This Is The Place Heritage Park
This Is The Place Heritage Park is a 450-acre Utah State Park operated by a nonprofit foundation, offering living history experiences, educational programs, and event venue rentals in Salt Lake City to families, K-12 schools, wedding couples, and corporate groups.
- Company typePrivate
- Founded1947
- HeadquartersSalt Lake City, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What This Is The Place Heritage Park does
This Is The Place Heritage Park is a 450-acre Utah State Park operated by This Is The Place Foundation, a nonprofit organization headquartered in Salt Lake City at the mouth of Emigration Canyon. The park preserves and shares Utah pioneer, Native American, and Western expansion history through a portfolio of experiential products: Heritage Village, a living history site with 50+ restored historic buildings and costumed interpreters demonstrating pioneer trades; the Pioneer Center, a multimedia museum opened in March 2021; the Mormon Battalion Museum; and multiple outdoor monuments including the iconic 1947 This Is The Place Monument. The park generates revenue through a diversified mix of day-pass admissions, annual pass subscriptions, K-12 field trip programs ($4-$13 per student), venue rentals for weddings and corporate events ($295-$6,495 per event), on-site food and beverage (Brigham's Donuts, Heritage Grill, ice cream parlor), retail (gift shops, ZCMI Mercantile), youth programs (summer camps, Activity Days, Handcart Day Trek), and donations. The park operates 360 days per year with seasonal programming and serves families, tourists, K-12 schools, youth groups, wedding couples, and corporate event hosts across the Salt Lake City metro and broader Utah market. GTM motion is direct-to-consumer through on-site box office, online ticketing, and annual pass memberships, supplemented by an event-driven sales team handling venue bookings, school group reservations, and a preferred vendor network of 15+ caterers and 8+ bartenders. No venture capital or public ownership is indicated; the organization is structured as a nonprofit foundation in partnership with Salt Lake County and the state of Utah.
This Is The Place Heritage Park firmographics
Firmographics- Name
- This Is The Place Heritage Park
- Legal name
- This Is The Place Foundation
- Website
- https://thisistheplace.org
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- This Is The Place Heritage Park is a 450-acre Utah State Park operated by a nonprofit foundation, offering living history experiences, educational programs, and event venue rentals in Salt Lake City to families, K-12 schools, wedding couples, and corporate groups.
- Ownership category
- akta.pro rank
This Is The Place Heritage Park industry classification
Industry- Product category
- Heritage Park / Living History Attraction
- NAICS
- Historical Sites (71212), Historical Sites (712120), Museums, Historical Sites, and Similar Institutions (7121)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Historic Sites, Heritage Landmarks & Archaeological Sites (THAJACAC)
- akta.pro secondary industry
- Historic Preservation & Landmarks Conservation (BPAGAHAE)
Keywords
Where This Is The Place Heritage Park is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
This Is The Place Heritage Park business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- General Admission Tickets: Day passes for park entry with access to Heritage Village, activities, and attractions. Pricing varies by season and visit type.
- Annual Passes: Recurring membership providing unlimited park access for one year with potential discounts on food and merchandise.
- School Field Trips: Guided and self-guided educational programs for school groups with per-student and per-chaperone pricing.
- Venue Rentals: Rental fees for hosting weddings, corporate events, family reunions, and private gatherings across multiple historic buildings and outdoor pavilions. Prices range from $295 to $6,495 depending on venue and time slot.
- Food & Beverage: On-site food service including Brigham's Donuts, ice cream parlor, and the Heritage Grill restaurant.
- Retail/Gift Shops: Gift shops selling souvenirs, local gifts, and Utah-themed merchandise at the Visitor Center and ZCMI Mercantile Store.
- Donations: Donations accepted to support park operations, preservation efforts, and educational programming.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | School Field Trip - Guided Experience |
| Unit Pricing | Pay-as-you-go | School Field Trip - Self-Guided Experience |
| Unit Pricing | Pay-as-you-go | Homeschool Day |
| Unit Pricing | Pay-as-you-go | Children's Birthday Party Admission |
| Unit Pricing | Pay-as-you-go | Youth Activity Days |
| Unit Pricing | Pay-as-you-go | Garden Place Venue Rental |
| Unit Pricing | Pay-as-you-go | Pioneer Center Venue Rental |
| Unit Pricing | Pay-as-you-go | Brigham Young Farmhouse Venue Rental |
| Unit Pricing | Pay-as-you-go | Pine Valley Chapel Venue Rental |
| Unit Pricing | Pay-as-you-go | Miller Pavilion Venue Rental |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels4 records
This Is The Place Heritage Park product offering
Product offeringCore offering
This Is The Place Heritage Park is a 450-acre Utah State Park that operates a living history village with over 50 historic buildings, costumed interpreters, and hands-on pioneer activities. The park generates revenue from general admission tickets, annual passes, on-site food and retail, school field trip programs, and rental of historic venues for weddings, corporate events, and family reunions. It is operated by the This Is The Place Foundation as a nonprofit heritage attraction.
