Heber Valley, Utah (March 20, 2025) — The Heber Valley Chamber, Tourism, and Economic Development office is proud to announce the recipients of this year’s Special Event Cooperative Marketing Program. The Tourism Tax Advisory Board (TTAB) finalized its 2025 grant awards with $50,000 in funds being disbursed to local events and organizations that market outside the county to help grow tourism visitation through special events.

“The goal of this grant program is to attract out-of-county visitors and boost year-round tourism spending," said Dallin Koecher, Executive Director at Heber Valley Chamber, Tourism, and Economic Development. “These funds are dedicated to marketing outside Wasatch County.”

Grant money is awarded based on careful consideration of various criteria, including increased overnight stays, positive ROI, quality marketing strategy, events held during off-peak seasons, and the overall impact on the local community. Applicants are eligible for a 50% match of their total marketing cost. Funds are approved for use on marketing dollars spent outside of Wasatch County to attract and increase visitors in Heber Valley.

The TTAB reviewed all applications thoroughly, ensuring funding was allocated to initiatives that align with the county's strategic tourism goals. Board members include Garrett Lang, Senior Director of Mountain Operations at Deer Valley; Jack Sullivan, Chief Financial Officer at Zermatt Utah Resort & Spa; Jenniffer Bowman, Marketing Director at Wasatch County Parks and Recreation; and Jonathan Hunt, Park Manager at Wasatch Mountain State Park.

2025 Award Recipients: A total of $102,550 in funding requests was received this year. After reviewing all applications, the TTAB recommended the following awards, with a maximum up to $10,000 per recipient to ensure equitable distribution of funds.
1.    The Ideal Playhouse – Recently renovated, this new Heber Valley theater offers live entertainment for both visitors and locals to enjoy year-round. Grant funds will support live theatre performances and help attract touring tribute musicians and bands for a greater offering of performances in Heber Valley.
2.    Heber Valley Horse Sales – Taking place in the spring, this is the first major horse sale of the year in the Intermountain region. The event showcases 100 horses and is expected to attract up to 2,000 attendees.
3.    Heber Valley Artisan Cheese – The local dairy farm offers a variety of events throughout the year, inviting visitors of all ages to explore daily farm operations, enjoy tours, tastings, and cheese-making events.
4.    Soldier Hollow Classic Sheepdog Festival – This annual multi-day event is expected to attract 12,000 attendees, along with dogs and their owners. It also features participation from sponsors and vendors.
5.    Intermountain Championships Pow Wow – Returning for its third year, this multi-day event celebrates Native American culture through art, music, dance, and food. It attracts attendees and spectators from across the country, enhancing the community's cultural richness.
6.    Utah High School Rodeo Association – A 50-year partnership that continues to grow, this popular event supports youth athletes while celebrating the Western way of life in Heber Valley and beyond.
7.    The Long Day Challenge – This 36-hole, 4-person, 1-day golf tournament attracts golfers and spectators from across the region to experience the public course offerings in Heber Valley.
8.    Heber Valley Red, White, and Blue Festival – Offering a small-town celebration, this annual event serves both locals and visitors by inviting area residents to stay in town and encouraging out-of-area visitation.
9.    Intermountain Mustang and All-Ford Stampede – A premier free car show that draws car enthusiasts from across the region, boosting tourism to Heber Valley for a unique and exciting experience.
10.    A Taste of Heber Valley – Returning for its second year, this culinary event features local food, live music, and community connectedness, attracting locals and visitors to grow awareness for the local dining scene.
11.    Fall Round Up Horse Sale – This event attracts horse enthusiasts from near and far, supporting local tourism by drawing visitors to Heber Valley for a unique equestrian experience.
12.    U.S. Biathlon Junior and Youth Nationals – Hosted at Soldier Hollow, a world-class Olympic venue, this national competition brings junior and youth athletes, coaches, support teams, families, and sport enthusiasts to cheer on the competitors.

These exceptional initiatives highlight the vibrancy and diversity of Heber Valley, driving tourism, economic growth, and community involvement. For more information, please contact Jessica Broadhead, Deputy Director and Marketing Manager at Heber Valley, at [email protected]. 

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About Heber Valley
Nestled in the foothills of the Wasatch Mountains, Heber Valley is just 45 minutes from Salt Lake City International Airport. Heber Valley offers three expansive state parks, an Olympic venue, a historic tourism railroad, 90 holes of stunning mountain golf, and a quaint Swiss-influenced town. For more information, visit gohebervalley.com.

Media Contact:
Jessica Turner, Public Relations Manager
435-654-3666, [email protected]