Park City Tourism Boosters Say 'Winter's Favorite Town' Slogan Has Been A Success
Park City’s tourism boosters at the Chamber/Bureau certainly appreciated the strong winter season last year. They’re also proud of their marketing efforts.
KPCW recently talked to Jim Powell, communications director for the Park City Chamber/Bureau, who said they’ve had a good response to their slogan “Winter’s Favorite Town” and will be continuing it for the near future.
For promotions next summer, they’re using the slogan “On the Right Trail”—referring not just to the outdoors, but trails to arts and culture in town, or dining experiences. Powell said they’ve been shooting video recently, in locales such as Guardsmen Pass, Deer Valley and Hi-Star Ranch near Kamas.
He said their top international markets continue to be Australia, Mexico, Brazil and the United Kingdom
“Mexico’s a great story,” Powell explained. “We have two daily direct flights, one from Mexico City, one from Guadalajara. Three and a half hours to get here from there, and it’s direct into Salt Lake City. There’s no better way to do that. Now one of the hitches this year was that their holiday, Semana Santa, which is Easter, we lost that this year because of Easter falling so far out of the ski season. I think it was on the 21st this year. So again, we lost some of that market from Brazil and Mexico. But in general, we say a bit of softening with international and that may just due to the strengthening of the dollar, maybe going other places, certain geo-political issues that might be out there. But again, we take a long-term look with international market. We don’t take our foot off the gas pedal, depending on what’s going on. We really try to keep that moving forward.”
He said another policy they’re pursuing is to bring in so-called influencers—people with significant social-media audiences.
“We make sure that they have a great following,” Powell continued. “Again, we try to do our research on them, make sure they’re the right mix to our audience. Then we’ll bring them in, we’ll host them here, they’ll spend four or five days. Typically, they generate blog posts, video content, and then again they push that out to their followers. And especially international, places like Brazil and Mexico, influencers carry a lot of weight. And so again that’s one of the areas we started to move into. More domestically with influencers we try to only use that for some specific things here or there. We’ll use it for fall marketing. Again, we don’t really need a lot of help with winter marketing.”
Jim Powell from the Park City Chamber/Bureau, who said that next season, they anticipate Easter will be better positioned for them, on April 12th of 2020. He foresees a strong period for mid to late March preceding that. You can watch the "Winter's Favorite Town" commercial here.