Tran p rtat n 0 .0 State ar Nat na ar 0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 20 00 000 near State ar near Nat na ar 0. 0. 0. 0. Figure 00 000 15: Utah Skier Days Figure 16: Utah Skier/Snowboarder Annual Spending (millions of skier days) 200 000 . . 20 20 2 2 .2 000 000 . . . . . . . .2 . . 20 0 . . . 00 000 . .0 .0 .0 . . .0 . . . . . . . .0 .2 00 000 . 20 2 0 . .0 Number t r 00 000 20 2 200 000 S Sea n 20 2 0 an Feb Mar pr Ma un u ug Sep O t N De 20 2 2 0
20 20 0 00 00 00 200 00 00 2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 M n D ar
.2 Re dent N nre dent 0 02 02 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 20 . . 00 000 Source: Ski Utah Source: RRC Associates 00 000 . 200 000 Figure 17: Average Per-Person Per-Day Spending . by Category, 2019–2020 vs . 2018–2019 Ski Season . . 20 20 2 . 2 000 000 . .0 . . . . . . . . . ut Renta . 20 0 00 000 Ch d Care Nur er 0 00 000 20 Enterta nment 2 t t e and mu ement 0 E u pment Renta Number t r 00 000 ut Renta 20 2 t a e S Sea n Ch d Care Nur er 200 000 a Tran p rtat n C t e ud ng renta ar 0 20 Enterta nment 2 t t e and mu ement dg ng 0 E u pment Renta an Feb Mar pr Ma un u ug Sep O t N De Other n denta t p undr e 20 2 2 t a e 0 2000 200 2002 200 200 200 200 200 Re taurant F d200 200 20 0 20 20 2 20 20 20 20 20 20 20 20 20 a Tran p rtat n 0 00 C t e ud ng 00 renta 00 ar 200 00 00 Sh pp ng Reta ur ha e M n dg ng D ar S Sn b ard E u pment ppare ur ha e Other n denta t p undr e .2 S Sn b ardRe dent e n N nre dent . . Re taurant F d Sh pp ng Reta ur ha e 20 2020 20 20 . S Sn b ard E u pment ppare ur ha e Note: Consists of both resident and nonresident skiers/snowboarders and on-mountain and off-mountain spending. . S Sn b ard e n . . . Source: Kem C. Gardner Policiy Institute analysis of RRC Associates data 00 . . . . . . . .0 . 20 2020 20 20 000 . . . 2 00 2 00 Figure 18: Utah Ski Visitors by Place ofMa a hu ett Origin, 2019–2020 2 Sundance 00 Film Festival 00 Other State 2 000 I n 2 2 000 enn an a 2 The Sundance 0 00 Film Festival, which is held each January in 00 00 Ne r Park City, draws a large number of out-of-state 000 visitors to Utah. 2 00 2 00 Ma a hu ett 2 2 00 Since 00 2017, Y Analytics has conducted 2 000 000 economic 200 impact Other State 2 Te a I n 2 00 studies 0 00 on the 000film 0 00 festival. 2 000 Over the past three years, the tah enn an a 2 00 Internat na Ne r festival’s nonresident attendee share has decreased from one-
2000 200 2002 200 200 200 200 200 200 200 20 0 20 20 2 20 20 20 20 20 20 20 in-two attendees to one-in-three. In 2019, non-resident 200 visitor Te a 2 000 000 00 tah spending 0 00 was down 4.9% from the prior year to $149.1 million, Internat na economic impact was down 4.7%, and jobs supported by spending dropped 8.2%. (Table 5) 20 20 20 20 20 Table 5: SundanceD re t Film b Festival,Ind re t 2017–2019 Indu ed b Source: Ski Utah (millions of dollars) 20 20 20 20 20 2017 2018 2019 construction to mm dat n begin in early 2020. The 26-story, 700-room, D re t b Ind re t Indu ed20 0 b Non-Resident Attendee Share 52% 36% 36% tower is currently r Tran p rtat n being built adjacent to the Salt Palace mu ement Re reat n Non-Resident Spending $124.3 $156.8 $149.1 Convention Center and will allow Visit Salt Lake to secure more, ut Repa r 2 Economic Impact $151.5 $191.6 $182.5 and larger, future mm dat n events. 20 0 ut R ea ng 2 2 Total Jobs 2,778 3,323 3,052 r Tran p rtat nF d er e 22 22 Source: Y2 Analytics mu ement a Re reat n Stat n r er ut St re Repa r 2 2 TM INFORMEDMu eum DECISIONS ar ut R t. ea ng S te 2 2 2 7 gardner.utah.edu I September 2020 F d er eOther 0 22 22 er rm ng rt Spe tat r a Stat n Sp rt Re reat na r er ear Renta St re 2 2 Mu eum ar Reta t. St re S te 2 S en S ght ee ng Tran p rtat nOther 2 0 Supp rt er rm ng t t e rt r Spe tat r Tran p rtat n Sp rt Tran t Re reat na r und Tran p rtat n ear Renta 2 Tra e rrangement Re er at n Reta St re 0 S en S ght ee ng Tran p rtat n 2 Supp rt t t e r Tran p rtat n 20 20 Tran t r und Tran p rtat n Tra e rrangement Re er at n 0
