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Promontory Leads Park City in a Summer of Record Home Sales

PARK CITY, UTAH EXPERIENCES ‘LAND RUSH’ AS COVID-19 PANDEMIC BRINGS A WAVE OF TRANSPLANTS FROM DENSE CITIES

Affluent families from urban areas seek a lockdown-free lifestyle with over 22% of record home sales occurring in the exclusive Promontory community

PARK CITY, UTAH – As the pandemic prompts dramatic changes for millions of Americans, Park City, Utah has become one of the leading choices for affluent families seeking to relocate from cities in hopes of making the best of anxious times with a lifestyle without lockdown. The mountain resort town is an obvious option due to its abundant outdoor recreation and cultural offerings, proximity to Salt Lake City International Airport for when travel resumes, and the conveniences of a nearby urban center that no other comparable resort town boasts. Consequently, Park City is experiencing an unprecedented demand for luxury real estate and scarce inventory. Nowhere in Park City is this more evident than at Promontory, one of the most exclusive, private communities in the West.

The 6,400-acre, amenity-rich community accounts for 22 percent of Park City’s July and August home and land real estate boom. It had an astounding 86 new deals during those two months, more than triple the amount during the same time period last year, with record sales of over $275 million year-to-date, compared to $214 million for all of 2019. There have been 165 sales in the community so far in 2020 compared to a year-end total of 142 in 2019. As Park City’s only private community featuring a fully built out infrastructure of year-round member amenities, Promontory is well-positioned to support this increased wave of demand. Last year, Promontory introduced its new enclave, Pinnacle at Promontory, which provides even more seclusion as a smaller gated community with its own member amenity and even larger homesites.

Promontory sets new home sales record
Dye Clubhouse at Promontory

“Promontory was instrumental in redefining Park City as a summer destination. My vision was to create a world-class mountain retreat second to none for multi-generational families with a vast array of amenities and programming designed to be enjoyed year-round,” says Promontory developer Francis Najafi of Pivotal Group. “This record sales activity has solidified us as a desirable haven for new buyers and longtime members to be together with their young children, adult children, and grandchildren. Families find comfort in the ways they are able to connect amidst an expansive retreat that offers safety and variety with five restaurants and many on-site recreational offerings, including two golf courses with their own clubhouses, an equestrian center, miles of trails for year-round enjoyment, a winter tubing hill, and a new event venue. Our membership has typically been 80% second homeowners, but we are now seeing the percentage of primary residents increase due to sudden changes in families’ lifestyles and priorities.”

Promontory’s numbers are reflective of the larger Park City picture. Park City closed home sales in July and August 2020 volume increased more than twofold over July and August 2019. 116 home sales amounted to $206 million in July and August 2019, while July and August 2020 saw 188 sales totaling $446 million. As of September 1st, pending home volume in Park City was $564 million compared to $215 million at the same time last year. In addition to the idyllic lifestyle, the fact that Park City’s exceptional public schools are open for in-person learning is a draw for families from out of state. Many second homeowners are also becoming primary residents, selling their existing properties in search of homes that better meet their needs for year-round living.

Owner of several Engel & Völkers brokerages throughout the Western United States, luxury Real Estate Advisor Paul Benson has handled 61 of transactions totaling $172 million in Park City this summer. “The significant increase in demand from families relocating is resulting in scarcity of luxury properties and driving prices up,” says Benson. “There is little opportunity for new construction within Park City limits, and people are drawn to the exclusive lifestyles offered by Park City-adjacent communities like Promontory that feature member-only amenities and more space for safety and quality of life.”

Recent transplants are relocating from dense areas like Southern California, the New York tri-state area, Chicago, Texas, and the Bay Area. In a stark reversal of the norm, some plan to make Park City their primary home and buy or maintain apartments in the cities from where they moved. Whether this migration from urban centers is a long-term trend and if there are significant changes to the seasonal nature of the town, which was already beginning to experience shorter shoulder seasons prior to the pandemic, remains to be seen. For now, escalating home prices and demand are showing no signs of slowing down.

