Heritage Highway 89 provides an example of a private business association devoted to heritage tourism.
The Utah Heritage Products Alliance, a non-profit, private business association, was formed in the summer of 1989 as the first heritage business association in Utah.
Formed much like a dairy association, this organization brings businesses together to assist with common problems of small businesses, i.e., insurance, marketing, product branding, partnerships and destination development. The alliance created a heritage corridor that promotes handmade, traditional crafts and arts as well as historic sites and events in this part of the state.
The partners worked together identify a common theme (Mormon Pioneer) within the seven counties involved, and to lobby Congress to make their area a National Heritage Area. In 2006, Congress designated the National Mormon Pioneer Heritage Area.
This designation qualifies the Heritage Area for federal funds to preserve, interpret, and market heritage resources.