Salt Lake Visitor Experience Initiative
Funding the Future of Bookable Experiences in Salt Lake City
The Salt Lake Visitor Experience Development Grant is Visit Salt Lake's initiative to help local partners turn ideas into bookable, sellable visitor experiences. A total of $50,000 is available, with recipients eligible to receive up to $10,000 each. Funding is open to both brand-new concepts and existing experiences looking to grow. The program supports partners from idea through launch—starting with a webinar, an Initial Interest Survey (RFQ), and the Experience Development Grant Application (RFP), followed by a matchmaking event where we connect complimentary experiences based on fit.
What is a Bookable Experience?
A bookable experience is one that's ready to sell: it has a fixed price, a repeatable format, and a simple way for visitors to reserve their spot online. Ideally 2 to 4 hours long, it combines one or more of Salt Lake's unique offerings into a meaningful, memorable way to experience the destination—think a guided hike, a food tour, a behind-the-scenes tour, a VIP experience, or a hands-on local workshop.
Why We're Investing
Salt Lake has so much to offer—stunning landscapes, distinct neighborhoods, local makers, and outdoor access unlike anywhere else. This grant is about helping local partners turn our local strengths into polished, sellable experiences that visitors can find and book, showcasing what makes Salt Lake City worth exploring while growing the destination's experience economy.
The Investment
This program is open to everyone. $50,000 is the total amount available, with recipients able to win up to $10,000 each. And it all starts with our informational webinar.
Missed the Webinar?
Watch the Recording
Catch up on everything we covered — an introduction to the Salt Lake Visitor Experience Development Grant, and learning about the importance of bookable experiences from GetYourGuide.
Key Dates At a Glance
| Sept 10 | Oct 2 | Oct 19 | |||
| Webinar RFQ Opens |
RFQ closes | RFP Grant Applications Open |
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| Nov 4 | Nov 25 | Dec 17 | |||
| Matchmaking Event | RFP Grant Applications Close |
Grant Awards Announced at Q4 Luncheon |
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| March 2027 | June 30 | ||||
| Recipient Q1 Check in | Experience Bookable Grant Funds Used |
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How the Grant Process Works
Attend the Webinar
It all starts with an essential webinar introducing the Salt Lake Visitor Experience Development Grant — what we're looking for, the journey from idea to launch, and the support available to help promising experiences move forward. We'll also be joined by GetYourGuide, a global marketplace where travelers find and book tours, attractions, and activities, who'll show us what it takes for an experience to become visitor-ready, bookable, and discoverable by travelers around the world.
Initial Interest Survey: Request for Qualification (RFQ)
The process kicks off the week of 9/10, right after the webinar, with a short interest and qualification form. It lets us know who you are, the idea you have, and the kind of support you'd like to see — it's your foot in the door. RFQ submissions will also be considered for our Matchmaking Event. The survey closes 10/2, so don't wait to submit.
Grant Application
The full grant application opens 10/19 and closes 11/25. This step is open to everyone — you don't need to have completed the Initial Interest Survey (RFQ) to apply. Funding is available up to $10,000 per applicant. By-appointment office hours will be available during this window for grant applicants who want support putting their application together.
Matchmaking Event
As an added opportunity for collaboration, we'll host a Matchmaking Event — a fun, energizing "speed-dating"-style session where we connect complementary experiences based on fit. Space is limited, so we'll be reaching out directly to experiences based on their RFQ submissions — so be sure to submit yours! You'll explore experience concepts together with other partners, with simple tools and guidance to help turn early ideas into real product possibilities.
Review & Award
Our Activation and Experience Committee will review every submission and select the top candidates. Grant award recipients will be announced at our 4th Quarter Holiday Luncheon.
Grant Usage
Once awarded, recipients must have their grant funds fully spent and their experience launched and bookable by June 30, 2027. Recipients check in with a brief progress update in Q1 2027, then submit a final report with documentation by the June 30 deadline.
The Initial Interest Survey: Request for Qualification (RFQ) has closed.
Don't worry, you can still apply for the grant. Check back on October 19 when the grant application opens.
Grant Eligibility Criteria
Required to Apply
- Business must be located in or primarily operating within Salt Lake County
- Applicant must be a legally operating business before grant funds are disbursed — a clear path is fine to apply, but the entity must be formed before payout, and formation costs are a fundable expense.
- Experience must be launched and bookable, and grant funds must be fully spent, by June 30, 2027
- Applicant must obtain—or show a clear path to obtain—any permits, licenses, and insurance required to legally and safely operate the experience by launch
- Applicant must be able to demonstrate a basic business plan, including pricing, target audience, and how the experience will be sold and distributed.
- Open to both new experience concepts and enhancements to existing offerings.
Selection Considerations
These are considerations, not requirements. If your idea doesn't line up with any of the following factors, we still want you to apply!
- Alignment with Salt Lake destination positioning
- Feasibility of launch — ability to realistically deliver on the concept, not just plan it
- Business plan strength and scalability
- Potential to increase visitor spend and length of stay
- Ability to support major visitation drivers, such as the Temple Square Open House
- Preference given to providers with prior experience in tourism, hospitality, or guided/hosted experiences
- Contribution to a diverse mix of experience offerings — filling a gap rather than duplicating what already exists
- Community and local economic impact — benefiting local businesses, artisans, or neighborhoods
- Sustainability and year-round (or repeatable) viability
Please note: Meeting the eligibility requirements does not guarantee funding. Even a qualifying application may not receive funding due to limited program funds.