ABOUT PROMONTORY

Promontory is an award-winning 6,400-acre recreational second home and private mountain community in Park City, Utah. Promontory’s expansive mountain setting offers diverse year-round amenities and activities for the multi-generational family. The community consists of 1,674 homesites with stunning mountain views. More than 627 homes have been built, and there are approximately 675 Members of the private, Promontory Club. Eight of Promontory’s 30 distinct neighborhoods feature developer-built homes, known as Promontory HOMES. These include the new, modern Portfolio of Homes within the Pinnacle at Promontory neighborhood. For more information, visit www.promontoryclub.com.

Statistics contained within this report are based on information from sources including Park City Board of REALTORS® MLS and Proprietary Internal Reporting for the period 1-1-2019 through 8-31-2020.

Utah Tip Challenge

NEW GRASSROOTS INITIATIVE DONATES SURPRISE WEEKLY TIPS TO UTAH RESTAURANT SERVICE STAFF

A new grassroots effort, Utah Tip Challenge, has formed to collect funds through Venmo to donate to service staff at a different restaurant each week. In its inaugural week, $1000 was raised by mostly modest contributions to a dedicated Venmo account. As an unexpected surprise for staff, organizers donated funds at Boneyard Saloon & Wine Dive in Park City upon finishing their lunch on August 15th. UTC’s mission is to help hospitality workers through financial challenges that have resulted from the pandemic.

Boneyard Saloon staff receives a surprise $1,000 tip.

Local transportation company owner Sam Rubin was inspired by a similar initiative in Nashville started in May by Lexy Kadey. In a recent week, she raised in excess of $45,000 and donated to nearly 40 individuals. She now has 860,000 followers on TikTok where she posts emotional videos of donations being given.

“Knowing that the hospitality industry is a disproportionately impacted one, I wanted to launch a fundraising effort for this community,” says Rubin. “Instead of giving to a single individual; however, the management of each establishment we visit can use their discretion on how to disperse the funds to their staff. Small donations are welcome, and I’d love to see the contributions grow each week. It’s a feel good effort that makes a difference, and it’s truly rewarding to see the emotional reaction from staff.”

Boneyard Saloon & Wine Dive was chosen for the first week’s donation because owner Jesse Shetler has long been known for giving back to the Park City community with free Thanksgiving dinners and season-ending parties for locals. He also has been donating proceeds of DBR Restaurants (No Name Saloon, Butcher’s Chop House & BR, and Boneyard Saloon & Wine Dive) gift card sales to his staff during the pandemic.

Shetler gratefully says, “I am very excited for the Boneyard staff and appreciate the recognition of all the hard-working folks in this struggling environment. These are unprecedented and excessively challenging times. Along with other small business models, the hospitality industry can only survive this with the support of our community. This is exactly what it looks like when community comes together.”

Anyone wishing to suggest a restaurant or bar whose staff is in need, can email utahtipchallenge@gmail.com or reach out through Facebook or Instagram. The donation period each week runs from Friday at 5 p.m. to Friday 5 p.m. Restaurants in both Salt Lake City and the Park City area will be considered by organizers, and they will not be notified in advance.

Individuals and businesses are invited to contribute any amount as often as they wish via Venmo at @utahtipchallenge.

Instagram @utahtipchallenge

Facebook Page: Utah Tip Challenge

TikTok: utahtipchallenge

Bold Branding to Combat the Epic Pandemic

Now more than ever, it’s essential for your brand to be ahead of the pack. How you conduct business and set yourself apart during the coronavirus (COVID-19) pandemic will leave an enduring impression on your employees and the public.

