It takes a lot of history to make even a little tradition, and Park City is blessed with plenty of both. As we roll out the Mountainkind brand this summer, we are making our vibrant past more visible as part of the strategy to attract overnight visitors who appreciate our character and history as well as our recreation, resorts and dining.
For example, our new Travel Stories app is a historical self-guided walking tour transporting you back in time with engaging narratives that begin automatically as you approach historic sites all along Main Street. Where you start makes no difference; the live map shows your location and the nearest site. No WiFi or cell service is necessary.
Even the most seasoned Parkite will enjoy the audio tour’s lively stories and fascinating historical tidbits. Did you know the abandoned tramway towers next to the Town Lift were never a system for carrying people? The massive buckets they once supported carried ore from the Silver King Mine going down and coal for fuel going up (though it’s easy to imagine an occasional miner hitching a ride).
Mountainkind is all about drawing people who love insights like these and who blend with our mountain town lifestyle in other ways. The brand emphasizes Park City’s stewardship, authenticity, love for the outdoors, and our readiness to share those values.
Until the end of September, our strategy is to deploy artfully crafted Mountainkind messages mirroring the media usage of our travelers to reach them on platforms they favor with the least amount of advertising clutter. Strategic partnerships with travel content sites such as Tripadvisor, Yellowstone and Expedia reach travelers as they plan, and bold outdoor boards have a high-profile visual impact.
We’ve ramped up Park City’s presence in search, social, streaming radio and podcasts, and CTV (streamed videos, programs and music). These media buys and partnerships introduce Mountainkind and extoll our mountain summers in major markets from coast to coast: LA, San Francisco, San Diego, Seattle, Phoenix, Dallas, Denver, Atlanta, Miami, and New York City.
Mountainkind is a four-season strategic approach that achieves that reflects who we are. We aim to attract longer-staying, higher-spending visitors who, by choosing Park City, find they become part of our community identity.
Courtesy and respect are also manifestations of Mountainkind, so we are also helping visitors understand common hiking etiquette — rules which may be new to some. Our website explains the triangular “yield” sign regarding bikes, people and horses and offers other tips for Mountainkind behavior while we’re all out there, such as:
- Stay on the trails and avoid leaving deep footprints in wet spots.
- Leave nature as you find it for others to enjoy. Don’t disturb plants or natural features.
- Be kind to all — everyone has the right to be on the trails. Smile, be patient, give way.
- Be thoughtful using social media tags, which can drive more people to sensitive areas.
- Keep pets under control and pick up after them.
- It is exciting to see wildlife but keep your distance. Don’t try to interact.
Parkites have excelled for decades at welcoming, educating and sharing the Wasatch Back with visitors from all over, and we’re still at it. It’s the Mountainkind thing to do.
Jennifer Wesselhoff is the president and CEO of the Park City Chamber of Commerce & Visitors Bureau.