park city utah ski resortdvqlxo2m2q99q.cloudfront.net/000_clients/158778/file/... · 2014-08-13 ·...

[PARK CITY UTAH SKI RESORT]

Terrence Gagala

Kangjin Kim

Wendy Yang

Gagala, Kim, Yang 2

Table of Contents

I. Resort Property ...................................................................................................................................... 5

Types of Lodging ...................................................................................................................................... 5

Park City Hotels & Lodges ................................................................................................................... 5

Park City Condominium Hotels ............................................................................................................ 5

Park City Owner Rentals....................................................................................................................... 6

Park City Condominium & Vacation Home Rental Companies ........................................................... 6

Full-Service Luxury Home Rentals ...................................................................................................... 6

Park City Bed & Breakfast Inns ............................................................................................................ 6

Ski Resort Central Reservations ........................................................................................................... 6

Prices/Packages ......................................................................................................................................... 7

Weekly Deals in Park City Utah ........................................................................................................... 7

Military Discounts ................................................................................................................................ 7

Services ..................................................................................................................................................... 7

Visitors Information Center .................................................................................................................. 7

Tour Services ........................................................................................................................................ 7

Cleaning Service ................................................................................................................................... 7

Restaurant Delivery Service.................................................................................................................. 8

Financial& Banking services ................................................................................................................ 8

Mailing & packing service .................................................................................................................... 8

Printing & copying service ................................................................................................................... 8

Family service ....................................................................................................................................... 8

Rental services ...................................................................................................................................... 8

Concierge & specialty service ............................................................................................................... 8

Transportation ....................................................................................................................................... 8

Facilities .................................................................................................................................................... 8

Arts& Culture ........................................................................................................................................ 8

Business & Professionals ...................................................................................................................... 8

Community Centers .............................................................................................................................. 9

Dining & Night life ............................................................................................................................... 9

Government, Utilities & Education ...................................................................................................... 9

Health& Medical ................................................................................................................................... 9

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Spa & Salon .......................................................................................................................................... 9

Recreation ............................................................................................................................................. 9

Retail ................................................................................................................................................... 10

Business Cycle ........................................................................................................................................ 10

Seasonally ............................................................................................................................................... 11

Park City Savor the Summit ................................................................................................................ 11

Park City Sunday Market .................................................................................................................... 11

Park City / Deer Valley Music Festival .............................................................................................. 11

Park City 4th of July Parade and Celebration ..................................................................................... 11

Beethoven Festival Park City .............................................................................................................. 11

Park City Food and Wine Classic ....................................................................................................... 12

Park City Kimball Art Festival ........................................................................................................... 12

Tour of Utah ........................................................................................................................................ 12

Park City Marathon & Half-Marathon Miner's Day Celebration ........................................................ 12

Park City Point to Point ...................................................................................................................... 12

II. Marketing ............................................................................................................................................... 13

A. Top Market Segments ........................................................................................................................ 13

Powder Hounds ................................................................................................................................... 13

Empty Nest Baby-boomers ................................................................................................................. 14

Upper Middle-Class families .............................................................................................................. 15

Inexperienced Skiers ........................................................................................................................... 16

Utah Locals ......................................................................................................................................... 17

B. How the Property Markets Itself ........................................................................................................ 17

Slogans ................................................................................................................................................ 17

Social Media ....................................................................................................................................... 18

Campaigns ........................................................................................................................................... 19

Media & Advertising .......................................................................................................................... 20

III. Recreation & Activities ......................................................................................................................... 21

List of Seasonal Activities ...................................................................................................................... 21

Relationship to Target Market Segments ................................................................................................ 22

Powder Hound .................................................................................................................................... 22

Empty Nest Baby-boomers ................................................................................................................. 22

Gagala, Kim, Yang 4

Upper Middle-Class families & Utah locals ....................................................................................... 22

Inexperienced Skiers ........................................................................................................................... 23

IV. Compare & Contrast ............................................................................................................................. 24

Relates to Text ........................................................................................................................................ 24

Attractiveness Factors ......................................................................................................................... 24

Design principles ................................................................................................................................ 24

Access to Markets ............................................................................................................................... 24

Stabilizing Year-round Revenue ......................................................................................................... 25

Demographic ....................................................................................................................................... 25

Does Not Relate to Text .......................................................................................................................... 26

Physical Balance ................................................................................................................................. 26

Food service ........................................................................................................................................ 26

Snowboarders ..................................................................................................................................... 27

Senior Skiers ........................................................................................................................................ 27

Water Parks. ........................................................................................................................................ 28

V. Competition ............................................................................................................................................ 29

Local ....................................................................................................................................................... 29

Regional .................................................................................................................................................. 29

National ................................................................................................................................................... 30

International ............................................................................................................................................ 31

European Skiing .................................................................................................................................. 31

Asia Skiing .......................................................................................................................................... 33

America Skiing ................................................................................................................................... 37

Australia & New Zealand ................................................................................................................... 39

VI. Works Cited & Appendix ..................................................................................................................... 41

Works Cited ............................................................................................................................................ 41

Gagala, Kim, Yang 5

I. Resort Property

Ownership Originally, Powdr owned the whole Park City Utah by leasing. Powdr was

supposed to renew its lease on a large portion of the winter resort However, Powdr Corp missed

the deadline; giving owner Talisker Corp. the right to transfer the lease to Broomfield – based

Vail Resorts instead. (Paskin)

Vail Resorts and Powdr both share ownership the Park City Utah. Vail Resorts has

gained control of upper, and greater, part of the mountain while Powdr owns the base, the

parking, and the water rights. Vail is hoping to add Park City to its Epic Pass; a seasonal ski pass

that allows you to ski at all Vail resorts. Vail has resorts in Colorado, Vermont as well as the

Canyons right next door to Park City Mountain Resort. Meanwhile, Powdr just wishes to

maintain the resort as is. It is easy to see how the winner of this lawsuit will have a huge impact

on the state of the mountain. (Paskin)

Types of Lodging

Park City provides many diverse lodging from hotels and luxury mountainside homes to

spacious condos. There are the types of Park City lodging below:

Park City Hotels & Lodges

Park City hotels offer 28 hotels with a wide range of styles, amenities. Their price-range is

from $79 to $279 per night.

Park City Condominium Hotels

Condominium hotels offer the comforts of a condo with the amenities found in a luxury

hotel. Park City condominium hotels offer 22 condominium hotels with a variety of lodging

options, including hotel rooms, studio, and one-up to four- bedroom condominiums providing

all the comforts of home. The price is $159 to 795 per night.

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Park City Owner Rentals

A private rental can be a great opportunity to bring some special experience. The selection of

private rentals in Park City is as diverse as the owners. There are 15 owner rentals and the

price is also as different as the owners.

Park City Condominium & Vacation Home Rental Companies

They offer condominiums in variety of locations throughout town that can fit every budget

and lifestyle. So customers can find the condominium that is perfect for them.

There are 40 condominiums and their price is $69 to 195.

