A program of the 501(c)3 Utah Cultural Alliance Foundation, NowPlayingUtah.com is a comprehensive statewide events calendar. This website also hosts all of our data collection and the benefits of a strong cultural industry.



About NPU: NPU is the most comprehensive event calendar for locals/visitors to find events to attend (this information is also provided as a real-time data feed for more than 13 calendar sites across the state); and programs that expand and diversify cultural audiences by distributing tickets free to patrons experiencing socio-economic hardship or other barriers thereby granting access to meaningful arts and cultural engagement.

Program Mission: The amplify program (NPU) amplifies the value of culture by compiling and sharing events across the state of Utah with the public on NowPlayingUtah.com

A Brief History: In 2008, Visit Salt Lake (VSL), Utah Division of Arts and Museums (UA&M) and ZAP (Salt Lake County Zoo, Arts, & Parks) were searching for a way to provide extensive and cost-effective promotion for arts/cultural organizations, as well as a comprehensive source for locals and visitors to find arts/cultural events to attend. These three partners founded the Utah Arts and Cultural Coalition and launched the NowPlayingUtah.com (NPU) website to support and promote the arts throughout Utah. Since then, NPU has provided a no-cost method for arts/cultural organizations, venues, and artists to publicize their events to an extensive audience. Because of NPU, arts/cultural organizations of all sizes can easily promote their organizations and activities to NPU's 117,000+ monthly visitors seeking cultural enrichment.

In 2018, the Utah Cultural Alliance Foundation (UCAF) took over management of UACC/NPU at the recommendation of Visit Salt Lake. While being separate entities, UCA and NPU are closely aligned in vision and mission. UCA’s executive director functions as the chief vision officer and manager for both entities but finances are separate with NPU employing its own staff of a full-time director of operations and part-time content and website administrator. In the past two years, NPU has increased site traffic by 150% each year and just launched a complete revision of the website based on user feedback. NPU and UCA are now planning to merge together in early 2021 as one entity that will be able to continue to grow and provide expanded services to both the arts/cultural organizations and the general public who support the cultural sector. The merger will allow more efficient use of both staff and resources in order to better fulfill our combined mission to increase awareness of and amplify Utah’s diverse arts, humanities, and cultural industries.