Visit Salt Lake Launches Volunteer Hub Ahead of 2034 Olympic Winter Games

Visit Salt Lake, in partnership with Sports Salt Lake, has launched the Visit Salt Lake Volunteer Hub, a new community initiative designed to connect residents with meaningful opportunities to be part of the events shaping Salt Lake’s future.

Alongside the launch, Visit Salt Lake also announced a new partnership with the Utah Olympic Legacy Foundation to support their shared vision for Salt Lake’s growth as a top sporting destination, ahead of the Utah 2034 Olympic and Paralympic Winter Games.

As Salt Lake continues to attract major sporting competitions, conventions and meetings, the Visit Salt Lake Volunteer Hub is set to introduce a more intentional, coordinated approach to volunteer engagement.

The Volunteer Hub builds on an existing volunteer database to set a new standard for what volunteer involvement can look like, with participants who are genuinely ready to welcome visitors from around the world. The program will include quarterly training sessions, event-specific briefings, leadership development and background checks.

Launching officially this month with volunteer recruitment and initial training, the program will enable participants to experience a range of events, from sporting competitions to conventions, civic initiatives and major destination moments such as the anticipated opening of the historic Temple Square in the center of Salt Lake City in 2027.

In addition, the Volunteer Hub will serve as a regional hub connecting individuals to community service opportunities. A new community grant program will allow local schools, sports clubs and civic groups to earn funding through volunteer participation, and sponsorship opportunities will support training, recognition and long-term program growth.

“This initiative reflects where Salt Lake is headed as a destination,” said Kaitlin Eskelson, president and CEO of Visit Salt Lake. “Demand from event organizers is growing, and through this program, our community gets to be part of that momentum while helping us deliver the kind of experiences that keep people coming back.”

Earlier this month, it was also confirmed that the Bosnian Men’s National Soccer Team will base itself in Salt Lake during the 2026 Men’s FIFA World Cup. After leaving an initial pre-World Cup base camp in St. Louis, Missouri, the team will go direct to Toronto for its opening game against co-host Canada before heading to train at both the Real Salt Lake Stadium (home to Major League Soccer’s Real Salt Lake and the National Women’s Soccer League’s Utah Royals) and the Real Salt Lake training facility in Herriman.

Utah Olympic Legacy Foundation Partnership

Leading up to the 2034 Olympic and Paralympic Winter Games, Visit Salt Lake and the UOLF will combine their expertise to enhance event operations, expand joint programming and build a more unified approach to serving the destination as a result of their new partnership.

By sharing resources and aligning on key initiatives, the organizations aim to elevate Salt Lake’s profile on both a national and international stage.

“Utah’s Olympic legacy has never just been about venues or events — it has always been about the people who bring them to life,” said Lisa Bennion Rasmussen, chief revenue officer for the Utah Olympic Legacy Foundation. “We are proud to partner with Visit Salt Lake on an initiative that invites more residents to play a meaningful role in shaping the experiences that define this destination.

“The Visit Salt Lake Volunteer Hub creates a strong foundation for community engagement now, while also helping prepare the next generation of volunteers who will help welcome the world in 2034.”

Visit Salt Lake is the private, nonprofit destination sales and experience organization dedicated to recruiting, retaining and activating conventions, meetings, sporting events and leisure travel that fuels the region’s visitor economy. In partnership with Salt Lake County, hoteliers, members and public-sector stakeholders, VSL helps to generate $6.15 billion in annual visitor spending, $575 million in direct tax revenue and $1,700 in household tax savings while supporting more than 56,000 jobs.

2034 Olympic and Paralympic Winter Games

The 2034 Olympic Winter Games, branded as Utah 2034, will be the fifth Olympic Winter Games, and 10th Olympic Games overall, to be hosted in the United States. The 27th edition of the Games, scheduled to take place February 10—26, 2034, will be held 32 years after Salt Lake previously hosted the 2002 Olympic Winter Games.