20 20 Travel & Tourism Employment Figure 21: Leisure & Hospitality Job Share by Travel Visitor spending directly and indirectly generates and Region, 2019 supports Utah jobs. In 2019, the record $10.06 billion in direct visitor spending generated close to 94,200 direct jobs and 0. t 2. .2 t . ut Renta supported around 47,300 additional indirect and induced jobs, . . t .0 Ch d Care Nur er 2 .0 0. t 2. Enterta nment t t e and mu ement 0 summing to 141,500 total jobs statewide (up 4.0% from 2018) ut Renta N rth e tern . E u pment Renta (Figures 19–20). When considered as its own employment N rth e tern .2 Ch d Care Nur er tah tah N rth N rth t a e sector, travel and tourism ranks eighth in Utah based on 0 number 0. Enterta nment t t e and mu ement . M unta n M unta n a Tran p rtat n C t e ud ng renta ar of direct jobs by industry.E u pment Renta 2 .0 2. dg ng Specifically looking at private t a e leisure and hospitality sector a at h a at h Other n denta t p undr e a jobs Tran p rtat n(i.e., arts, entertainment, C t e ud ng recreation, renta ar accommodations, and Fr nt Fr nt Re taurant F d Ea tern tah foodservice) as a share of total private dg ng jobs, the Canyon Country 0. . Ea tern tah Sh pp ng Reta ur ha e . . Other n denta t p undr e S Sn b ard E u pment ppare ur ha e region had the largest share at 43.2%. Over the past 10 years, Re taurant F d the private leisure and hospitality employment sector has S Sn b ard e n Sh pp ng Reta ur ha e grown in 26 of 29 counties. (Figures 21–22) S Sn b ard E u pment ppare ur ha e 20 2020 20 20 Centra tah S Sn b ard e n 2. Centra tah Figure 19: Travel & Tourism Jobs .2 20 2020 20 20 00 000 2 00 2 00 Ma a hu ett 2 00 00 Other State 2 000 I n 2 2 000 00 0 00 000 enn an a 2 00 2 00 2 00 Ne r Ma a hu ett 2 00 Can n C untr 00 Other State 2 000 I n 2 S uth e tern 2 000 S uth e tern Can n C untr 200 0 00 .2 Te a enn an a 2 000 2 00 tah tah .0 000 00 tah 0 00 Ne r . . Internat na 200 Te a 2 000 000 00 tah 0 00 Internat na Source: Kem C. Gardner Policy Institute analysis of Utah Department of Workforce Services data
20 20 20 20 20 D re t b Ind re t Indu ed b 20 20 20 20 20 Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and U.S. Bureau of Economic Analysis data D re t b Ind re t Indu ed b mm dat n 20 0 r Tran p rtat n Figure 20: Direct Travel & Tourism Jobs, 2019 vs . 2018 mu ement Re reat n mm dat n 20 0 ut Repa r 2 r Tran p rtat n ut R ea ng 2 2 mu ement Re reat n F d er e 22 22 ut Repa r 2 a Stat n ut R ea ng r er St re 2 2 2 F d er e 22 22 Mu eum ar t. S te 2 a Stat n Other 0 r er St re 2 er rm ng rt Spe tat r Sp rt Mu eum ar t. S te 2 Re reat na ear Renta 2 Other Reta St re 0 er rm ng rt Spe tat r Sp rt S en S ght ee ng Tran p rtat n 2 Re reat na ear Renta 2 Supp rt t t e r Tran p rtat n Reta St re Tran t r und Tran p rtat n S en S ght ee ng Tran p rtat n 2 Tra e rrangement Re er at n 0 Supp rt t t e r Tran p rtat n 20 20 Tran t r und Tran p rtat n Tra e rrangement Re er at n 0
20 20
Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and Utah Department of Workforce Services data
September 2020 I gardner.utah.edu 8 INFORMED DECISIONSTM $246.6 $234.7 $228.7 $212.8 Local, $462.8 Local, $607.4 $194.1
$988.4M $1.34B
State, $525.6 State, $732.3
2015 2016 2017 2018 2019
Statewide Car Rental Zoo, Arts, Parks Resort Communities Sales Tax Tourism, Recreation, Transient Room Tax Cultural, and Convention
$9.0 $8.0 Figure$7.0 22: Change in Leisure & Hospitality Jobs, 2010–2019 Figure 23: Total Travel and Tourism Tax Revenue, Local/State $6.0 Split, 2019 Cache, 31.3% Cache, NA $246.6 $234.7 $5.0 Rich, 47.4% Rich, NA $228.7 Weber, 28.1% $212.8 $4.0 Box Elder Local, $462.8 Box Elder Local, $607.4 Weber, 3.0% 32.6% Davis, 37.4% $194.1 $3.0 -1.4% Davis, 1.2%
Millions of Dollars Morgan, 29.9% Morgan, NA $2.0 Daggett, 3.2% Daggett, NA $1.0 Summit Summit 36.6% $988.4M $1.34B $0.0 Salt Lake Salt Lake 5.4% Canyon Country 34.6%Central Utah Dixie Eastern Utah North Mountains Northwestern0.7% Utah Wasatch Front Tooele Wasatch Tooele 20.0% Wasatch 53.1% DuchesneJan–Mar Apr–Jun July–Sep Oct-0.1%–Dec Duchesne 23.8% State, $525.6 State, $732.3 1.8% Utah Uintah Utah NA Uintah 64.0% 26.5% -0.9% -0.1% Juab Juab Carbon Note: Includes economic multiplier effects. 