Park City’s 2024-25 ski season defied expectations, delivering the highest lodging revenue ever recorded, even with lower-than-average snowfall. This achievement underscores the ski town’s economic resilience and the enduring appeal of its winter tourism offerings. The season’s success is a testament to effective management, strong marketing, and the overall desirability of Park City as a premier ski destination.
The record revenue, measured by transient room tax, highlights the intersection of room rates and occupancy levels. Despite a decrease in snowfall, strategic initiatives and a robust tourism infrastructure ensured that Park City continued to attract visitors. This season sets a new benchmark for the industry, demonstrating that economic success isn’t solely dependent on snowfall.
This article explores the factors behind Park City’s financial triumph, examining regional and national trends in skier visits, the impact of Vail Resorts’ performance, and the outlook for future tourism. Discover how Park City has navigated challenges and capitalized on opportunities to achieve unprecedented economic success.
Record Lodging Revenue Despite Snowfall Dip
Park City’s 2024-25 ski season saw its highest revenue ever, based on transient room tax. This value combines room rates and occupancy levels, illustrating a strong economic performance despite a decrease in snowfall. According to Dan Howard, vice president of communications at the Park City Chamber, the past three years have been exceptional for the tourism sector.
“The two seasons before this one had exceptionally high snowfall levels that resulted in the top two skier day numbers in history,” said Howard. “Last year was the highest collection in Park City history until this year’s collection. So in brief summary, the past three years have seen exceptional economic performance in the tourism sector in Park City during the winter season.”
This revenue surge underscores the town’s ability to attract visitors regardless of natural conditions. It points to effective strategies in pricing, marketing, and visitor experience that contribute to economic stability.
Rocky Mountain Region Leads Skier Visits
The Rocky Mountain region—Utah, Colorado, New Mexico, Wyoming, Montana, and Idaho—led the nation in skier visits, accounting for 42.9% of the national total. Despite snow totals falling below the 10-year average, the region still recorded its third-strongest season on record, according to the National Ski Areas Association. Nationwide, ski areas logged 61.5 million skier visits, making 2024-25 the second-highest season on record, trailing only the 2022-23 post-COVID surge.
This indicates a consistent demand for ski tourism in the region, driven by world-class resorts and dedicated marketing efforts. The data suggests that skiers are willing to visit even when snowfall isn’t optimal, highlighting the importance of snowmaking and other resort enhancements.
The strong regional performance underscores the importance of collaborative marketing and infrastructure development. By working together, these states can maintain their dominance in the ski tourism market.
Vail Resorts Reports Slight Decrease in Skier Visits
Preliminary numbers from Vail Resorts show a 3.1% decrease in total skier visits in season-to-date totals as of April 20 across the company’s 37 North American resorts, including Park City Mountain. Though passholder visitation improved from the second quarter as expected in March and April, lift ticket visitation fell short of expectations.
“Although visitation declined, lift revenue increased compared to the prior year period, driven by the growth in season pass revenue committed ahead of the season,” said Kirsten Lynch, CEO of Vail Resorts. “As a result of the lower-than-expected lift ticket visitation in the spring period, the company currently expects resort reported EBITDA for fiscal 2025 to be in the lower half of the guidance range issued on March 10, 2025.”
Despite a drop in skier visits, Vail Resorts managed to increase lift revenue, indicating that advance season pass sales are buffering against fluctuations in daily ticket sales. This business model provides stability and predictable income.
New Standard for Industry Operations
With this season’s regional and national success, the National Ski Areas Association has declared a new standard for industry operations.
“The 2024-25 season may come to represent a new baseline for the industry. Even if ‘normal’ continues to evolve, this season gives us a strong point of reference for what steady, healthy growth looks like,” said Michael Reitzell, president and CEO of the association. “While weather will always be unpredictable, this year was less volatile overall, and nearly every region saw solid snowfall.”
This declaration marks a turning point for the ski industry. By emphasizing consistent growth and operational excellence, the industry can mitigate the risks associated with unpredictable weather patterns.
Ski Utah Anticipates Strong State-Specific Values
With regional numbers reflecting a continued public interest and growth in industry success, Ski Utah expects state-specific values of skier visitation to be well aligned and demonstrative of regional trends.
“These numbers reflect a healthy and thriving ski industry, and we’re happy to play a role in continuing to grow snowsports in Utah. Especially with 2034 quickly approaching, skiing and snowboarding continue to remain pivotal to Utah’s economy and values,” said Alison Palmintere, director of communications at Ski Utah.
Ski Utah’s confidence underscores the state’s commitment to promoting snowsports. With the 2034 Olympics on the horizon, the organization is focused on ensuring that skiing and snowboarding remain central to Utah’s economic and cultural identity.
Future Outlook: Flattening Tourism Growth Expected
Looking ahead, following national and international economic conditions, the Park City Chamber of Commerce and Visitors Bureau expects the town’s three-year streak of record highs and tourism success to flatten out, said Howard.
“Park City is budgeting a flat year versus this one, which would still be an exceptional result — but it would not represent a continued growth trend which we have seen for the last three years,” said Howard.
While Park City anticipates a leveling off of tourism growth, maintaining current levels would still represent a significant achievement. The town’s strategic planning and marketing efforts are geared towards sustaining its position as a top ski destination.
Conclusion: Resilience and Strategic Planning Drive Success
Park City’s record-breaking 2024-25 ski season demonstrates the power of resilience and strategic planning. Despite facing challenges like lower snowfall, the town achieved unprecedented economic success through effective management, strong marketing, and a commitment to providing exceptional visitor experiences.
The industry’s shift towards operational excellence and diversified revenue streams has created a more stable and sustainable business model. As Park City looks to the future, its ability to adapt to changing conditions and maintain its appeal as a premier ski destination will be critical.
This season serves as a valuable lesson for the entire ski industry, highlighting the importance of proactive strategies and a focus on long-term sustainability. By embracing innovation and prioritizing the visitor experience, ski resorts can thrive even in the face of unpredictable weather patterns.
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