Full-Service Luxury Home Rentals

Full-service luxury home rentals differ from traditional vacation home rental companies in

that they offer lodging opportunities designed to meet the needs of diverse travelers. The

services of the full-service luxury home rentals include daily housekeeping, on-call 24/7

property management, concierge services etc. And the home features the highest-quality

furnishings, linens and towels. There are ‘Resorts west’ and ‘Utopian LVH’.

Park City Bed & Breakfast Inns

From the quiet elegance of a historic inn to mountain contemporary, Park City’s bed and

breakfasts could offer romantic escape. There are ’Old Town Guest House’ and ‘Torchlight

Inn Bed & Breakfast’.

Ski Resort Central Reservations

Through Resort Central Reservations companies and receive complete, visitors can get

customized vacation planning and full range of on-mountain services and activities at

preferred rates. Customers can choose from SKI FREE packages at slope-side properties to

lodging and discounted lift tickets at premier properties throughout Park City, including ski

in/ski-out accommodations at three world-class ski resorts. There are 3 resort central

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reservations; Canyons Resort Central Reservations, Deer Valley Resort Lodging&

Reservations, and Park City Mountain Central Reservations.

Prices/Packages

Weekly Deals in Park City Utah

Each week, the Park City Chamber/Bureau members update their cool deals. Visitors can get the

very best deals on lodging, dining, shopping and activities on all there is to do in Park City, Utah.

For example, the details of the deals are such as ‘Girls Getaway’, ‘Independence Day 3rd

Night

Free’ and ‘Spring Family Getaway’.

Military Discounts

In honor of Military service men and women, the Park City community offers special

discounts when they travel to Park City, Utah. Basically, military discounts provide 20% off

lodging.

Services

Park City Utah provides a variety of services for customers. Especially, there are many

services for business visitors. Also, It offers special services that other resort don’t.

Visitors Information Center

The visitor information specialists offer tons of Park City Utah and Summit Country

experience and knowledge.

Tour Services

Tour services provide the opportunity to look around Utah and other places near Utah.

Cleaning Service

To provide pleasant and healthy environment for visitors, Park City Utah has cleaning

service.

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Restaurant Delivery Service

It gives customers many diverse foods to you in fast time. It’s convenient because they

can get the food ready to eat without leaving the house.

Financial& Banking services

Consulting services

They provide consulting and advice service for business visitors.

Mailing & packing service

Printing & copying service

Family service

It is a program designed to build nurturing parenting skills.

Rental services

There are car rental, sport & recreation equipment rental, and housing and long-term rentals.

Concierge & specialty service

It helps to satisfy customers’ special needs and increase the satisfaction about the resort.

Transportation

There are over 30 transportation services in park city Utah. It provides very convenient in

accessing to the resort and traveling around in the resort.

Facilities

For the convenience of visitors, Park City Utah has lots of facilities in diverse categories.

Arts& Culture

There is Art gallery, theater and museum that show arts and unique performance.

Business & Professionals

With many skiers being white collar workers, they often come to resort with business and

work to accomplish. Park City Utah offers a business center. In addition, it offers more facilities

for professionals.

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There are banking& financial facilities, computers, internet, phone equipment, printing & copy

facilities, vending & video machines, and security companies etc.

Community Centers

There are centers for associations & community groups. Also, Park City Utah has

Churches for religious groups.

Dining & Night life

Park City features a variety of food outlets. There are restaurants, bakeries, bars, clubs,

and breweries. Specifically, there are very diverse restaurants; Asian, BBQ, Bistro,

European/Continental, Fresh& fast, Italian, Mediterranean, Mexican/Southwestern, Pizza,

Steakhouse, Sushi/Japanese, Upscale Contemporary restaurants to provide many options and

satisfy visitors’ different tastes.

Government, Utilities & Education

Park City Utah provides schools with educational foundations for kids and

children. They also provide educational institutes for training and seminars.

Health& Medical

There are medical & healthcare centers for visitors who are sick or become injured. In addition

they provide more facilities; counseling& family nurturing center, yoga & Pilates studios for

visitors’ health and wellbeing.

Spa & Salon

To relieve stress and give calm peace and refreshing feeling, Park City Utah provides spa and

massage and hair salon.

Recreation

Park City Mountain Resort has diverse recreation facilities to satisfy visitors’ needs. There are

golf, ski, biking, hiking, fitness, bowling, hot-air ballooning, yoga facilities and more.

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Retail

People who visit resort have demand to go shopping too. There are a variety of shops;

boutiques, outlet, furniture, florists, gifts, toys & antiques, grocery, convenience stores,

interior decorators, jewelers, liquor stores, breweries etc.

Business Cycle

Winter is the peak season because Park City Utah is mainly a ski resort. Summer is

relatively low season. So, Park City made lots of diverse summer activities such as hiking,

biking, and other outdoor activities like festival to attract visitors and maintain year-round

revenue. As a result, usually Park City draws in 3,006,071 average annual visitors; in the winter

1,603,775, and in the summer 1,402,296.

People visit here a lot in winter. Especially, the mountain slopes are usually covered with

powder from mid-November to mid- April, making Park City a winter wonderland. Also, For 10

days every January, Sundance Film Festival takes over town with screenings, parties and lots of

special events. It’s a fun time to visit for independent movie fans, as well as those who want to

catch some good celebrity sightings. So many people visit there during this period.

Summer is perfect season for visitors who want to enjoy the great outdoors. Strap on

some hiking boots and explore the mountainside or hit the trails on a mountain bike for an

adventurous ride. During the summer months, Park City offers outdoor concerts at venues like

Deer Valley Mountain Resort and The Canyons. Visitors can also appreciate the arts in August at

the annual three-day Park City Kimball Arts Festival. Best of all, rates for hotels plummet during

these non-skiing months, and many restaurants offer two-for-one dinner specials during this

slower season, making Park City a much more affordable place to visit.


Seasonally A trip to Park City doesn't mean roughing it in the mountains. On the contrary, It

provides many events and cultural activities scheduled as it has wooded trails. Also, it has

seasonal special event to attract visitors and give motive to visit there.

Park City Savor the Summit

On June 21, 2014 There is Park City's longest dining table during Savor the Summit's

The Grande Table event, allowing for over 1500 diners to join in celebration of fabulous food,

outdoor dining, live music, and summer in the mountains. Park City's finest dining

establishments showcase their summer menus, while live musical performances fill the evening

with ambiance.

Park City Sunday Market

It is an eco-friendly, family friendly, open air market, street festival held each Sunday

from June through September.

Park City / Deer Valley Music Festival

Park City summer outdoor concerts feature amazing performances under the stars. - See

more at:

Big Stars, Bright Nights

It is a night concerts that many musicians participate.

Park City 4th of July Parade and Celebration

It is annual event held every 4th of July. It has Parade and a full day of

activities, including a 5k run, pancake breakfast, parade, live music, rugby games, beer gardens

and vendors followed by fireworks at dusk.

Beethoven Festival Park City

The Beethoven festival park city brings outstanding solo and recording artists together

from around the world to perform the masterpieces of classical music.


