State grants give Park City tourism a boost beyond the slopes

PARK CITY, Utah — Park City has long been synonymous with skiing. But four local organizations receiving more than $280,000 in state tourism marketing grants this year points to a broader effort to position the mountain town as a year-round destination.

The Utah Board of Tourism Development approved nearly $4 million in Cooperative Marketing Grants in August for 49 destination marketing organizations, counties, cities, and travel-related nonprofits across 26 Utah counties.

The program, administered by the Utah Office of Tourism, is designed to leverage state and local dollars to attract out-of-state visitors, support local businesses and strengthen tourism economies. The state says the program aims to promote “sustainable growth” and “visitor diversification.”

In Park City alone, the Kimball Art Center, the National Ability Center, the Park City Historical Society, and Park City Chamber were all awarded grants.

The awards come as local leaders continue to search for ways to diversify tourism the area and spread tourism dollars across summer months. The awardees are in line with how Visit Park City, the Park City Chamber’s tourism website, describes the area: A year-round destination with arts and culture, historic attractions, outdoor recreation, and accessibility alongside its two major ski resorts.

Marketing more than the slopes

Park City Chamber received the largest chunk of local funding awards at $154,500, but the other three recipients illustrate some of the experiences Park City is looking to put in front of potential visitors.

The Kimball Art Center, which received $53,284, is part of a longstanding arts community that includes galleries, public art, festivals, and performances. The Kimball Arts Festival alone brings artists and thousands of visitors to Main Street each summer, while the city’s galleries and cultural events operate throughout the year.

The Park City Historical Society, awarded $21,786, represents the city’s mining and historic-town roots, which is increasingly incorporated alongside Park City’s ski legacy.

Then there’s the National Ability Center, which received $51,698. The organization has helped make accessibility and adaptive recreation part of Park City’s tourism identity, offering adaptive outdoor recreation for visitors with disabilities across activities including skiing, cycling, and other sports.

Together, the recipients demonstrate a tourism strategy that extends beyond simply bringing visitors to the mountains to ski.

A broader tourism strategy

The push to diversify Park City’s tourism economy comes after record-low snowpack in the 2025-26 winter season. Low snow and unusually warm temperatures shortened the ski season and contributed to a 26.5% decline in skier days statewide.

Park City Mountain ended its season roughly three weeks earlier than in previous years, while Summit County saw one of the largest declines in tourism-related economic activity in the state.

The season offered a reminder of how much the local economy can be affected when its signature winter product is limited by weather.