department of tourism utah

Why Utah's new tourism director says there are 'big things ahead' as the industry grows

By carter williams, ksl.com | posted - feb. 12, 2024 at 3:49 p.m., natalie randall, new managing director of the utah office of tourism, center, speaks with nancy volmer, director of communication and marketing for the salt lake city international airport, at the capitol in salt lake city on friday. (laura seitz, deseret news).

Estimated read time: 5-6 minutes

SALT LAKE CITY — Utah's tourism industry reached unprecedented levels over the past decade under Vicki Varela, who most notably implemented the state's "Mighty 5" campaign promoting Utah's five national parks.

It was so successful the Utah Office of Tourism and Film had to make adjustments, creating a plan to advertise other outdoor attractions or ways to experience the parks at different times of the day or year so the state could spread out all of the rising visitation. Those efforts also seem to be paying off, as more people have now visited state parks than Utah's five national parks over three of the last four years.

Tourism in Utah "evolved significantly" under Varela, says Natalie Randall, who officially took over as the executive director of the Utah Office of Tourism and Film on Monday, replacing Varela after she announced her retirement last month.

"She evolved the 'Forever Mighty' approach, which are all these pillars of how to build that perpetual visitor economy and an enduring visitor economy," Randall said. "And then, internally within the office, started building out a strategic plan that outlined those key pillars, such as being community-led, listening to the community, hearing what the needs are then building a powerful brand that can build community pride."

When adding other components like events, business conferences and other recreational activities, Utah's tourism industry reached a record $12 billion in economic impact in 2022 , per the University of Utah Kem C. Gardner Policy Institute. Researchers there are compiling 2023 data for a report to be released later this year, but the industry seems to be as strong as ever as Randall takes over.

Her goal is to build on Utah's successes moving forward.

Randall told KSL.com on Friday she believes it starts with understanding the "tricky balance" between the benefits and drawbacks of tourism, which can vary from community to community. But she's also thinking big, especially as Utah seeks to finalize its bid for the 2034 Winter Olympics .

"I think about where we're going to be in the next 10 years," she said. "We have some big things ahead of us and I hope as an industry we can continue to coalesce and unite. I think, as Utahns as well, we can work to build that pride around a power brand."

State of tourism now

Gardner Policy Institute researchers on Friday provided a small glimpse at 2023 tourism trends after a record 2022. They report transient room tax revenue — taxes collected from every hotel or short-term rental stay — is projected to increase by 5.2% between 2022 and 2023. In Salt Lake County's case, it rose by more than $2.2 million from 2022 based on the first 11 months of the year.

It also notes Utah's ski industry pulled in an estimated $2.64 billion in spending during the 2022-2023 ski season as people capitalized on the state's record snowfall. That's on top of the 22.6 million visits to state and national parks combined. Salt Lake City International and Provo airports also reported record passenger volumes in 2023.

Jennifer Leaver, a senior research analyst at the institute and the report's author, said Utah's travel and tourism industry remains on a "positive trajectory" despite challenges like inflation and recession fears.

"All key areas of Utah's tourism and hospitality sectors experienced positive performance over the past two years, including transient room tax revenue increases, employment growth, ski industry success, park visitation stability and a rebound in urban travel," she wrote.

The future of the tourism office

Randall is optimistic about where tourism is headed as she takes over the state's top tourism role.

She enters her new job after serving as the director of the Utah Tourism Industry Association and in a similar role for San Juan County. Those jobs helped her gain a better understanding of the tourism sector economy and first-hand experience of what it's like to live and work in a rural Utah community boosted by tourism.

Tourism impacts all parts of the state; however, it may be more important in rural communities. Private leisure and hospitality sector jobs accounted for about one in every five private jobs in San Juan County in 2022, according to the Gardner Policy Institute. The industry accounted for one-third to nearly half of all jobs at four of its five neighboring Utah counties.

The institute also notes rural counties have some of the highest transient room tax collection per household revenues in the state, helping alleviate some of the tax burden in those areas. But Randall said the power of tourism can go beyond, inspiring residents to stay and creating businesses to cater to both residents and tourists. That helps residents reinvest in their community.

