Chamber Lunch featuring Utah Director of Tourism, Film & Global Branding

Vicki Varela is the director of Tourism, Film and Global Branding for the state of Utah.  She is establishing Life Elevated as Utah’s brand promise for all customers and citizens, persuading people to live work and play in Utah.   She oversees the state’s tourism marketing strategy, including the Mighty Five National Parks and the Greatest Snow on Earth.  Tourism is a major part of Utah’s economy, with tourists spending $7.4 billion last year, and contributing $960 million in state and local taxes.  
 
Vicki’s career has been in the persuasion business.  She has held many public and private sector leadership roles.  As vice president of Kennecott Land, she launched the Daybreak brand, marketing and community relations strategies.  She was deputy chief of staff and spokesperson for Governor Mike Leavitt, helping position him as one of the most popular governors in the country.   She was a key founder of Prosperity 2020, which is the largest coalition of business leaders ever assembled to advocate for Utah public and higher education.  Vicki helped position Utah to host the 2002 Winter Olympics by organizing the statewide referendum to build Olympic facilities. She is the mother of two adult sons and recently became a grandmother. 
 
St. George Chamber speech topics:
·         Establishing Utah’s Life Elevated brand
·         Tourism Marketing:  The Mighty Five and The Greatest Snow on Earth
·         Impact of the federal shutdown
·         St. George Welcome Center