Heritage Highway 89/National Mormon Pioneer Heritage Area
The Sevier Valley - part of the Mormon Pioneer National Heritage Area.
Heritage Highway 89 provides an example of a private business association devoted to heritage tourism.
The Utah Heritage Products Alliance, a non-profit, private business association, was formed in the summer of 1989 as the first heritage business association in Utah.
Formed much like a dairy association, this organization brings businesses together to assist with common problems of small businesses, i.e., insurance, marketing, product branding, partnerships and destination development. The alliance created a heritage corridor that promotes handmade, traditional crafts and arts as well as historic sites and events in this part of the state.
The partners worked together identify a common theme (Mormon Pioneer) within the seven counties involved, and to lobby Congress to make their area a National Heritage Area. In 2006, Congress designated the National Mormon Pioneer Heritage Area.
This designation qualifies the Heritage Area for federal funds to preserve, interpret, and market heritage resources.
Websites
Heritage Highway 89 on Utah.com
Mormon Pionner Heritage Area website