SUNDANCE SUSTAINABILITY PRESENTATION
Park City Municipal Corp, a 30-year client, asked us to create a presentation to coincide with Al Gore’s 2017 movie premier, “An Inconvenient Sequel.” An event and presentation were planned at Base Camp to showcase Park City’s innovative sustainability efforts, including purchasing a new fleet of electric buses for its free transit system, opening a new Kimball Junction Transit Hub, incorporating solar power atop the main city offices, and working with Summit County Power Works to increase countywide sustainable practices.
C&S worked with the city’s public affairs office to create a campaign of busboards, ads and posters starring local residents and business owners, with testimonials focusing on dollars saved through solar power and LED installations. The results were enlightening and Park City continues its quest as the 19th city in the nation to pledge zero-emissions by 2032.
PARK CITY SILVER MINE ADVENTURE
Once a living silver mine, United Park City Mines purchased the retired Spiro Mine for its real estate development rights. Located in the hills of Deer Valley, UPC decided to re-open the mining operation to destination ski and summer tourists. C&S was hired to develop an exciting brand, advertising, direct mail, public relations, and special events for the project, to draw visitors to the historic landmark and generate revenue for UPCM.
After a $2 million renovation, the Silver Mine Adventure opened as a tourist attraction, with lobby gift shops, a restaurant, and the main attraction, a ride down 1,500 feet through the mine shaft and into the underground tunnels where drilling once took place. C&S developed a fictitious character from the old Tommy Knocker lore, and created a family-friendly marketing campaign around the character, including a radio jingle with voice-over by the Tommy Knocker himself. C&S created seasonal brochures, take-one rack cards and novelty items for seasonal distribution in and around target areas, including local hotels, ski resorts and the Salt Lake International Airport. We created a cohesive campaign including billboards, bus boards, maps, and timely advertising and direct mail in the Wasatch Front and Park City.
During shoulder seasons when tourists are non-existent, C&S in conjunction with the UPCM marketing director, created “The Haunted Mine,” transforming the underground attraction with live spooks for Halloween. The result was consistent lines out the door and ongoing revenue from September through October – a time that normally would be vacant.
Overall, the Silver Mine Adventure was a huge success with C&S overseeing marketing, until Empire Pass was developed in the early 2000s, and United Park City Mines no longer had to keep the facility open.
PARK CITY LODGING ASSOCIATION IMBA FAMS
In 2012, the International Mountain Bicycling Association (IMBA), an organization that reaches over 35,000 individuals and 600 retailers worldwide, awarded the Gold-Level Ride Center Award to Park City. With a total score of 96 out of 100 possible points, Park City and its three primary resorts – Deer Valley, Canyons, and Park City Mountain – were lauded for their number of miles, caliber of trails, quality of rooms and restaurants, bike shops, trailhead facilities, bike parks, brew pubs, and cooperation from government agencies, businesses and land owners.
C&S was selected by the Lodging Association to launch a widespread public relations campaign, luring high-caliber writers to a series of Summer Mountain Biking Fam Tours. The goal was to tap major media and capitalize on the momentum of this pertinent award and the town’s reputation as a desirable summer destination.
Single-handedly and in just one month, C&S tapped major media throughout the United States and Europe, quickly compiling viable media lists and sending press release, e-blasts and follow-up correspondence and calls.
Within the first month of the campaign, C&S secured more than 15 viable reporters to come to Park City for mountain-biking trips, complemented by municipal presentations and samplings of Park City’s best restaurants and attractions. C&S surpassed client expectations by maximizing each fam tour, and inevitably was selected once again as the agency to oversee the project in 2014.
STEIN ERIKSEN LODGE
In 1991, Utah’s first and only Five Star Resort was booked with affluent winter guests the likes of famed movie stars and corporate moguls, arriving to Deer Valley Resort in anticipation of world-class skiing. But in the summer, the Lodge sat empty, having to lay-off employees and close during the slower months of May and October.
C&S came in with enthusiasm and tourism-industry knowledge, and suggested targeting the less-sophisticated, but still-affluent Wasatch Front market, to bolster transient room bookings, and thus, restaurant and spa revenues. We also facilitated bookings of corporate group sales to fill downtimes.
C&S created an elegant, yet approachable, advertising campaign, demonstrating the level of service, care and ambience Stein’s provides. We placed the campaign in viable Wasatch Front publications, and created a series of events to lure both local and Wasatch Front residents to sample the resort in the summertime, including live music, gourmet fare, and magnificent scenery. We also invited the press to sample the Lodge’s renewed commitment to the local market through innovative summer events and non-profit affiliations.
Within the first year, the campaign generated bookings and revenue to keep the hotel open year-round. Average daily rates, occupancy levels and transient room business continues to rise due to Wasatch Front business, while maintaining brand integrity.
C&S provided award-winning work for Stein’s for more than 20 years, marketing the acclaimed hotel, restaurants, spa and conference center with great success.