Salt Lake City (October 4, 2021)— Visit Salt Lake (VSL), in partnership with Salt Lake County Mayor Jenny Wilson, officially unveiled the new West of Conventional Mural Tour today. After successfully launching the new ‘West of Conventional’ brand for Salt Lake, the Mural Tour represents the first of VSL’s exciting local activations. Ten striking murals by some of Salt Lake’s most renown local artists were commissioned to showcase our modern, fresh, vibrant destination and to celebrate the rich diversity of Salt Lake’s neighborhoods. Utah Arts Alliance had a pivotal role in the selection of artists and overall management of the project.

There’s a unique Salt Lake “West of Conventional” Mural Tour Pass opportunity for locals and visitors. The Tour is free to the public via a mobile link that’s delivered via text or email. There are no apps to download, and people can win prizes while enjoying murals in Salt Lake’s diverse neighborhoods. They simply check in on the Mural Tour Pass. When they’ve visited 6 of the 10 murals, they can claim their West of Conventional branded t-shirt* at the Visitor Information Center at 90 So. West Temple in Salt Lake, inside the Salt Palace Convention Center.

The new ‘West of Conventional’ brand recognizes that Salt Lake is the intersection of many facets, where unconventional ideas make for a better world. This strong, sustainable, and unified brand champions the rich cultural offerings of Salt Lake and shines a spotlight on the local community – those people that live and breathe the brand every day – who live and work here and make it a better place.

“Extensive research showed that perceptions of our potential visitors lag behind the reality of our destination,” said Kaitlin Eskelson, president & CEO of Visit Salt Lake. “Salt Lake is more modern, progressive, and vibrant than travelers realize and VSL is excited to showcase the story of its fresh, creative energy through these beautiful new art installations.”

“Together we’re building a stronger visitor economy that’s more resilient and more relevant to everyone,” says Salt Lake County Mayor Jenny Wilson. “The new ‘West of Conventional’ brand was launched to build a strong recovery and to celebrate our vibrant, diverse neighborhoods. We’re excited to engage our local artist community in a meaningful way.”

"Utah Arts Alliance (UAA) is very excited to partner with Visit Salt Lake on the largest county-wide mural project to date. This innovative endeavor dissolves the barriers of city and town boundaries and brings us together as one county, one larger community of Salt Lake. UAA curated the selection of artists to focus on diverse voices and perspectives, unique styles and designs and high quality of work. Public art helps to create a better quality of life and adds to the vibrancy and health of the community. Mural artworks continue to be a growing and powerful example of public art. This medium allows artists to express in a very public, and, at the same time, personal way by inviting the community to engage right where they live, work and play, " said Derek Dyer, Executive Director of Utah Arts Alliance. 

Local renown artists include: Traci O’Very Covey, Shae Peterson, Josh Scheuerman, Jimmi Toro, Chris Peterson, Miriam Gutierrez, Matt Monsoon, Jorge Arellano, Bill Louis and Gerry Swanson.

*(size and style subject to availability)

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Visit Salt Lake is a private, non-profit corporation responsible for the promotion of Salt Lake as a convention and travel destination. In partnership with Salt Lake County, Visit Salt Lake improves the area economy by attracting and providing support to conventions, leisure travelers and visitors with a strong commitment to sustainability and stewardship of the area’s natural environment. Through its sales and marketing programs, Visit Salt Lake’s impact on Salt Lake’s annual $4.5 billion visitor economy equates to $1,166 in tax relief for each household within Salt Lake County. For more information on all that Salt Lake has to offer, go to www.VisitSaltLake.com.

Utah Arts Alliance is a nonprofit organization with a mission to foster the arts in all forms in order to create an aware, empowered, and connected community. Utah Arts Alliance is a Tier 1 ZAP organization that manages artist spaces and galleries, produces community festivals, organizes events that create opportunities for established and emerging artists and runs KUAA 99.9FM, a multilingual, cultural public radio station. utaharts.org

- www.VisitSaltLake.com –

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Visit Salt Lake West of Conventional Mural Tour

Locations and Artists

• SLC Center for Science Education - 1350 Goodwin Ave, SLC, UT 84116
  • Jorge Arellano
• Hip & Humble – 1043 East 900 South, SLC, UT 84105
  • Chris Peterson
• INDUSTRY - 659 So. 600 West, SLC, UT 84104
  • Jimmi Toro
• Valley Fair Mall - 3601 South. 2700 West, WVC, UT 84119
  • Bill Louis - BiltsLouisArt
• Mountain America Expo Center - 9575 So. State, Sandy UT 84070
  • Traci O'very Covey
• The Copper Mine Saloon - 9071 West Main St, Magna, UT 84044
  • Miriam Gutierrez
• Brighton Resort – 8302 South Brighton Loop Road, Brighton, Utah 84121
  • Matt Monsoon

Coming Soon:

• Calvin L. Rampton Salt Palace Convention Center – 100 South West Temple, SLC, UT 84101
  • Located on the connecting wall of the Salt Palace and the new Hyatt Regency Convention Center Hotel
  • Shae Peterson – SRIL Art
• Murray Theater – 4961 South State Street, Murray, UT, 84107
  • Josh Scheuerman
• Caputo’s Market & Deli – 1516 South 1500 East, Salt Lake City, UT 84105
  • Gerry Swanson