According to Bill Malone*, President and CEO of the Park City Chamber/Bureau, “droves of spring break vacationers and people visiting from Latin American countries led to a successful March”. Malone expects to see increased visitors from Australia due to Vail Resort’s recent acquisition of Perisher, Australia’s largest ski resort.
Although March is always a big month for visitors to Park City, I found it fascinating that in his recent interview with the Park Record, Bill Malone specifically cited visitors from Latin America, Australia and New Zealand. In my casual conversations with people on Park City’s ski lifts, many told me that they were visiting Park City for the first time using their “Epic” ski pass. These visitors had traditionally vacationed in Colorado, but wanted to give Park City a try since it was included on their ski pass. Vail’s Epic pass is sold in 50 countries around the world. In a recent press release, Vail’s CEO, Rob Katz noted, “..we are pleased with the double-digit visitation and revenue growth at Park City, following our transformational capital investments.”
It is difficult to draw visitors to Park City the first time. However, once first-time visitors experience the charm of Park City and the ease of traveling to our resorts, it is likely they will return. There is also that possibility that they will like Park City so much, they will want to invest in a permanent or vacation home in Park City and become part of our community. Vail’s acquisition of Park City Resort and the presence of the Epic Pass in Park City is truly a game changer for our community.
*Source, Park Record, March 26-29, 2016