Product overview
This Is The Place Heritage Park is a 450-acre Utah State Park offering a unified portfolio of living history experiences, educational programs, family activities, and event venue rentals. The core product is Heritage Village, a recreated pioneer settlement with over 50 historic buildings, costumed interpreters, and artisan demonstrations including blacksmithing, pottery, and printing. Supporting food services include Brigham's Donuts, Ice Cream Parlor, and Heritage Grill. Activity offerings span train tours, horseback rides, gold panning, handcart treks, and Native American cultural experiences. The park features notable monuments including the This Is The Place Monument (1947), Pioneers of 1847 Monument, Mormon Battalion Monument, and Pioneer Children's Memorial. Educational programs serve school field trips and youth groups with hands-on pioneer experiences. Event venue rentals encompass 12+ historic buildings for weddings, corporate events, and family reunions with preferred catering and bartending partnerships. Seasonal events include Liberty Day (July 4), Pioneer Day (July 24), Candlelight Christmas, and Christkindlmarkt.
Differentiator
Problem solved
Functional benefit
Products and services
- Heritage Village A living history village with over 50 historic buildings, shops, and homes featuring costumed interpreters, live demonstrations, and hands-on pioneer activities including blacksmithing, pottery, weaving, leather working, and printing. Included with park admission.
- Pioneer Center Museum opened March 2021 featuring multimedia displays, exhibits, and artifacts about Utah pioneer history, built near the original monument site.
- School Field Trips
- Wedding & Event Venue Rentals
- Annual Pass
- Brigham's Donuts
- Heritage Grill
- Ice Cream Parlor
- Gift Shop
- ZCMI Mercantile Store Historic ZCMI general merchandise store originally from Manti, Utah (1860s), relocated to the park in 1996, featuring candy and toys.
- Utah Trail Rides
- Train Tours
- Handcart Day Trek
- Activity Days
- Then & Now Program
- Liberty Day
- Pioneer Day
- Train Day
- Candlelight Christmas
- Christkindlmarkt
Quantifiable outcome
- Hosts thousands of students annually through field trip programs
- +1 more outcomes
Companies that use This Is The Place Heritage Park
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
This Is The Place Heritage Park technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
This Is The Place Heritage Park partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered minor.
- Brown Brothers CateringminorPreferred catering partner offering event catering services for weddings, corporate events, and private gatherings at the park. Contact: Tony Black, 801.607.1891
- LUX Catering & EventsminorPreferred catering partner offering upscale catering and event services. Contact: 801.466.2537
- Cuisine UnlimitedminorPreferred catering partner for events at the park. Contact: Abby Radtke, 801.268.2332
- Culinary CraftsminorPreferred catering partner offering full-service catering. Contact: 801.225.6575
- Caley's CateringminorPreferred catering partner for events. Contact: Kelly Christensen, 801.231.5250
- Catering By BryceminorPreferred catering partner. Contact: 801.856.6998
- Market CateringminorPreferred catering partner. Contact: 801.895.2388
- Exquisite AffairminorPreferred catering partner for events. Contact: 801.278.7341
- Good Day CateringminorPreferred catering partner. Contact: Christine Mason, 801.532.7829
- 4 Forks CateringminorPreferred catering partner. Contact: Darla Evanson, 801.943.9655
- Have Party Will TravelminorPreferred catering partner. Contact: Mindy, 801.269.8400
- Magleby's CateringminorPreferred catering partner. Contact: Karen Yost, 801.610.4110
- Marvellous CateringminorPreferred catering partner. Contact: 801.374.0879
- Meier's CateringminorPreferred catering partner. Contact: Rob Meier, 801.278.4653
- Sobe EatsminorPreferred catering partner. Contact: Fernando Soberanis, 801.548.0715
- Thirst CateringminorPreferred catering partner. Contact: Ethan Cisneros, 801.477.4386
- Utah Food ServicesminorPreferred catering partner. Contact: Tiffany Sutton, 801.531.0226
- DRNKminorPreferred bartender service for events. Contact: 801.503.0038
- Copa Bar ServiceminorPreferred bartender service. Contact: Mark Miller, 801.829.1964
- Top Shelf Bar ServicesminorPreferred bartender service. Contact: 435.940.9131
- Cheers & SwizzlesminorPreferred bartender service. Contact: Courtney Gutierrez, 801.583.8449
- Tilted CupminorPreferred bartender service. Contact: Mitch Meier, 801.440.5324
- Indigo ReimaginedminorPreferred bartender service. Contact: Donnielle Schroeder, 801.654.8571
- A Premier Event Bar ServiceminorPreferred bartender service. Contact: Janice Boes, 801.598.4444
- Above and Beyond BartendingminorPreferred bartender service. Contact: 801.649.9126
- Salt Lake CountyminorPartner referenced in footer as Salt Lake County ZAP program participant
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
This Is The Place Heritage Park competitors and assessment
Company assessmentDirect peers
- Colonial Williamsburg: Largest living-history museum in the world, operating a 301-acre historic district with costumed interpreters, restored buildings, and educational programs. Directly comparable as a nonprofit heritage attraction combining living history, education, venue rentals, and retail.