Park City Food and Wine Classic

It is a premier event where master winemakers, culinary greats, and distinguished guests

gather to play, wine, and dine in beautiful Park City, Utah.

Park City Kimball Art Festival

Park City Kimball Art Festival is one of the top art festivals in the country. Held in Park

City each August; featuring more than 200 selected artists, 30 live bands, and wine & beer is

served.

Tour of Utah

The tour pass through Park City's Historic District with a sprint and a climb up.

Park City Marathon & Half-Marathon Miner's Day Celebration

In August, Park City Marathon and Half Marathon allows runners to experience the

beautiful late summer scenery and cool mountain weather of this trendy Utah ski town located

just 30 miles east of Salt Lake City.

Park City Point to Point

The Park City Point 2 Point features all of the area's best single-track, hitting Park City's

three world-class resorts along the way.


II. Marketing

A. Top Market Segments

Powder Hounds

Parks city also offers a variety of activities to advanced skiers. One on these that caters

more to the adults in the resort is the All Mountain Club. This class is lead by a professional ski

instructor who acts as a guide to the mountain. This instructor will lead their class to the resorts

"top-secret powder stashes, hidden runs and the best routes over the mountain." By giving the

advanced skiers a chance to learn about the mountain in depth; the Park City Mountain Resort

cleverly uses the advanced skiers desire for fresh powder and challenging runs to have them sign

up for this class(). When combining the secret runs that the staff can reveal along with the 37

expert runs available, Parks City has a variety of opportunities for the powder hounds looking for

a challenge.

Powder Hounds are people who frequently ski and are more skilled than the average

skier. This group of people get their name from their desire to ski difficult slopes and to be the

first one down the mountain. "Powder Hounds" want to be the first on the slopes once the fresh

powder falls on the trail. Park City's location makes it perfect for this type of skier because of its

proximity to the Salt Lake City airport. You can check the snowfall, take off from Chicago or

New York, and be on top of the mountain in less than a hour after you land. Its accessibility

makes it perfect for a last minute trip.

Utah is also less crowded than the other choices in the rocky mountains. With a 20-year

average of 368 inches of snowfall a year, the resort receives nearly the same snowfall of

neighboring Colorado but without the congestion(Average Monthly Snowfall). Skiing is an


escape for many people; it is a way of connecting with nature in a one-on-one challenge. The last

thing they want to do is be skiing on top of each other. In addition to the over 350 inches of snow

that happens on the mountain, the resort also has snow making equipment that can provide more

fresh powder when needed. Park City will satisfy the expert skier by providing challenging

courses, a tremendous amount of fresh snow and having lower levels of crowding than other

resorts. (Park City)

Empty Nest Baby-boomers

The baby boomers are the children that were born after United States solders returned

after World War II. This generation, identified as being born between 1946 and 1964, are some

of our more experienced skiers on the slopes. According to the National Ski Area Association's

President "The Person who skis most in a given year is 65 and older." (Schwartz) Skiing more

than the national average of five times a year, the baby boomers are a huge market for the major

resorts.

With most of the generation having children at the average age of 26 (Trends in First

Childbirth), one can conclude that the generation has or will soon have no children at home. Now

that their responsibility as caregivers is over, they are able to focus more on what they want to

do. At the same time, they are approaching the age of 65; the generalized retirement year. With

the last of the baby boomers heading into their retirement years and with many of them already

there, they are presented with a large amount of free time. The money they have been saving up

is now theirs to spend to enjoy the rest of their years.

With this new freedom from immediate responsibility, the older generations are reliving

their glory days on the slopes. The seniors over 55 now make up over 17% of those hitting the


slopes in the present day. (Schwartz) These groups have changed the industry by causing the

innovation of 70 and older only ski clubs and nursing homes now taking its residents on ski trips.

These people are taking to the mountains more frequently than other groups, making them a

huge piece of retaining a steady cash flow at a resort.

Upper Middle-Class families

Park City Mountain Resort has been ranked near the top family ski resorts for quite some

time. Whether their desire is to come enjoy the winter ski season, to visit the Sundance Film

Institute, or to come experience the mountain coasters; families make a huge impact on Parks

city's financial state.

The wide variety of classes offered by the park is a great way to introduce children to

these winter sports. These classes are available in various age groups; toddlers, children, teens

and even adults of various skill levels can attend these courses and learn how to ski or

snowboard. Classes are generally in groups of five or less for personal attention. Private lessons

are also available for personalized instruction. These winter sports can be used by families to

bond together and give them something to do together. Skiing and Snowboarding is a way

families can connect through the generations.

Another aspect about skiing that cannot be overlooked is its costs. Skiing is expensive;

this is because of the equipment, lift tickets and the lessons the inexperienced require. Most

families will not go on skiing trips unless they can go regularly enough that everyone can

develop these skills. Going on these trips on even an annual basis is very costly, so families with

lower incomes will not likely be coming to Park City. Park City Magazine says its reader

demographic is 45% individuals with an annual income of $100,000 or more. The magazine also


boasts that 62% of its readers are professionals; meaning that they will most likely only take one

or two vacations a year, but that they have the money to spend (Advertise). These upper-middle

class families can afford the luxury of skiing. Combine this with 69% of readers having been

reading Park City magazine for more than three years, and it is fair to say that these powder

hounds will be returning again and again. (Advertise)

Inexperienced Skiers

Park City is best known for its many ski runs. The resort offers a total of 107 ski runs for

visitors to choose from. The resort offers eighteen beginner runs, fifty-five intermediate runs,

and thirty-four advanced runs. The resort generates most of its money from the lower two groups

as those who have little ski experience or only occasionally ski will need the items offered in the

resorts ski shops (Park City). These novice and intermediate groups are less likely to own their

own equipment because of their infrequency with skiing. They also are more likely to take

classes to learn how to ski and snowboard. The Park City Mountain Resort Ski & Snowboard

club also offer classes for more experienced skiers and snowboarders that focus on more

challenging maneuvers, tricks and perfecting other techniques.

The more advanced skiers still have a variety of runs to choose from to challenge

themselves. However, these skiers are not a major profit area unlike their less experienced

counterparts. These skiers are looking to challenge their skills and make better times. Once they

have completed all of the black diamond runs, it is not likely they will return to the resort to ski.

The backbone of this resort is its Skiing visitors. Park City does a great job of offering a

variety of classes for its visitors. Guests can learn to ski with a group of friends, or have private

lessons if they want to learn by themselves. They also have their own ski shop so that equipment


can be purchased on site and also rented to those visiting. With the combined cost of lift tickets,

equipment, rooms and classes to better technique new skiers are a big time profit center for the

resort.

Utah Locals

The state of Utah has the mountains of the Rockies running through the state. Salt Lake

City, the state's capital, and the immediate surrounding towns are called the Wasatch front

region. In this region, the altitude is much lower than Park City. because of its lower altitude,

snow tends to melt and not stay on the hills very long. Because of this, many skiers from the

Wasatch front will go into the mountains to ski its over 350 inches of snow annually.

