More Then Zion: Salt Lake Seeks To Revamp Its Image

Salt Lake City is probably known best for the great skiing and as the home of the Mormon church. The later of which has a huge influence in the city and states political sphere; and has had significant impact on the laws governing alcohol throughout Utah. Compared to other states Utah's liquor laws have historically been very restrictive. Despite many changes relaxing the rules, the city still has a very straight laced image in regards to alcohol, which is a big negative for the tourism and real-estate industry. Yet, the city is in a period of transition as it seeks to redefine itself as a desirable place for transplants to relocate; and as a destination for travelers other then just those who love to ski. The city is working, certainly amid some controversy from the Mormon church, to rebrand itself.

As with every state, Utah was 'dry' under prohibition. From 1920 to 1933 no alcohol could be produced, purchased, or sold in restaurants; nor were bars allowed at all. However, even after the ratification of the 21st amendment and prohibition was repealed, liquor laws in Utah remained incredibly conservative compared to other states. This was mainly due to the influence of the Mormon church, which does not allow it's members to drink.

Unfortunately, the restrictive alcohol laws have had a negative cascading effect on the tourism industry, and the real-estate market. People don't necessarily want to move or travel to a place that they view as having unreasonably restrictive liquor laws, that don't line up with their personal belief system. More specifically, industries like restaurants, bars, and alcohol producers are completely stymied by the laws, which has a ricochet effect on tourism. Tourists visiting Salt Lake expect high end restaurants to be able to serve alcohol in the same way they experience in their home state. Bars and a night life are also a must for encouraging not only lone travelers but also to convince large conventions and companies to host their events in the city.

The laws surrounding alcohol have changed quite a bit in recent years to be much more permissive. The removal of a law requiring bars, restaurants and social clubs to charge a membership fee for guests who drink, was removed in 2009. The infamous, "zion curtain" law, which required bartenders to pour and mix alcoholic drinks in a back room or behind a partition, has been repealed just this year. These changes have paved the way for hot new restaurants, trendy bars, and alcohol production business, like breweries to open or grow, especially in Salt Lake City itself. Though there are some lingering laws that are unhelpful to the service industry but, they will likely be repealed in the future. Fortunately, the changes already made are having a positive effect on tourism and real estate right now. The trick now is for the city to shake its negative image so it can continue to grow and attract more visitors.

The city is already doing a lot of the right things to rebrand itself as a modern and up to date place. They are positioning themselves as a place devoted to the arts and culture by building a brand new, state of the art preforming arts center. The facility will draw major shows to the area when on tour, be they broadway performances, ballets, or musicians. The city also has a cohesive public transportation system set up, many beautiful hotels like the Monaco and Grand America, and a large modern convention space. The Mormon church itself has actually helped to improve the city with a major shopping center project, City Creek. The shopping center is a mixed-use project. Both retail space and trendy apartments are part of the property. A retractable glass celling that can open or close depending on the weather, and a creek with live trees running right through the center really make this a unique place.

However, most important of all for improving the cities image, will be getting the word out about the high caliber dinning and drinking options that are springing up all over the city. Forage, Bambara, The Copper Onion, and Bistro 222, would be a perfect fit in a much bigger city. From wine pairings to gourmet cuisine, these restaurants have plenty to offer. Certainly the bar scene is also expanding. Modern Family's Ty Burrell recently opened two places, Beer Bar and Bar X that are wall to wall packed by midnight. Whiskey Street, Pallet, Beerhive, Squatters Brew Pub and others are also charming guest and doing quite well.

Certainly Salt Lake City is a desirable place to travel and live. The city is clean and beautiful, the mountain views are breath taking. It is a mere 20 minutes away from several world class ski resorts. The arts are well supported, there is great shopping, the public infrastructure is well designed. The selection of restaurants and bars have improved dramatically and will continue to do so for many years to come. As more people discover the delights of the city, growth continues, and the city continues to work on it's image Salt Lake may yet become a premier tourist destination.