Shaping the future of Utah Lake

My Role: Market Research Lead


The Utah Lake Authority (ULA) wanted to gain a comprehensive understanding of public perceptions surrounding Utah Lake. This research aimed to uncover why people choose or do not choose to visit the lake, as well as the underlying beliefs that shape these decisions. The goal was to identify opportunities to enhance both the recreational experience and overall management of the lake.

Measuring Perceptions and Behaviors

To explore these questions, I conducted a survey with 405 participants across 9 Utah counties. Key focus areas included:

Lake Usage: Why do users choose Utah Lake? What draws them to it over other recreational options?

Perceptions & Beliefs: What drives attitudes toward the lake? Are there misconceptions influencing public opinion?

Generational Differences: How do perceptions vary between longtime residents and newer community members?

Non-User Attitudes: What do non-users think about Utah Lake’s value and the importance of its preservation?

Bringing User Voice to Life

To complement the survey data, I led interviews with both users and non-users to better understand perceptions and beliefs about the lake. I also engaged with frequent recreational users to gather targeted feedback on current facilities and amenities. To capture real-time insights, I deployed intercept survey signs at 35 locations across the lake.

Key Insights

The research revealed five critical insights:

Recreation & Accessibility: People enjoy Utah Lake for its recreational opportunities and convenient location.

Concerns About Water Quality: Cleanliness and water safety are top concerns among residents.

Stereotypes & Misinformation: Many people base their opinions on longstanding stereotypes rather than firsthand experiences.

Ecological Importance: A significant number of residents recognize Utah Lake’s environmental significance.

Family Influence: Attitudes toward the lake are often shaped by generational experiences and family history in the area.

Economic Benefits

I paired market research efforts with an economic analysis to link perceptions with behavior. In 2024, tourism spending reached $74.3 million, highlighting Utah Lake’s value as a key regional asset. This reinforced the importance of public input in shaping future investments.

Impact

This research informed several strategic initiatives including a new marketing campaign to raise public awareness and address misconceptions, infrastructure improvements at key locations, and educational programs supporting conservation efforts.