Park City Mountain Resort is launching a new brand platform as the largest ski resort in the United States prepares for another winter filled with major infrastructure projects, elite competition and new on-mountain experiences.
Announced September 1st, Park City Mountain’s new Larger Than Life campaign is built around the resort’s size, history and identity, highlighting the experiences that bring skiers and snowboarders back season after season.
The campaign arrives as Park City Mountain continues a multi-year effort to improve infrastructure and elevate the guest experience across its 7,300 acres.
Shaun White Helps Tell The Story
Three-time Olympic gold medalist Shaun White will help introduce the Larger Than Life campaign as its narrator.
White, one of the most accomplished athletes in snowsports history, has longstanding connections to Park City and its competition scene. The campaign will appear across television, digital platforms, social media and outdoor advertising.
Park City Mountain Chief Operating Officer Deirdra Walsh said the campaign is intended to capture what makes the resort distinctive while reflecting continued investment in its future.
The resort’s recent improvements have included more than $144 million invested during the past decade in lifts, terrain, snowmaking, restaurants and other projects.
New Gondola And Major Resort Improvements
One of the biggest developments for the 2026/27 season will be the new 10-person Canyons Village Skyway.
The gondola will become the second new gondola to debut at Park City Mountain in as many winters. Combined with the new Canyons Village Parking Structure, the project is designed to create a smoother experience from arrival to the slopes.
Park City Mountain also recently received approval to upgrade Silverlode Express and Eagle Lift.
Other improvements include a new remote avalanche control system in Limelight Bowl and changes to the superpipe using 3D modeling technology. The reworked superpipe is expected to play an important role as the resort prepares for the 2034 Olympic Winter Games.
The Snow League And New Experiences
Park City Mountain will host Shaun White’s The Snow League from January 21 through 23, 2027. The event will bring elite halfpipe snowboarders and freeskiers to Utah for competition, live music and fan experiences.
The resort will also bring back its 22-foot superpipe, which will remain in place following the competition.
Additional experiences planned for the winter include a traveling S’mores Sleigh and an expanded Peak to Plate skiing and dining experience.
Park City Mountain said more events and offerings will be announced closer to the start of the 2026/27 ski season.
