Congratulations to Vicki Varela, Managing Director of the Utah Office of Tourism, Film & Global Branding – she has been selected as one of the 2017 30 Women to Watch honorees!
Each year, Utah Business magazine selects 30 women who are at the top of their respective fields and honors them in both its May issue and at an awards luncheon held in their honor.
Read more about Vicki and the other 2017 30 Women to Watch honorees in the digital magazine.
Accomplishments: In her role with the Utah Office of Tourism, Vicki Varela was the driving force behind the implementation and expansion of The Mighty Five® campaign promoting Utah’s five national parks and implementation of the Find Your Greatest® ski campaign. Varela’s team expanded Utah’s international and digital marketing strategies while developing new analytics and research practices. Under her leadership, the office’s marketing budget grew from $9 million to $21 million.
Staying motivated: “I was born driven. It’s just my DNA. Having said that, I periodically coach myself to just do one small thing to move a big goal forward. I think of it like warming up for a workout. Once I get my muscles ready I can achieve ambitious goals. People who are highly driven also have to remember that sitting back and taking things in is an important part of staying on course to achieve goals.”
Love of the job: “It’s a privilege to sell Utah every day, and to know that if we do it well, we are shaping how people spend their most precious time with family and friends. We try to live the Utah Life Elevated brand every day, creating transcendent and defining experiences for our visitors.”