"Tourism is really interesting because I think it's the lifeline for a lot of our rural counties throughout the state," she said. "We have amazing landscapes throughout our state and that happens to occur in a lot of those rural communities, so these communities are able to find ways to build on those natural assets that they have."

Randall said she plans to work on ways to ensure tourism isn't a "boom-and-bust" industry in rural Utah, working with communities to understand their needs and help them get the necessary resources to make sure the industry offers a healthy balance to a place's economy.

Her plans also involve finding ways to capitalize on the 2034 Winter Olympics, which would put a global spotlight on Utah for a second time.

She has the support of Utah leaders like Gov. Spencer Cox as she takes over. Cox said last month that he thinks Randall "has the vision and drive to take everything to the next level," which will help maintain the "quality of life for residents and visitors alike."

Meanwhile, Ryan Starks, executive director of the Governor's Office of Economic Opportunity, added that Randall was an easy choice to replace someone as impactful as Varela.

"Natalie's experience in destination marketing and management, along with her proven ability to navigate complex policy issues, makes her uniquely qualified to assume this role," Starks said in a statement last month. "She will also play a vital role on our executive leadership team to advance the nation's best economy and quality of life."

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Utah Office of Tourism has teamed up with Travelzoo, a global deals publisher, to promote our state and help drive more visitors to our hotels and attractions. These deals will be featured on a Partner Promotions page on Travelzoo’s website and will be promoted on their media network from September 15–December 15.

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Thanks to Shop In Utah, millions of dollars of CARES Act funds are already being dispersed to hundreds of businesses and nonprofits throughout our industry.

Although Shop In Utah currently has requests exceeding the $25 million that was funded, we are working hard to secure additional CARES funding for this program. We encourage you to apply. The Governor’s Office of Economic Development will have additional information following the Utah Legislature’s special session later this month. Because all Shop In Utah applications are reviewed on a first-come, first-served basis until funding runs out, it is important to apply soon.

Learn more about the progress of Shop in Utah then click the link on the COVID-19 Impacted Businesses Grant Program link

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In partnership with Utah’s Office of Tourism and Office of Outdoor Recreation, Senator Mitt Romney hosted a virtual town hall with Utah businesses on Wednesday, August 12.

During this town hall, Senator Romney provided a brief update on discussions in Washington surrounding the next COVID-19 relief package, and fielded questions from participants. Representatives of Utah’s outdoor recreation and tourism industry shared how COVID-19 is impacting their operations.

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Come experience your public lands! On five days in 2024, sites that charge recreation standard amenity fees will offer free admission to everyone.

On BLM-managed lands, the fee-free days for 2024 are:

• January 15 (Birthday of Martin Luther King, Jr.)
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On fee-free days, the waiver applies to recreation standard amenity and day-use fees on BLM lands, including visitor centers, picnic/day use areas and National Conservation Lands units. Expanded amenity fees and other fees (i.e., group day-use, developed camping, cabin rentals, and individual special recreation permits for the use of special areas) remain in effect. Many other BLM locations are always free - search additional BLM recreation sites here . 

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This list is subject to change - contact your local BLM office with any questions.

