Last week, the Park City Chamber and Visitor’s Bureau launched its rebrand which is founded on a philosophy they’ve called “MountainKind.” It’s a versatile phrase, “Be MountainKind,” or “We are the MountainKind,” or “Dude, that’s so MountainKind!” Ok, maybe not that last one, exactly.
As I sat on a large committee where ideas for the future brand percolated around preserving local assets, including the environment, better serving residents and attracting the “right” type of visitors (those already conscientious of sustainable practices), the phrase MountainKind resonated. It turns awareness to two things we here at Mountain Trails have, for over three decades, strived to grow and share: a love for the mountains and kindness toward others. Recall MTF’s 10 Seconds of Kindness campaign? It’s still a thing.
Another element of the Chamber’s new brand that is hard to miss, if not for quantity, then for high quality representation, is outdoor recreation as the main attraction. Hundreds, or maybe even thousands, of perfectly illuminated trail shots supply the Chamber, local business and resorts with exhilarating content. They are flawless images of families, whose children never whine, hiking Empire Pass. Mountain bikers floating in slow-mo through golden aspen forests on Park City Mountain’s buffed singletrack. And of course, there’s the golden retriever patiently sitting upon a Deer Valley promontory as her people drink in the undisturbed vastness of Bonanza Flat. These uplifting narratives speak closely to the hearts of visitors who love the outdoors. They are also the very essence of local culture and community pride.
So, yes, bold as it might be, I am going to go right on ahead and claim it here: trails and open space play leading roles in an all star cast. They are the heroic protagonists in the Tale of Utah – What Wonderful Place to Be.
As we consider the asset trails and open space are to the story being told in destination marketing, let’s also reflect upon the role they play – we play – in Utah’s economy, outdoor culture and high quality of life.
Trails are here, in large part, because Mountain Trails Foundation, other trails and open space nonprofits, and a supportive local community, are here. Working together. Always.