28.3% -0.1% Carbon 2015 2016 2017 2018 2019 -3.6% Source: Kem C. Gardner Policy Institute analysis of U.S. Travel Association and Utah State Tax 80% -1.6% Commission data Statewide Car Rental Zoo, Arts, Parks 75% Sanpete Sanpete Tourism, Recreation, Millard Resort Communities Sales Tax 70% -1.8% Millard NA 9.3% Emery Grand Figure 24: Total Tax Revenue by Tax Type,Emery 2019 GrandTransient Room Tax Cultural, and Convention 65% -0.1% 9.4% 49.2% (millions of dollars) NA -1.1% 60% Sevier Sevier 7.8% -1.7% 55% $9.0 Beaver State Sales State - Other Taxes, 50% Piute Wayne $8.0 Beaver Piute Wayne 9.8% Tax,$366.8 Fees, etc., $184.1 45% -51.3% 29.4% 1.7% NA 3.9% $7.0 40% Iron Jan Feb Mar Apr May JunGar eldJuly Aug Sep Oct $6.0Nov Dec Iron Gar eld 56.4% State Income Tax, 13.9% $5.0 -2.9% 3.9% 2018 2019 San Juan $1.34B $149.7San Juan 38.2% Local Property $4.0 State Corp.3.9% Tax, Washington Tax, $230.3 Kane Washington Kane $16.1 53.1% $3.0 47.4% Millions of Dollars -4.7% 4.2% 21,430$2.0 State Social Local Sales 18,618 Insurance & $1.0 Tax, $377.1 -51.3% to 0.0% 10.0% to 29.9% 40.0% to 64.0% -4.7% to -2.0% -0.9% to 0.0% Severance,2.0% to$15.6 5.4% 0.1% to 9.9% 15,060 30.0% to 39.9% $0.0 Canyon CountrySource: Kem-1.9% C.Central Gardner to -1.0% UtahPolicy Institute analysis0.0%Dixie of to U.S. 1.9% Travel AssociationEastern andNot Utah Utah available State TaxNorth Mountains Northwestern Utah Wasatch Front Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics data Commission data Jan–Mar Apr–Jun July–Sep Oct–Dec
6,177 Figure 25: Select Tourism-Related Sales Tax Revenues Cache, 8.0% $112.9 to $161.5 Tax Revenue Rich, 13.9% (millions of 2019 dollars) $246.6 $234.7 In 2019, theBox Elder$10.06 billion in direct visitorWeber, spending, 10.7% which led $228.7 $514.3 to $736.7 80% $212.8 10.1% Davis, 7.3% to $16.52 Local,billion $462.8 in total visitor-related spendingLocal, through $607.4 indirect $194.1 $1,258.3 2016 2017 2018 Morgan, 45.7%75%2019 and induced spending effects, generated an estimated70% $1.34 $5,722.2 Daggett, 4.6% Northwestern billion in state and local tax revenues.Summit (Figures 23–24)65% When Utah North 14.6% 60% Mountains totaled statewide,$988.4M all tourism-relatedSalt Lake tax $1.34Brevenues increased $161.5 3.2% 55% $1,258.3 from 2018,Tooele even after adjustingWasatch for inflation. (Figure 25) State Sales State - Other Taxes, 10.5% 50% 5.7% Duchesne Wasatch Tax,$366.8 Fees, etc., $184.1 Regionally, the Eastern Utah, North16.9% Mountains,45% and State, $525.6 Utah State, $732.3Uintah Front Northwestern regions experienced11.5% the largest year-over-year40%33.6% $5,722.2 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Eastern Utah State Income Tax, growth in countyJuab transient room tax collections. (Figure 26) At a 9.8% Carbon 2018 2019 $141.0 $1.34B $149.7 county level, Morgan and Uintah experienced14.2% over 30% revenue 2015 2016 2017 2018 Local2019 Property Tax, $230.3 State Corp. Tax, increases from the prior year, while Piute and Emery were the $16.1 Sanpete Zoo, Arts, Parks only two counties that had lodging sales tax revenue declines. Statewide Car Rental 21,430 Millard 6.9% Central Utah Tourism, Recreation, State Social 8.5% Emery Grand Resort Communities Sales Tax Local Sales Salt Lake, Summit, and Washington counties collected the 18,618$112.9 Cultural, and Convention Insurance & -4.1% 5.9% Transient Room Tax Tax, $377.1 Sevier Severance, $15.6 largest amount of county1.8% transient room tax statewide, Source:15,060 Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data accounting for 66% of total collections. (Figures 27–28) $9.0 Beaver Piute Wayne 3.6% Tracking$8.0 transient room-16.0% tax revenue1.8% over time reveals the the winter months, reflecting the popularity of skiing and seasonality$7.0 of each Utah travel region. In 2019, all regions6,177 but snowboarding in the Park City area. In addition, the Wasatch Iron North Mountains received theGar eld greatest visitation during the $6.0 3.7% 1.5% FrontSouthwestern region experienced the greatestCanyon Country visitation in summer San Juan $514.3 spring$5.0 and summer months. In contrast, the North17.4% Mountains with a declineUtah in the fall (likely due to the reduction in conference $736.7 regionWashington$4.0 collected the mostKane transient room tax revenue during and convention activity during the fall months). (Figure 29) 3.5% 2016 2017 2018 2019 $3.0 6.0% Millions of Dollars $2.0 INFORMED DECISIONSTM 9 gardner.utah.edu I September 2020 $1.0-16.0% to 0.0% 4.0% to 7.9% 12.0% to 45.7% 0.1% to 3.9% 8.0% to 11.9% $0.0 Canyon Country Central Utah Dixie Eastern Utah North Mountains Northwestern Utah Wasatch Front
Jan–Mar Apr–Jun July–Sep Oct–Dec
