Utah Tourism Industry Honors 2021 Hall of Fame Inductees

Recognizing leaders who’ve changed the face of Utah’s tourism industry

Ogden, Utah  (September 29, 2021) — the Utah Office of Tourism (UOT) and the Utah Tourism Industry Association (UTIA) honored the 2021 Utah Tourism Hall of Fame inductees at the Utah Tourism Conference, held in-person at the Eccles Conference Center in Ogden, Utah. Utah Tourism Hall of Fame recipients are selected based on their history of contributions to the state’s tourism industry through leadership, long-standing contributions to their region or to the entire state. 

“This is an award about recognizing leadership in one of Utah’s largest economic sectors,” said Vicki Varela, managing director of the Utah Office of Tourism. 

Beginning in 1985, the Hall of Fame has recognized 121 recipients who have contributed toward improving the national/international recognition of the positive aspects of vacationing in Utah, improved the understanding of Utah residents regarding the attractions of their state and the economic development benefits of tourism for the state, and facilitated efforts of improving the business climate for tourism-related businesses in Utah. 

Nominations with strong recommendations from peers and coworkers within the tourism industry identified Sara Toliver, David Williams and Colin Fryer for their dedication to improving their communities, engagement in generating and advocating for funding and community initiatives and helping stimulate tourism and stakeholder business.. 

“On behalf of the Utah Tourism Industry, it is an honor to recognize these inductees for their timeless and dedicated passion for the industry,” said Natalie Randall, executive director of UTIA. “David, Sara and Colin have been at the forefront of advocating for Utah and its future in the tourism realm. They are all an inspiration for the past, present and future industry leaders in Utah.”

2021 Utah Tourism Hall of Fame Recipients: 

• Sara Toliver, President/CEO, Visit Ogden Sara joined Visit Ogden in 2007 and serves on numerous community boards and committees as well as the Tourism Development Board for the State of Utah, the Utah Tourism Industry Association Executive Committee, the Destination Marketing Association of the West, and the Destinations International Small Bureaus Task Force. Sara has been a driving force behind Ogden’s transformation to a dynamic destination. Her participation in the ensuing redevelopment of this historic district led to Sara’s increased involvement in and passion for the Ogden community. Leading by example, she serves on multiple committees and passionately rolls up her sleeves and gets down to work improving Ogden and Utah tourism as a whole. 

• David Williams, Associate Managing Director, Utah Office of Tourism David M. Williams joined the Utah Travel Council (now known as the Utah Office of Tourism) in September 2003. Having served as Research Coordinator and Deputy Director, he is currently Associate Managing Director and oversees the office’s advertising, co-op marketing, budget and research. Dave was a key architect of the Tourism Marketing Performance Fund (which provides most of the office’s marketing dollars) and is now recognized as one of the best funding plans in the country. He was a key driver in creating the office’s long-standing cooperative marketing program. He has overseen many ad campaigns promoting Utah’s numerous tourism assets including The Greatest Snow on Earth and The Mighty Five national parks. The original Mighty Five campaign was named the best state tourism ad campaign in the nation by the National Council of State Tourism Directors. He served as president of the Greater Western Chapter of the Travel and Tourism Research Association and also served on the Friends of Antelope Island board.

• Colin Fryer, Owner, Red Cliffs Lodge Colin Fryer owns and operates 4 lodging properties in the Moab area including the Big Horn Lodge, Red Stone Inn, Rustic Inn, Red Cliffs Lodge, Cowboy Grill and Castle Creek Winery. Since his start in the tourism industry, Fryer has become a staple where he chaired the Board of Tourism Development’s marketing committee for 8 years, helped advocate for his area and supported the Utah Life Elevated brand and the launch of The Mighty Five marketing campaign. Colin Fryer has been a key voice within the growth of Utah’s tourism industry. Fryer has quite literally lived out the American dream. He always knew he wanted to grow up to be a rancher even though he knew it would be difficult. While saving up money for his ranch, Fryer learned he had a knack for business and finance, he nurtured his strengths until he was able to open the Red Cliffs Lodge after he discovered the property for sale in Moab on a trip.

 High-quality photos can be accessed in Dropbox.

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About Utah Tourism Industry Association (UTIA): The Utah Tourism Industry Association, formally the Utah Tourism Industry Coalition, started over 12 years ago and serves as the umbrella organization and advocate for Utah’s visitor economy. As a 501c6 nonprofit organization, UTIA strives to deliver exceptional value to its members ranging from a variety of tourism sectors. Offered are various member-driven public policy initiatives, business networking opportunities, marketing programs and educational offerings all to help members and the tourism industry succeed today and in the future. UTIA has been long-recognized as the tourism industry’s home base for education, advocacy and networking. UTIA makes it so “Tourism Works.” Follow Utah Tourism Industry Association on Facebook and Instagram.

About the Utah Office of Tourism (UOT): The Utah Office of Tourism's (UOT) mission is to elevate life in Utah through responsible tourism stewardship. We do this through marketing, stewardship and development. Marketing: UOT curates messaging that inspires visitation, supports local businesses and builds the Utah economy. Stewardship: UOT manages visitation statewide and supports the responsible discovery of Utah. Development: UOT partners with local communities to enhance and develop their visitor economies to benefit residents and visitors. Learn more at visitutah.com and travel.utah.gov.