HEBER CITY, UTAH (February 18, 2026) – Heber Valley Tourism awarded a total of $50,000 in Special Event Cooperative Marketing Grants for 2026, supporting local events that actively market outside of Wasatch County to increase overnight stays and strengthen the year-round visitor economy in Heber Valley.

Funded through Wasatch County Transient Room Tax (TRT), the Special Event Cooperative Marketing Grant program is designed to:

• Increase tourism awareness of Heber Valley
• Drive overnight stays and visitor spending from outside Wasatch County
• Support local events that market beyond county lines
• Attract visitors during shoulder and off-peak seasons to balance visitation throughout the year

The overarching objective of the program is to attract out-of-county visitors to events that generate measurable tourism impact and contribute to the local economy.

2026 Marketing Grant Recipients - (alphabetic order)
A Country Western Comedy Musical — $5,000
Heber Valley Fall Festival and Haunted Hay Ride — $1,900
Heber Valley Horse Sales — $5,000
Intermountain Mustang and All-Ford Stampede — $1,500
MasterCraft WWA Rider Experience — $3,600
Music on Main — $3,000
Ragnar Events — $2,500
Red, White and Blue Festival / America 250 — $5,000
Simple Treasures Boutique — $5,000
Soldier Hollow Classic Sheepdog Championship & Festival — $5,000
Utah High School Rodeo Association — $5,000
Wasatch All-Road Gravel Race — $2,500
WHOOP UCI Mountain Bike World Series — $5,000

These events represent a diverse mix of equestrian, cycling, motorsports, performing arts, retail-driven events, holiday celebrations, and community festivals—all of which play a role in driving tourism and overnight visitation.

Evaluation and Approval Process - To be eligible for the 2026 funding cycle, applicants were required to submit completed applications by the December 15, 2025 deadline. Each proposal was evaluated based on established scoring criteria, including quality and reach of the marketing strategy, potential to increase overnight stays and lodging partnerships, expected revenue and economic impact, efforts to attract visitors during shoulder seasons, importance of grant funding to the campaign’s success, and demonstrated community support and involvement.

The Tourism Tax Advisory Board (TTAB), appointed by Wasatch County, reviews and awards funding based on merit, need, and alignment with county tourism goals. To ensure equitable distribution of funds, the TTAB has established funding parameters, including a maximum award of $5,000 per project and a 50 percent match requirement.

2026 TTAB members:
Garrett Lang — Senior Director of Mountain Operations, Deer Valley
Jenniffer Bowman — Marketing Director, Wasatch County Parks and Recreation
Jonathan Hunt — Park Manager, Wasatch Mountain State Park
Keaton Ross — Director of Sales, Best Western Plus
Nate Hardesty — Area Vice President and General Manager, Grand Hyatt Deer Valley

Responsible Use of Funds - The Special Event Cooperative Marketing Grant operates as a reimbursement program. Recipients must first incur and document eligible marketing expenses before receiving reimbursement. Grant funds must be used exclusively for event marketing, advertising, and promotion outside of Wasatch County. All promotional materials produced with grant funds are required to include the official Heber Valley Tourism logo.

“The Special Event Cooperative Marketing Program is a key component of Wasatch County’s broader tourism and economic development strategy. By investing TRT funds into targeted, performance-based marketing campaigns, the County aims to increase overnight stays, support local lodging partners, and strengthen year-round visitation,” noted Jessica Broadhead, Deputy Director of Heber Valley Tourism.

For more information about the Special Event Cooperative Marketing Program, contact: Jessica Broadhead, Deputy Director, Heber Valley Tourism: [email protected].

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About Heber Valley
Just 45 minutes from Salt Lake City International Airport, 20 minutes from Park City, and less than 30 minutes from Provo/Orem, the beautiful Heber Valley is a quick and convenient getaway offering a wide range of year-round, iconic outdoor adventures, events, and experiences. To learn more, visit gohebervalley.com.