The families in the Salt Lake City have a higher level of disposable income. According to

the United States Census Bureau, the median income for families in Utah is $58,164; That is

$5,000 more than the rest of the country (United States Census Bureau). With an average of only

three per household, the elite of Utah can easily swing the prices of the local ski resorts. It is also

safe to say there are many families in this category, as the census states that one in every three

people in Utah is under 18(United States Census Bureau). With this extra spending money, the

families are more likely to use the local attractions to keep family bonds strong. The higher

population of Latter Day Saints in the area may attribute to a more attentive family passes due to

their high standards of family values.

B. How the Property Markets Itself

Slogans

Park City is often seen using the Utah slogan "Greatest Snow on Earth." This is in

reference to the average of 300 feet of snowfall Utah Receives Annually.


The Utah-based mountain resort also uses the slogans "Discover your story" as well as "I

ride Park City" on its YouTube channel. One of the series on the channel features stories of

people who have grown up skiing at the resort or worked there. The list includes 2x Skiing Gold

Medalist Olympian Ted Ligety. At the end of each of these videos the "Discover your story"

slogan is used. A repeating series year to year features ski instructors and local winter athletes

performing stunts on the slopes at the resort. The video ends by fading to black and the slogan "I

ride Park City" is then shown.

Social Media

Parks City markets itself in today's social media craze very well. The mountain resort

boasts almost 76,000 likes on Facebook, with over 145,000 different individuals checking in on

Facebook. This allows people to share their experience at the resort directly with their friends

and family. Check-ins allow visitors to show where they are at; also allowing the resort to apply

a graphic to attract more internet traffic. Guests can also share their own photos and tag the

photos as at the Park City Mountain Resort. Park City also makes a good habit of posting

regularly, with the company averaging at least one post a day.

If you go to Twitter, you can Park City Mountain Resort under the Twitter handle

@PCski. The Utah-based resort has been tweeting since October of 2008. The resort currently

has over 20,200 followers; twice as many as The Canyons (over 9,000), Alta Ski Area (over

10,000) and Solitude Resort (over 7,000). With an average of over 125 tweets a month, they can

update resorts on deals, events and other things that would make their followers want to return

for another trip. With a growing audience of 20,200 reading your tweets and more followers than

any of the direct competition in Utah, twitter is a great way of keeping the cash flowing.


Park City Mountain Resort also has a YouTube channel. A member since late 2006, Park

City has multiple videos with over 20,000 views, including one with over 70,000. The channel

also boasts several playlists. The playlists include a variety of topics including the snowboard/ski

school, the different summer attractions and one showing the skills of the sponsored athletes that

teach there. Tours of the resort is also available on YouTube and personal experience videos are

also on the channel to entice people to come visit Park City.

For more views of what is available at the resort, possible visitors can check Flickr for

things to do. Park City joined Flickr in 2008 and has posted almost 4,000 photos. It's a good

place to check out Park City merchandise, the resort itself and different winter athletics. These

photos can capture not just the skiing that many expect out of this city, but the other events such

as the Native American powwows, the Olympics and the various holiday celebrations.

The Parks City Mountain Resort runs a variety of social media pages to attract visitors.

They appear to be fairly successful with running these pages and keeping traffic high. With their

variety of approaches, they can capture attention from various sources.

Campaigns

The ski resort has launched two advertisement campaigns via YouTube. A repeating

series year to year features ski instructors and local winter athletes performing stunts on the

slopes at the resort. These videos last three to eight minutes in length. Each one shows some of

the cool runs at Park City and showcase one individuals tricks on skis or a snowboard. The video

ends by fading to black and the slogan "I ride Park City" is then shown.

Another one of the campaigns on the channel was launched in late 2012. It features

stories of people who have grown up skiing at the resort or worked there. The list includes 2x


skiing gold medalist Olympian Ted Ligety. Other stories include that of resort general manager

Jenni Smith and resort ski instructor Steven. At the end of each of these videos the "Discover

your story" slogan is used.

Media & Advertising

Park City's Main form of advertising is through the various industry Ski magazines. They

focus their marketing this way to get that core group of skiers that cannot be targeted

geographically. Park City magazine, Ski Magazine, Colorado Ski and Powder magazines are

examples of some of the magazines they run ads in. Most other advertising by the resort itself is

through social media. (Advertise)


III. Recreation & Activities

List of Seasonal Activities

Mountain Biking & Hiking

Arts & Culture

Sports & Recreation

Park City Family Activities

Park City Scenic Drives

Park City Food Tours

Park City Culinary Arts

Park City Historic Tours

Park Silly Sunday Market

Fall Activities in Park City

Park City Fly Fishing

Park City Golf

Historic Park City

Horseback Riding

Hot Air Ballooning

Hay Rides

Utah Olympic

Park Spa & Massage Services

Utah State Parks Water Sports & Rafting

Annual Special Events

Film

Tennis


Relationship to Target Market Segments

Powder Hound

There are lots of diverse courses in Park City Utah. Especially, Park City Utah provides

challenging courses like guided all-mountain experience for advanced level of visitors. In

addition, because there are tremendous amount of fresh snow and lower levels of crowding than

other resort, powder hound could enjoy special skiing experience. If you take special lessons, our

instructors will customize lessons to you and your goals. So, advanced skiers can enjoy guided

experience.

Empty Nest Baby-boomers

For empty nest baby-boomers, there is Summer Senior Program. This program was

launched several years ago to seniors over the age of 65. The seniors who visit this resort have

no children at home and their responsibility as parents is over, and they are retired from work.

So, they have lots of free time and money to spend on what they want to do. The summer senior

program is geared toward long-term stays of at least one month. As they stay long and they are

old, the program provides special services to the senior guests.

The Summer Senior Program includes discounted lodging, silver card program that offers

special discounts and services to the senior guest. This also includes a summer senior picnic, lots

of events, activities, and performances for the senior.

Upper Middle-Class families & Utah locals

There are lots of activities that upper middle-class families & Utah locals can enjoy.

Upper middle-class and Utah locals have enough money to spend. So they can enjoy almost

everything that they want without hesitating. Also, by experiencing diverse activities in this


resort, they can make special family vacation memories and they make their family bond

stronger. For this, Park City is filled with unique fun, excitement and relaxation. There are zip

line, snow shredding, hiking, Alpine Coasters, ice skating . What’s more, there are clowns and

magicians.

Inexperienced Skiers

Inexperienced skiers are main revenue resource in Ski resort. So Park City Utah tries to

attract these people. Visitors can take private or semi-private lesson which customize their on-

mountain instruction. Or they can take group classes with about four friends. All the group

lessons capped at no more than five students to and instructor, which means inexperienced skiers

could be guaranteed the attention they need to have fun and improve. Kids can start linking their

first turns with Kids Signature programs. Teens can spend the day exploring the mountain with a

ski or snowboard group their own age in Teen Select. Also, there is adult programs, as well as

local youth program too.


