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Show = SPOTLIGHTING S 0 0LUG -LUG LUG - H TING TINGUTAH SPOTLIGHTINGUTAH UTAHCatering UTAH Catering Catermg to the VaeahomstThe VacationistThe Vacationist Vaeahomst The fastest growing growmg busme busmess business busmessm businessin ; m in the United Umted States today todaycatering is iscatering catering catermg ISIcatermg to the vacat omst onist omstsayS onistsays ISI says the U US S department of ofcommerce < , ' commerceThe commerce The department says that 1946 1946IvacatIomsts 1946vacationists ' vacationists will spend in m excess excessof excessof exce ; IvacatIomsts of $6 6 $ 000 000 000 the amount amountspent amountspent spent in ill 1940 by the same groupwhen group groupwhen ' when domestic travel was unr unre unrestncted unrestrocted < stncted strocted and accommodationsreadily accommodatior accommodatIOns accommodatIOnsreadll accommodatiorreadily readll readily ) available Travel ex experts experts ? perts howeyei howevel howevei those who havemade have havemade ' made a detailed study of the va vacatIon vacation cation and travel business busmess say saythat saythat sa that vacationists vacatI011lsts may soon be bespendl11g bespending I : spending spendl11g 10 U 1 : > ' l : llion Ihon a year and andthat andthat that even this year the natIonal natIonalII nationalexpenditure nation ; expenditure dIture may reach that thatmark thi rr rrdIture mark II markWho Who is the Vacationist9The Vacationist9 Vacahomst ? The answer is enlightening enlIghtenmg enlIghtenmgHe enlighteningHe i He more than in four , I ' ' , I , hfths fifths of all persons ) ii iiprivate private industry mdustry and 97 % of all alloffice aloffice al aloffice office workers in m the nat on Ix Ixaddition In InadditIon addition over 85 % of all unioi unior uniorworkers umonlworkers workers have vacation clause clauses clausein clausesm umonl in m their working work1l1g agreements aSI aSIcompared a : compared with a a 25 % coveragii coveragin coverage coverag coveragem in m 1940 I In 1940In [ In n actual figures about 30 3 31 ( 3 , million American Amencan workers ir irmany mlmany ml many lines lmes of bu bus ness are no\ no now now nowel1glble noweligible noeligible \ ' eligible el1glble for paid vacations Thu Thufigure ThlSIfIgure figure does not include mclude busines busmess businen busmessproprIetors businenproprietors ThlSI ; proprietors professional perI persons persons per persons I not class classIfIed classified sons and other groups classI I ified , as wage earners who nor norrnally normally , mally rnally take an annual vacatIon vacatIonWhat vacationWhat vacationWhat What About the Vacationist9 Vacahomst Vacationist Vacationist9Where ? ' Where will all aU these people peopleWhen peoplego9 peoplfgo7 > go9 ? When will they go and what whal whatthey whalwill whawill [ will they do7 do ? ' That depends orthree on onthree onthree three factors-tIme factors tIme factors - time money and andmclmatlOn andinclination ancinclination mclmatlOn inclination We know that ne1r ne'ir neir ne'irly ne1rIy neirIy ' Iy ly 80 % of all people take their then theirvacahons thenvacations thenvacations vacahons vacations in m the summer We Weknow Weknow Wfknow know that of all vacation sports sportsSWlmml11g sportsswimming sportsswimming SWlmml11g swimming is the most popular popularWe popularWe popularWe We know that many men lIke lIkeflshl11g lik likfishing likefishing < fishing flshl11g more than anythmg anything anythmgelse anythingelse anythingelse else butomen but \\omen omen M w \ omen don t 'I I ' . We knowthat know knowthat knowthat ; that a good many men like hke to go gooff goiff gcoff off iff b b\ b bthemselves \ , themselves but that wo we women wemen women , there are arc areplenty arcplenty arcplenty men 1 I ke to go where ; plenty of men Comforts are arc aremore arcnore arcmore more nore important to women than thanthey thanbhey thanthey ' they bhey are to men We know that thatan thatan thaian an ocean lake or mountam mountain mountamtream mountaintream mountaintream tream plays an important part partm parlin : m 0 every vacation plan thatchool that thatschool thaschool ) school chool ; teachers who have 10 10Is 1Cv\ 1Cv 1Cveeks ' Is \ \ eeks vacation are the world s s best travelers that departm department departmenl departmentstores departmenlstores ; stores and specialty shops in m inhome the thehome thehome home town usually usuall\ usuall usuallget : \ , get a si SIze SIzeable sizeable able cut out of the vacationi vacatIonISt sdollar i idollar s dollar because no woman ever everhas everhas ' has enough clothes or the nght right nghtclothes rightclothes n , ' clothes with which to start a va vacatIon vacation 'ra ra cation that the man of the famfly fam famlly fa m ily lly fly will forego clothes but w v tv " ' II 11 IIspend 11spend spend his money on cameras camerasshotguns camerasshotguns earner : shotguns fishing fIshmg gear and out outboard outboard board motors that a large p per percentage percentage < centage of our people do theIr theIrvacatIonmg theirvacationing th ( ilr vacationing vacatIonmg in m the family car carthat carLhat that Lhat during durmg the vacation this 'Car Car ear 'Carkeeps earkeeps < ' ar keeps rolling rolhng and the owners ownersspend ownersspend spend their nights mghts in m tour st sthomes sthomes s ! homes motor courts and hotels hotelsthat hotelshat hote that hat the growth of motoring motormg esepecially es especially ese esepecmlly ; pecially pecmlly to the west