Photo: Deer Valley Resort.

PARK CITY, Utah — For more than 16 years, Deer Valley Resort has quietly built one of Park City’s largest property management programs, overseeing nearly 500 properties across 40 buildings and 14 homeowners’ associations. The program spans from Empire Pass to Snow Park, with recent expansion into the East Village area as the preferred rental management partner for SkyRidge.

Despite its size and longevity, many Park City residents and property owners remain unaware that the program exists.

The program has grown primarily through word of mouth and the service standards Deer Valley maintains across all its operations. The resort applies the same attention to detail found on its slopes to its lodging division, creating the Deer Valley difference for both property owners and guests.

Owner benefits and exclusive perks

Property owners who sign with Deer Valley’s rental management program receive several exclusive benefits, like 50% off the purchase of two Deer Valley season passes and two First Track days per season. The program also includes complimentary access to an in-town transportation shuttle service, which this year features white GMC Yukons or Suburbans provided through a partnership with GMC.

The shuttle service covers more than just ski access. Owners and guests can use it for grocery shopping, dining on Main Street and other errands around town.

All properties in the program offer some form of ski shuttle access, either through their HOA or directly through Deer Valley, ensuring convenient mountain access even for properties that aren’t ski-in, ski-out.

Perhaps most valuable during peak periods, Deer Valley lodging owners and guests are never blacked out from the mountain. During the recent Christmas and New Year’s period when Ikon reservations closed and the mountain sold out, owners could still arrange mountain access through their owner guest services team.

The program maintains a “culture of yes” for owner requests. Jenna Sommers, Homeowner Acquisition Manager, recalled an owner who called at the last minute during Presidents Weekend seeking ski school for a granddaughter. Though fully booked, the team secured spots for two of the four requested days. Another owner received VIP tent tickets to last year’s World Cup after the event sold out.

Guest experience and property standards

Deer Valley’s highly trained staff monitors properties 24 hours a day, seven days a week. All managed properties receive daily housekeeping when occupied, with the same staff assigned to the same properties whenever possible to create familiarity with how owners want their homes maintained and displayed.

Hot tubs receive daily service when properties are occupied and weekly maintenance when vacant. Hot tubs are drained and emptied between each guest stay.

The program employs a year-round full-time core staff, supplemented by seasonal employees during peak periods. This differs from many rental management companies that fluctuate with seasonal hiring.

Comprehensive property management services include weekly walkthroughs when homes are vacant, during which team members run faucets, flush toilets and check for leaks. Pre-arrival and post-departure inspections ensure properties are in optimal condition before and after each guest visit.

An on-site management team and security services are available 24/7 to attend to homeowner and guest needs, with nightly patrols. The on-site maintenance team provides routine inspections and on-request support for owners and guests.

Deer Valley provides high-quality linens including sheets, comforters and towels, which are purchased by owners upon entrance to the program. Custom arrival preparations are available by request, including stocking household goods, groceries and other services.

On-request housekeeping is available for owners when their properties aren’t rented.

“At the end of the day, Deer Valley has a big name to uphold, and we really take that seriously and represent it in every one of our business areas,” Sommers said.

The program customizes its approach based on each owner’s desired involvement level. Some owners prefer minimal interaction, while others want to be closely involved in management decisions.

Marketing reach and revenue optimization

Property owners benefit from Deer Valley’s extensive marketing infrastructure. The resort’s database includes more than one million people, and the lodging program is regularly incorporated into email campaigns, social media posts and other marketing efforts.

When Deer Valley sends powder alerts or other subscriber emails, many include links to book lodging. The resort’s Instagram features property profiles, with some featured homes receiving 180,000 hits.

Properties are marketed across multiple booking platforms, including VRBO, Airbnb, Ski.com, Booking.com, and Expedia. The program also maintains strategic partnerships with high-end travel agencies and tour operators worldwide, with international marketing initiatives targeting key regions through travel wholesaler partnerships.

A dedicated revenue management team continuously monitors market trends, rates and bookings to maximize rental income. Through dynamic pricing strategies and market analysis, the program optimizes revenue and occupancy rates, producing equal or higher revenue for owners with less rental occupancy than competitors.

The revenue management approach includes a unique analyst focused specifically on Deer Valley lodging, ensuring pricing strategies are tailored to the resort’s specific market dynamics.

About 80% of lodging reservations are booked directly through Deer Valley, with 60% occurring over the phone through local vacation planners who average seven years of experience selling Deer Valley properties. This direct booking emphasis, combined with the expertise of long-tenured staff, helps maintain booking quality and guest satisfaction.

The resort’s group sales team works year-round to bring meetings, weddings and special events to Deer Valley, creating additional booking opportunities for managed properties throughout the season.

Owner appreciation and community

Deer Valley hosts annual owner appreciation weekends with dinners, drinks, dessert and discounted concert tickets. The program aims to make owners feel like part of the “Deer Valley family” with personalized, curated experiences.

For property owners seeking the Deer Valley experience beyond the slopes, the resort’s 16-year-old property management program offers exclusive perks, consistent service standards and access to one of Park City’s most recognized brands.

More comprehensive information about Deer Valley’s property management program is available online or contact Jenna Sommers at jsommers@deervalley.com.