The Summit County Council meeting on May 22, 2024, focused on the unveiling of a new tourism branding initiative aimed at promoting sustainable tourism in Park City and Summit County. The council discussed the need for a refreshed identity to better reflect the community's values and attract visitors year-round, moving away from outdated marketing strategies that had been in place for over two decades.

The new branding, encapsulated in the term "Mountain Kind," aims to foster a sense of community and inclusivity while emphasizing the area's commitment to sustainability. This initiative was developed following an assessment by the Global Sustainable Tourism Council, which highlighted both strengths and areas for improvement in the region's tourism management practices. The council's sustainable tourism plan, unanimously supported two years ago, serves as the foundation for this new branding effort.

Key elements of the branding strategy include a new color palette inspired by the natural landscapes of Summit County and a focus on attracting specific demographics, such as outdoor enthusiasts and luxury travelers. The council emphasized the importance of educating visitors on responsible tourism practices to mitigate potential negative impacts on the community.

In addition to the branding initiative, the council highlighted ongoing efforts to enhance visitor management through improved visitor center experiences and the introduction of a mobile visitor center. These initiatives aim to educate tourists about local customs and encourage respectful behavior while visiting.

The meeting also touched on the importance of engaging local businesses in tourism efforts and addressing the challenges posed by increased visitor numbers, particularly during peak seasons. Council members expressed a desire for future discussions to include broader perspectives on the impacts of tourism on the community, including emergency services and local business support.

Overall, the council's discussions underscored a commitment to balancing tourism growth with community well-being, aiming to position Summit County as a leading sustainable destination while ensuring that both residents and visitors can enjoy the area's natural beauty and cultural heritage.