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Show WedThuraFri, July 28-30, 2004 The Park Record B-9 Fickle tourists create business in Utah ran MS. rrr H Park City Chamber works to turn heads of visitors bored with Colorado's resorts By MONIKA GUENDNER Of the Record staff One of the mantras of the travel and tourism industry is, if you treat the customer well, they will come back. Not necessarily so, says Peter Yesawich, a tourism industry expert who spoke at Ski Utah's Travel Symposium recently. According Yesawich, the majority of Americans approach vacations with a 'been there, done that' attitude. According to a national survey that his company compa-ny Yesawich, Pepperdine, Brown & Russell conducted, 81 percent of Americans said that they would like to go someplace on vacation that they have never been before. , The change in attitude began in the 1990s as consumers became more tired of the 'stuff they already had, said Yesawich. Most survey respondents, 65 percent, per-cent, said they would welcome more novelty in their lives. The resulting disaffection, or 'Boredom Boom' as Yesawich coined it, shows that many Americans are bored with television televi-sion (84 percent,; department store shopping (65 percent,) pro sports (60 percent) and even their own lives (40 percent.) The message from those results: if you assume that you will be rewarded with repeat patronage because you gave great service, you are wrong, said Yesawich. "I see it a little differently." said Cathy Miller, director of marketing at the Park City ChamberBureau. "I see it more as a competitive advantage for us, because most of the market share is going to Colorado ... If they visitors have been going to the same resort in Colorado and they havent thought about Park City or Utah, it would benefit us. We're not in the same position they are," she said. According to the latest survey done by the Park City ChamberBureau, the level of repeat customers is still strong. Returning visitors made up 67 percent of the 2002-2003 winter season and 37 percent of the 2002 summer guest list. Sixty-two percent of winter visitors also said they planned to return to Park City within the next two years, a number that has not changed in recent history. said Miller. "In our experience, when people peo-ple finally get to Park City, and they try Park City, they land in Park City for a while," said Miller. The loyalty stems from great service, and 71 percent of visitors surveyed rated businesses a four or five out of five possible rating points, said Miller. In addition to repeat winter visitors, 89 percent of overnight visitors and 84 percent of day visitors vis-itors in the summer of 2002 said they plan to visit Park City again in the future. Topping the list of motivating factors for both sets of summer visitors was something very un-summery un-summery - skiing and snow-boarding. snow-boarding. But summer visitors, especially from the Wasatch Front, are very loyal to Park City and often return several times during the summer, said Miller. The ChamberBureau concentrates concen-trates on the new customer, but the emphasis is due more to costs than to trends. "As a ChamberBureau, our marketing efforts are to generate incremental first time visitation so that our product can build repeat visitation from that. "We go out and try to find that person who is bored in Colorado, who would be willing to look at an alternate resort because it's Pilots wait for answer on proposal Continued from B-7 analysis of the need," said Renkel. "We've been doing an ongoing financial analysis of the company and our analysis prompted us to make an offer substantial enough to demonstrate to everyone that we're serious about getting an agreement. That would be our part of a comprehensive restructuring restruc-turing plan that allows Delta to address all of its costs," he added. The proposal, he added, was intended to be significant enough for negotiations to continue and conclude before a Chapter 1 1 filing fil-ing became inevitable. "The overall goal is to avoid bankruptcy, but with the caveat ... if all the other creditors don't restructure their costs as well, the plan has little chance of working," work-ing," said Renkel. In return for the concessions, the union is asking for financial returns and corporate governance. gover-nance. Whether that equity exchange takes the- form of stocks, stock options or another form of equity is subject to nego-. tiation, said. Renkel. With the equity, the union is asking for commensurate participation on the board of directors. Hie union currently only has a non-voting member on the board. The pilots union is the largest union of the airline, with approximately approx-imately 7,500 members. Approximately 200 members live within the Park City area. Delta, which is the country's third-largest third-largest airline, has its third-largest third-largest hub in Salt Lake City. - AP contributed to this story wwWo pa r kreco rd . co m more expensive to build a first time visitor." said Miller. Despite Yesawich's report that the trend is to seek out new places for vacations. Park City has many things going for it. according to Yesawich's own survey sur-vey results. With Utah only ranking rank-ing No. 19 of places people want to go. there are plenty of people who have not experienced the state yet (the No. 2 attribute people peo-ple are looking for in a leisure travel experience). The area also has beautiful scenery, the No. 1 attribute, opportunities to eat different cuisine (No. 3). hotels with casual elegance, atmosphere and decor (No. 4) and nightlife (No. 5). Although Miller said she did not discount Yesawich's findings, she pointed out that the trends were general and spanned travel trends across all seasons, activities activi-ties and locations. Utah is tie 2nd driest state in the nation. 1 . xeriscape 2. drip irrigation systems 3. Limit Lawn Areas ' How We Live Is Very Much Influenced By Where We Live. Park CityDeer Valley provides room to ski, hike, golf, bike, fish, roam -or in other words, live life to the fullest. e offer properties that let you explore all of life's possibilities in the Wasatch Mountains. Live Well. I " ' " i. & k I Mark". Robin3i Mark Sletten, rkaitor' Mobile: Hxivlo.ov.Ki Robin Sletten, m h k: Mobile: -I.fro.0.o:i8 Otlice: 1 S:i.6.17..S080 Fax: 433.055.77-15 vvw.sk'ttenreak'sl;tte.com Our ollkv is lo..ilnl .it P.irk City Mm. Uosort Ci-nk-i, P.irk City, ITKIiiMl (St r.i.i iii. r in p. Prudential Utah Real Estate Jcnlk I Hmh-,1 Ariil i j.ct alni QJ Tke 2004 HOMETOUR at Deer Crest r;Jflfit itai DO - 151 ,, , DEER. CrE$t f ; . ... 4.-.: i.. i " ,-, ; i 3 1 Tour Exquisite Ski-In, Ski-Out Residences Overlooking The Jordanelle TO BENEFIT The Peace House OF SUMMIT & WASATCH COUNTIES A Safe Place to Escape Domestic Violence DEER j valley; Join us after ihe tour with Tke UtaK Symphony & Opera at The Deer "Valley Amphitheater Saturday, July 31t at 7:30pm, where Bela Hech and the Flecktones will he playing. The Luxury Home Tour is brought to you by The Park Gry Board of Realtors Philanthropic Foundation and benefits The Peace House, sheltering victims of domestic violence and providing community education. 3 Serving Dinner Nightly lYesriit ihis (outm .n 30 N-i .tin or I lw Spur lo rnjtjy 2 i' o it I K n r it i: i: s with beverage purchase rlircni gh August 12rl1, 2004 Name ' Address E-Mail . . Not vain! vviiJi otJkT nnn iinv 1 inr-in tnly. -Asni on die nuiulHTof guests in tiif party Not valid Fridays & Saturdays. 1 Go beyond Chardonnay! Expand your enjoyment of today s finest wines from around the world. A ' No corkage fee on wines you bring in (all bottles must have a Utah DABC sticker) Test your palate! we provide the description) you guess the wine. Ouess and be eligible for 350 M ain gift certificates. i i el. el f 'i i' Friday and Saturday evenings this summer, in addition 4' trs nur rponlar mpnn C.hpf Mirhapl I.pClprr will . prepare island-inspired nightly specials. Offerings will inrlurlp pxnlir trnnical plixirs from the har "r will include exotic tropical elixirs from the bar and an island atmosphere. Sun tan optional! Reservations: 649-3140 or www. 3 50main.com 350 Main Brasserie Globally Inspired Cuisine 4. i : i is vvv i (:Hi,'l :. -it |