How do you turn two very different ski areas into one unified brand and vision? In the case of Vail Resorts, the answer seems to be by dreaming big and simultaneously making the fewest possible changes.
In a press conference this afternoon that was packed with over 500 locals, Park City’s chief operating officer, Bill Rock, presented the new brand that combines Park City Mountain Resort with The Canyons.
The new logo uses Canyon's "infinity" symbol and font, but includes only the words "Park City." The new tagline is "There Is Only One." The base area at Canyons will now be known as Canyons Village, which I'm guessing hints at the future of this resort.
According to a map that appeared recently in the local Park Record newspaper, there are over 5 million square feet of development rights at Canyons. In contrast, there are just under 700,000 such square feet at the Park City base area.
While each former area has its merits, the better terrain - such as Jupiter Bowl - is on the Park City side. The development potential is on the Canyons side. Combine the two, and the development rights are now connected to the best terrain.
I hesitate to say this next part, because many people - including me - feel that Vail Village is overdeveloped, by a long shot. But it doesn't take much imagination to anticipate a Vail-type village emerging in the form of Canyons Village.
In their branding and naming efforts, Park City executives are taking care to be sensitive to Park City's heritage. The new gondola that connects the two base areas is named Quicksilver (silver = our mining days of old), and the new lodge next to it will be called Miners Camp. But if you think Canyons Village is going to stay the same size, you're not paying attention.
Now back to that tagline. It's intended to make you realize There Is Only One...
- Ski area in American with over 7,000 acres of skiable terrain
- Ski town with two huge resorts (Deer Valley is the other) just 35 minutes from a major airport
- U.S. ski town with anything like a European ski experience. You can now literally spend all day just skiing from one end of Park City to the other.
- Leading ski area with a huge expansion still in front of it. My guess is that ten years from now, you won't recognize Canyons Village.
What's still up in the air is whether this is the best - or the worst - thing to ever happen to Park City, the town. The owners of Vail Resorts are tough and aggressive. They're shown sensitivity to date, but they are still within the early stages of gaining approval for their grand vision.
If Canyons Village ends up looking like Vail Village, they will have failed.
I remember one time my wife and I spent three days in Aspen, then drove to Vail for a similar stay. Once there, we turned to each other and asked, "Why did we come here?" I love the skiing at Vail, but the village is over-built and more like a poorly planned city than a ski town.
I actually like the tagline, because it is absolutely true. There is only one Park City. This town and community is unique, and not because it is an investment opportunity.
The town has a unique and delightful character. The community has done a brilliant job of setting aside open space. There are over 400 miles of bike and hiking trails here. The people are wonderful, athlete and engaged, warm and welcoming.
There is only one Park City. This place is a treasure. I hope Vail Resorts never forgets that. Being an optimist, I think they are off to a good start.
