- Objective 6.1 Rebrand Visit Park City to Reflect Values & Stewardship Principles
- Objective 6.2 Evolve Paid & Earned Media to Focus on Sustainable Visitation & Responsible Travelers
- Objective 6.3 Support Industry-Leading Products, Programs & Events to Support Sustainable Tourism Goals
- Objective 6.4 Utilize Sustainability-Focused Messaging to Encourage Responsible Use of Summit County’s Assets
Objective 6.1 Rebrand Visit Park City to Reflect Values & Stewardship Principles
Back to Top of ListAs part of its organizational strategic plan, PCCVB will reimagine how it brands itself as a visitor’s bureau to ensure it’s providing consistent messaging about who we are as a community, educating visitors on sustainable visitation, and attracting the ideal visitor to our destination.
Project Progress
In 2023, Mountainkind became part of the Visit Park City brand, shifting the conversation toward stewardship, respect, and what it means to be a thoughtful visitor. Website updates, new creative assets, and visitor materials all reflect that shift.
Objective 6.2 Evolve Paid & Earned Media to Focus on Sustainable Visitation & Responsible Travelers
Back to Top of ListPCCVB will prioritize holistic sustainability to shape its earned media, resulting in messaging that promotes a more sustainable future. Further, to help ensure all paid and owned messaging is well received, PCCVB will develop profiles of responsible travelers and keep these in mind when crafting messaging and paid media targeting.
Project Progress
Our media strategy is built to attract visitors who want to care for the places they explore, experience local culture, and travel during off-peak times. It's about finding the right travelers for Park City, not just the most travelers.
Objective 6.3 Support Industry-Leading Products, Programs & Events to Support Sustainable Tourism Goals
Back to Top of ListEnsuring events and programs are created with sustainable tourism goals in mind will amplify Park City and Summit County’s reputation as a sustainable destination. Specific components of these could include: aiming for low- to no-waste events and corporate meetings; encouraging the use of locallysourced reusable and borrowed materials; incentives to arrive via multi-occupancy vehicle methods; offering reusable water bottles and/or bags; and events that celebrate local businesses and artisans.
Project Progress
The Sustainable Tourism Grant program has seeded meaningful projects, including Deer Valley's new zero-waste events program, which is being designed to be replicated across the community. A Sustainable Events Toolkit is in development, and Park City Municipal's events permitting team is also part of this work. There's real momentum here, and more is on the way.
Objective 6.4 Utilize Sustainability-Focused Messaging to Encourage Responsible Use of Summit County’s Assets
Back to Top of ListEducation and messaging is needed regarding the responsible use of all of Summit County’s tourism assets for visitors, meeting planners, and event organizers. This messaging could focus on actions visitors can do to be responsible, such as reducing / reusing / recycling while in-market. Additionally, messaging should address responsible visitation to cultural and historic sites so that these assets do not degrade due to visitation. Finally, this messaging could include training and education for front-line workers and tour operators on how to help shape sustainable visitor behavior throughout the destination, especially in cultural and historic sites.
Project Progress
Responsible recreation starts with good information. The Trails Less Traveled campaign, updates to parkcitytrails.org, the Visitor Information Center redesign, and ongoing education campaigns all work together to help visitors understand how to enjoy Summit County's natural assets without leaving a lasting mark. The Sustainable Events Toolkit and Mountainkind Information Center add to that effort.
