Park City Mountain Resort unveiled a new brand platform ahead of the 2026-27 ski season. Photo: PCMR

The resort unveiled “Larger Than Life” on Tuesday, a brand platform narrated by three-time Olympic gold medalist Shaun White. And while the name might have Backstreet Boys fans hearing a familiar chorus, Park City Mountain says the campaign is about the scale, history, and personality of the resort.

PARK CITY, Utah — Park City Mountain Resort is heading into the 2026-27 ski season with a new gondola, expanded infrastructure, and a new brand with a distinctly ’90s pop ring to it.

The resort unveiled “Larger Than Life” on Tuesday, a brand platform narrated by three-time Olympic gold medalist Shaun White. And while the name might have Backstreet Boys fans hearing a familiar chorus, Park City Mountain says the campaign is about the scale, history, and personality of the resort.

New gondola, parking structure coming to Canyons Village

The biggest change for many guests arriving at Canyons Village will be the new 10-person Canyons Village Skyway, which replaces the old, open-air Cabriolet lift.

The resort says the Skyway, along with the new Canyons Village Parking Structure, is intended to create a more seamless transition from arrival to the slopes.

The new parking structure will charge a $29 daily rate, with free parking after noon, free carpool spaces for vehicles carrying four or more people, and a winter season parking pass option. Limited free, first-come, first-served day-skier parking will remain available in the surface lot adjacent to the garage.

Park City Mountain also recently received approval from the Park City Planning Commission to upgrade the Silverlode Express and Eagle lifts.

Remote avalanche control comes to Limelight Bowl

This summer, Park City Mountain also installed its first remote avalanche-control system at Limelight Bowl.

The system is intended to make avalanche mitigation safer and more efficient for resort operations as crews work to open terrain, according to resort officials.

The resort has not announced plans for additional remote avalanche-control installations elsewhere on the mountain.

Superpipe returns as resort looks toward 2034

Park City Mountain will also bring back a 22-foot superpipe for the coming season.

The resort used 3D modeling this summer to reshape the foundation of the pipe, which will host The Snow League in January and remain in place afterward as a terrain park feature.

The return of the superpipe comes as Park City prepares to host The Snow League, Shaun White’s professional snowboarding and freeskiing competition, Jan. 21-23, 2027.

“There’s something special about Park City Mountain,” White said. “It’s an incredible place to ride, with so much terrain and so many different ways to experience the mountain.”

The three-day event will bring top halfpipe snowboarders and freeskiers to Park City Mountain. Spectators will be treated to live music and fan experiences.

The resort has also positioned its renewed halfpipe infrastructure as part of its preparation for the 2034 Olympic Winter Games.

More experiences planned for winter

The resort says “Larger Than Life” will extend beyond infrastructure and into new guest experiences throughout the 2026-27 season.

Among the additions and returning offerings are a traveling S’mores Sleigh, which will deliver fireside treats at locations around the mountain, and an expanded Peak to Plate experience, which allows guests to combine skiing and dining across the resort. The winter season will also include improvements being rolled out across Vail Resorts through its Epic Experience initiative.

Park City Mountain said the resort’s planning will continue beyond the coming winter as it evaluates future improvements to lifts, dining, snowmaking, skier services, and the arrival experience.

Additional events, experiences and offerings are expected to be announced as the 2026-27 winter season approaches.