Branding The state of Utah relies heavily on income from tourists and travelers visiting the state's parks and ski resorts, and thus the need to "brand" Utah and create an impression of the state throughout the world has led to several state slogans, the most famous of which being "The Greatest Snow on Earth", which has been in use in Utah officially since 1975 (although the slogan was in unofficial use as early as 1962) and now adorns nearly 50 percent of the state's license plates. In 2001, Utah Governor Mike Leavitt approved a new state slogan, "Utah! Where Ideas Connect", which lasted until March 10, 2006, when the Utah Travel Council and the office of Governor Jon Huntsman announced that "Life Elevated" would be the new state slogan. Mining Beginning in the late 19th century with the state's mining boom (including the Bingham Canyon Mine, among the world's largest open pit mines), companies attracted large numbers of immigrants with job opportunities. Since the days of the Utah Territory mining has played a major role in Utah's economy. Historical mining towns include Mercur in Tooele County, Silver Reef in Washington County, Eureka in Juab County, Park City in Summit County and numerous coal mining camps throughout Carbon County such as Castle Gate, Spring Canyon, and Hiawatha. These settlements were characteristic of the boom and bust cycle that dominated mining towns of the American West. Park City, Utah, and Alta, Utah were boom towns in the early twentieth centuries. Rich silver mines in the mountains adjacent to the towns led to many people flocking to the towns in search of wealth. During the early part of the Cold War era, uranium was mined in eastern Utah. Today mining activity still plays a major role in the state's economy. Minerals mined in Utah include copper, gold, silver, molybdenum, zinc, lead, and beryllium. Fossil fuels including coal, petroleum, and natural gas continue to play a large role in Utah's economy, especially in the eastern part of the state in counties such as Carbon, Emery, Grand, and Uintah. Incidents In 2007, nine people were killed at the Crandall Canyon Mine collapse. On March 22, 2013, one miner died and another was injured after they became trapped in a cave-in at a part of the Castle Valley Mining Complex, about west of the small mining town of Huntington in Emery County. Energy Utah extracts more