Seeing opportunity in Europe, representatives from Park City fly to Amsterdam |

Seeing opportunity in Europe, representatives from Park City fly to Amsterdam

If the Park City Chamber/Bureau has its way, there will be more Europeans coming to town for ski vacations.

Bill Malone, president and CEO of the Chamber/Bureau, is among those traveling on the first leg of Gov. Gary Herbert’s trade mission to Western Europe, which begins in Amsterdam.

Malone said he and others from the Park City business community — representatives from Stein Eriksen Lodge, Montage Deer Valley and St. Regis Deer Valley — are going on the trip to show off what Park City has to offer people in Amsterdam.

Delta Air Lines began offering nonstop flights between Salt Lake City and Amsterdam earlier this month, essentially opening up the Dutch market to Park City, Malone said.

"We’re doing heavy lifting in Mexico and Australia and Brazil, but we’ve had some of our properties talk about the fact that we need to have a larger presence on the European side," Malone said. "And I think any time you have the ability to get people here, in terms of a nonstop flight, that makes it a big deal. It makes it so much easier for people."

Malone said they were scheduled to leave for Amsterdam Friday evening. A reception in Amsterdam, as well as a luncheon with the media, was set for Monday. On Tuesday, the representatives were set to visit several Amsterdam tour operators to give presentations about Park City.

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The trade mission will continue to a handful of other European cities, but Malone said Park City’s representatives will return to Utah Wednesday.

Malone said it is the first time the Chamber/Bureau has participated in a trade mission with the governor. That Herbert and representatives from his office will be attending lends credibility to Park City’s efforts, he said.

"The fact that it attracts media attention is big," Malone said. "We would have difficulty doing that otherwise."

John Perry, communications manager for Stein Eriksen Lodge, said the company has seen bumps in visitors as a result of new nonstop flights before, so it is seeking to make as many inroads as possible with European travelers.

"It’s definitely a new opportunity for us," Perry said. "The direct flight is always nice. The last one that opened up to Mexico last year, we saw great results from that. There was, like, a 14-day period where our Mexican tourism was up almost 500 percent (during the Mexican holiday Semana Santa)."