Bullfrog Day Use Area

Hot Well Dunes Recreation Area

Painted Rock Petroglyph Site

Senator Wash Boat Launch

Shoreline Sites at Lake Havasu

Virgin River Canyon Recreation Area

San Joaquin River Gorge Special Recreation Management Area

Canyons of the Ancients Visitor Center and Museum

Guffey Gorge / Paradise Cove

Pumphouse Recreation Area

Radium Recreation Area

St. Anthony Sand Dunes

Milner Day Use Area

Sharkey Hot Springs

Garnet Ghost Town

Missouri Breaks Interpretive Center

Pompeys Pillar National Monument

Red Rock Canyon National Conservation Area

Dripping Springs Natural Area

Haystack OHV Area

Mescalero Sand Recreation Area

Santa Cruz Lake Recreation Area

Three Rivers Petroglyph Site

Valley of Fires

Wild Rivers Recreation Area

Alsea Falls Recreation Site

Gerber Recreation Area

Hyatt Lake Recreation Area

Loon Lake Recreation Site

Marmot Recreation Site

National Historic Oregon Trail Interpretive Center

Sandy Ridge Trailhead

Sharps Creek Recreation Site

Shotgun Creek Recreation Site

Spring Recreation Site

Topsy Recreation Site

Wildwood Recreation Site

Yaquina Head Outstanding Natural Area

Yellowbottom Recreation Site

Baker Dam Recreation Area

Calf Creek Recreation Area

Cleveland Lloyd Dinosaur Quarry

Dinosaur Trackway Trailhead

Ironside Disc Golf Course

Pelican Lake Recreation Area

Red Cliffs Recreation Area

Red Fleet Flow Trailhead

Three Peaks Model Port

Three Peaks RC Car Track

Yakima River Canyon

Best places to see fall colors in the US

Sep 5, 2023 • 6 min read

Start planning now to see fall colors in the US at their peak in 2022 © Oleh_Slobodeniuk / Getty

It’s a universal truth: the turning of the fall foliage is one of the world’s most enchanting natural phenomena, and in the US, it comes in many different iterations.

You can drive beneath the amber canopies of New England, watch fiery maples take over the vistas of the northern midwest, or marvel at the golden aspens as they contrast against the rocky peaks of the west.

All that said, determining peak leaf peeping season isn’t an exact science – color windows vary across the country due to weather patterns, elevation, and sometimes just pure chance. Luckily for you, we’ve pulled together a list of our favorite fall destinations and tips on when to catch the colors at their brightest.

1. Stowe, Vermont

Perhaps the most famous US destination for autumn lovers, Stowe delivers on all counts: spectacular palettes of reds, oranges and yellows; tons of mountain roads and hikes; and access to the highest points in Vermont’s photogenic Green Mountains. Rent a cabin or pitch a tent among some of New England’s most gorgeous forests and enjoy the scenery this region is renowned for.

Stowe’s fall foliage season generally lasts from early September through late October, with colors peaking in the middle of that period. Use Stowe’s Foliage Finder to follow the color progression on the area’s various scenic drives. 

2. Shenandoah National Park, Virginia 

This expansive park encompasses nearly 100 miles of central Appalachian views, making it one of the most accessible – and scenic – fall destinations in the eastern US. Drive along the famous Skyline Drive for breathtaking autumnal vistas or take to the trails to wander beneath Virginia’s beautiful deciduous forests as they don their most exuberant colors. 

Shenandoah’s fall colors generally begin to emerge in October, peaking midway through the end of the month. The park posts weekly updates on the color changes to their social media accounts, but if you’re looking for a more robust tracker ahead of time, check out the Virginia Department of Forestry’s fall foliage reports .

3. Columbia River Gorge, Oregon

Imagine a large, mirror-like river buttressed by misty mountains and forested shores, all graced with explosions of gold and orange – a scene worthy of a painting. Happily, this place is real and it exists at the Columbia River Gorge National Scenic Area in Oregon , one of the best leaf-peeping destinations on the west coast. 

Marvel at the intermingling of evergreen forests with alders and maples, all against a mountainous backdrop. Fall colors in this region of Oregon reach their zenith in late October.

4. Zion National Park Utah

If you visit Zion in the fall, you’ll see a scene you likely won’t see anywhere else on earth: vermillion maples and yellow cottonwoods accenting the striking red rock desert. The park’s deciduous forests hug the creeks and rivers, and routes like the Emerald Pools Trail offer immersive journeys through Zion’s autumnal wonders. 

Zion’s color-changing process varies depending on elevation in the park – higher elevations peak in mid-October, while lower elevations hold on to their colorful foliage as long as the middle of November.

5. Tennessee/North Carolina state line

The Tennessee / North Carolina state line is a marvelous region to visit year round, but it takes on a special charm in the fall, when the ubiquitous mountain forests shed their trademark green for a warmer set of hues. Hike through the enchanting Pisgah and Cherokee National Forests, get a birds-eye-view of golden valley floors at Roan Mountain, or dig deep into the beauty of southern Appalachia at Great Smoky Mountains National Park . 

Like its western counterparts, Southern Appalachia’s fall colors are elevation dependent. The region’s higher reaches develop colors in early and mid-October, while lower elevations reach their color peaks in late October and early November. 

