Opening at the start of the winter season, the Hilton Grand Vacations celebrated its kick-off officially last week with a ribbon cutting ceremony complete with Hilton representatives, county officials and locals in the business community.
As the now ninth lodging property at Canyons Resort, the Sunrise Lodge joined the ranks alongside other properties such as the Hyatt Escala, Westgate Resorts and the Waldorf Astoria, another property under the Hilton flagship. The Sunrise Lodge is the third Hilton property to open in Park City, but the first Hilton Grand Vacations Club to launch in any ski resort.
Hilton Grand Vacations markets and operates vacation ownership resorts in destinations across the nation, from Hawaii to New York City. Under the Hilton brand, the company also operates club membership programs, including the Hilton Grand Vacations Club which was launched in Park City, opening Park City to its more than 195,000 members.
"Sales began in late November," said Elena Norman, the Vice President of Communications for Hilton Grand Vacations. "What we have found is that this property has so much appeal to members. It is the first ski property in the Hilton Grand Vacations selling in portfolio."
"Hilton Grand Vacations is the entity that manages the resort, as well as sell the timeshare units," she added.
Current sales are outpacing the projected number, Norman said, bringing members and new guests into the brand and by extension into its only ski resort property in Park City.
The new property is located above the Sundial Lodge in previously constructed buildings that were sold to Centerbridge Capital Partners last year. The hotel and condominium project was originally completed in June 2009, dubbed the 'Sunrise at Escala,' but the property never came online due to a flood of condominium projects that were also introduced to the market that time.
"We are so lucky to have the partners we do in this project," Norman said. "We have been able to bring the property back to life. The right developers got involved, and we were selected to manage the property."
Prices for the vacation ownership packaged range $9,000 to $100,000 depending on what price point and availability owners are looking for, from a four-bedroom guaranteed over Christmas to a weekend getaway.
The Hilton Grand Vacations Club consists of 83 rooms ranging between studios and four-bedroom spaces, a total of 154 keys. Before opening, Hilton Grand Vacations invested in furbishing the space, including a complete build out of a new sales area. Amenities include a pool and hot tub area, a fitness center, ski valet service and shuttle service.
"We are implementing the Hilton Grand Vacations business model," Norman said. "We are reaching out to our loyal customers who have the propensity to travel and vacation, and the response has been that this is an appealing product."
"This is really a right-time and right-place scenario for us, " she added. "We need, and wanted, to be in Park City."