Partners attending Thursday’s Tourism Fall Forum are in for a treat. Not the Halloween kind, but one that’s every bit as enjoyable, and no costume required.
This year’s forum at Stein Eriksen Lodge blends the best of tradition with a few fresh updates we think our partners will love. We’ve kept the signature features that make it a can’t-miss annual event, while adding new perspectives to help local businesses prepare for a successful winter season.
We’ll start with a statewide view from Natalie Randall of the Utah Office of Tourism sharing the latest on this vital driver of Utah’s economy. In 2024, visitors spent a record $13.29 billion, helping generate 164,600 total jobs (up 3 percent from the year before) and $2.49 billion in state and local tax revenue.
Summit County stood out in the first half of 2025, collecting $11.1 million in Transient Room Tax revenue, just behind state leader Salt Lake County — and our 15.9 percent TRT growth rate led Utah by a wide margin.
Natalie will explore the view from her perspective and what she expects the winter months to bring.
Next up, Nathan Rafferty of Ski Utah will take us through a closer-to-home picture, reporting the latest from all 15 Utah ski resorts. From major terrain and facility expansions here in Park City to statewide improvements in snowmaking and guest amenities, our ski destinations are bringing substantial improvements in 2025-26. Nathan’s insider perspective offers a sneak peek into what promises to be an exciting season.
We’ll also hear from Steve Halasz of Blue Room Research, whose reports to the chamber are models of clarity and insight. I am thrilled to be sharing his perspective with forum attendees. Steve will recap the summer and fall economy and preview trends that could shape the season to come.
This year, instead of our traditional live resort panel, we’re debuting a new video showcase featuring upgrades and enhancements at local resorts and around town, which will elevate the winter experience for residents and visitors alike.
I’ll close the program with a chamber update, including a preview of this winter’s Mountainkind campaign, which highlights our welcoming community, world-class winter legacy, amenities and activities, and our commitment to sustainable visitation.
As seasonal hiring ramps up, I’ll remind employers about our health insurance and benefits packages, the WERIP private sector partnership, and our seasonal workers website — a hub for resources ranging from winter clothing tips to mental health support and affordable local food options. I’m also proud that we have bilingual volunteers ready to assist Spanish-speaking workers.
The Fall Forum is one of the most important milestones on our annual calendar — a moment to gather as partners, share knowledge, and look ahead before the lifts start spinning. Add in the iconic Stein Lodge and service, great food, casual networking and the energy of anticipation, and it’s truly the season’s unofficial kickoff.
As Halloween weekend arrives, I hope you’ll enjoy the other kind of treats — and savor the Mountainkind spirit that makes life in Park City so wonderful, all year long.
Jennifer Wesselhoff is the president and CEO of the Park City Chamber of Commerce & Visitors Bureau.