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Show Study", reveals segments off lucrative Salt Lake City market A recent research study of Wasatch Front residents' perceptions percep-tions of Park City, conducted for the Park City Area Chamber Bureau, has provided invaluable insights for future marketing programs, according accord-ing to Marty Melcher, director of marketing for the Chamber Bureau. The study was conducted by Parker Research Consultants and targeted a group of 4,800 households along the Wasatch Front representing represent-ing upscale incomes and lifestyles. "The study results will be extremely valuable to us in helping pinpoint which types of Park City businesses have the most to gain from marketing to the Wasatch Front residents and how to go about marketing ourselves in the future," said Melcher. She said the study verified the Wasatch Front is a very good market for certain types of Park City businesses. These include restau-rants, restau-rants, shops, sports and recreation , suppliers, realtors, special events coordinators and lodges. "The fact that more than 25 percent of the surveys which were mailed out were returned shows Wasatch Front residents have a very high interest level in Park City," said Tom Parker, president of Parker Research Consultants. "It's almost unheard-of to have that high a percentage respond to a , mail questionnaire." Of those people surveyed, 68 i Park City Area Update Chamber of CommerrWConvrnllon anil VlwUorw Bureau percent had visited Park City in 1984 and 31 percent of those had stayed overnight. Of those who stayed overnight, 33 percent already own real estate and the remainder stayed , in lodgings or with friends . Melcher said, according to the' study, the Chamber Bureau's joint advertising program with the Park City Board of Realtors is right' on target. "The study shows that most of those surveyed say owning real estate in Park City has a high level of prestige and status with their friends. "Even though a certain percentage percent-age don't think of Park City as a good place to live year-round, in terms of sheer numbers, those that would like to live in Park City represent a very attractive market for Park City realtors." Melcher pointed out this year's summer advertising program is the first time the Chamber Bureau has put a substantial amount of money into marketing Park City to Wasatch Front residents and added so far she is relatively pleased with the results. "With the information we have learned from this study, we will be able to refine our marketing efforts and objectives in future marketing programs. "Because of its proximity, the Wasatch Front will always be an important market for us and we are excited about being able to incorporate incorpor-ate the things we have learned from this study into our future marketing efforts " Copies of the study are available at the Chamber Bureau office for $10 and Melcher encouraged all Chamber Bureau members to stop by and pick one up. . The deadline for inclusion in the ChamberBureau's 1985-86 Winter Visitors Guide is fast approaching. Updates for the coming winter season must be turned into the Park City Chamber Bureau office no later than 5 p.m: on Friday, Aug. 30 in order to be included in the guide. In addition, those businesses wishing to be included in the guide who have not joined the Chamber Bureau for this year must have dues paid in full by the same deadline. Any ChamberBureau member who has not received information on the Winter Visitors Guide should immediately imme-diately contact Mark Menlove at the Chamber Bureau office, 649-6100. Response to the Chamber Bureau's Bur-eau's ads in Ski and Skiing . magazines is still brisk. As of Aug. 23, 558 responses had come in from the double-page ad in Ski, and responses from the 16-page advitor-ial advitor-ial in Skiing should be sent from the publisher any day now. The ChamberBureau also is coordinating a short television advertising campaign with KUTV (Channel 2) to promote the Park City ski shops' Labor Day ski sales and season ticket sales for , the area resorts. The 30-second commercial will run on the 10 o'clock news and during "The Tonight Show." Participants in the program are Jans Mountain Outfitters, Colesport, Timberhaus, Snug, Deer Valley Resort, Smith Goggles, Tyrolia Bindings, Raichle Boots and the Park City ChamberBureau. Tickets now are available for the 3rd annual "A Taste of Park City," to be held on Sunday, Sept. 8 at 5 p.m. To purchase tickets or make reservations, contact your favorite Park City restaurant or call the Chamber Bureau for recommendations. recommenda-tions. A list of ski shows that Chamber Bureau representatives will attend now is available from Marty Melcher at the Chamber Bureau office. Some of the key shows include the Dallas Morning News , Show, United Airlines Ski School, Western Airlines Ski Picnic series and the Travel Age Show. The Chamber Bureau welcomes new members: Creative Credit Collection Col-lection and Cash Control, Shirt Off My Back, Coalition Lodge and Cornu Landscaping. |