80% 75% 70% 65% 60% 55% 50% State Sales State - Other Taxes, Tax,$366.8 45% Fees, etc., $184.1 40% Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec State Income Tax, 2018 2019 $1.34B $149.7 Local Property Tax, $230.3 State Corp. Tax, $16.1 21,430 State Social Local Sales 18,618 Insurance & Tax, $377.1 Severance, $15.6 15,060
6,177
2016 2017 2018 2019 Cache, 31.3% Cache, NA Rich, 47.4% Rich, NA Weber, 28.1% Box Elder Box Elder Weber, 3.0% 32.6% Davis, 37.4% -1.4% Davis, 1.2% Morgan, 29.9% Morgan, NA Daggett, 3.2% Daggett, NA Summit Summit 36.6% Salt Lake Salt Lake 5.4% 34.6% 0.7% Tooele Wasatch Tooele 20.0% Wasatch 53.1% Duchesne -0.1% Duchesne 23.8% 1.8% Utah Uintah Utah NA Uintah 64.0% 26.5% -0.9% -0.1% Juab Juab Carbon 28.3% -0.1% Carbon -3.6% -1.6%
Sanpete Sanpete Millard -1.8% Millard Emery Grand NA 9.3% -0.1% Emery Grand 9.4% 49.2% NA -1.1% Sevier Sevier 7.8% -1.7% Beaver Piute Wayne Beaver 9.8% Piute Wayne -51.3% 29.4% 1.7% NA 3.9%
Iron Gar eld Iron Gar eld 56.4% 13.9% -2.9% 3.9% San Juan San Juan 38.2% 3.9% Washington Kane Washington Kane 53.1% 47.4% -4.7% 4.2%
-51.3% to 0.0% 10.0% to 29.9% 40.0% to 64.0% -4.7% to -2.0% -0.9% to 0.0% 2.0% to 5.4% 0.1% to 9.9% 30.0% to 39.9% -1.9% to -1.0% 0.0% to 1.9% Not available Figure 26: Percent Change in County Transient Room Tax Figure 27: Percent Change in County Transient Room Tax Revenue by Travel Region, 2018–2019 Revenue by County, 2018–2019
Cache, 8.0% .2 t . $112.9 to $161.5 0. t 2. Rich, 13.9% . . t .0 Box Elder Weber, 10.7% $514.3 to $736.7 Davis, 7.3% 2 .0 0. t 2. 10.1% $1,258.3 Morgan, 45.7% N rth e tern .2 N rth e tern . $5,722.2 Daggett, 4.6% Northwestern tah tah N rth N rth Summit Utah North 0. . M unta n M unta n 14.6% Mountains Salt Lake $161.5 2 .0 2. 3.2% $1,258.3 Tooele Wasatch a at h a at h 10.5% 5.7% Duchesne Wasatch Fr nt 16.9% Front Fr nt Ea tern tah Utah Uintah . Ea tern tah 11.5% 33.6% $5,722.2 0. . . Eastern Utah Juab 9.8% Carbon $141.0 14.2%
Sanpete Centra tah Millard 6.9% Central Utah 2. Centra tah 8.5% Emery Grand .2 -4.1% 5.9% $112.9 Sevier 1.8%
Beaver Piute Wayne 3.6% -16.0% 1.8%
Can n C untr Iron Gar eld S uth e tern Can n C untr 3.7% 1.5% Southwestern Canyon Country .2 S uth e tern San Juan tah .0 $514.3 tah 17.4% Utah . . $736.7 Washington Kane 3.5% 6.0% $246.6 $234.7 $228.7 $212.8 Local, $462.8 Local, $607.4 Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data $194.1-16.0% to 0.0% 4.0% to 7.9% 12.0% to 45.7% 0.1% to 3.9% 8.0% to 11.9% Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data $988.4M $1.34B Figure 28: County Transient Room Tax Revenue, Top 10 Counties, 2019 (millions of dollars) State, $525.6 State, $732.3 Salt Lake Summit Washington Grand Utah Kane Wasatch Garfield Davis Weber $21 .1 $11 .4 $8 .9 $5 .7 $4 .3 $3 .2 $2 .4 $2 .2 $2 .0 $1 .9 2015 2016 2017 2018 2019
Source: Utah State Tax Commission Statewide Car Rental Zoo, Arts, Parks Resort Communities Sales Tax Tourism, Recreation, Figure 29: Quarterly County Transient Room Tax Revenue by Travel Region,Transient 2019 Room Tax Cultural, and Convention (millions of dollars) $9.0 $8.0 $7.0 $6.0 $5.0 $4.0 $3.0 Millions of Dollars $2.0 $1.0 $0.0 Canyon Country Central Utah Dixie Eastern Utah North Mountains Northwestern Utah Wasatch Front
Jan–Mar Apr–Jun July–Sep Oct–Dec
Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data
September 2020 I gardner.utah.edu 10 INFORMED DECISIONSTM 80% 75% 70% 65% 60% 55% 50% State Sales State - Other Taxes, Tax,$366.8 45% Fees, etc., $184.1 40% Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec State Income Tax, 2018 2019 $1.34B $149.7 Local Property Tax, $230.3 State Corp. Tax, $16.1 21,430 State Social Local Sales 18,618 Insurance & Tax, $377.1 Severance, $15.6 15,060
6,177
2016 2017 2018 2019 $246.6 $234.7 $228.7 $212.8 Local, $462.8 Local, $607.4 $194.1
$988.4M $1.34B
State, $525.6 State, $732.3
2015 2016 2017 2018 2019 $246.6 $234.7 $228.7 Statewide Car Rental Zoo, Arts, Parks $212.8 Resort Communities Sales Tax Tourism, Recreation, Local, $462.8 Local, $607.4 $194.1 Transient Room Tax Cultural, and Convention
$9.0 $988.4M $1.34B $8.0 $7.0 $6.0 State, $525.6 State, $732.3 $5.0 $4.0
2015$3.0 2016 2017 2018 2019 Millions of Dollars $2.0 $1.0Statewide Car Rental Zoo, Arts, Parks Resort Communities Sales Tax Tourism, Recreation, $0.0 Transient Room Tax Cultural, and Convention Canyon Country Central Utah Dixie Eastern Utah North Mountains Northwestern Utah Wasatch Front
