Discover how Salt Lake City has become a premier destination for UFC events. Learn about the city’s rise, its challenges, and its successful hosting of UFC 278 and UFC 291.
Salt Lake City’s Rise as a UFC Host: How a Small City Became a Premier Destination
When it comes to hosting UFC events, cities like Las Vegas, Los Angeles, and New York City are often at the top of the list. However, Salt Lake City has managed to defy expectations and become a premier destination for the world’s premier combat sports organization. In less than 12 months, the city has hosted two pay-per-view events, UFC 278 and UFC 291, showcasing its growing popularity and appeal.
UFC president Dana White expressed his confidence in Salt Lake City’s potential when he visited in June 2022 to promote UFC 278. He praised the city’s growth and development, stating that it was becoming one of the better global destinations in the world. Despite some initial reservations, the success of UFC 278, highlighted by an exciting welterweight title match between Leon Edwards and Kamaru Usman, solidified Salt Lake City’s reputation as a viable host for UFC events.
The decision to bring UFC events to Salt Lake City was not without its challenges. The city’s smaller population and previous lackluster experiences hosting UFC events made the organization hesitant. Lawrence Epstein, UFC’s Chief Operating Officer, explained that they consider various factors when assessing potential markets, including the quality of the venue, the success of previous sporting events in the area, local partnerships, and the demographics of the fanbase.
Salt Lake City’s bid to host UFC events began in 2010 when the Utah Sports Commission recognized the city’s potential as a sports destination. Despite a setback in 2012 when a scheduled event was moved to San Diego due to poor ticket sales, the commission continued its efforts. In 2016, Salt Lake City finally hosted a UFC event, but it fell short of expectations due to a lackluster fight card. However, the Utah Sports Commission and the Utah Jazz’s arena persisted in their pursuit of a pay-per-view event.
The transformation of Salt Lake City’s economy and the growth of its tech sector played a significant role in attracting the UFC. The city’s concert scene also thrived, with ticket sales rivaling those of larger markets like Los Angeles and New York. The acquisition of the Utah Jazz and the arena by Ryan Smith in 2020 further bolstered Salt Lake City’s bid for UFC events. Smith’s connections and influence helped facilitate discussions with UFC parent company Endeavor Holdings Group.
Salt Lake City’s successful handling of the COVID-19 pandemic and its status as one of the first states to fully reopen also worked in its favor. The UFC’s decision to resume events with live audiences in American arenas aligned perfectly with Salt Lake City’s bid. Despite a last-minute change that moved UFC 264 to Las Vegas, Salt Lake City’s efforts did not go unnoticed.
UFC 278 and UFC 291 both exceeded expectations, drawing sold-out crowds and generating significant economic impact for the city. The success of these events has led to discussions about future UFC events in Salt Lake City. While hosting a pay-per-view event three years in a row may be a challenge, both parties are hopeful that their relationship will continue to thrive.
Salt Lake City has proven that size doesn’t determine a city’s ability to host successful UFC events. Its rise as a premier destination for the organization showcases the city’s growth, appeal, and ability to captivate fans. As Salt Lake City continues to establish itself as a prominent player in the world of combat sports, the possibilities for future events and partnerships are endless.
