For 20 years, the Deer Valley Club has thrived. So much so that the popular ski-in/ski-out private residence club is investing $3.9 million into the property, including everything from room renovations to an added touch of curb appeal.
The property first opened in the 1982-3 winter season, before many of the current luxury properties in town, and was the first of its kind, said General Manager Jeff Bennett, putting a twist on what other resort towns were doing at the time.
"The Deer Valley Club is the world's first private residence club," Bennett said. " our challenge when the club first opened was separating ourselves from timeshares, because that is not who we are or what we do."
"This idea has caught on, hundreds across the world," he added.
Owners are still buying into a fraction of a unit, but the level of service and room availability is wodely considered to be at a higher level. In selling the property, owners list with agents and transfer deeds. With 30 rooms and a cap of 195 owners, at any given time during the winter season the property is at 95 percent capacity.
"Owners have the ability to request the weeks they want each season," Bennett said. "With a timeshare, it's often one locked-in week where you have to trade if you need to change those dates."
"This is a unique business model," he added, "but one that caught on quickly after this project."
Five years ago, owners began looking at the master plan, updating the lobby first. In a near unanimous vote last year, owners agreed to those upgrades into the living spaces and amenities of the property. Half of the rooms have been renovated, along with a new ski room, lobby, weight room and bar. In the upcoming shoulder season, renovations are expected to be completed. With custom-built furniture, granite counter tops and flat screens, the rooms range from two- to four-bedrooms.
"We are the new Deer Valley Club," Bennett added. "In celebrating our anniversary, every aspect of the club is new."