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Riester + Park City, Utah: A New Tourism Campaign for the Mountainkind.

It’s May, the flowers are blooming, and the Riester team is busy celebrating the launch of a newly revitalized brand so near-and-dear to us, we let our skis and snowboards collect (a little) dust this winter as we helped an amazing group of clients bring it to life.

Hundreds of leaders from the Park City and Summit County, Utah community gathered to preview and celebrate the new brand for the city: Mountainkind.

The travel and tourism sector has seen big changes in the 20 years since Park City’s last major rebrand – and so has the town itself. Retiring Boomers and the rise of remote work – among many other factors – have contributed to booms in development and visitation alike. For residents, Chamber partners and visitors, “sustainable tourism” is no longer a buzzword – it’s a necessity – and one that goes right to the heart of the new brand.

Who are the Mountainkind?

Some were born in the mountains. Others simply visit when they hear the mountains’ call. They long to feel humble under towering alpine pines, or get inspired by the commanding view from a summit. And whether they’re longtime Park City locals or just visiting for the first time, Mountainkind speaks to a community that revolves around nature, seeks outdoor adventure, small-town culture, and brings a commitment to preserving everything that makes Park City and Summit County Utah so special.

With this new brand, Park City is happily inviting folks with the Mountainkind spirit in their soul – as well as those drawn in by the great vibes.

And now that the brand is launched, a whole lot of us here at Riester are ready to break out our spring hiking boots and mountain bikes in celebration.