Inside Salt Lake: Why This Olympic City is a Game-Changer for Sports Tourism
Salt Lake is no stranger to the global stage. As the buzz builds toward the 2034 Olympic Winter Games, the city is hitting its stride as one of the premier sports destinations in the world. At the helm of this momentum is Clay Partain, Chief Sports Officer of Sports Salt Lake, a division of Visit Salt Lake that’s rewriting the playbook for sports tourism in the Mountain West.
We’re taking you behind the scenes of Sports Salt Lake’s rapid rise—from its roots and standout facilities to its community-driven approach, growing event portfolio, fourth annual Sports Tourism Summit, and, of course, the road to the Olympics.
From Roots to Rocket Launch
While Sports Salt Lake officially launched in 2021, Salt Lake’s sports story stretches back decades. “Sports have been in the ethos of Visit Salt Lake since the beginning,” Partain shares. “But it wasn’t until about four years ago that we shifted from a reactive model to a strategic, proactive sports division.”
Partain, who joined Visit Salt Lake 11 years ago as a one-man sports sales team, saw early potential in Salt Lake as a sports capital. The team built a case for a dedicated division under Visit Salt Lake—and Sports Salt Lake was born. Since its inception, the division has seen explosive growth, booking over 90 events in 2024 alone, generating more than 330,000 room nights and an estimated $150 million in direct economic impact.
A Booming Sports Town
The growth in Salt Lake extends far beyond sports, as the city thrives in several sectors. “Tech is booming, people are moving here in droves, and the city’s energy is contagious. There are several factors that have led to the success of Salt Lake as what we call now a ‘booming sports town’,” Partain notes.
That energy is attracting major league attention. Salt Lake is now home to the Utah Hockey Club, the city’s first NHL team, which has already sparked a surge in youth hockey participation and related tournaments. Combine that with the long-standing success of the Utah Jazz and a reputation as a hub for elite-level soccer, lacrosse, and winter sports, and Salt Lake’s star just keeps rising.
The announcement of Salt Lake City as the host for the 2034 Winter Games has provided a major boost to the destination’s sports tourism scene. With increased attention from national governing bodies and international federations, Sports Salt Lake is poised to attract even more Olympic-related events. “The 2034 Winter Games have given a huge lift to our destination,” says Partain. “It’s opening the door to more opportunities to collaborate with Olympic organizations and bring high-profile events to our city.”
The Olympic Effect
Looking back, the legacy of the 2002 Winter Games still pulses through the city. “It was one of the most successful Olympics ever, especially financially,” Partain notes. That success seeded the creation of the Utah Olympic Legacy Foundation, which still oversees venues that are not only operational—but thriving.
Take the Utah Olympic Oval in Kearns, for example. “It’s the home of U.S. Speed Skating, a rec center for the community, and a venue for corporate events,” Partain explains. “They’ve done an incredible job making it more than just a sports venue—it’s part of daily life here.”
That kind of foresight has positioned Salt Lake as a global example of sustainable Olympic legacy planning. “It can be a challenge for cities to maintain Olympic venues. Ours are alive and well,” Partain says. “It’s something we’re extremely proud of.”
Salt Lake’s Olympic roots also run deep in its people. The 2002 Games relied on an estimated 50,000 volunteers, many of whom remained engaged for years. “We’re known for our hospitality and volunteer culture,” says Partain. “And we’re already seeing younger generations eager to step in for 2034.”
The Runway to 2034
While many are counting down to the Winter Games’ return in 2034, Partain sees a broader opportunity: “It’s not just about the two-week event. It’s about the runway—how we use the next nine years to bring national and international events to Salt Lake.”
With Olympic cachet and a growing global reputation, Salt Lake is actively engaging with national governing bodies and international federations. “These organizations want to host events in Olympic cities,” says Partain. “We’re showcasing our venues and capabilities now.”
Even the LA 2028 Summer Olympics play into the strategy. “We’re just a short flight away from LA, too,” he says. “We do summer sports extremely well, and we’re ready to support pre-Games programming.”
