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Show r Utah Tourist Program Ready for '68 Research has long shown that millions of out-of-state vacation dollars could become new income for Utah through further promotion pro-motion of the travel industry. At the request re-quest of Gov. Calvin L. Rampton, the 1965 Legislature appropriated $1.5 million to accelerate the state's tourist promotion effort ' Realistic goals have been established. These objectives have remained basically the same throughout the three years of the current program. Simply stated they are: Get more people to spend more time and more money in Utah and to get Utahns to smile when they accept this moneyl In early 1965, the expedited program was called "Operation Immediacy." This was a combined media effort throughout the western west-ern states designed to divert vacationers already underway and bring them through Utah. Heavy radio schedules, test market television, spot newspaper ads and billboards all encouraged travelers either to stop while in Utah or to include Utah in their itinerary. The results of this were very rewarding. Motels across the state reported increases ranging from ;5-40. Service station business in the metropolitan areas was up approximately approx-imately 18. Deplaning passenger traffic at the airport rose 19.4. Local, sight-seeing tours during the summer months increased 13. Vacation-oriented car rentals increased 20, and the Utah State Tax Commission reported re-ported substantial gasoline tax increases for those summer months. While 'Operation Immediacy was underway, under-way, planning for following years was being researched and developed. In addition to the spring and summer pushes, special programs were directed to hunters, honeymooners, educators and winter sports tourists. It was determined early that color was essential to dispel Utah's wall-to-wall desert image. Utah is pictured in all of the Council's Coun-cil's material as a colorful land of contrasts a different world. The difference is in the scenery, the cultural heritage and the variety of vacation activity. At the end of the first full year of intensified intensi-fied promotion activity, we asked: Was the plan right. . .did it work? The basic travel-oriented travel-oriented businesses which serve as guidelines guide-lines for the industry's growth indicated that it did work. Visitors to all national parks were up in excess of 20, while the 11 western west-ern state average for national parks was up only 10. Car rentals were up 36; sightseeing, sight-seeing, up 20; motels, service stations and cafes, up 10-15. Research evaluated 1965 as a $ 183,000,000 - gross - revenue - from -travel year. In 1966 Utah travel was up to $219,000,000 according to the University of Utah Bureau of Economic Research. During the second year and for the beginning begin-ning of the third year of the cur rent program, the legislative appropriation was reduced. In 1967 (the first full year the cut was effective) reader response as measured by ad coupons received was reduced by only 5,3, despite a total advertising cut of 25. This points out the growing effectiveness of the Travel Council's program in the area of media evaluation and selective buying techniques. It is important that we consider the dollars and cents value of the out-of-state traveler on .the economy of Utah. Travelers spend money. This money supports business and is converted conver-ted again into taxes which pay for the program and allow new facilities to be planned and constructed. The Utah State Tax Commission Commis-sion Department of Evaluation has developed a conversion formula on out-of-state dollars which has significance for any discussion on tourism and its importance. Every dollar brought into Utah by an out-of-state visitor generates $3.20 in income to Utahns. Each dollar also contributes $17.63? to local, county and state taxes. Applying this formula to gross revenues from travel, Utah in 1966 and 1967 received nearly $72 million in taxes. Added income to Utah business totaled more than $400,000,000 Tourism is Utah's second largest industry. Its potential for growth is unlimited if all Utahns will unite in supporting the promotion effort. In 1967, the second full year of the current program, research indicated that a wet spring and Montrael's Expo '67 reduced the number of cars coming to Utah. However, it appears that visitors stayed longer and spent more money. Bulk gasoline sales were up, in many areas as much as 20. Interviews with motel operators indicated that 1967 business was comparable to that of 1966. The number of visits to our national parks and recreation areas showed an approximate 10 increase. It is now spring of 1968, a year that promises pro-mises to be crucial in Utah tourism. The President's recent request for restriction of travel abroad can only bolster America's travel horizons. Associations within Utah are expanding their promotional efforts and working work-ing with the Travel Council in a coordinated, directed program of greater promotion. The ball is rolling. It is up to Utahns to help keep it rolling and to keep the story of Utah going out to the rest of America 'Offering warm western hospitality, unparalleled scenic variety and the unique atmosphere that makes Utah a Different World. it ?t part of the movie, fires her close associate and apparent friend because she's against the marriage. mar-riage. Sidney does a superb job of showing ungratefulness to his parents. His dad, a retired mailman, mail-man, and his mother went without with-out some necessities in order to put Sid through medical school. Sid is now world-renowned in tropical medicines and claims that his parents owed him everything every-thing because they brought him into the world. Sid's mother in the movie brought out the sexual attractiveness attrac-tiveness of the couple Sid was 37 and Kathyrn Houghton was 23. With this a 'star in their re- Orem-Geneva Times Thursday, March 14, 1968 lationship, everything else would work out. Kathryn Houghton, the girl who brings Sid home to dinner, plays the daughter of a liberal San Francisco newspaper publisher. Her ecstasy in every scene is so ridiculous that it looks as though she is portraying a 10-year-old child with a newly-found toy! Picture how this movie would be (or change) if a Japanese girl brought home Sid to marry; a Greek girl brought Sid home; a Mormon American girl brought Sid home; or a Jewish girl brought jSid home. What would the clergy men of