Jan–Mar Apr–Jun July–Sep Oct–Dec $9.0 $8.0 $7.0 $6.0 80% $5.0 75% $4.0 70% $3.0 65% Millions of Dollars $2.0 60% 55% $1.0 50% State Sales State - Other Taxes, $0.0 Tax,$366.8 Fees, etc., $184.1 Canyon Country Central Utah Dixie Eastern 45%Utah North Mountains Northwestern Utah Wasatch Front 40% Jan–Mar Apr–Jun July–Sep Oct–Dec Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec State Income Tax, 2018 2019 $1.34B $149.7 Figure 30: Statewide Occupancy Rates by Month, Figure 32: Available Short-Term Rentals Statewide Local Property Tax, $230.3 State Corp. Tax, 2018 vs . 2019 (June of each year) $16.1 21,430 State Social 80% Local Sales 18,618 Insurance & 75% Tax, $377.1 Severance, $15.6 70% 15,060 65% 60% 55% 50% State6,177 Sales State - Other Taxes, Tax,$366.8 45% Fees, etc., $184.1 40% Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec State Income Tax, 2018 2019 2016 2017$1.34B 2018 $149.7 2019 Local Property Source: STR, Inc. Republication or other re-use of this data without the express written Source:Tax, AirDNA $230.3 State Corp. Tax, permission of STR, Inc. is strictly prohibited. $16.1 21,430 State Social Local Sales 18,618 Insurance & Figure 31: Y-O-Y Change in Average Daily Room Rate by HotelTax, Occupancy$377.1 & Rates Severance, $15.6 County, 2018–201915,060 The average annual statewide occupancy rate in 2019 (63.4%) was slightly lower than in 2018 (64.1%); likewise, average daily Cache, 31.3% Cache, NA room rates and revenue per available room remained flat. Rich, 47.4% Rich, NA Weber, 28.1% 6,177 Possible explanations for these temperate year-over-year Box Elder Box Elder Weber, 3.0% 32.6% Davis, 37.4% -1.4% Davis, 1.2% numbers could be a greater number of visitors staying in short- Morgan, 29.9% Morgan, NA term rentals (vs. hotels) and/or a larger 2019 hotel room supply Daggett, 3.2% Daggett, NA (vs. 2018). On a statewide basis, Utah hotels experienced the Summit 2016 2017 Summit2018 2019 36.6% Salt Lake Salt Lake 5.4% highest occupancy in March (spring break) and June– 34.6% 0.7% Tooele Wasatch Tooele September (summer break). Summit, Kane, Wayne, San Juan, 20.0% Wasatch 53.1% Duchesne -0.1% Duchesne and Garfield had the greatest year-over-year percent increase in 23.8% 1.8% Utah Uintah Utah NA Uintah 64.0% 26.5% -0.9% -0.1% average daily room rates, while Summit had the greatest average daily room rate increase ($14), followed by Kane ($8). Juab Juab Carbon 28.3% -0.1% Carbon (Figures 30–31) -3.6% -1.6%
Sanpete Sanpete Millard -1.8% Millard Short-Term Rentals Emery Grand NA 9.3% -0.1% Emery Grand Over the past 10 to 15 years, short-term rentals have become 9.4% 49.2% NA -1.1% Sevier Sevier popular lodging alternatives to hotels. With the rise of the 7.8% -1.7% internet, online marketplaces like Airbnb, HomeAway, and Beaver Piute Wayne Beaver 9.8% Piute Wayne VRBO have allowed property owners from across the globe to -51.3% 29.4% 1.7% NA 3.9% advertise their rental properties to a worldwide audience. Iron Gar eld Iron Gar eld 56.4% Vacation rental online marketplaces allow prospective guests 13.9% -2.9% 3.9% San Juan San Juan to choose from a variety of rental listing types, including private 38.2% 3.9% Washington rooms, apartments, entire houses, villas, RVs, and even tent Kane Washington Kane 53.1% 47.4% -4.7% 4.2% spaces. Guests can reserve and pay for their rental, including all fees and taxes, online with ease. According to AirDNA, there -51.3% to 0.0% 10.0% to 29.9% 40.0% to 64.0% -4.7% to -2.0% -0.9% to 0.0% 2.0% to 5.4% were 6,177 available short-term rentals in Utah in June 2016 0.1% to 9.9% 30.0% to 39.9% -1.9% to -1.0% 0.0% to 1.9% Not available and 21,430 available short-term rentals in June 2019—a 247% Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data increase.4 (Figure 32)
Cache, 8.0% $112.9 to $161.5 Rich, 13.9% Box Elder Weber, 10.7% $514.3 to $736.7 10.1% Davis, 7.3% $1,258.3 Morgan, 45.7% $5,722.2 Daggett, 4.6% Northwestern Summit Utah North 14.6% Mountains Salt Lake $161.5 3.2% $1,258.3 Tooele Wasatch 10.5% 5.7% Duchesne Wasatch Utah 16.9% Uintah INFORMED DECISIONSFront TM 11 gardner.utah.edu I September 2020 11.5% 33.6% $5,722.2 Eastern Utah Juab 9.8% Carbon $141.0 14.2%
Sanpete Millard 6.9% Central Utah 8.5% Emery Grand -4.1% 5.9% $112.9 Sevier 1.8%
Beaver Piute Wayne 3.6% -16.0% 1.8%
Iron Gar eld 3.7% 1.5% Southwestern Canyon Country San Juan $514.3 17.4% Utah $736.7 Washington Kane 3.5% 6.0%
