Why Park City & Heber Valley rewards active pricing
A high-stakes winter market, where a few weeks make the year.
Park City and the Heber Valley run on the winter ski season (December–March) plus Sundance, with a growing summer mountain season. So much revenue is concentrated in a few peak weeks that small pricing errors compound into big misses.
That is the market where daily revenue management matters most: pricing the ski holidays and Sundance to their ceiling, and, as our client saw in a low-snow year, defending rate on discipline when the weather doesn’t cooperate.
What this market actually pays
Trailing 12 months (Jul 2025 – Jun 2026) · KeyData market benchmarks · 718 properties in Summit County (Park City) + 164 in Wasatch County (Heber Valley), UT
| Home size | ADR | Adj. occupancy | Adj. RevPAR |
|---|---|---|---|
| 3 BR · Park City (Summit Co.) | $541 | 35.7% | $128 |
| 5 BR · Park City (Summit Co.) | $1,121 | 34.1% | $244 |
| 3 BR · Heber Valley (Wasatch Co.) | $246 | 38.0% | $68 |
| 4 BR · Heber Valley (Wasatch Co.) | $387 | 34.8% | $94 |
Peaky ski economics: modest annual occupancy, extreme rate concentration in the holiday and Sundance weeks. Pricing those weeks correctly is most of the job.
Where the revenue moves in Park City & Heber Valley
Ski holiday peaks
Christmas–New Year, MLK, and Presidents’ weeks are the year’s ceiling. Under-pricing these is the single most expensive mistake operators make.
Sundance
Late-January Sundance Film Festival is a massive compression event for Park City that should command premium rates and long minimum stays.
Weak-snow resilience
Rate discipline protects revenue in low-snow years, our client’s RevPAR rose year over year even through a poor snow season.
Summer mountain season
Growing warm-season demand (hiking, biking, events) is a second window most ski operators still price as off-season.