6. West Virginia

Perhaps one of the country’s most unsung – but most beautiful – destinations, West Virginia is a foliage fan’s dream. Covered in forests that wrap across the state’s undulating terrain, West Virginia offers an alternative leaf peeping experience that rivals some of the country’s most famous leaf peeping destinations. Watch the colors collide with the waterfalls and craggy peaks of the Potomac Highlands, take in views of crimson and tangerine tree tops along one of the continents oldest rivers (ironically named the New River), or hike into the multi-hued hollows of the Hatfield McCoy Mountains. 

Leaves begin changing in late September, with peak colors appearing in mid-October; West Virginia tourism manages a live leaf map throughout the fall, so you can see the changes as they happen.

7. Northwestern Wyoming

Wyoming’s mountainous west knows how to deliver drama, and the region takes things up a notch in the fall. Aspens, cottonwoods, willows, and black hawthorns drape the landscape in color, a striking foreground to the imposing Tetons and the winding Snake River. Yellowstone gets in the spirit, too, and don’t miss the opportunity to immerse yourself in the area’s national forests. If you’re lucky, you may even get a light dusting of snow, which really sets the fall colors off. 

Colors peak in the Wyoming mountains from late September to early October, with colors changing earlier at higher elevations.

8. Wisconsin Northwoods

Home to sprawling boreal forests and glacial lakes, the Wisconsin Northoods immerse visitors in true autumn glory. Take a scenic drive through the Chequamegon-Nicolet National Forest, fish for trophy musky beneath the multihued canopy, or visit one of the region’s small communities for fall festivals.  

The fall foliage in northern Wisconsin begins its transformation in September, with colors maxing out in early October. Follow Travel Wisconsin’s fall color reports for live updates.

9. Northern Nevada

Nevada may be well known for its deserts, but its mountainous north provides an oasis of fall foliage that just may surprise you. Head to Lamoille Canyon in the Ruby Mountains to see golden treetops wrap around the region’s rocky peaks, and if you’re feeling adventurous, don a backpack and immerse yourself in nature on the Ruby Crest Trail.

Fall colors emerge in mountainous Northern Nevada in October, usually reaching their most colorful state at the end of the month. 

10. Ozark Highlands Scenic Byway, Arkansas

This 35-mile route crosses the Boston Mountain Range of the Ozarks in Arkansas , taking you through two national forests (Ozark and Ouachita), across the 165-mile Ozark Highlands Trail, and up to Buffalo National River, the country’s first. A joyous network of twists and turns through the state’s most lush countryside, this byway delivers autumn foliage in high definition. 

Like other destinations in this part of the country, the Ozarks start seeing fall colors in late September or early October, with things peaking in late October and early November.

This article was first published Aug 22, 2019 and updated Sep 5, 2023.

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Blog of the Textual Records Division at the National Archives

The Text Message

80 Years Later: Documenting the Loss and Honoring the Sacrifices of D-Day

Today’s post was written by Rachael Salyer, archivist in the Textual Reference Branch at the National Archives at College Park, MD.

June 6, 2024 marks the 80th anniversary of D-Day, the start of the Allied invasion of Normandy during World War II. Operation Neptune, the codename for the Normandy landings, included Allied assaults on five beaches: Utah, Omaha, Gold, Juno, and Sword. Of these, American forces were responsible for the invasions at Utah and Omaha. According to the Department of Defense D-Day Fact Sheet , approximately 73,000 American service members participated in these assaults. Utah Beach was assigned to the U.S. 1st Army, 7th Corps, which experienced the fewest losses with only 197 deaths. The U.S. 1st Army, 5th Corps was responsible for taking Omaha Beach, and they were supported by sea transport from the U.S. Navy. The Omaha Beach assaults resulted in 2,400 American casualties. The National World War II Museum Fact Sheet on the D-Day Invasion at Normandy – June 6, 1944 lists the total number of American service members who were killed, wounded, missing, or captured as 8,230. Those numbers continued to rise as the Allied invasion continued in the following weeks.

