Contains the full text of Visit Salt Lake's work and performance plan for 2021. From the introduction: "The purpose of the annual work plan is to develop, implement, measure and amend Visit Salt Lake programs to meet demands in consumer behavior and travel trends to increase market share and visitor spending in Salt Lake County. All programs and initiatives in this annual work plan correlate directly to budget line items in the Visit Salt Lake annual budget. Specific initiatives within each of the Visit Salt Lake’s programs have been developed for 2021 to meet the objectives and long-term strategies of our 5-year Strategic Marketing Plan. The initiatives detailed herein will be continuously tracked, measured and updated each month."