Happy Thanksgiving!
We have so much to be thankful for, including last week’s Tourism Fall Forum at the Stein Eriksen Lodge, which was exceptional — a blend of data and (informed) crystal ball gazing, and relaxed camaraderie. The presenters painted a generally positive picture of what’s coming with data that will assist business owners with planning as the snow begins to fall.
Advance bookings are positive — up 4 percent compared to last year — with February, March and April looking particularly good. School break calendars are impacting Christmas week and causing a strong showing in January and an early Easter may be boosting March at some expense to April.
We slightly trail our competitor destinations in November and December bookings, but we’re outperforming them in January, February and March.
Around the country, capital investment and the number of new/upgraded lifts is on the rise, especially in the Rockies. Locally, we know significant resort upgrades and expansion are in the works and it’s imperative that we continue to allow investments in our community in order to keep the experience positive and competitive.
Research shows travelers are excited if a bit wary. They are watching inflation, but 88 percent say they will travel more or about the same amount this holiday season, with 92 percent planning to hit the road in the next six months. One-third will spend more this year (up from 24 percent last year). Fifty-two percent anticipate spending about the same amount.
The Tom Kelly-moderated panel with ski industry leaders praised progress in traffic and parking management, housing and sustainability, and caring for employees and their children.
Ski Utah’s Nathan Rafferty observed paid and reserved parking around the state “are removing the ‘Will I have a parking space?’ drama from your day.”
PCMR’s Deirdra Walsh said their successful version continues this year, adding that carpooling (63 percent of carpoolers traveled with four or more occupants) and more transit riders made the base area experience faster last year.
She and Deer Valley’s Todd Bennett agreed the city’s Richardson Flat Park and Ride is critical, while Woodward’s Gar Trayner and Olympic Legacy Foundation’s Calum Clark cite Summit County’s High Valley Transit as crucial to their operations, especially for students.
Workforce housing: Vail has 441 employee beds at Slopeside, its 1,189-bed workforce partnership with Summit County and Columbus Pacific Development, where they cut the ribbon last month. Panelists applauded the WERIP program, incentivizing residents to rent to seasonal workers.
Walsh shared Vail Resorts’ dedication to positive community impacts, including a $250,000 donation to Mountainlands for housing assistance, support for PC Tots and Park City Education Foundation’s child-care efforts, and helping raise $400,000 with the Early Childhood Alliance. PCMR and Deer Valley offer child care for employees and guests, Walsh stating after-care is an additional priority.
It was a pleasure to address sustainable tourism. I cited 83 programs underway since the plan was recognized by the Park City and Summit County councils last year, including the chamber’s seasonal worker resource guide and a new partner employee benefit program. Sustainability, after all, includes balancing a thriving economy and improving quality of life.
What’s in the 5-10 year crystal ball? Winter sports! Panelists see us as becoming world-renowned, sweeping the medals podium at future Utah-hosted Olympic games, building a year-round, sports-themed tourism economy, developing a cadre of local youth dedicated to an active lifestyle, and increasing women’s ski/snowboard participation (currently around 39 percent).
What a setup for Parkite Sarah Hendrickson, who transfixed the audience with tales of becoming the first-ever women’s World Cup ski jump champion and fighting back from injuries to qualify for the 2014 and 2018 Olympics. Her recovery inspired her present career as an ER nurse.
With a sly sense of humor, Sarah represents the blend of talent, dedication, service to others, and love for the outdoors and the sporting life that authentically defines our community, something I’ll reflect on this Thanksgiving, and add to my gratitude list.
Jennifer Wesselhoff is the president and CEO of the Park City Chamber of Commerce & Visitors Bureau.