The National Archives and Records Administration (NARA) has custody of numerous Records Relating to D-Day planning, operations, and communications. NARA also holds records that document the losses of the Normandy invasion, as well as initial efforts to honor those sacrifices. Among these records are Weekly Burial Reports of the Army’s Graves Registration Service (GRS), which was under the control of the Office of the Quartermaster General. Many of these reports can be found in the series General Correspondence Relating to Organizations, 1939–1954 (entry NM-81 1894-A, NAID 650218) in Record Group 92: Records of the Office of the Quartermaster General. Although the complete series is not available online, many of the Weekly Burial Reports have been digitized and may be viewed in the National Archives Catalog. Records of burials in the European Theater of Operations (ETO) include records of established cemeteries in the United Kingdom, like Brookwood American Cemetery and Cambridge American Cemetery , as well as new, temporary cemeteries established in Europe after D-Day.

The Weekly Burial Reports that cover the Normandy invasion are part of the 1939-1945 section of Entry NM-81 1894-A. Within this section of the series, the records are arranged alphabetically by organization or location and then according to the War Department Decimal File System , which uses decimal 293 for “Funerals, burials, and reports” and decimal 314.6 for “Death and interment records.” The reports do not contain detailed information about individual burials, but they do typically list the service member’s name, service number, rank, organization, date of burial, and cemetery. They also include the names of service members from all branches of the Armed Forces.

The Weekly Burial Reports for St. Laurent Cemetery, which eventually became the Normandy American Cemetery , can also be found among these records. The Quartermaster General publication Final Disposition of World War II Dead, 1945-1951 notes that “[s]ince St. Laurent represented the first temporary American Cemetery established in Europe during World War II, it almost inevitably later became a permanent war memorial. Situated on a bluff overlooking that section of the Allied landing area called ‘Omaha Beach,’ St. Laurent Cemetery came into existence on 7 June 1944, just 24 hours after the first assault on D-Day. The initial burials consisted of Americans who had died on the beaches during the first day of combat. Most of the interments made in St. Laurent occurred during the first 2 or 3 weeks following D-Day, and amounted to over 3,800.”

Some of the service members who were interred in these cemeteries were later repatriated and reinterred in cemeteries in the U.S., and many were reinterred in permanent American military cemeteries in Europe under the direction of the American Battle Monuments Commission (AMBC) . Other digitized series documenting such reinterments include records like the Interment Control Forms, 1928 – 1962 (entry A1 2110-B, NAID 5833879 ), the Applications for Headstones, 1/1/1925 – 6/30/1970 (entry A1 1942-A, A1 2110-C, NAID 596118) in Record Group 92; and the Headstone Inscription and Interment Records for U.S. Military Cemeteries on Foreign Soil, 1942–1949 (entry A1 43, NAID 7408555) in Record Group 117: Records of the American Battle Monuments Commission. The Weekly Burial Reports, though, help tell the story of the immediate aftermath of D-Day as losses were just beginning to be counted.

For more information about the series General Correspondence Relating to Organizations, 1939–1954 (entry NM-81 1894-A, NAID 650218) in Record Group 92, please email the Textual Reference Branch at the National Archives in College Park, MD (Archives II) at [email protected] .

For additional NARA resources related to D-Day and World War II, please see:

• D-Day | National Archives
• World War II Records | National Archives
• World War II: D-Day, The Invasion of Normandy | Eisenhower Presidential Library
• FACT SHEET: Normandy Landings | whitehouse.gov

If you are researching the death of a specific service member, you may wish to request a copy of their Individual Deceased Personnel File (IDPF, also known as Mortuary or Casualty Files) . Some IDPFs (e.g., from NAID 297287480) have already been digitized and may be viewed online in the Catalog. 

Finally, to learn more about other records in NARA’s custody that relate to military deaths in World War II, please see the finding aid Reference Information Paper (RIP) 82: Records Relating to Personal Participation in World War II: American Military Casualties and Burials .

This is the second in a series of blogs commemorating the 80th anniversary of the Allied invasions at Normandy.

*All photographs are from the file unit France – Normandy Invasion: Omaha and Utah Beaches in the series U.S. Army Signal Corps Photographs Of Military Activity During World War II and The Korean Conflict, 1941–1954 . Department of Defense. Department of the Army. Office of the Chief Signal Officer. Record Group 111: Records of the Office of the Chief Signal Officer. National Archives at College Park, College Park, MD.