IV. Compare & Contrast

Relates to Text

Attractiveness Factors

There are some main factors affecting the attractiveness of a site for ski resort. And Park

City Utah meets these requirements. First, to become a popular ski resort, they need dry snow

with a minimum of 250 inches per year. And the average snowfall at this resort is 350 inches.

Also, park city’s humidity is very low, which makes the snow dry and in good condition.

Second, they have no extreme temperatures. Winter temperatures are average between 24

degrees Fahrenheit to 33 degrees Fahrenheit. Lastly, they have forest which helps snow retention

. In case of deer valley, for example, they have almost 100 acres of tree skiing. The one named

Sunset Glade has glade on Bald Mountain which spans about a third of a mile and offers west-

facing tree shots. Triangle Trees, on the other side of Bald mountain, features north, east and

South facing aspects. These various grades and views can be the attractiveness.

Design principles

In the skier market, intermediate skiers comprise more than 50%. Park City Utah applied

this result to their resort designing. They offer total 107 ski runs and 55 of them are for

intermediate skiers. This is also good for economic aspects because novices and intermediate

skiers bring in more money than do advanced skiers. Of course they have some slopes for

advanced and expert but they allocate more their slopes for novices and intermediate skiers to

make more revenue.

Access to Markets

Skiers are willing to travel one to two hours at most to ski at a day area aiming for a local

market. Weekend ski areas targeting a regional market can expect skiers to travel up to half a day

to enjoy the slopes, while the national or international market seeking a vacation destination will


travel more than a half day for this option.’ -Page 33. As you see, accessibility is an important

factor and Park City Utah has good accessibility. It is a 35 minutes from Salt Lake International

Airport and 800-plus daily scheduled flights, many of which arrive before noon. In addition, they

have ski-friendly free public transportation system and easy-to-find parking is available. Several

major car rental companies can be found in Park city and at Salt Lake International Airport.

Stabilizing Year-round Revenue

The challenge of operating a four-season resort will all test the industry in the years to

come. And ‘the first strategy for becoming a four-season resort is to expand and create winter

and summer facilities and activities in order to attract more individual leisure guests, whatever

their age.’ (Robert 86). Park City Utah expanded summer recreation to become a four-season

resort. They offer a lot of summer activities like mountain biking & hiking, hot air ballooning,

fly fishing, horseback riding, river rafting etc. Also they tried to attract groups to fill up the

spring and fall seasons by bringing in conventions and meetings. They established ‘The Park

City Meetings & Conventions’ department which manages the event like conference, wedding,

family reunion, etc. to make their resort four-season so they could stabilized year round revenue.

Demographic

The demographics of Utah are perfectly suitable for ski resort. The racial makeup of the

city was 81.0% White, 0.6% African American, 0.30% Native American, 2.1% Asian, 0.3%

Pacific Islander, 13.5% from other races, and 2.3% from two or more races. As you can see, the

majority of the Utah is white. And statistics show that 88% or skiers and snowboarders in 2004-

2005 are white. Also the median age of the Utah was 37.4 and the median age of snow sports

participants is 36. In addition, in Utah, for every 100 females there were 112.3 males. For every

100 females age 18 and over, there were 114.7 males. And during the 2004-2005 ski season,

59% of the ski participants were male and 41% were female. As you see, there are a lot of


similarities in composition of population between Utah and snow sports market. These

similarities would be advantageous to their marketing to local market.

Does Not Relate to Text

Physical Balance

"Size of ski area must meet the needs of the market without being so large that the area is

underutilized" is what Robert Mill says to us in chapter 2 of Resorts: Management and

Operations. However, Park City benefits from the excess land that makes the visitors of the

resort feel like they are by themselves on the slopes. Park City does not get the amount of

attention the Colorado Rockies get internationally. Due to this lack of attention, Park City

Mountain Resort receives less overall skiers when you compare the hours of skiing with the

number of skiers.

With night skiing also available at Park City, this means the resort can keep its slopes

open later, which will increase capacity. Even if you take our annual winter visitors of 1,603,775

and spread it over a eleven hour ski day, that addition of four hours adds more time for skiers to

ski. More skiing time can lower congestion on the slopes. This extra time means more money

overall for the resort.

Food service

According to the text book, ‘Food service areas should be balance with the number of

skiers to allow skiers to refuel quickly and get back on the slopes.’ (Mill, page 47). But Park City

Utah is doing more than just balancing. They made their restaurants as a tourist attraction itself.

According to the article, ‘some of the 1 million tourists who visit each year don’t come to ski at

all. They come to eat.’ Actually, this is a good idea because family market is a big part in their

revenue and some of them might not be interested in skiing. Those people who are not interested


in skiing have another option, Park City Food Tours. ‘A food tour is a guided walking, talking,

historical, and culinary experience all rolled up in to one, providing hours of pure

entertainment….With a maximum of 12 people per tour, the tour will enjoy a taste of 4-5 Main

Street restaurants.’ (Food Tour Park City). There are more reasons that this Food Tour can be the

brilliant idea. This tour can be helpful for the revenue of resorts during summer because it can be

done in all seasons. Summer tours run from June 10th

until the middle of October. In addition,

this tour can attract not only family but private group/corporate tours. They said that group tours

are available for 4 or more and discounted pricing may be possible for groups of 10 or more.

Snowboarders

Snowboarding is increasing rapidly in snow sports market. ‘a growing number of resorts

are developing runs specifically for snowboarders. As the sport becomes more mainstream, it is

attracting people who have money to spend.’(Mill, page 61). However, Deer Valley resort bans

snowboarders. I think this goes counter to the current of the world. ‘In the early 1980s, less than

10 percent of U.S. resorts allowed snowboarders access to their resorts. Nowadays, few exclude

the activity. In the 2008-2009 season, snowboarding represented 33 percent of all skier visit to

U.S ski areas.’ (Mill, page 71). Deer Valley is the only resort that has no terrain parks among

three (Canyons Resort has 3 and Park City Mountain has 4). Park City is currently in the lead for

terrain parks and accommodating snowboarders.

Senior Skiers

According to the textbook, the number of senior skiers is decreasing. ‘Given that baby boomers

are dropping out of the sport, this is troubling news for the industry.’ (Mill, page 66). But this

may not be true. According to this article, ‘The number of skiers on the far side of 50 –some on

the very far side – has been creeping up each year, according to the National Ski Areas


Association.’ (Schwartz). ‘Sure, younger people still make up the majority on the slopes – the

average skier is 38.5 years old – but, “The person who skis the most in a given year is 65 and

older,”(Michael Berry, president of the NSAA). ‘Boomers – those age 49 to 67 this year – also

skied more than the national average of five times per year, according to an NSAA survey

released in August. And there are some reasons that seniors can take a big part in the market.

Artificial hips and knees make it possible for skiers to continue enjoying the sport. Also, shaped

skis, along with better snowmaking and grooming that make skiing easier.

Water Parks.

The Park City Utah is doing a lot of things to stabilized year round revenue. They offer

hiking, mountain biking trails, fishing, horseback riding, golf, etc. But they don’t offer water

park. ‘Camelback Ski Resort’s transformation into Camel beach Water park made history as the

first ski resort ever to make such a huge commitment simply to attract the summertime family

market.’ There are some conditions to make a success water park model like the Camel beach.