Fund Disbursement
What the Grant Can Be Used For
- New product launch
- Equipment and materials
- Staff training or certifications
- Pilot marketing and launch support
- Including photography/videography for marketing the experience
- Experience staging, testing, or initial staffing
- Website/booking-platform fees for the specific experience
- Business license, entity-formation costs (e.g., LLC filing fees), and permits/licensing/insurance costs required to legally operate the experience
- OTA/booking-platform commission fees — capped at up to 8% of the total grant award
What the Grant Cannot Be Used For
- General operating expenses unrelated to the funded experience (rent, utilities, existing payroll)
- Debt repayment or covering past losses
- Ongoing/long-term salaries — the grant covers initial staffing to get the experience off the ground, not permanent payroll
- Capital improvements unrelated to the experience itself (e.g., building renovations, vehicle purchases, real estate)
- Personal expenses or anything not directly tied to launching/operating the funded experience
- Travel or expenses unrelated to the experience's development or launch
- Fees to a grant writer or consultant hired to complete the application itself
- Purchasing goods/services from a business owned by the applicant or a close relative, without disclosure
Receiving Funds
How Funds Are Disbursed: Funds are disbursed on a case-by-case basis, based on individual applications and project needs.
Tax Responsibility: Award recipients are responsible for determining any tax implications of their funding. Recipients are encouraged to consult a tax professional regarding reporting requirements.
Recipient Requirements:
- Funded experiences are required to display a ‘Supported by Visit Salt Lake’ credit on their booking page and marketing materials
- Before a funded experience goes publicly live, marketing materials and the booking page must be reviewed and approved by Visit Salt Lake.
Progress Check-In: Recipients check in with Visit Salt Lake in Q1 2027 (around March) — a chance for us to see how things are progressing, answer questions, and help troubleshoot if something's off track. This may be a written update, a call, or a site visit depending on where the project stands. Separate from, and in addition to, the final Proof of Use report.
Proof of Use: Recipients will submit a report by June 30, 2027 confirming how funds were used and that the experience has launched or reached bookable status — with documentation on how the funds were spent.
Unused Funds (Clawback):
- If an experience has not launched or funds have not been meaningfully put to use by June 30, 2027, recipient will be asked to return unspent funds to VSL
- Recipients experiencing a legitimate delay are encouraged to reach out before the deadline—extensions may be considered on a case-by-case basis rather than an automatic clawback.
- Recipients who don't submit their Q1 check-in or final Proof of Use report will be ineligible to apply for future Visit Salt Lake grant programs until the report is filed — in addition to any clawback of unspent funds.
Have Questions?
We're here to help you submit your best application — we want to see you succeed. Whether you're curious about the eligibility, the grant application, or anything in between, reach out to our team anytime at experiences@visitsaltlake.com, or book time directly with our Experience Development Manager for one-on-one grant support.
Frequently Asked Questions
Eligibility & Who Can Apply
Do I need to attend the webinar or matchmaking event to apply for the grant?
No — the grant application is open to everyone. Attending the webinar and submitting the RFQ help us get to know you and your idea, but neither is required to apply.
Who is eligible to apply?
Businesses located or primarily operating in Salt Lake county that have or will launch a bookable experience that is fully licensed.
Full Eligibility Criteria
I already run a tour or experience — can I still apply, or is this only for new ideas?
Yes — the grant is open to both brand-new experience concepts and enhancements to existing offerings. If you already operate a tour or experience, you can apply to expand it or add a new version.
Do I need permits, licenses, or insurance to apply?
You'll need to already have — or show a clear plan to obtain — whatever permits, licenses, and insurance are required to legally and safely run your experience by the time it launches. You don't need everything in place to apply.
I’m working with a partner (or multiple partners) on an experience—how do we apply?
Submit one application on behalf of the group rather than separate applications from each partners. All partners involved will need to sign the grant contract if you’re selected. You and your partner(s) can work out the funding split between yourselves—just be ready to reflect it in the applications budget breakdown.
Can I submit more than one experience idea, or do I need separate applications?
Each distinct experience needs its own application — if you have multiple different concepts, submit one per idea. But if it's one experience with multiple partners or moving pieces, that's still just a single application (see the question above).
Timeline & Process
What's the difference between the RFQ and the grant application?
The RFQ is a short interest form — filling it out gets your foot in the door, lets us know you're interested, and makes you eligible for an invite to our matchmaking event. The grant application (RFP) is the actual funding request, and it's a separate, later step.
What if I miss the RFQ deadline (10/2) — can I still apply for the grant?
Yes — the RFQ isn't required to apply for the grant and missing it won't disqualify you from applying later. It's still worth submitting if you can, though: it makes you eligible for an invite to the matchmaking event and gives you priority consideration as we move through the process.
What happens at the matchmaking event if I don't have a partner or idea yet?
That's exactly what the event is for. It's designed as a starting point — you'll be paired with other partners and given simple tools to develop a concept together, so you don't need a fully formed idea (or a partner) going in.
After You Apply
How are applications reviewed and awarded?
Applications are reviewed by the Activation and Experience Committee, which selects the top candidates and finalists. Award winners are announced on 12/17 at our 4th Quarter Holiday Luncheon.
What does “grant usage must be complete by June 30, 2027” mean?
It means your grant funds need to be fully spent and your experience needs to be launched and bookable by that date.
What happens if I don't use the funds by June 30, 2027?
If your experience hasn't launched or the funds haven't been meaningfully put to use by the deadline, you'll be asked to return unspent funds to VSL. If you're facing a legitimate delay, reach out before the deadline — extensions may be considered case-by-case rather than an automatic clawback.
