Following a weak snow year, Park City’s tourism and economic leaders are emphasizing what makes the town unique during the other seasons. At its annual meeting on Thursday, the Park City Chamber/Bureau recognized outgoing board members, introduced incoming members, reported on the tourism econ omy and presented the Myles Rademan Spirit of Hospitality Award.  Deirdra Walsh, vice president and chief operating officer of Park City Mountain, was selected as the incoming chairperson of the Chamber/Bureau’s board. Walsh opened the meeting discussing Utah’s “economic strength” as a tourism destination and the major role Park City plays in that identity.  Deirdra Walsh, vice president and chief operating officer of Park City Mountain Resort, led the Park City Chamber/Bureau annual meeting as the new board chair on Sept. 3. Credit: Jonathan Herrera/Park Record Jennifer Wesselhoff, president and CEO of the Chamber/Bureau, spoke about making the city more sustainable by becoming more than just a winter tourism town and expanding to a four-season destination.  The loss of the Sundance Film Festival, Wesselhoff said, is an opportunity to focus on other strengths of the city’s tourism industry. She noted recent booms in the dining industry, such as the inaugural Chef’s Table Festival in Park City and Southwest Michelin Guide awards, as well as the continued success of the Kimball Arts Festival. Wesselhoff also noted that Shaun White’s Snow League is coming to Park City and that the television show “Marshals” is returning to film another season. Wesselhoff said the lack of snow during the 2025-26 ski season wasn’t a failure but a point of inspiration for marketing initiatives and reinforcing other aspects of community entertainment.   “When the snow was scarce, the industry didn’t shatter. We’re more than a ski town; we’re a community that stands together,” Wesselhoff said.  The Chamber/Bureau reported $2.2 billion in tourism economic impact and $1.6 billion in visitor spending in Summit County. Wesselhoff also provided updates on the Chamber/Bureau’s 10-year sustainable tourism plan, which launched in 2022. Objectives include fostering local pride, advancing sustainable infrastructure, protecting natural areas, building economic resilience, promoting economic equity, aligning messaging and strengthening arts and culture. In the 2027 fiscal year, 17 sustainable tourism grants were awarded, totaling $150,000.  Summit Bike Share, the Summit County Green Business Program and the Certified Sustainable Destination certification have all contributed to those initiatives, she said. Wesselhoff also referenced the Wheel the World partnership, verifying Park City as an accessible destination.  “Adventure and meaningful experiences should be accessible to everyone,” she said.  Looking ahead, factors such as energy costs are expected to increase domestic travel and tourists visiting from drivable locations, alongside a continued decrease in international visitors. The Chamber/Bureau anticipated more intentional planning, with tourists turning to travel advisors to plan trips. It also expects an increase in multigenerational travel, as well as visitors seeking culinary, sports and wellness activities at their destinations.  Wesselhoff added that the Chamber/Bureau will continue its Mountainkind marketing strategy. “The care for each other and our community sets us apart,” she said. “The Mountainkind community is passionate, prosperous and sustainable.” Responsible tourism and sustainability were common themes throughout the meeting in local and state initiatives.  Natalie Randall, the deputy commissioner of the Governor’s Office of Economic Development and managing director of the Utah Office of Tourism and Film, provided information about the state’s broader tourism industry and its expected growth. Economic, environmental and political barriers are weakening international travel across the country, she said. However, domestic travel is still booming. Randall highlighted several unique traits that help the state hold up in a destabilizing travel environment, such as its national parks and outdoor recreation. “Travel is connection,” Randall said.  Domestic travelers are specifically looking for immersive connections with nature and local communities, something Park City has always succeeded at.  Randall also pointed to a “dynamic visitor economy” driven by diverse attractions throughout the state. Outdoor recreation continues to be a stronghold for state tourism, but new industries like agritourism, astrotourism and film tourism, or “set jetting,” are also drawing in new visitors.  “We have a visitor economy that is rare, strong, valued and perpetual,” Randall said.  Randall cited a recent study from the Kem C. Gardner Policy Institute that reported $13.7 billion in traveler spending in 2025, generating $2.7 billion in state and local tax revenue.  A 2026 statewide resident sentiment survey showed 62% of people thought the positive effects of tourism outweighed the negative effects, 76% recognized tourism’s importance to the state economy, 76% said natural resource protection and tourism can be compatible, and 86% agreed the Utah Office of Tourism should educate visitors on environmental impacts and responsible travel. In the spirit of hospitality, the Chamber/Bureau also bestowed its annual award named after Myles Rademan, who founded and directed the Leadership program for more than 25 years and has been influential in shaping Park City. Rademan introduced the award, saying there is a “fundamental need” for personal interaction in the current high-tech era.  “The need for human touch is the bedrock of hospitality,” he said. “Hospitality remains beautifully and stubbornly human.” Rademan said genuine hospitality makes guests feel like they matter, something that everyone wants.  Rademan also issued a challenge to the audience ahead of the 2034 Olympics: “I ask all to practice hospitality skills as we prepare for the next challenge,” he said. Randy Barton, manager and director of the Egyptian Theater, received the award. It’s given every year to a community member dedicated to making Park City a great place to live, work and play, according to the Chamber/Bureau.  Credit: Jonathan Herrera/Park Record Barton is best known for his work at the Egyptian Theatre, but his community service extends to hosting a radio show on KPCW and founding Mountain Town Stages. Barton turned the meeting into a party, playing disco music and handing out pink glasses and chocolates.  Those who spoke also recognized and honored the recent passing of Colin Hilton, president and CEO of the Utah Olympic Legacy Foundation, who died by suicide last month. Randall said Hilton inspired her with the connection behind hospitality and tourism. Wesselhoff recognized the importance of reaching out and supporting each other in a leadership community that faces unique challenges, while others shared anecdotes and similarly emotional sentiments. The post Park City Chamber/Bureau wants to build a four-season destination appeared first on Park Record. ...read more read less