3-Attachment B - Scope of Work.pdf

Attachment B

ELEV8 Utah - Experience Development Program

1. Program Overview & Strategic Alignment

● The Utah Office of Tourism (UOT) is seeking an eligible contractor to enter into an agreement to co-develop the curriculum and practical toolkits for ELEV8 Utah, a streamlined, four-step experience development program.

● ELEV8 Utah is designed to transition tourism operators ("Experience Curators") from traditional service models to high-value, unforgettable experiential tourism. This program explicitly operationalizes the three-core Governor's Office of Economic Opportunity (GOED) roles:

● ● Convener: ELEV8 Utah unites UOT, regional Destination Marketing Organizations (DMOs), and local industry partners, including entrepreneurs, business owners, and state/national park representatives—to collaboratively develop elevated, world-class experiences.

● ● Connector: ELEV8 Utah serves as a central hub for strategic collaboration, sparking in-county and inter-county (regional) partnerships to share resources, stories, and collective expertise.

● ● Catalyzer: ELEV8 Utah translates state resources and academic research into a highly actionable, four-month regional framework. This community-centered approach accelerates the creation of awe-inspiring experiences, ensuring Utah’s diverse destinations are visitor-ready for the global stage of the 2034 Winter Olympics.

Targeted Niche Tourism Sectors

To sustainably support Utah’s diverse visitor economy, all curriculum materials, templates, and examples must remain evergreen. While the program will consider any experience that meets the success criteria established by BYU and UOT, where applicable, participants are encouraged to leverage current trends and UOT research. Doing so can help tailor experiences to niche audiences within the following five key growth sectors:

1. Agritourism: Merging agriculture with recreation, education, and hospitality (farms, ranches, forestry).

2. Astrotourism: Night sky and celestial viewing experiences that capitalize on Utah’s dark sky leadership.

3. Culinary Tourism: Showcasing food scenes, local flavors, farm-to-table dining, and chef-led tours.

4. Cultural & Historical Tourism: Deep dives into Utah’s rich heritage, indigenous histories, museums, and landmarks.

5. Health & Wellness Tourism: Mindful, rejuvenative travel including spa, meditation, and outdoor wellness retreats.

2. Roles & Responsibilities Framework The program relies on a collaborative ecosystem metaphor where each partner plays an essential part in the "climb" toward world-class tourism:

● UOT (The Expedition Lead): Drafts the technical roadmap, provides existing resources (e.g., AI integration tools), leads strategic syncs, and designs the final, external-facing training materials and slide decks.

● The Contractor (The Cartographer): Evaluates pilot data, conducts experience design research, drafts the underlying curriculum manuals, and designs the raw structural templates and best-practice examples.

● DMOs (Base Camp Managers): Scout high-potential local operators, coordinate workshop logistics, and ensure regional alignment and administrative buy-in.

● Experience Curators (The Climbers): Local business owners, park rangers, and non-profit representatives who do the active, hands-on work of building, testing, and launching these newly designed experiences.

3. Scope of Work (SOW): The Contractor Deliverables The Contractor is responsible for compiling industry research, and industry best practices, and regional tourism insights to draft the ELEV8 Utah Curriculum Manual. The curriculum is structured into four sequential, monthly modules:

Module / Phase Contractor Deliverables (Research, Draft Content, & Raw Frameworks)

UOT Deliverables (Design & Brand Package)

Month 1: The "Why" (Experience Design & Story Crafting)

• Experience Economy Masterclass:

Overview of what it is in the state of Utah and their role in it.

• "Core Story" Identification:

Focusing on the "Discovery of the Story."

• Customer Journey Map Template:

Guide for customer-centric experience design.

• Production of finalized instructional slide deck.

• Graphic design of all worksheets and examples.

Month 2: The "What" (Experience Mapping - Similar to storyboarding and scripting)

• Condensed Scripting Guide:

Actionable template prompting experience mapping.

• The "Sensory Experience" Checklist: Framework ensuring integration of sight, sound, smell, taste, and touch.

• Production of finalized instructional slide deck.

• Graphic design of all worksheets and examples.

Month 3: The "How" (Staging & Marketing)

• Staging Logistics: Guide for staging and beta-testing the experience.

• Experience Marketing: Practical strategy focusing on selling the intangible (memories/feelings).

• UOT Partner Resources: Clear guide to leveraging UOT Marketing, Research, and Film teams.

• Production of finalized instructional slide deck.

• Graphic design of all

Month 4: The "Now" (Testing, Selling & Going Global)

• Market Readiness Audit: Final, actionable checklist confirming the product is "launched and bookable."

•Sells Tips & Tricks for Experiences:

What needs to happen to book out the new experience, including but not limited to: selecting a sales platform, connecting with local hoteliers and city/county tourism reps, etc.

• "Going Global" Expansion:

Adapting local Utah experiences to international traveler preferences.

• Impact Measurement Tool: Simple KPI dashboard tracking bookings, social mentions, and feedback.

• Production of finalized instructional slide deck.

• Graphic design of all

Deliverable Requirements

For each of the four modules, the Contractor must deliver:

1. The narrative/curriculum text for the training manual.

2. The raw structural template for the monthly deliverable(s) (e.g., experience map, sensory checklist, etc.).

3. One completed, high-quality example of the each deliverable (based on a fictional or real

Utah business) to visually model success for the participants.

4. Project Lifecycle & Timeline The project will execute along a structured timeline from early fall 2026 to the official public mid to late 2027 -

September- November: Drafting of the curriculum and deliverables

Contractor, with the guidance of UOT, develops draft modules, worksheets, and templates. Bi-monthly milestone check-ins with UOT.

December: Finalization of the curriculum (Contractor)

Contractor delivers completed, raw curriculum texts, 4+ blank templates, and 4+ completed examples to UOT.

5. Financial Terms & Resource Allocation UOT shall compensate the Contractor for research use, instructional design, template creation, and curriculum drafting services. Based on past curriculum design projects of comparable scope, the project metrics are estimated as follows:

● Estimated Professional Hours: 195 Hours (approximately 10-13 hours a week over approximately 15 weeks.

● Total Contract Value: TBD (50% upfront, 50% upon completion)

Payment Milestone Schedule:

1. 50% Upon Signing: TBD

2. 50% Upon Completion: December 18, 2026