The Event Lineup is Just Heating Up
In addition to the Olympics, Salt Lake’s sports calendar is more dynamic than ever, with events ranging from cheer, volleyball, soccer, and basketball to esports, wrestling, disc golf, quidditch, and even jump rope. “We’re seeing interest from planners across the country looking for a destination that checks all the boxes—great venues, great access, great experience,” says Partain. “And we’re ready for them.” From this year’s USA Gymnastics Development Nationals to the USA Fencing Summer Nationals in 2027, Salt Lake’s schedule is stacked. Here’s a look at a few standout events:
- USA Volleyball Salt Lake City Showdown
Every spring, Salt Lake hosts its largest annual sporting event — the USA Volleyball Salt Lake City Showdown. Spanning two weekends in April, this powerhouse tournament welcomes nearly 30,000 attendees, drives 30,000 room nights, and delivers more than $20 million in economic impact. - National Horseshoe Pitching Association World Tournament
This August, Salt Lake will welcome the National Horseshoe Pitching Association World Tournament, with Sports Salt Lake serving as the local organizing committee. The event is expected to draw around 5,000 attendees and highlights the destination’s ability to host niche, high-impact competitions. - 2030 National State Games of America
A major win for the region, Salt Lake will proudly host the 2030 National State Games of America—another milestone that reflects the continued momentum of the Sports Salt Lake team.
World-Class Facilities, Local Flavor
Salt Lake’s venue lineup is as dynamic as the events it hosts. “We’ve got a powerful mix of large-scale facilities and unique venues that can flex for all types of sports,” Partain says. From the Olympic Oval to the Mountain America Expo Center to Zions Bank Real Academy, Salt Lake is equipped to handle everything from youth tournaments to Olympic trials—with a signature scenic backdrop and unbeatable walkability. Get a closer look at the world-class venues that set Salt Lake apart!
✔️ Salt Palace Convention Center
✔️ Salt Lake Regional Athletic Complex
✔️ Utah Olympic Oval
✔️ Mountain America Expo Center
✔️ Zions Bank Real Academy
✔️ Maverik Center
“One of our taglines is “What’s your game? We host them all”. And that’s truly the case—Salt Lake has a venue for just about any type of sporting event.” – Clay Partain, Chief Sports Officer of Sports Salt Lake
Celebrating Collaboration and Sports: The Salt Lake Sports Tourism Summit
Now in its fourth year, the Salt Lake Sports Tourism Summit was born out of a simple but powerful idea—bringing together the key players behind the region’s growing sports tourism ecosystem. “There was no place where all the people and organizations involved in sports tourism could come together. So, we created the summit to fill that gap,” Partain shares.
The annual event serves as both a networking hub and a learning opportunity. Attendees include municipal leaders, economic development directors, parks and recreation officials, venue operators, event rights holders, and—critically—the hospitality community. “We represent our hoteliers and help drive business into local restaurants and shops,” says Partain. “The summit gives them an under-the-hood look into how the sports market really works, and a chance to make meaningful connections.”
At its core, the Salt Lake Sports Tourism Summit reflects Sports Salt Lake’s mission: to act as a convener and collaborator. “Our value is in our partnerships, and the summit is one of the best ways we strengthen those relationships across the board.” This year’s Sports Tourism Summit will take place on October 9th, 2025 at The Tower at Rice-Eccles Stadium!
What’s Next? Keep Watching.
What makes Salt Lake stand out isn’t just the infrastructure—it’s the energy and vibrancy that pulse through the city. “Our community truly supports these events,” says Clay Partain. “Whether it’s a youth tournament or a major championship, the crowd shows up.” This unwavering local enthusiasm, paired with a dynamic city and access to stunning outdoor adventures, creates a welcoming experience for athletes, fans, and families alike—and leaves a lasting impression on event organizers.
As an Olympic city gearing up for the 2034 Winter Games and with a thriving sports scene at every level, Salt Lake is positioning itself as a top-tier destination for competition, community, and connection. “We have this amazing destination to offer,” Partain adds, “and combined with our progressive drive to attract more events, Salt Lake is a sports destination that truly works.” The future of sports is here—and Salt Lake is ready to make its mark on the international stage.