- Plimoth Patuxet Museums: Living history museum in Plymouth, MA featuring a recreated 1627 English village and Native American Wampanoag homesite. Comparable as a heritage site with costumed interpreters, educational field trips, and immersive pioneer/settlement storytelling.
- Old Sturbridge Village: New England living history museum featuring a recreated 1830s rural village with costumed historians, traditional trades, and hands-on activities. Comparable operating model combining heritage interpretation, school programs, venue rentals, and seasonal events.
- Greenfield Village (The Henry Ford): America's largest indoor-outdoor history museum complex in Dearborn, MI featuring historic buildings, working farms, and rideable Model T's. Comparable in scale, breadth of historic structures, and integrated educational/event programming.
- Conner Prairie: Indiana living history museum featuring a recreated 1836 village, Lenape camp, and balloon experience. Comparable as a nonprofit heritage park combining living history, K-12 educational programs, and family experiences.
- Living History Farms: Iowa open-air agricultural museum featuring three working farmsteads spanning 1700-1900. Comparable as a nonprofit heritage park with costumed interpreters, hands-on pioneer activities, and school field trip programs.
- Old World Wisconsin: Wisconsin historical site operated as an open-air living history museum with restored 19th and early 20th century buildings. Comparable operating model, nonprofit governance, and educational programming for school groups.
- Frontier Culture Museum: Staunton, VA living history museum featuring transplanted and replicated farmsteads from the 1600s-1800s. Comparable as a heritage interpretation park with costumed interpreters, historic buildings, and hands-on educational experiences.
- Stuhr Museum of the Prairie Pioneer: Grand Island, NE living history museum featuring a recreated 1860s railroad town, Pawnee earth lodge, and heritage programming. Comparable in scale, mission, and educational field trip focus on pioneer life.
Regional players
- Hogle Zoo: Salt Lake City zoo and regional family attraction serving the same Salt Lake City metro market. Comparable as a regional nonprofit family destination with annual passes, education programs, and event venue offerings competing for the same discretionary family spend.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
This Is The Place Heritage Park social profiles
Digital presenceThis Is The Place Heritage Park financial estimates
Financial estimateRevenue estimate
Valuation estimate
This Is The Place Heritage Park leadership team
Management profileNumber of profiles
Profiles2 records
This Is The Place Heritage Park subsidiaries and ownership
Company hierarchySubsidiaries5 records
This Is The Place Heritage Park funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
This Is The Place Heritage Park M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about This Is The Place Heritage Park
What does This Is The Place Heritage Park do?
This Is The Place Heritage Park is a 450-acre Utah State Park that operates a living history village with over 50 historic buildings, costumed interpreters, and hands-on pioneer activities. The park generates revenue from general admission tickets, annual passes, on-site food and retail, school field trip programs, and rental of historic venues for weddings, corporate events, and family reunions. It is operated by the This Is The Place Foundation as a nonprofit heritage attraction.
Is This Is The Place Heritage Park a public or private company?
This Is The Place Heritage Park is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was This Is The Place Heritage Park founded?
This Is The Place Heritage Park was founded in 1947. It employs 101 to 250 people.
Where is This Is The Place Heritage Park based?
This Is The Place Heritage Park is headquartered in Salt Lake City, United States, in the North America region.
How does This Is The Place Heritage Park make money?
Seven revenue lines are on record. General Admission Tickets are the primary driver. The others are annual Passes, school Field Trips, venue Rentals, food & Beverage, retail/Gift Shops and donations.
Who are This Is The Place Heritage Park's main competitors?
Direct peers on record are Colonial Williamsburg, Plimoth Patuxet Museums, Old Sturbridge Village, Greenfield Village (The Henry Ford), Conner Prairie, Living History Farms, Old World Wisconsin, Frontier Culture Museum and Stuhr Museum of the Prairie Pioneer. Hogle Zoo is listed as a regional player.
Does This Is The Place Heritage Park have an API?
No public API is recorded for This Is The Place Heritage Park.
What industry is This Is The Place Heritage Park in?
This Is The Place Heritage Park's product category is Heritage Park / Living History Attraction. Its primary akta.pro industry code is THAJACAC, Historic Sites, Heritage Landmarks & Archaeological Sites, with a secondary code of BPAGAHAE, Historic Preservation & Landmarks Conservation. Its NAICS code is 71212 and its SIC code is 7990.