The Foothill Cultural District is an example of effective joint marketing among diverse organizations.
Some 30 years ago, a group of arts patrons, cultural visionaries and philanthropists founded the Emigration Visitors District, with the goal of unifying the cultural, educational and entertainment attractions in the eastern foothills of the Salt Lake Valley.
Energetic and well-connected board members helped EVD get ads on radio stations, free billboard advertising, a full-page ad in Time magazine, and a grant from the Utah Travel and Tourism division.
In time, however, the organization’s momentum slowed. In 2006, the arts, cultural, historical, and entertainment organizations of the foothill area re-energized the EVD under a new name, the Foothill Cultural District.
Members of the district include Ft. Douglas Military Museum, Red Butte Garden, This is the Place Heritage Park, University Guest House and Conference Center, Utah’s Hogle Zoo, Utah Museum of Fine Arts, and Utah Museum of Natural History.
The group began an aggressive marketing campaign to attract more tourists as well as continue to attract and serve locals.
The Foothill Cultural District installed Wayfinding signs, instituted joint discount programs, involved retailers, and created joint marketing materials, including a website.
Visit the Foothill Cultural District website.