Breckenridge and Keystone Resort led the way with their “Kingdom of Breck” and “Lifetime of Firsts” brand announcements in August.
Now it’s Park City’s turn to be “Larger than Life.”
Vail Resorts is rolling out new marketing strategies at select North American resorts ahead of the 2026-2027 winter season.
The “Larger than Life” brand platform is already embodied in the form of a 22-foot superpipe cut into the hill above Old Town Park City. It will host Shaun White’s Snow League slopestyle competition come January.
The Olympic gold medalist will play a large role in Park City Mountain’s new brand platform, said Vice President and Chief Operating Officer Deirdra Walsh. White will voice a new digital ad.
“Some other resorts are also looking at their new brand platforms, but it's not something that's happened across every mountain. Park City is a really special mountain. It's a place that means a lot to us as a company, and I think this is about our demonstration of this brand coming to life and how we continue to invest now and also into the future.”
Park City Mountain is the United States’ largest resort when measured by public, skiable acreage.
In a Tuesday announcement, the resort touted $144 million invested in lifts, snowmaking and other improvements across the last decade.
That includes the 10-person Canyons Village Skyway replacing the Cabriolet lift this season. Nearby, all five stories of the new Canyons Village parking garage are slated to open in early December.
Park City Mountain’s other lift project, expanding the capacity of Silverlode Express and the Eagle lift, is approved but being challenged by a resident in 3rd District Court.
Park City also wants to expand dining this year.
It introduced a “Peak-to-Plate” day last year, in which chefs at different on-mountain lodges created dishes unique to their location. Spokesperson John Kanaly said there will be more Peak-to-Plate days this winter.
“We do a guided experience where you get to eat and ski your way across the mountain, experience different plates at each one of these lodges,” he said.
Skiers can also expect to see a sleigh traveling around Park City Mountain with free s’mores this year.
“Larger than Life” comes on the heels of Vail’s “Epic Experience” brand announcement in July. Park City Mountain’s parent company hopes dining and luxury experiences will help grow the business.
Growth has appeared to slow industrywide. Both Vail and its main competitor, Alterra Mountain Company, have cut corporate employees recently.
Vail Resorts’ EpicPromise Employee Foundation is a financial supporter of KPCW.
