“Park City welcomes the world” was the message I conveyed to a delegation from the International Olympic Committee during their recent visit to the community to scout possible locations for the 2034 Games. Alongside other civic and business leaders, I underscored our shared mission of fostering a sustainable tourism future. I presented the 10-year Park City Sustainable Tourism Plan, a distinctive roadmap that extends through the 2034 Winter Olympics, charting a course towards a balanced tourism-based economy with specific milestones and timelines that make it unique.

If I’d had time, I would have proudly told the group about our Sustainable Tourism Grant program, whereby local businesses can apply for their sustainability initiatives in the workplace and community. We awarded the first grants last summer, and the selected projects reflect the broad scope of tourism sustainability, touching many aspects of Park City life.

For example, grants included:

  • Dollars for the Trailhead Camera Network permitting live views of trailhead conditions.
  • Boosting the profile of the Park City Museum to better highlight our mining history.
  • Promoting eastern Summit County, which helps disperse visitors more broadly.
  • Dollars for much-needed renter education for our local workforce.
  • Maintaining cross-country ski access at Osguthorpe Farm. 

You can still apply for 2024 grants, but the deadline is Wednesday. Once we receive it, an ad-hoc chamber committee will review your proposal after it is vetted for eligibility. The committee uses a rubric for scoring, and their recommendations go to the chamber’s board of directors for final approval. The 2024 awardees will be notified on July 8.  Partners may apply at visitparkcity.com/members/resources.

While fielding grant program applications, we received news that Park City has received more sustainability recognition — being honored with a Green Destination Story award at ITB Berlin, the world’s largest annual travel trade show. Along with destinations from Japan to Portugal, ITB recognized Park City for bolstering Recycle Utah’s Green Business Program, introduced in 2016.

A Green Business Advisory Committee — comprising representatives from the Chamber & Visitors Bureau, Park City Municipal, Summit County, the Park City Community Foundation, and Recycle Utah — reviewed the program’s structure and participation requirements with a view to expansion. The program’s relaunch last year saw over 60 businesses join, significantly raising engagement, awareness and appreciation for the Green Business Program within our business community.

I am excited all this sustainability news is happening now because we’re on the verge of unveiling a new, rebranded Park City image to share with the world — a warm, welcoming, genuine, down-to-earth, inspirational theme where caring for our beautiful mountain lifestyle plays a big part.

The new brand will lead our marketing and management ventures in critical travel markets and set a new tone for our visitor education campaign. After more than a year of research, discussion and development, we believe the new brand represents the essence of Park City that lies at the very heart of what makes us love our town so fiercely.

Curious? We’ll reveal this new direction in Park City’s tourism marketing to Chamber partners on Tuesday, April 30. RSVP at membership@visitparkcity.com.  Soon after, look for the announcement to appear on our Instagram and Facebook pages and in local media reports.

Of course, I will be talking about it in this column and getting your reaction. Can’t wait for the big day and to hear what you have to say!

Jennifer Wesselhoff is the president and CEO of the Park City Chamber of Commerce & Visitors Bureau.