‘Feasibility depends heavily on whether the resort in question is a destination resort of a day-trip

resort. Another key determinant is whether the resort is located near a large population center.

Outdoor water parks are able to draw customers from 50 to 75 miles away, especially if there is

no on-site lodging. On the other hand, indoor water parks can draw from 200 to 250 miles away

– this is the recommended model for fly-to ski resorts that have abundant on-site lodging.’ (Mill,

page 86). Park City Utah meets some requirements. This can be a destination resort and day-trip

resort. Park City Utah have abundant on-site loading and it is a fly-to ski resorts. So one could

argue indoor water parks are suitable for Park city Utah.


V. Competition

Local

On a Local level of competition, there are plenty of resorts right on the other side of

town. The Utah Rockies host a plethora of ski resorts; Alta, The Canyons, Deer Valley,

Snowbird Solitude and Wolf Mountain are just some of the other top ski resorts in Utah ranked

by PowderHounds.com. These resorts can compete with Park City by offering different

amenities, a change in slopes and by offering more value to the customer's stay. Within the same

geographic area and with all resorts receiving almost the same 300 or more inches in snow a

month during season, Park City has plenty of local competition (Park City).

Regional

Within the Rocky mountain region, there are several other state that use the mountains

for skiing outside of Utah. Colorado, Idaho, New Mexico and Wyoming are the other big states

cashing in on skiing down the Rockies. Colorado is without a doubt the most dominant of these

with.

Colorado is a go-to place for a lot of skiers. Its resorts can receive 350 inches of snow or

more a year, and often ties or even tops Park City in snowfall (America's Most Visited Ski

Resorts). The advantage Park City has is that it is not as congested as Colorado resorts. This

means more untouched powder for skiers to get excited about. Park City thrives on being a ski

business secret.

However, there is some business lost here in terms of the international market. The slopes

of Colorado are known around the world as some of the best slopes America has to offer. Utah

did not receive much international attention before the winter Olympics were hosted there in


2002. Park City still stands as the most visited ski resort in Utah, and is the most visited resort in

the Rocky Mountain region outside of Colorado(America's Most Visited Ski Resorts).

National

In addition to the immediate areas of the Rocky Mountains, The USA does have some

notable ski areas. Skiing is done in many states in the winter, but the Alaskan frontier, California

New England region slopes are some of the bigger beasts that Park City must compete with

nationally. Not all of these sates have the same terrain or snowfall, but they still can generate a

good deal of buzz in our country.

Skiing in Vermont, upstate New York and New Hampshire is a large part of their

economy. Killington resort in Vermont is the most visited resort west of the Mississippi river.

With 250 inches of annual snowfall, Killington get plenty of attention(Average Monthly

Snowfall). That Attention places them at the 15th most visited ski resort in the United

States(America's Most Visited Ski Resorts). Geographically, these resorts may get more east

coast skiers who do not have the means or wish to spend the money to travel to Utah. Park City

has more traffic than this area, and greater snowfall(America's Most Visited Ski Resorts). A great

deal of this competition is simply based on simply class and location.

On the east coast, California offers some incredible resorts. These include not just the

sand and the surf, but the snow; California's Mammoth Mountain ski resort is the third most

visited ski resort in the country (America's Most Visited Ski Resorts). This resort boasts a higher

elevation than park city, 400 inches in annual snowfall and is well known for its terrain park for

skiers and snowboarders.


Park City will have a hard time competing with this top five resort, but not necessarily

the rest of California. It is true that this park nestled in the Sierra Nevada Mountains does top

Parks City on visitation, but with some intelligent marketing to the skiers of California, Park City

can build our awareness. They may have a geographic advantage, but when it comes to skiing

skiers are often willing to spend the money to try out new slopes. That is an opportunity the

resort can seize to get more visitors to Park City.

International

Locations around the world are known for skiing. These places bring with them each with

its own unique flare; each resort has something different to offer their skiers. With skiing trips

available on six of the seven continents, there is a lot of powder to turn. Some are out to ski the

world, while others are looking only at renowned slopes; in which case, they may skip the slopes

of the Atlas Mountains. Africa does have several ski resorts, but they are not well know due to

the African heat and the precipitation rate.

European Skiing

European slopes are where it all began. It was back at the resorts within the Swiss Alps

that skiing began as a sport. With its luxurious roots in a place known for wealth and access,

skiing maintained its overall expensive costs and prestige even today. Resorts are spread

through the continent; with locations like France, Germany, Italy, Norway, and Russia there are

plenty of ways to ski Europe.

Skiing in France

Chamonix, France is accredited with being the birthplace of extreme skiing. This resort

has eleven ski zones. With plenty of terrain that is not nearly as deadly as other European slopes.

With 9,000 runs possible in good snow, it is no wonder this place created extreme skiing(Top 25


International Ski Resorts). Another testimonial to extreme skiing is the mountain La Grave.

Responsible for the death of accomplished skier Doug Coombs, La Grave is accessed through a

small ski town. The Matador Network explains this dangerous mountain terrain as you-fall-you-

die (Top 10 International Ski Mountains).

Skiing in Italy

Breuil-Cervinia of Italy allows you to choose from over fifty runs, with several runs

ending in Switzerland (Top 10 International Ski Mountains). Italy also houses the Cortina

d'Ampezzo resort which is a resort ranked number five in the world by SnowAddiction.com.

These slopes are considered some of the most beautiful in the world. They also are not as

crowded as other European slopes (Top 25 International Ski Resorts).

Skiing in Russia

A younger player in the European Ski Market, Russia recently started its industry. With

the help of Vail ski resort management company, Russia is preparing to host the 2014 winter

Olympics. The resorts are somewhat limited on runs and the ability to make snow, but a quickly

catching up to the more western countries. Krasnaya Polyana is the only skiing destination as of

now (Top 10 International Ski Mountains).

Skiing in Switzerland

Murren-Schilthorn, another top mountain of Europe, features more easy to handle slopes. Instead

of one base village, this mountain features several small villages spread throughout the mountain. These

villages are linked by a rail system, which is needed with the local ban on cars (Top 10 International

Ski Mountains). Zermatt is another gem of the ski world. With access to additional ski runs in

Italy, as well as their own runs and amenities, Zermatt can offer a unique skiing experience (Top

25 International Ski Resorts).


Competing with European Markets

The European markets feature some very challenging courses. The slopes also boast

larger amounts of snowfall and longer runs (Top 25 International Ski Resorts, Top 10

International Ski Mountains, World's Best Ski Towns). The clientele these resorts are targeting is

somewhat higher end and aims at more advanced skiing that Park City do not offer. However,

Park City can target people who wish to do things other than skiing from Europe with an

international ad campaign.

