Vicki Varela, managing director for the Utah Office of Tourism, Film and Global Branding, will share the goals and strategies for expanding Utah’s brand promise beyond tourism to include Utah’s citizens, business communities and government agencies. Additionally, she will provide an update on the ways her agency is helping to grow Utah’s $7.4 billion tourism industry. The event will be held, Friday, April 18, at the Board of Regents Building, The Gateway, 60 South 400 West, Salt Lake City, 12 p.m.
After a brief presentation, Vicki will be available to discuss the strategies her team is developing to boost Utah as a brand and top-level destination for vacationers, as well as how the Utah Film Commission is attracting film projects to strengthen the local economy.
“As communicators and business professionals who live and work in Utah, it’s important for us to know and leverage the brand values being promoted by the state. What’s more, this event is a great opportunity for us to connect with our state marketing colleagues on a personal level,” said IABC Utah President, Michael Mozdy.
An accomplished communicator, Vicki has built a career around public persuasion. 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 and 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.  Ms. Varela helped position Utah to host the 2002 Winter Olympics by organizing the statewide referendum to build Olympic facilities.
Tickets may be purchased in advanced through the IABC Utah website at or directly through the event registration site. Ticket prices are $25 for IABC Members, $35 for non-members, and $15 for students with a valid student ID. All tickets include lunch.