Lonely Planet calls Utah “The world’s most perfect playground,” and its tourism industry is among the fastest growing anywhere. Amid the challenges of rapid growth, the Utah Tourism Industry Association needed to reimage its mission, sharpen its purpose and reassess its service constituencies. TEI ‘s facilitated Board retreat featured a vigorous review of roles and responsibilities. The resulting fresh definitions of priorities, strategies and tactics and a revised, purpose-driven mission statement reaffirmed UTIA’s essential contributions in an ever-evolving tourism environment.