Park City Mountain Resort unveiled its new "Larger Than Life" brand platform on Tuesday, signaling a suite of infrastructure upgrades and new guest experiences ahead of the 2026-27 ski season. The campaign, which is being narrated by three-time Olympic gold medalist Shaun White, aims to highlight the scale and history of the mountain as it prepares for global competitions and the 2034 Olympic Winter Games.
New Branding and Infrastructure
The resort's new branding, which officials say is part of parent company Vail Resorts' effort to bring each mountain's personality to life, was introduced on Sept. 1. The initiative follows a period of significant investment, including more than $144 million spent over the past decade on lifts, terrain, snowmaking, and restaurants. These previous improvements included the Sunrise Gondola, major snowmaking upgrades in Canyons Village, redeveloped beginner zones, and terrain park enhancements.
Canyons Village Upgrades
A major component of the upcoming winter season is the debut of the 10-person Canyons Village Skyway. This new gondola will replace the previous open-air Cabriolet lift to create a more seamless transition from arrival to the slopes. The Skyway will debut alongside a new Canyons Village parking structure designed to improve the guest journey.
Parking and Access Changes
New parking regulations will accompany the opening of the Canyons Village Parking Structure. The garage will charge a $29 daily rate, though parking will be free after noon. The resort also noted that free carpool spaces will be available for vehicles carrying four or more people. While the free all-day surface lot and Cabriolet Lift access used in previous years are ending, limited free, first-come, first-served day-skier parking will remain available in the surface lot adjacent to the garage.
Superpipe and Global Competition
The resort is also bringing back a 22-foot superpipe this winter. Using 3D modeling during the summer, crews reshaped the foundation of the pipe to serve as a premier terrain park feature. The superpipe is scheduled to host The Snow League from Jan. 21-23, 2027, bringing top halfpipe snowboarders and freeskiers to the mountain. The infrastructure is being positioned as part of the resort's long-term preparation for the 2034 Olympic Winter Games.
The Snow League Connection
The return of the superpipe and the hosting of The Snow League are central to the resort's vision. Shaun White, the founder of The Snow League, is helping to tell the story of the mountain through television, digital, social media, and out-of-home creative. White noted that the mountain is an incredible place to ride due to its diverse terrain and various ways to experience the mountain.
Safety and Operations
During the summer, Park City Mountain installed its first remote avalanche-control system at Limelight Bowl. According to resort officials, this system is intended to make avalanche mitigation safer and more efficient for operations as crews work to open terrain. The resort has not announced plans for additional remote avalanche-control installations elsewhere on the mountain at this time.
Guest Experience Enhancements
The resort's expansion also includes new guest experiences and service improvements through the Vail Resorts Epic Experience initiative. These additions include a traveling S’mores Sleigh that will deliver treats at various locations around the mountain, and an expanded Peak to Plate experience for combining skiing and dining. Other improvements include reimagined rentals through My Epic Gear and a personalized ski and ride school experience via the My Epic App.
