Heber Valley awards $50,000 in tourism grants to boost visitor economy

HEBER CITY, Utah—The Heber Valley Chamber, Tourism, and Economic Development office has announced the recipients of the 2025 Special Event Cooperative Marketing Program grants. $50,000 will be awarded to local events and organizations that market beyond Wasatch County to drive tourism growth.

The Tourism Tax Advisory Board (TTAB) reviewed applications and finalized funding decisions based on criteria such as increased overnight stays, return on investment, marketing strategy, off-peak season scheduling, and overall community impact. Eligible applicants received up to a 50% match of their total marketing costs, with funds explicitly designated for out-of-county promotional efforts.

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

Board members overseeing the process included 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.

A total of $102,550 in funding requests was received this year, with grants capped at $10,000 per recipient to ensure equitable distribution. The 2025 award recipients are:

• The Ideal Playhouse – Funding will support live theater performances and efforts to attract touring tribute musicians and bands to Heber Valley.
• Heber Valley Horse Sales – This spring event, the first major horse sale of the year in the Intermountain region, is expected to attract up to 2,000 attendees.
• Heber Valley Artisan Cheese – Grant money will support year-round farm tours, tastings, and cheese-making events.
• Soldier Hollow Classic Sheepdog Festival – The multi-day event, drawing 12,000 attendees, features international sheepdog competitions, vendors, and sponsors.
• Intermountain Championships Pow Wow – Returning for its third year, this event celebrates Native American culture through art, music, dance, and food, drawing spectators nationwide.
• Utah High School Rodeo Association – A longstanding event that supports youth rodeo athletes while promoting Western heritage.
• The Long Day Challenge – A 36-hole, four-person golf tournament that brings golfers and spectators to Heber Valley’s public courses.
• Heber Valley Red, White, and Blue Festival – A small-town Independence Day celebration aimed at retaining local attendees and attracting visitors.
• Intermountain Mustang and All-Ford Stampede – A free car show that draws auto enthusiasts from across the region.
• A Taste of Heber Valley – In its second year, this culinary event highlights local food, live music, and community engagement.
• Fall Round Up Horse Sale – An equestrian event drawing horse buyers and enthusiasts from beyond the region.
• U.S. Biathlon Junior and Youth Nationals – Hosted at Soldier Hollow, this competition brings junior and youth athletes, coaches, and spectators to Heber Valley’s Olympic venue.