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Show $32 Million Industry 1 -- Tourist Spending To Gain Despite Ski Slump No question, the 1977 ski season has been a disaster Hut even though it turned in a super $'KI million performance the previous season in Utah, its travails this year are not expected to hurt Utah tourism all that much Consider The Utah tourism and travel industry in all of 1976 had a net worth that is dollars spent on travel and tourism within the state and not for the purchase of of recreation equipment $321 million, says M. J. Dalton, research administrator of the Utah State Universitys Institute for the Study of Outdoor Recreation and Tourism. About $3,750,000 So, if the ski industry turns up with only 15 per cent of revenue of a normal season, or total of about $3,750,000, the figure represents only one and a half per cent of the total travel industry dollar in the state. The attrition of dollars from a normal ski season would represent about four and a half per cent of the total tourist and travel dollars spent in the state. But the tourist industry has showed a six and a half per cent overall growth last year. So, if it keeps up at that rate, it will still show a one and a half per cent gain this year despite the loss in skier dollars, he said. The year-ag- o ski season, which produced about $30 million for the state, was super for reasons other than Utahs greatest snow nearly eight per cent at the same time, automobile travel, up six per cent Data Base USU.s Institute for the Study of Outdoor Recreation and Tourism reckoned the tourism and travel industry grew over six per cent during the period to a net worth of $321,800,000. The data base for projections for the past two years was established during the spring of 1975. Hence, the institute has dervied its knowledge about changes in travel patterns collected from the Utah Department of Transportation. What the institute does not know is whether there have been overall increases in expenditures per trip and if the lengths of stay by visitor or motor vehicle travelers has changed Ixmger lengths The feeling is that both We know have changed. from limited study of the effectiveness of the port of entry information centers, there now appears to be slightly longer lengths of stay than in 1975. Bach additional hour spent in Utah by travelers means more dollars to the Utah travel industry. The predicted six per cent growth in the industry may, therefore, be even larger. What if the price of gasoline goes up? USD questionnaires in 1974 indicates there is a breakotf iximt for rc reation travel at a price Forty-onper cent of the respondents said they would alter their plans slightly if gasoline went up to 75 cents a gallon At $1 a gallon, 70 per cent said they would alter their plans. dollar-a-gallo- What May Happen? Inflation since, may have pushed the points of decision changing higher. The 70 per cent figure may now be associated with a price of $1.10 or $1.15. Assuming high prices, a gasoline shortage and ravaging inflation, what may happen? Americans would stay closer to home The present $77 million tesident recreation market in Utah would increase Utah tourism would become more dependent on visitors from neigh- ledge of public target markets and boring States. Maintain Increase Their efforts have helped maintain the yearly increase Utah continues to experience. The nine Utah travel regions are promoting portions of the state within the state. And this helps too. As the travel industry continues to change, knowledge of this industry becomes even more important. The key to this understanding is research! states Travel abroad would be cut back. That would help the domestic market. Mass Transit More persons would go for mass transit for vacation and recreation trips. Sales of recreation vehicles and equipment would drop. Vacation planning would grow in importance. Marketing will depend more than ever on the know desires interest groups The Utah Travel Council has been doing a good job promoting Utah travel throughout the United Who produces the worlds most reliable navigational aids and automatic controls for land, sea and air? on California did not earth, have any snow that year. Hence, the Californians came to Utah. About $22 Million 5 reckseason oned to be normal for West- The 74-7- ern standards saw the Utah ski industry pulling in about $22 million, or about seven per cent of all travel dollars in Utah. Barring inflation, gasoline rationing or a major increase in gasoline costs, Utah will turn out a pretty good season in 1977, says Mr. ' Dalton. From St. George, Note: Visitation to areas administered by the National Park Service was up 13 per cent in the period ending in August 1976. Air travel in Utah was up great place for CONVENTIONS April Lake Salt Tin- in the Hub of Southern Utah Excellent accommodations Close to parl;s and recreation ureas 'Lots to do in Cedar, too 'Home of I tah Shakespearean Festival for further information wi ite or call Cedar City Chamber of Commerce 286 North Mam Cedar Cdy, Utah 84 72C (801)586 4484 tah, Ships at Sea, 93 International Airlines, And to Airports Throughout the World. is the answer. For 21 years, the Montek Division of has been a leader in this country's high technology business, producing navigational aids and flight controls for domestic and international customers. We are proud of the contributions we have made to the aerospace industry, the U.S. government, foreign countries, and 93 airlines around the world. CEDAR CITY a L E-Syst-ems 1977 17, j. Montek Division 2268 South 3270 West, Salt Lake City, Utah 84119 (801) 973-430- Vs 0 f |