-16.0% to 0.0% 4.0% to 7.9% 12.0% to 45.7% 0.1% to 3.9% 8.0% to 11.9% Table 6: Utah’s Passenger Air Industry
Year Total Deplaned Passengers Annual Change Employment Annual Change Wages (Millions) Annual Change 2014 10,569,675 4.8% 6,212 2.5% $398 0.7% 2015 11,073,700 4.8% 6,162 -0.8% $444 11.5% 2016 11,573,010 4.5% 6,256 1.5% $527 18.6% 2017 12,100,265 4.6% 6,704 7.2% $561 6.4% 2018 12,777,748 5.6% 6,868 2.4% $619 10.5% 2019 13,413,771 5.0% 7,236 5.4% $706 14.0% Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and SLC Airport data
Table 7: Utah’s Arts, Entertainment, and Recreation Industry Table 8: Utah’s Accommodations Industry
Metric 2018 2019 Change Metric 2018 2019 Change Private Employment 24,939 25,892 3.8% Employment 21,137 21,879 3.5% Private Wages (Millions) $705 $756 7.2% Wages (Millions) $565 $613 8.5% Public Employment 7,412 7,721 4.2% Taxable Sales (Millions) $2,034 $2,183 7.3% Public Wages (Millions) $123 $130 5.5% Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and Utah State Tax Commission data Taxable Sales (Millions) $930 $988 6.3% Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and Utah State Tax Commission data Table 9: Utah’s Food Services Industry
Metric 2018 2019 Change Employment 102,528 105,607 3.0% Travel & Tourism Industry — Other Indicators Wages (Millions) $1,720 $1,848 7.4% Utah’s travel and tourism industry performed well in 2019. Taxable Sales (Millions) $5,223 $5,475 4.8% Private jobs, wages, and sales grew in every leisure and Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics and Utah hospitality sector reviewed in this report. (Tables 6–9) State Tax Commission data
Research Methods
This section provides insight regarding how the Gardner purchased prior to, during, and even after a trip. The travel and Institute conducted its analysis. The Institute defines key terms tourism industry can be characterized as an export industry for conceptual clarity and economic impact and estimated tax when travel-related goods and services are purchased in Utah revenue modeling in this report. by nonresident visitors. Leisure and Hospitality Employment. The leisure and Terms hospitality employment sector, as per the U.S. Bureau of Labor Employment is a measure of the average number of full-time Statistics, comprises the arts, entertainment, recreation, and part-time jobs. Employment data from the Utah Department accommodation, and foodservice industries (e.g. NAICS 711– of Workforce Services and the U.S. Bureau of Labor Statistics 722). Statewide, around 65% of all travel and tourism–related include virtually all company and government employees. jobs are in the leisure and hospitality sector, while the other Employment impacts include the self-employed, as well as 35% are in several different sectors (e.g. transportation, real employees. estate, rental and leasing, retail, personal services, etc.). An industry is a category for grouping similar types of Travel Regions. For purposes of this report, Utah is divided companies. For uniformity, government agencies and into seven travel regions, organized by counties with similar researchers in the U.S. follow the North American Industry demographics, economies, natural amenities, and recreational Classification System (NAICS), which federal agencies opportunities. periodically update as new types of companies become Wasatch Front consists of Davis, Salt Lake, Utah, and Weber common enough to warrant a new category. However, the counties. This region is the state’s metropolitan hub and is travel & tourism industry is not one distinct industry but rather bordered by mountains on the east and lakes on the west. an assortment of industries, comprised of goods and services Travelers visit the Wasatch Front to ski and/or recreate outdoors,
