The next Winter Olympics will officially be named Utah 2034, marking a significant branding shift aimed at showcasing the entire state as the host for the upcoming Games. This announcement was made on Monday, approximately 3,000 days before the events are set to begin. Organizers intend to emphasize that the Games extend beyond Salt Lake City, the capital, to include various communities across Utah.
Fraser Bullock, president and executive chair of the Organizing Committee for the 2034 Olympic and Paralympic Winter Games, stressed the importance of the state’s broader identity. “All of Utah is part of these Games because Utah is the host,” he noted. Under a contract signed by Governor Spencer Cox with the International Olympic Committee, Utah will serve as the financial guarantor, ensuring taxpayer support for any potential shortfall.
The branding initiative includes a new logo inspired by Utah’s iconic red rock formations and the unique patterns created by winter sports. This logo will be prominently displayed across various mediums, including a large sculpture at the Salt Lake City International Airport and on merchandise such as T-shirts and caps.
While Salt Lake City remains a key venue, hosting the Opening and Closing Ceremonies at the University of Utah’s Rice-Eccles Stadium, it will appear in smaller text beneath the Utah 2034 logo. This approach aims to enhance the overall branding of the state while acknowledging Salt Lake City’s historical significance from hosting the 2002 Winter Games.
Bullock explained that other communities, including Park City, Kearns, and Provo, will also have the chance to personalize the logo with their names, reinforcing the inclusive nature of the Games. The new website, utah2034.org, along with updated social media channels, reflects this shift toward a unified state representation.
The response from local officials has been mixed. Salt Lake City Mayor Erin Mendenhall expressed her concerns, stating, “It stings,” referring to the decision to emphasize Utah over the capital city. Despite this, she acknowledged the importance of the Games in benefiting all communities across the state. “Salt Lake City’s downtown will still be the heart of the 2034 Games,” she affirmed, pointing out that the city will remain central to the ceremonies, accommodations, and various competitions.
Unlike the mayor during the 2002 Games, Mendenhall currently does not hold a voting position on the organizing committee but retains an advisory role. She has previously indicated that the state government is committed to ensuring the Games represent the entire region rather than focusing solely on Salt Lake City.
Brad Wilson, the organizing committee’s CEO, explained that the vision for Utah as the host has been discussed for years. “When it became a reality that the Games were coming here, the conversation shifted to how do we unite the whole state behind this effort?” he said, emphasizing the collective responsibility of all Utah residents to welcome the world in 2034.
The International Olympic Committee has welcomed the new name, recognizing it as an opportunity to engage a broader audience across the United States. A spokesperson noted that the logo will evolve as the Games approach, with both the U.S. Olympic and Paralympic Committee and the IOC approving the current design.
Financially, the cost of hosting the Winter Games is projected at $4 billion, with more than $200 million already pledged by donors and foundations associated with Utah. The funding will primarily come from private sources, including broadcast rights, sponsorships, and ticket sales, while merchandise sales will contribute a smaller portion to the overall budget.
As preparations progress, organizers are optimistic that the new branding will foster a sense of pride and unity among Utahns. The ultimate goal is to ensure that all communities across the state play a part in welcoming the world to Utah for the 2034 Winter Games.