each of these religions , say? Another odd thing about the movie is that the white girl and her family were not Catholics; in fact, they said they belonged to no church. As one would guess, the audience audi-ence is "conditioned" by the end of the movie that it should not end any other way: the couple should get married. Someone in Hollywood seems to be pushing the white and black mixing too far. And surely this movie will repulse millions in the U.S. both white and black. WHAT PATRICIA SOUTAS, Miss Utah of 1967, left, reviews the Discover the Different World of Utah" booklet with Harold B. Sumner, publisher of the Orem-Geneva Times. Mr. Sumner was one of some 65. news media representatives attending the "Invite a Friend to Utah kickoff dinner March 7 at the University Club in Salt Lake City. UNION PACIFIC DOING FOR FUTURE FARMERS? by HAL WILLIAMS THE VIEWS expressed In this column or any previous column are those of the author, Mr. Williams, and not necessarily those of the Orem-Geneva Times management. West Sharon Stake Conference Held Teaching gospel principles according ac-cording to the scriptures and recognition of the father as the head of the family was the theme of the West Sharon Stake Conference Confer-ence of the Church of Jesus Christ of Latter-day Saint Church held recently in the WestSharonStake Center. Presiding at the conference was APPLIANCE SERVICE We Service With Integrity , Hotpoint Kelvinator Tappan Westinghouse if Frigidaire Kitchen Aid Philco-Bendix O'Keefe Men-it Special Service on all Small Appliance Appliance Service CALL 225-0796 Elder S. Dilworth Young of the First Council of Seventy. Stake President Clyde M. Lunceford conducted. According to records the general gen-eral session on Sunday was attended at-tended by 2129 persons. They were assembled in two locations: the stake center and the Orem 22nd-29th Ward Chapel where conference was carried by direct wire.' ' . Speakers . were Elder Young and members of the stake presidency. presi-dency. .. Music was furnished by the Orem High School A Cappella Choir under the direction of Edward Ed-ward Sandgreen. A happily married man is one whose personality remains unchanged whether, his wife is with him or not. Always forgive your enemies; nothing noth-ing annoys them so much. TWO LOCAL MOTION PICTURES LOADED: SEX & INTEGRATION Hollywood has made some es-cellent es-cellent movies in its day. And now being promoted as Academy Award winners in several sev-eral categories ore two locally-playing locally-playing motion pictures 'Bonnie and Clyde and "Guess Who's Coming for Dinner. Bonnie. . . is a beautifully produced and acted movie of sex and violence with the audience cast with the murderers and robbers rob-bers (Bonnie and Clyde, and gang) and building a strong hatred for .any kind of law enforcement offi- -cers who are trying to catch these folks. Police brutality is basically an inter-mingling theme, along with 'class struggle" (poor taking from the rich) . With the dialogue and activities during some of the almost-perverted almost-perverted love scenes, this movie should have been labeled for 'adults only. -And it really isn't fit for their consumption either! """Guess- Who's Coming. .' . is a classic, study in problems of what parents would do if their white daughter or Negro son brought home a member of the' opposite race to marry. ' Made by Columbia Pictures with Stanley Kramer as producer-director producer-director assisted by George Glass, 'Guess Who's Coming... has a well-written script, is beautifully photographed in color (no pun intended), and has employed em-ployed the best performers in Hollywood. Ironically, Sidney Poitier (one of the stars of the show) was not nominated for an Oscar this STOCE! REDUCTION c msm GALLONS and QUARTS HOUSE PAINTS EXTfRIOR FIAT FINISHES. NAlPlEX ACRYUC FIAT WAU FINISH SATIN EGGSHELL SEMI-GIOSS ENAMELS ttEZ STAINS Limited stock GALLON m ne i 4" year. A general consensus in Hollywood is that Poitier is playing play-ing 'super Negro., And this movie proves it along with his two other releases this year, 'In the Heat of the Night and 'To Sir, With Love. In all three roles, he portrayed some sort of super man with a black face. The characters were unbelievable because they were flawless. . But people throughout the nation may be taken in by '. . .Dinner as a great movie because it breeds tolerance and understanding understand-ing between the white and black races. Guess Who's Coming. . . centers around the reactions and emotions of both white and black parents as their children say they are going to get married. After basic opposition from the fathers (and only the white father reaUy gives in), the couple is given approvaL Some of the dialogue would not be printable in any newspaper, especially some stated by Spender Spen-der Tracy. Even .though Holly- . wood has nominated him- for an Oscar posthumously, one cannot can-not help but lose. respect for him in this movie. Besides some bad slang, the .movie portrayed a Catholic consignor con-signor in a deplorable way. He was shown as a rather close companion to Tracy and to alcoholic alco-holic beverages. The monsignor, when confronted confron-ted with the problem that the couple presented to their parents, par-ents, said in essence: 'The only real problem is with the parents; inter - racial marriage takes more effort to be successful, and I've seen that success." Kathryn Hepburn, in the early . PLENTY! -Just since 1921 over 10,000 scholarships have been awarded to students in counties served by Union Pacific Railroad. We're in this together in 1967 alone almost 25 of all commodities shipped on Union Pacific were farm products.. For more information about the Railroad's dedication to s agricultural improvement write to Supervisor of Agricultural; Development, Union Pacific, Omaha, Nebr. 68102. To SHIP or TRAVEL or for information about PLANT SITES Call your nearest U.P. representative GATEWAY TO AND FROM THE AGRICULTURAL WEST WHOLESALE PRICES on ALL PAINTS during this SALE PERIOD I fri-. - Mmancefinishe GALLON Utixfutwai1 r Manterance RnisheJ GALLON WHITE end LIGHT COLORS ONLY Deluxe 9" PAINT ROLLER and COVER 1 GALLON to?,. COLOR TV A DRAWING FOR THE COLOR TV AND OTHER PRIZES IS ' PART OF OUR 34th Anniversary Celebration FREE COLOR T.V. a NAME ADDRESS PHONE .v These Outstanding Buys are Part of Our Sell-A-Bration '65 Cqrvcir Mcnza up, ready tllftJ fortniytef ?l 144 1963 Chevrolet Impaki convertible. 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