Promontory Foundation Provides Aid During Coronavirus Pandemic

PROMONTORY FOUNDATION PLEDGES $10,000 IMPACT GRANT TOWARD PARK CITY COMMUNITY FOUNDATION’S COMMUNITY RESPONSE FUND

Promontory Foundation Supports Park City Community Foundation's Community Response Fund

PARK CITY, UTAH –Three weeks following the announcement ofthe partnership between Promontory Foundation, Promontory Club’s 501(c)(3) non-profit, and Park City Community Foundation to develop Impact Grants within the Park City community, Promontory Foundation has pledged a $10,000 impact grant for the Community Response Fund. This fund, hosted by Park City Community Foundation, is designed to strengthen the ability of local non-profits on the front line of the novel coronavirus (COVID-19) to respond immediately. 

“Promontory Members have asked how they can help, and I am grateful that I can direct them to The Community Response Fund,” says Robin Milne, Promontory Foundation President.  “We have asked that our lead grant multiply by at least 10-fold in order to build $100,000 or more towards this effort to “help the helpers” in Park City.”

The Community Response Fund, hosted by Park City Community Foundation, will offer flexible resources to organizations in Summit County working with communities who are disproportionately impacted by coronavirus and the economic consequences of this outbreak.

“Promontory Foundation’s generous pledge and efforts to inspire Park City residents to participate will amplify our efforts during this challenging time for our community and ensure our local non-profits can make a meaningful impact in providing essential relief,” says Katie Wright, Executive Director of Park City Community Foundation. “We encourage everyone in a position to support the fund to do so by visiting https://parkcitycf.org/communityresponsefund/.”

The fund will support health and human services non-profits in greater Park City that are handling cases related to the impact of COVID-19. Targeted operating grants will fund organizations that have deep roots in community and strong experience working with residents without health insurance and/or access to sick days, people with limited English language proficiency, healthcare and gig economy workers, and communities of color, among others.

The first phase of rapid-response grants, initiated within the next few weeks, will increase resiliency in disproportionately affected communities by addressing the economic impact of reduced and lost work due to the broader COVID-19 outbreak, and the immediate needs of economically vulnerable populations caused by COVID-19 related closures.

ABOUT PROMONTORY

Promontory is an award-winning 6,400-acre recreational second home and private mountain community in Park City, Utah. Promontory’s expansive mountain setting offers diverse year-round amenities and activities for the multi-generational family. The community consists of 1,674 homesites with stunning mountain views. More than 613 homes have been built, and there are approximately 657 Members of the private, Promontory Club. Seven of Promontory’s 27 distinct neighborhoods feature developer-built homes, known as Promontory HOMES. These include the new, modern Portfolio of Homes in Pinnacle at Promontory. For more information, visit www.promontoryclub.com.

About Park City Community Foundation: 

Park City Community Foundation plays a vital role in solving the most challenging problems in Park City. We care for and invest in our people, place, and culture by bringing together local nonprofits, donors, and community leaders to contribute financial resources and innovative ideas to benefit all the people of Park City—now and in the future. As the home of Live PC Give PC, Women’s Giving Fund, Solomon Fund, and other important initiatives, the Community Foundation has brought millions of dollars to the greater Park City community and Summit County. Learn more about donating, volunteering, fundraising and getting involved in the generosity of Park City at parkcitycf.org.

Restaurant Group in Park City Aids Staff with Gift Card Proceeds

DIVERSIFIED BARS AND RESTAURANTS TO RAISE FUNDS FOR SERVICE STAFF THROUGH GIFT CARD SALES

100% of gift card sale proceeds will be donated to staff at No Name Saloon/The Annex, Boneyard Saloon, Wine Dive, Butcher’s Chop House & Bar

In an immediate effort to support employees in the wake of the Summit County Health Department ban on dine-in service that is effective today, March 15, Diversified Bars and Restaurants (DBR) will donate the proceeds of all gift card sales to its service staff family. Gift cards to DBR-owned establishments in Park City can be purchased online at No Name Saloon/The Annex, Butcher’s Chop House & Bar, and Boneyard Saloon/Wine Dive. Given the loss of work during Park City’s peak spring break season, the loss of income hospitality workers depend on will be a great hardship.