September 2020 I gardner.utah.edu 12 INFORMED DECISIONSTM attend arts and cultural events, visit historic, religious, and other Modeling Economic and Fiscal Impacts local attractions, attend conventions, conferences, and trade The travel and tourism industry supports individuals and shows, attend sporting events, shop, and dine. businesses in many different industries. Total economic impacts Canyon Country consists of Garfield, Grand, Kane, San Juan, include direct, indirect, and induced impacts. When Utah and Wayne counties. This region, which is home to four of Utah’s visitors purchase from Utah businesses, these are the direct five national parks, attracts visitors to its unique geology, effects, including the employees and earnings that are recreational opportunities, and scenic beauty. supported by these purchases. These businesses purchase Central Utah consists of Beaver, Juab, Millard, Piute, Sanpete, inputs from other local businesses, who in turn may purchase and Sevier counties. This region, located in the “heart” of the from other local businesses. These rounds of activity produce state, comprises rolling hills, agricultural lands, historic sites, indirect employment and earnings effects. Then, direct and and popular ATV trail systems. indirect employees spend a portion of their earnings in the Eastern Utah consists of Carbon, Daggett, Duchesne, Emery, local economy, spurring additional “induced” effects. In the and Uintah counties. This region offers fly-fishing, boating, and tourism industry, a direct spending example would be a visitor river rafting opportunities in and around Flaming Gorge paying their hotel bill. Indirect spending would be the hotel National Recreation Area, as well as abundant paleontological, owner purchasing bed sheets from an in-state linen company. archaeological, and geological sites. Induced spending would include hotel employees and linen North Mountains consists of Cache, Rich, Summit, and company employees spending their paychecks on personal Wasatch counties. This region includes large portions of purchases (e.g. rent, groceries, health care, etc.). Wasatch-Cache and Uinta National Forests, mountain The U.S. Travel Association provided the Utah Office of topography, and eight state parks. Tourism with direct spending numbers. To estimate the indirect Northwestern Utah consists of Box Elder and Tooele counties. and induced impacts that resulted from this direct activity, the This region features basin and range geography with rugged Institute customized a travel and tourism economic impact mountains, endless vistas, and the unique Great Salt Lake model for Utah. This customized model utilizes 2017 IMPLAN ecosystem. economic impact software as well as U.S. Bureau of Labor Southwestern Utah consists of Iron and Washington counties. Statistics and U.S. Bureau of Economic Analysis data. Located in the southwestern corner of Utah, Southwestern To estimate fiscal impacts, the Gardner Institute customized a Utah is the gateway to Zion National Park and is the warmest travel and tourism fiscal impact calculator. This customized region in the state, allowing for year-round golf, outdoor model utilizes both the 2017 IMPLAN economic modeling theater, and general recreation and leisure. software and the Gardner Institute fiscal calculator. The Traveler Types. Utah visitors are divided into two categories: Institute’s fiscal calculator uses effective tax rates to estimate residents and nonresidents. Resident travelers are Utahns who the fiscal impacts related to the travel and tourism industry. travel at least 50 miles away from home (one-way) for work or Inputs to the model are employment, value added, and labor leisure either for a day trip or overnight stay. Nonresident income results generated by IMPLAN software (based on total travelers comprise both domestic and international travelers. direct visitor spending entered as industry “output” and Domestic nonresident visitors are American travelers who are margined by the software). The underlying fiscal calculator not Utah residents, and international visitors include all travelers analysis relies on historical data and assumes a linear from outside of the U.S. relationship between taxes paid and personal income, earnings, industry output, and employment. The Gardner Institute estimated tax revenue impacts for state and local sales taxes, personal and corporate income taxes, local property taxes, and other state taxes and fees (e.g. travel and tourism portion of fuel tax revenue, boat registration fees, alcohol and tobacco taxes, etc.). The Institute limited its model to state and local governments because Utah federal tax collections have a relatively small impact on federal government receipts. Similarly, the Institute assumed federal spending in the state in a given year is largely independent of economic activity in Utah’s industries, including the travel and tourism– related industries.