Asia Skiing

Asia offers skiing as part of the new desire to attract new tourist to their countries. This

expansion in the travel industry has been going on in Asia for a few years now. This expansion is

due to the growing economies in Asian countries such as China, Korea and Japan. More of these

countries citizens are traveling abroad. The governments are now trying to encourage this travel

and tourism market to create more cash flow in the country. Ski resorts are a smaller part of this

market, but still a noticeable edition with their aggressive expansion underway.

Skiing the Himalayas

What better way to brag to your friends than skiing the tallest mountains chain in the world? The

Gulmarg allows you to do just that. With some of the heaviest snow the Himalaya's have to offer,

the Gulmarg resort is located in the Kashmir state of India (Ski Gulmarg). The prices for hotels,

lift tickets and the other area amenities are cheap according to journalist Tom Robbins (Robbins).

This one can assume has to do with the current economic state of India. Visitors from the United

Kingdom are common; flying eight hours to India before flying another hour to the Gulmarg

resort (Ski Gulmarg).

Skiing here is best left to the more experienced crowd, as the courses are long and have

more difficult terrain. One of its biggest advantages is the amount of guided off-piste, or off trail


skiing available (Robbins, Ski Gulmarg). This resort is a must for the knowledgeable and

experienced powder hound.

Skiing in China

Similar to its former communist neighbor Russia, China is relatively new to the ski

industry. Beidahu was raked the 7th best international mountain to ski by Matador Network. This

mountain is fairly easy to navigate with mostly beginner and intermediate runs, but it also

receives enough snowfall to support 2,500 foot runs down the mountain during season (Top 10

International Ski Mountains).

Nansha Ski resort is also a growing site, just within driving distance of Beijing. This

resort features eight runs and a half-pipe build to the international sport standards. It also features

experienced ski instructors, including some from Austria, for those learning to ski. This can help

introduce the locals to the sport. The resort also offers cabin and hotel suite housing (8 of Asia's

Best Ski Resorts). It is said by Matador that we can expect big things from this populous country

in ways of skiing in the years to come. With their desire to expand on tourism, Matador is right

to expect a leap in skiing China.

Skiing in Japan

Japan has a rich culture based on respect, honor and the way of the warrior. Now snow

warriors the world over can take on the Japanese slopes. Located in northern Japan, Kiroro offers

skiing on the western part of the most northern island. This resort offers high-speed lifts to help

riders get the most out of their lift tickets. Shopping in the area is a huge highlight Multiple

resort options are also available, with many luxurious accommodations. However, this resort is

still somewhat hard to access, as once you land at the airport, you must board a train to arrive at


this resort. Despite this, It is still considered one of the continent's best places to ski (8 of Asia's

Best Ski Resorts).

Japan's Neseko Village on Hokkaido island features some of the deepest and lightest

snow on the planet (Top 10 International Ski Mountains, Top 25 International Ski Resorts). The

most northern part of the island nation features mild skiing and consists of mostly basic terrain.

Access is not as easy, as one must fly a plane to the island, then take a bus or trolley over to the

resort. However, Matador ranked this the number one place to ski in 2010 (Top 10 International

Ski Mountains). It also holds the number eight spot on the top 25 international ski resorts and

National Geographic's top 25 ski towns. Another big aspect of the resort is night skiing, which is

done due to the stadium lights that make the mountain skiable late into the hours (Top 25

International Ski Resorts). The Hannazono 308 resort also offers a variety of activities, including

other extreme winter sports. Hannazono also offers snow-rafting to its guests; being pulled by a

snowmobile at high speeds on skis or tubes (8 of Asia's Best Ski Resorts).

No boring moments are allowed at these resorts. The northern island of Japan has

attracted skiers worldwide. It's slopes may be simpler, but its steady stream of bright snow keeps

them coming. With fresh powder and exciting location full of activity, it makes a great place to

shred some powder.

Skiing in Korea

Korea is also a player in the Asian ski market. With North Korea building its first resort

2013, tourists can now ski either side of the 48th parallel. The Masik pass in the eastern

mountains of North Korea just open in the 2013-2014 winter. King Jong-un is making it a

priority to add new places for recreation to the country; this includes hosting a USA basketball

team, a water park and now a ski resort. This resort is only accessible through a government


checkpoint, making it a place for North Korea's social elite. However, the resort is modernized to

attract tourists. This means there are English signs and they resort even serves a western world

drink menu. King Jong-un has even lifted certain interaction laws at the resort so foreigners and

visitors can freely intermingle (What Is It like to Ski in North Korea?).

High 1 resort in South Korea leads the way for most of Korean skiing; qualifying three of

its runs for the International skiing world cup competition and being the site for the 2008 IPC

world cup for the disabled. Relatively easy to Access from Seoul by bus or taxi, it is accessible

to the international through the southern capital (8 of Asia's Best Ski Resorts).

Also located in the southern country, the Muju ski resort is rising in popularity. This is

you will find the silk road; Korea's longest ski slope. The slope stretches just over three and a

half miles. Muju also hosts a set of in-ground outdoor hot springs. After a long day of skiing

guests can enjoy a peaceful night in the spa. The resort must be reached by taking a bus from

Seoul to Muju, then at the Muju terminal, switching buses to go to the resort (8 of Asia's Best Ski

Resorts).

Competing with the Asian Market

Asia is still new to the market. Korea is still struggling to attract a large foreign crowd

(What Is It like to Ski in North Korea?) and China is not an immediate thought when one thinks

of skiing. The best bet for us is to allow these resorts with these limited runs and amenities to

introduce these countries to skiing. Then if Park City advertise at these resorts in their

publications or magazines they can be lured to Park City. These countries are overall growing in

economic standards and with a little advertisement, Park City can give them an outlet for that

extra income.


America Skiing

Other countries in close proximity offer skiing as well. Canada in the north, and

Argentina and Chile in the south all have slopes of their own. The Western world has plenty of

fresh powder for all the skiers out there.

Skiing in Canada

In Fernie, a town in British Columbia, you can find some of the best terrain in Canada.

Fernie Alpine resort is often overlooked by the international skiing community (Top 25 Ski

Resorts in the World). This may be due to the inaccessibility to the resort, as there are no near

major cities to fly into.

Mount Tremblant in Quebec has ninety five runs to choose from. This Canadian resort

lets you to ski down any of the four different faces of the mountain, allowing you to follow the

sun as the day progresses. The base of the mountain is a village designed from the master-plan of

the resort with shopping and dining options. The only way to reach this ski destination is a two

hour drive from the Montreal airport (Top 25 Ski Resorts in the World).

The site of many of the 2010 Winter Olympics skiing events, Whistler Blackcomb is

arguably the largest ski resort in North America and is also named by Freeskier.com, as the best

ski resort of 2014. USA Today Published an article on the behemoth resort: "Made up of two

adjacent mountains, Whistler/Blackcomb boasts nearly 13 square miles of skiable terrain with

more than 200 trails, 16 bowls, four terrain parks, three glaciers, a seven-mile-long run and a

vertical drop that exceeds 5,000 feet." With over 450 inches of snow annually and only a two

hour drive from beautiful Vancouver, Whistler Blackcomb is a winter sport destination (Top 10

Ski Resorts in North America, Experience Whistler Blackcomb). Ski down one of their 200 trails,

or snowboard through the terrain parks to experience Canada's best.


