Tuesday’s announcement at Park City Mountain Resort of a partnership with Shaun White’s newly formed Snow League adds another diamond to our glittering collection of winter events. The three-time Olympic gold medalist launched this new professional winter sports league in 2024, dedicated to snowboarding and freeskiing. Its inaugural season delivered four global stops, including China and Switzerland, a $2.2 million purse, and crowned champion superstars like Sena Tomita, Yuto Totsuka, Eileen Gu, and Luke Harrold.  Park City’s January 2027 stop will highlight the same athletes who captivated audiences at February’s 2026 Milano Cortina Games — where halfpipe events remained among the most-watched in the Olympic program. It could even offer a preview of some of the contestants we will see at our 2034 Olympic Games. It is most certainly an emphatic statement of our place on the international ski scene that will resonate internationally. The weekend following the Jan. 22-24, 2027, Snow League event, Deer Valley will welcome the FIS World Cup. These back-to-back events will transform our mid-winter calendar into a celebration of world-class snow sports. For our local businesses, the timing and audience could not be better. The winter season drives 60% to 70% of annual revenue for many Main Street restaurants, shops and lodging properties. Visitors drawn to elite snow sports are precisely the high-spending guests we seek: Travelers who book world-class skiing, athletic events, accommodations and dining experiences. For the many first-time guests Snow League is sure to attract, their first taste of the Mountainkind spirit and vibrant Main Street scene will spark return visits for years to come. The Snow League aligns perfectly with our brand as premier ski and snowboard lifestyle destination. It will also shine a fresh light on the venue itself, already hallowed ground. In 2002, Park City Mountain’s Eagle superpipe hosted one of the most memorable Olympic moments: the U.S. men’s halfpipe sweep with Ross Powers (gold), Danny Kass (silver), and J.J. Thomas (bronze). And Kelly Clark became the first the first U.S. woman to win an Olympic gold medal in halfpipe snowboarding. Shaun White and the Snow League chose Park City to update that legacy and elevate the pipe as a global venue. This collaboration with Vail Resorts and the Snow League also advances our preparations for the 2034 Winter Olympics, the strategic practice we need to perfect the infrastructure Utah will showcase on the world stage. That said, the arrival of the Snow League is not a bid to replace Sundance. Instead, we are thoughtfully evolving our winter calendar with events that match our mountain brand. Hosting the “F1 of snowboarding and freeskiing” alongside the FIS World Cup sends an unmistakable message: Park City is where elite athletes and passionate fans converge for unforgettable experiences and will do so for decades to come. As chamber CEO, I champion the partnerships that sustain our small-town hospitality and big-mountain reputation every day. I can already feel Shaun White and the Snow League energizing Park City, boosting local businesses and Mountainkind pride, while reinforcing our position as “Winter’s Favorite Town.”  I invite every resident, business owner, and visitor to join us in celebrating what is ahead. January 2027 will be electric, and it is only the beginning. Jennifer Wesselhoff is the president and CEO of the Park City Chamber of Commerce Visitors Bureau. The post Park City Pulse: Bring on the Snow League appeared first on Park Record. ...read more read less