Key Detials:
Deer Valley Resort in Park City, Utah, is doubling its skiable terrain for the 2025 ski season. The expansion will add 16 new chairlifts, 135 new ski runs, and over 3,700 skiable acres.
The new development - called Deer Valley’s East Village will become the first major public alpine ski resort developed in North America since 1981. This could reshape Park City’s STR market and will lead to new opportunities for Airbnb and STR investors.
Beyond skiing, the East Village development will feature luxury amenities, including heated ski lifts and the largest "ski beach" in the region. This ski beach will lead directly into 32 restaurants and cafes and 42 retail shops, catering to high-end travelers.
The development of East Village is still in the early stages, but it has been anchored by major investments from some of the travel industry’s biggest players:
- Hilton recently inked a deal to develop a new 180-room Canopy by Hilton hotel
- Hyatt opened the 436-room Grand Hyatt Deer Valley Resort last November
- Four Seasons signed an agreement in December to develop a luxury resort featuring 134 rooms and 123 ski-in/ski-out residences
Our Take:
Park City is already a world-famous travel destination, and Deer Valley’s East Village expansion is set to attract even more visitors. For STR investors, this presents an exciting new market opportunity.
East Village’s location, just 15 minutes from Park City's historic old town, won't just appeal to skiers. It’s minutes from the Jordanelle Reservoir, which offers over 50 miles of trails that will appeal to outdoor enthusiasts year-round.
Follow the Money:
The entry of major hotel brands signals strong anticipated guest demand. Since many travelers prefer STRs over hotels, investors who enter early could benefit from this increased demand.
With luxury hotels anchoring the development, we expect East Village to quickly develop its own unique, upscale identity.
Local Expertise:
Tara Vaught, a Park City luxury realtor and STR investor herself, highlighted the investment opportunity the East Village presents. With over 3,700 new skiable acres and the emerging presence of prestigious brands like the Four Seasons, she describes it as a "no-brainer" for investors who also love skiing. She has a great point - opportunities to invest early in luxury destinations like this are rare and valuable.
Other conversations with three major STR management companies in Park City indicated they primarily focus operations in historic old town and have not yet expanded significantly into East Village. With a full East Village development timeline of approximately 5-6 years, property management will likely grow alongside the new infrastructure. This also seems to present an interesting opportunity for entrepreneurial property managers to establish an early presence in the East Village market.
Bottom Line:
This presents a rare early-mover opportunity for Airbnb and STR investors, with major hotel brands signaling strong future guest demand and East Village expected to evolve into a high-end, year-round destination.
