When all the numbers for the final week of the year were totaled at the end of 2018, Park City Chamber/Bureau reported an all-time high record for overnight group bookings. The mountain town made significant gains growing the number of groups that booked Park City for their meetings and events in the Summer and Fall and kept revenue streams strong during what had traditionally been slower seasons for the destination.
“So many components impact a town’s performance over a single year,” notes Bill Malone, CEO of the Park City Chamber/Bureau. “Currency exchange rates and airline routes affect international visitation and snowfall levels certainly impact the first few months of our year. But our guests are increasingly being drawn to the comfort of our warmer Spring conditions and bluebird days, and then continue to visit us throughout Summer and Fall, as we host the Deer Valley Music Festival, Kimball Arts Festival, Tour of Utah and a host of summer recreation, from fly-fishing and water sports to alpine coasters and mountain biking,” he continues. Trailforks confirms Park City’s trail system remained the state’s most active in 2018.
One of the strongest drivers of tourism performance in 2018 was the Group Sales segment, particularly in the non-winter months. In June, September and October, the town’s larger hotels reported their group segments had grown to represent a greater percentage than the occupancy generated by leisure (individual) visitation. The Park City Chamber / Bureau’s Group Sales team received a Stella Award in 2018, recognizing the team’s superior efforts to place group events and meetings in Park City. “These groups are essential to keeping hotel staff and restaurants open throughout the full twelve-month year,” notes Tonya Sweeten, Vice President of Group Sales for Park City Chamber / Bureau. The Group Sales team assisted in booking 195 groups into the town’s hotels in 2018 (up from 152 in 2017). This represents 37,116 room nights for the town (up from 25,196 in 2017) and just over $10 million in room revenue (versus $8.9 million in 2017). This same team also created 693 leads for future groups looking to book between 2018 – 2023.
And with several new hotels in the contract and construction phases, particularly in the Canyons Village neighborhood, the prospect for continued group visitation remains strong. Group business is especially meaningful to Park City because visitors arrive in large vehicles, reducing individual car traffic, and can be booked during periods area hotels have strong needs, so they are strategic in avoiding sporadic seasons of high and low employment.
One of the most exciting pieces of news for the town’s near-term outlook was delivered in December, as the USOC selected Salt Lake City and Park City as the country’s choice to host the 2030 Winter Olympic Games, and this bid now goes before the IOC (International Olympic Committee) for consideration. Park City will host the 34th Annual Sundance Film Festival later this month, followed by the 2019 FIS Freestyle World Championships in February, bringing groups of enthusiasts from the worlds of entertainment and winter sports from all over the world, as the City looks to break its own tourism revenue record in 2019.
For more information: www.visitparkcity.com
About Park City, Utah
Park City, Utah is North America’s most accessible mountain recreation destination, located just 25 miles from Salt Lake City International Airport. Park City offers over 100 lodging properties including bed and breakfast inns, condominiums and full-service hotels. Park City is home to Deer Valley Resort and Park City Mountain, and over 400 miles of public trails, which offer endless year-round outdoor recreation possibilities. Boasting nearly 150 palate pleasing bars and restaurants, an abundance of shopping options lining Historic Main Street and the Utah Olympic Park, one easy trip offers a mountain range of activities and amenities for the most discerning visitors. The Park City Chamber / Bureau has launched a new campaign – Winter’s Favorite Town – touting the amenities of the picturesque region from December – April. Meeting planners are being encouraged to book their groups in Park City between May and November through the Chamber / Bureau’s Group Sales team.