Park City had its third-best winter season ever in terms of skier days, but the Park City Chamber of Commerce is not letting up on promoting the area's attractions. Seeking to draw a more diverse array of visitors, the Chamber will also market the East Side of Summit County this year.
During a presentation to the Summit County Council on Wednesday, President Bill Malone told members that collective skier days for Canyons Resort, Park City Mountain Resort and Deer Valley Resort this past season amounted to 1,838,641, just 52,000 off of the record set during the 2010-11 season.
The Chamber has a $600,000 budget for marketing this year, said Cathy Miller, director of sales and marketing. Of that amount, $281,000 will go toward television spots promoting Park City across Utah and the Wasatch Front on both cable channels and major networks.
Nationally, the Chamber will promote Park City throughout the month of June on television as well. The Great Getaway promotion underway allows individuals to enter to win one of 15 Park City vacation packages this summer. Thus far, over 2,500 have entered the contest, Miller said.
Through a partnership with Bon Appétit magazine, the Chamber will host a Grub Crawl on August 16 through various Park City restaurants. Miller said the event came about as a result of winter advertisements published with Condé Nast Publications.
"That puts [Park City] in a category with cities that are really renowned for their chefs, such as New York City, Nashville, San Francisco and Dallas," Miller said.
A quite different promotion this year will be a series of segments by KUTV Reporter Casey Scott on Summit County's East Side. Five segments in total will be featured, all about the East Side, Miller said, and promotions for Summit County will be done in conjunction with the series. The feature is expected to air July 25.
"Eastern Summit County is a rather unique secret," Miller said. "We'd like to get that secret out."
Beyond this summer, Malone said the Chamber will work on two important items. The first is the JOLT Act, a piece of federal legislation which would allow certain countries to be "visa waiver countries." Malone especially pointed to Brazil, whose visitors to the United States have to undergo a lengthy visa interview process to be here. The act would waive the visa requirement and boost tourism, he said.
The second item the Chamber will work on is the reauthorization of Brand USA, which creates the opportunity to leverage funds, generated by the visa process, and put them into marketing.
"This allows us to co-opt marketing offers with the state to double our marketing dollars and to then double that [amount] with Brand USA," Malone said.
Regarding hotel occupancy and real estate, Malone said occupancy rates are growing and summer rates are looking better than in the past. Park City is also attracting more meetings and conventions. With luxury properties, he said, "Rates are getting to the point where [Realtors] thought they were going to be."
For more information on the Park City Chamber of Commerce and upcoming events, visit visitparkcity.com.