has been beenextraordmary beenextraordinary extraordinary extraordmary that the US U S has , 159 846 tourist tounst cabins cabms dlstnbut distribut distributod " ' ed od among 13 521 auto courts courtswIth courtswith " with enough beds to sleep t tentire the theentire theentire entire population of Wyommg Wyoming WyommgIf Wyoming.f Wyomi : " if .f f . they should all decide to h1t hit hithe h1tthe the he trail the same night mght that the theaverage theiverage t "e e " average iverage tourist automobile caries car - _ nes ies three passengers that the theaverage theoverage average overage expenditure per person personIS personS pers < ? IS S about $5 5 $ per .day day . day or $15 15 $ 15 p.e pe per . ; * car ithat that the dollar is divided up roughly E as asfollows asfollows s follows 20 cents for gas and 011 oil 0120 . . . 20 cents for food 20 cents for formerchandIse formerchandise fcmerchandise " merchandIse and 20 ' ' icents 'Cents Cents for forentertamment forentertainment fcentertainment entertamment entertainment and m in scellaneous scellaneousItems scellaneousitems scellaneoiitems , ? Items that vacations with pay payare payare paare ? - are revolutionizing revolutIomzmg the recreation recrea recreatIon recrestion tIon habits o 0 the nationHow nation110w nation How 110w Will This Effect Utah Utah9 Utah9s ? " determmed determined determmedpurely determinedpurely The answer is determinepurely purely by the percentage of va vacatIomsts vacationists cationists catIomsts who are attracted to toUtah toUtah Utah If the state of Utal Utah Utahthrough Utahthrough 1 through national advert . ' sing and andpubhcIty andpublicity iublicity pubhcIty publicity only attracted one oneforty oneforty on on'orty . 'orty orty forty ' eighth of the vacatlOmsts vacationists vacatlOmstsof vacationistsof " of the nation < the amount of ofmoney oflmoney money left by these vIsitors vIsitorswould visitorswould ofl would total over $200 200 $ 000 000 000an 000an ( comparable to our m in industrial mdust I . : an amount rial income mcome Such a sum sumwould dustnal dustrial dust suml I sumlIwould would act like hke a shot of econ economlc econernie Iwould omic omlc ernie vitamin vltamm B the effects of ofWhiCh ofwhich which would be felt by every everycommun everycomniun y \WhiCh WhiCh \ commun comniun ty in m < the state state'What stateWhat What Other Stites Shtes Get GetBy GetBy 'What What ' By way of comparison m in 1940 New York led all states m in mIgettmg ingetting getting her share of the nations natIonal natIonaltnunst nationaltriurist Igettmg I tnunst triurist expenditure a sum of 1 000 000 Cahofrma CallOfrma Caliofrnia came caine cainenext cameInext camI - 1$677000000 1677000000 ( $677 677 $ from the tounst tourist tounstthe touristthe touns next garnering garnenng Inext I the magmflcant onagnificant magnif icant sum of $541 541 $ 000 000 Utah near ' the end of oftnp o 1000000 tnp benefited to the tne ex cx - tent of only - drop in 111 the bucket an amount amounteven amouneven amoun even less than < taken in m by her hei hers heiS - Idaho IdahoGettIng IdahoGetting s s ster state Getting the Tourist DollarThe Dollar The problem of securing securml ! a alarger a alarger ilarger larger number of tourist dollarfor dollar dollars dollarsfor ; for Utah has been carefully carefullystudied carefullystudied studied by the Utah depart department departnient ment nient of publicity pubhclty and mdustrlal industria ] development which is fullyl fullylaware fully fullyaware aware of the fact that the state stateis stateis blessed with a list hst of scel11C scenic scel11Cattrachons scenicattractions scenicattractions is attrachons attractions second to none Someof Some Someof Somof ( of the answers < ilo to the pro problem problemare problemare < blem blemare are 1 I sted as follows fo11ows The carrying carry carrymg carrying ' advertising adverhsmgl adverhsmgland advertisingand mg ing out of a natiomi nahon11 nation'il nationil and publicity pubhclty campaign the establishment cs es tablishment tabhshment of ports of entry csII at atevery atevery II gateway into mto the shte state shtefor statefor every for meeting meetmg the tourist and glV gtv glVmg gtving giving him full information l11formatIon rela relahve relative relative mg ing hve tive to the state s attract attracV ! ! ons onsthe onsthe onsthe the elimination ehminatIon of the present presenthotel presenthotel presenthotel . hotel motor court and tourist touristhome touristhome : home tounstlhome bottleneeck by encourag encouragmg encouraging encouraging tounstl of additIon additional the construction mg ing al accommodations to meet thedemands thedemands the demands of motor traffic trafhc the theImprovement theimprovement theimprovement I Improvement of state hIghways hIghwaysanri highwaysand highwaysand anri and the construction of newroads newroads new roads so that motor tourists canreach canreach can reach the state s scenic scel11C attr'icLions attnc attr1c attr'ic attric ' lions the estabi establ shment of state'iarks statenarks state narks 'iarks iarks ' as an n added tourist aUracbon attracLion attrac aUrac tion bon Lion encouraging encouragmg the establish establishment establishnent ment nent of better cafes and eatmghouses eatingriouses eating eatmg houses riouses the educ education educottion tIon of everyIUtahn everyJtahn every Utahn ( Jtahn to be courteous helpfuland helpfulnd helpful IUtahn and itors Ltors nd _ friendly to put 9ut ut of state VISI VISItors visLtors vis I |