Chile

Valle Nevado is the place in Chile to ski; The resort has 11 lifts and over 23,000 acres

devoted to skiing. The accommodations are expensive, but the payoff is in the lift ticket and the

options available for the serious powder hound. Off-piste terrain is big here, but machine cleaned

and managed trails are still available. This resort is the biggest in the southern hemisphere,

boasting a season starting in June to allow anyone's summer snow fix to be satisfied (Top 25 Ski

Resorts in the World).

Argentina

Powder hounds Take their snow seriously. So when La Liñas Ski Resort is mentioned on

PowderHound.com as a destination for extreme skiing you know they mean it! The terrain is

rough and the slopes are steep, causing advanced skiers from all over the world to board flights

to Argentina. The resort has 3,900 acres dedicated to skiing; with off-piste, or off trail, skiing

being a huge part of their business. Even with the draw of the more experienced skier, the resort

features plenty of groomed courses for intermediate skiers (Las Leñas).

La Liñas also has a wonderful nightlife scene according to PowderHounds.com. Hotels,

apartments and other living accommodations. Due to these slopes being highly sought after, they

prices can be very expensive. Locals from Buenos Aries and the wealthy Skiers from north

America are the most likely to take advantage of the challenging terrain and slopes (Las Leñas).

Competing with the America Market

Our competition is not a fierce here. Although Park City compete for powder hounds as a

major market, Park City do not compete for the same skiers as much. Park City is more of a

family based resort, while these resort are not as child-friendly with their focus on more extreme


Park City expands its advanced slopes and terrain parks, they will not be able to compete well

with these extreme challenge resorts.

Australia & New Zealand

Down under, ski season runs most of the summer. New Zealand and Australia both have

their own resorts. Australia's ski resorts fall on the south-eastern providences.

Australia

Mt. Buller is just a three hour drive away from Melbourne, making it an easy day trip.

The resort offers 25 runs in total, mostly intermediate as well as 2 trails for cross-country skiing.

The resort is packed with things to do; having a day spa, 30 bar and dining options and 7,000

hotel rooms. Cabins are also available for rent as ski-in, ski-out properties. they also have 740

acres dedicated to terrain (The 8 Best Ski Resorts in Australia and New Zealand).

New Zealand

Wanaka is ranked as one of the best ski towns by National Geographic, and as one of the

best ski resorts in Australia and New Zealand (World's Best Ski Towns, The 8 Best Ski Resorts in

Australia and New Zealand). Just 35 minutes from town is Treble Cone Ski Resort; the biggest

ski resort on New Zealand's southern island. Only receiving 200 inches of snowfall a year, the

resort needs to use snow making equipment to keep the mountain going through the season. Like

Australia, they also run a June through October season (World's Best Ski Towns). The resort

offers just under 1,400 acres to ski on, with the longest run being two and a half miles long. A

truly interesting thing about this resort is have few beginner slopes there are compared to

advanced; with a breakdown of 10% beginner, 45% intermediate and 45% advanced (The 8 Best

Ski Resorts in Australia and New Zealand). Wanaka's Treble Cone is definitely for more

seasoned skiers.


Competing with Australia

Powder hounds may visit New Zealand and Australia to say they went, but with small

amounts of snow such as New Zealand's 200 inches (World's Best Ski Towns), The jet-set skiers

are more likely to go to a place with a more substantial amount of powder. Even with the run

difficulty being slightly steeper there, Park City runs many of the same amenities; snow school,

hotels, food and beverage. The biggest change Park City can make is to add more advanced runs

and advertise to these countries in their local ski publications.


VI. Works Cited & Appendix

Works Cited

"Advertise." Park City, Utah. Park City Utah Magazine, n.d. Web. 18 June 2014.

"America's Most-Visited Ski Resorts." Travel + Leisure. N.p., n.d. Web. 20 June 2014.

"Average Monthly Snowfall." Utah Ski Resorts Monthly Snowfall. Utah.com, n.d. Web. 20 June

2014.

Becca, Hensley, ‘Park City’s food scene rivals skiing’, Austin American-Statesman, 20 January.

2013.

"Best Ski Resorts in Utah." Powderhounds.com. N.p., n.d. Web. 20 June 2014.

Falk, Martin. "Are Multi-Resort Ski Conglomerates More Efficient?" Managerial and Decision

Economics 30.8 (2009): 529-38. Web. 14 June 2014.

"Food Tour Park City." Food Tour, Unique Things To Do. N.p., n.d. Web. 24 June 2014.

"Experience Whistler Blackcomb." USA Today. Gannett, n.d. Web. 22 June 2014.

"8 of Asia's Best Ski Resorts." CNN Travel. CNN, n.d. Web. 22 June 2014.

"Las Leñas." Las Leñas Ski Resort. Powderhounds, n.d. Web. 22 June 2014.

Mill, Robert Christie. Resorts: Management and Operation. 3rd ed. New York: John Wiley &

Sons, 2001. Print.

"Park City." Ski Resort. Powderhounds, N.p., n.d. Web. 14 June 2014.


Paskin, Janet. "The Ski Resort Fight Over Park City Mountain." Bloomberg Business Week.

Bloomberg, 06 Feb. 2014. Web. 20 June 2014.

Robbins, Tom. "The Call of Kashmir." The Observer. Guardian News and Media, 31 Jan. 2010.

Web. 22 June 2014.

SCHWARTZ, KAREN. "Ski Slopes Demographics Change As More Senior Skiers

Suit Up." CBS Denver. Associated Press, n.d. Web. 18 June 2014.

"Ski Colorado." Powderhounds; in Search of the Best Powder Ski Holidays. N.p., n.d. Web. 14

June 2014.

"Ski Gulmarg, Kashmir - Powder Skiing in the Himalayas." Ski Gulmarg. N.p., n.d. Web. 23

June 2014.

"Top 10 International Ski Mountains to Hit in 2010." Matadornetwork.com. Matador Network,

n.d. Web. 21 June 2014.

"Top 10 Ski Resorts in North America: The Best of the 2014 Freeskier Resort Guide -

Freeskier." Freeskier Magazine. N.p., 25 Nov. 2013. Web. 16 June 2014.

"The 8 Best Ski Resorts in Australia & New Zealand." OnTheSnow. N.p., 19 Apr. 2014. Web. 23

June 2014.

"The Top 25 Ski Resorts in The World." Snow Addiction. N.p., n.d. Web. 21 June 2014.

"Trends in First Childbirth." Trends in First Childbirth. N.p., n.d. Web. 18 June 2014.

"United States Census Bureau." Utah QuickFacts from the US Census Bureau. N.p., 2010. Web.

17 June 2014.


"What Is It like to Ski in North Korea?" BBC News. N.p., 12 Feb. 2014. Web. 22 June 2014.

"World's Best Ski Towns." National Geographic. National Geographic, n.d. Web. 21 June 2014.

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