**All document images are from the series General Correspondence Relating to Organizations, 1939–1954 (entry NM-81 1894-A) . Department of Defense. Department of the Army. Office of the Quartermaster General. Record Group 92: Records of the Office of the Quartermaster General. National Archives at College Park, College Park, MD.

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God bless our fallen veteran’s and the tough but necessary work of the Graves Registration Unit’s…thank you for conferring a fitting burial for our nation’s warriors!

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Ungulate Migrations of the Western United States, Volume 4

• Document: Report (75.9 MB pdf) , HTML HTML () --> , XML
• Plate 1 (Low-Res)— (27.1 MB pdf) Migration Routes of 182 Unique Herds in the Western United States
• Plate 1 (Hi-Res)— (254 MB pdf) Migration Routes of 182 Unique Herds in the Western United States
• Data Release: USGS data release— Ungulate migrations of the western United States, volume 4
• Download citation as: RIS | Dublin Core

Broadly distributed across the Western United States, ungulates (hooved mammals) play an important role in ecosystem function by affecting vegetation communities and forming the prey base for large carnivores. Additionally, ungulates provide economic benefits to regional communities through tourism and hunting and hold cultural significance for many Tribal communities. Many ungulates migrate seasonally between distinct summer and winter ranges to take advantage of spatially and temporally variable food sources and avoid threats such as predators and deep snow. Increasingly, these migrations are threatened by the growing human footprint and associated subdivisions, energy development, and increased traffic volume. Efforts to study ungulate populations and conserve their migrations received support in recent years from the U.S. Department of the Interior Secretarial Order No. 3362, which provided Federal support for enhancing habitat quality for ungulates across the Western States. In response to Secretarial Order No. 3362, the U.S. Geological Survey (USGS) established the Corridor Mapping Team, a collaboration among USGS and participating State and Federal wildlife management agencies and numerous Tribal Nations. Together, the Corridor Mapping Team maps ungulate migrations throughout the Western United States in the USGS “Ungulate Migrations of the Western United States” report series. This report (volume 4) details migrations and seasonal ranges from 31 new herds throughout nine Western States. Additionally, this report includes updates to two herds published in previous reports. Including this report, the report series has provided the mapped migrations and seasonal ranges of 182 unique herds and has provided a map-based inventory of the documented ungulate migrations across the Western United States for biologists, managers, policy makers, and conservation practitioners. This report also discusses how the mapping efforts associated with the Corridor Mapping Team can be used to guide management and policy regarding renewable energy development and ungulate disease, specifically chronic wasting disease, in the Western United States.

Suggested Citation

Kauffman, M., Lowrey, B., Beaupre, C., Bergen, S., Bergh, S., Blecha, K., Bundick, S., Burkett, H., Cain, J.W., III, Carl, P., Casady, D., Class, C., Courtemanch, A., Cowardin, M., Diamond, J., Dugger, K., Duvuvuei, O., Ennis, J.R., Flenner, M., Fort, J., Fralick, G., Freeman, I., Gagnon, J., Garcelon, D., Garrison, K., Gelzer, E., Greenspan, E., Hinojoza-Rood, V., Hnilicka, P., Holland, A., Hudgens, B., Kroger, B., Lawson, A., McKee, C., McKee, J.L., Merkle, J.R., Mong, T.W., Nelson, H., Oates, B., Poulin, M.-P., Reddell, C., Ritson, R., Sawyer, H., Schroeder, C., Shapiro, J., Sprague, S., Steiner, E., Steingisser, A., Stephens, S., Stringham, B., Swazo-Hinds, P.R., Tatman, N., Wallace, C.F., Whittaker, D., Wise, B., Wittmer, H.U., and Wood, E., 2024, Ungulate migrations of the Western United States, volume 4: U.S. Geological Survey Scientific Investigations Report 2024–5006, 86 p., 1 pl., https://doi.org/10.3133/sir20245006.

ISSN: 2328-0328 (online)

ISSN: 2328-031X (print)

Table of Contents

• Acknowledgments
• Introduction
• Herd Summaries
• References Cited
• Appendix 1. Methods