- Objective 7.1 Participate in Americans for the Arts' Arts & Economic Prosperity 6 Study
- Objective 7.2 Prepare an Arts & Culture Master Plan
- Objective 7.3 Partner with Local Arts Organizations to Diversify Arts & Culture Programs & Products
- Objective 7.4 Develop Promotional Campaign to Attract Arts Travelers to Summit County
- Objective 7.5 Deepen Relationships Between the Arts & Culture Sector & Local Retail Partners
Objective 7.1 Participate in Americans for the Arts' Arts & Economic Prosperity 6 Study
Back to Top of ListEvery five years, Americans for the Arts performs an economic impact study of the arts and culture industry to quantify and document the scope and detail of the economic power—measured by looking at employment, government revenue, and household income—that the arts and culture sector generates in communities. Park City is one of the communities participating in the 2023 study, and the information and findings from the study will be utilized to do greater advocacy for arts and culture in Park City / Summit County and to raise engagement of the local population and visitors with arts and culture.
Project Progress
In 2023, Park City and Summit County participated in Americans for the Arts’ Arts & Economic Prosperity 6 (AEP6) study. For Summit County, the results showed $176.8 million in total economic activity, $6.6 million in local tax revenue, 2,003 jobs supported, and 46,016 volunteer hours contributed by 2,481 volunteers, valued at $1.4 million. More information and the full report can be found at Park City Summit County Arts Council.
Objective 7.2 Prepare an Arts & Culture Master Plan
Back to Top of ListThis Arts and Culture Master Plan will build from and expand the capacity of the arts and culture sector, as established in Project ABC, and provide a long-term roadmap for deepening the relationship between the arts and culture sector, the visitor economy, and the community. This work will explore all the arts businesses and non-profits that make up the sector and connect with mining organizations and historic sites to manage these cultural assets as well.
Project Progress
In 2026, both the Park City Council and Summit County Council voted unanimously to adopt the Arts Council of Park City & Summit County's new Arts and Culture Master Plan. It's a countywide framework for the future of arts and culture here, highlighting 3 key priority areas: Arts in the Everyday, Spaces & Places, and Capacity & Funding. The Plan aligns directly with the goals of our Sustainable Tourism Plan.
Objective 7.3 Partner with Local Arts Organizations to Diversify Arts & Culture Programs & Products
Back to Top of ListThis initiative seeks to grow the connections and partnerships of organizations with each other and with PCCVB to broaden their collective impact. Specific goals of these partnerships are to: diversify programs and products available to both visitors and residents and to consider specific programming that supports the area’s goals for shoulder seasons.
Project Progress
Park City is expanding partnerships to diversify arts and culture programming. Summit Community Gardens & EATS collaborated with Artes de México en Utah on the bilingual Born from Corn program, highlighting Indigenous food traditions. The Arts Council of Park City & Summit County continues to broaden cultural offerings through its Día de los Muertos celebration at CREATE PC and an expanding Latino Arts Festival with additional nonprofit partners. Main Street Gallery Strolls and year-round live music further support a more inclusive and dynamic creative sector.
Objective 7.4 Develop Promotional Campaign to Attract Arts Travelers to Summit County
Back to Top of ListWith the increased focus on the arts and culture sector, a new promotional campaign will be developed and implemented, specifically targeted to individuals who travel to engage with the arts. Examples of this could include promoting local theater productions, art openings, new museum installations, and local artists and makers. As part of this work, feeder markets will be assessed to determine where the greatest return for investment may be realized.
Project Progress
The Arts Council launched their ‘Arts. Adventure. Awesome.’ video campaigns in winter 2023/24, using paid media to reach potential visitors in drive-time markets and select out-of-state audiences. Funding from the Summit County Restaurant Tax is supporting the next round of video content, set for release in 2025. Destination storytelling and self-guided public art itineraries round out the effort
Objective 7.5 Deepen Relationships Between the Arts & Culture Sector & Local Retail Partners
Back to Top of ListWhile there is some connection between the arts and culture sector and local retailers, these connections could be strengthened for the benefit of all. Nurturing and evolving relationships could include exploring and implementing mutually supportive endeavors and promotions. This might include businesses participating in “art walk” evenings or sponsoring arts events or exhibits within their business locations.
Project Progress
The connection between arts and local commerce is beginning to take shape. The Arts Council has introduced creative activations during Last Friday Gallery Strolls, including an Art and Music night, a "Build a Bouquet" experience across participating galleries, and a Chocolate Lovers Night featuring local chocolatiers. It's a promising start, and there's room to grow.