INFORMED DECISIONSTM 13 gardner.utah.edu I September 2020 References
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Endnotes 1. For more information on Utah’s rural recreation counties, visit https://gardner.utah.edu/blog-recreation-antidote-to-rural-population-and-job-loss/ 2. Note that “leisure and hospitality taxable sales” include all sales and not only the tourism-generated portion, which is unknown. 3. See https://flatheadbeacon.com/2019/08/26/drop-glacier-park-visitation-reflects-national-trend/ 4. Consists of Utah Airbnb, HomeAway, and VRBO listings.
INFORMED DECISIONSTM 15 gardner.utah.edu I September 2020 Partners in the Kem C. Gardner Policy Institute Advisory Board Community Conveners Cameron Diehl Cristina Ortega Ex Officio (invited) Lisa Eccles Jason Perry The following individuals Michael O. Leavitt Governor Gary Herbert Spencer P. Eccles Ray Pickup and entities help support Mitt Romney Speaker Brad Wilson Christian Gardner Gary B. Porter the research mission of the Senate President Board Kem C. Gardner Taylor Randall Kem C. Gardner Policy Institute. Stuart Adams Scott Anderson, Co-Chair Kimberly Gardner Jill Remington Love Representative Brian King Legacy Partners Gail Miller, Co-Chair Natalie Gochnour Josh Romney Senator Karen Mayne Brandy Grace Charles W. Sorenson The Gardner Company Doug Anderson Mayor Jenny Wilson Deborah Bayle Clark Ivory James Lee Sorenson Mayor Erin Mendenhall Intermountain Healthcare Cynthia A. Berg Mike S. Leavitt Vicki Varela Clark and Christine Ivory Roger Boyer Derek Miller Ruth V. Watkins Foundation Wilford Clyde Ann Millner Ted Wilson KSL and Deseret News Sophia M. DiCaro Sterling Nielsen Larry H. & Gail Miller Family Foundation Mountain America Credit Union Kem C. Gardner Policy Institute Staff and Advisors Mitt and Ann Romney Leadership Team Meredith King, Research Associate Salt Lake City Corporation Natalie Gochnour, Associate Dean and Director Jennifer Leaver, Senior Tourism Analyst Salt Lake County Jennifer Robinson, Associate Director Levi Pace, Senior Research Economist Shannon Simonsen, Research Coordinator University of Utah Health Shelley Kruger, Accounting and Finance Manager Colleen Larson, Administrative Manager Joshua Spolsdoff, Research Economist Utah Governor’s Office of Dianne Meppen, Director of Survey Research Paul Springer, Senior Graphic Designer Economic Development Pamela S. Perlich, Director of Demographic Research Laura Summers, Senior Health Care Analyst WCF Insurance Juliette Tennert, Chief Economist Natalie Young, Research Analyst Zions Bank Nicholas Thiriot, Communications Director Faculty Advisors James A. Wood, Ivory-Boyer Senior Fellow Executive Partners Matt Burbank, Faculty Advisor Staff Adam Meirowitz, Faculty Advisor Mark and Karen Bouchard Max Backlund, Senior Research Associate Senior Advisors The Boyer Company Samantha Ball, Senior Research Associate Salt Lake Chamber Mallory Bateman, Senior Research Analyst Jonathan Ball, Office of the Legislative Fiscal Analyst Andrea Brandley, Research Associate Gary Cornia, Marriott School of Business Sustaining Partners Marin Christensen, Research Associate Theresa Foxley, EDCUtah Dan Griffiths, Tanner LLC Clyde Companies Mike Christensen, Scholar-in-Residence Roger Hendrix, Hendrix Consulting Dominion Energy John C. Downen, Deputy Director of Economic and Public Policy Research Joel Kotkin, Chapman University Dejan Eskic, Senior Research Analyst Darin Mellott, CBRE Emily Harris, Demographer Chris Redgrave, Zions Bank Michael T. Hogue, Senior Research Statistician Bud Scruggs, Cynosure Group Mike Hollingshaus, Senior Demographer Wesley Smith, Western Governors University Thomas Holst, Senior Energy Analyst
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