“We understand and accept the closures are essential to help stop the spread of COVID-19 and to protect our staff, customers, and community,” acknowledges Jesse Shetler, Principal Owner of Diversified Bars and Restaurants. “Our family of staff members is legitimately concerned by the detrimental loss of income they typically rely on in March to get them through shoulder season. The outpouring of support from the close-knit Park City community is a massive source of comfort to them. We developed the gift card sale promotion as a vehicle for community members who are eager to help to do so, and we look forward to welcoming customers back when we can safely reopen, undoubtedly with additional protocols in place.”

DBR is currently developing additional methods to support its staff. Meanwhile, the company is educating employees on how to stay healthy, offering guidance on how to work with their lenders and landlords to reduce payments, and providing healthcare-related resources.

“Our town has been through challenging times in the past, including September 11th and the recession that followed, and we always get through them stronger than ever. The generosity that our community is known for is crucial in helping small businesses and hospitality staff overcome this public health crisis,” says Ron Wedig, Managing Partner of DBR. 

The Case for Proactive Coronavirus Communications

No matter the nature of your business, chances are it is being impacted on some level by the coronavirus pandemic. While this is a stressful, uncertain time, it is temporary. And we are all in it together. How your business addresses this public health challenge is a reflection of your brand for both the short and long term. This is not the time to panic, but to be proactive and calculated in developing a communications strategy.

Consider what you can do to keep employees and customers safe and how you will communicate any new or expanded measures you are enacting. Follow guidelines from local, state, and national officials, and, if possible, go above and beyond them as feasible and appropriate. What kind of support and guidance can you offer your staff if they can’t come to work because they’re ill or their children’s schools are closed? Come up with a list of procedures and local resources for them to consult should they be unable to work. And, if viable, compensation for missed work. They are looking to you for leadership.

Positively leverage this situation as an opportunity to instill confidence in your employees and customers. Show the community you care and are taking proper precautions. Once you have established your procedures, it’s time to communicate them to preserve your image and your business. Spread your message via the communications channels you normally use, whether that is social media, email marketing platforms, website, and press release distribution. And be consistent. Your proactive message doesn’t have to convey doom and gloom – frame it in a way that reflects your brand and resonates with your audience.

Have a protocol and communications plan in place should COVID-19 make an appearance at your business, whether it’s contracted by a customer or employee. Be prepared with appropriate messaging for both your staff and the public, so you aren’t caught off guard and facing damage control without a well thought out plan. We have seen this occurrence with businesses of all sizes – independently owned and local to global companies. Which scenario would you prefer: having an employee get sick following your efforts to put every possible precautionary measure in place, or after you have done nothing differently? The former puts you in a much more enviable position to respond to questions and criticisms from the public and the press.

As a small company, we are sympathetic to businesses facing this dilemma. If you need communications guidance during this time, we will do our best to work within your budget. Redhead Marketing & PR can easily partner with companies in Park City, Salt Lake City, and outside of Utah. We all have the same end goal – to get through this epidemic as unscathed as possible. Be sensible, stay healthy, and take care of your families, employees, and communities.

Habitat for Humanity Advocates for Utah Affordable Housing in DC

REPRESENTATIVES OF HABITAT FOR HUMANITY OF SUMMIT AND WASATCH COUNTIES ATTENDED HABITAT ON THE HILL RALLY FOR AFFORDABLE HOUSING IN WASHINGTON, D.C.

Leadership met with Utah legislators during their visit to discuss local housing needs

Each year, Habitat on the Hill, an event spearheaded by Habitat for Humanity International, unites hundreds of its affiliates in Washington, D.C., to call on Congress to support federal policies and programs that promote access to safe, decent and affordable housing around the country. Habitat for Humanity of Summit & Wasatch Counties had the opportunity join the effort for the first time this month and act as a voice for the local community to impact policy at the state and national levels. Shellie Barrus and Alison Kuhlow traveled to Capitol Hill to bring attention to the fact that one in six U.S. households are paying half or more of their income on housing, an epidemic that is all too familiar to those in the greater Park City community.

Habitat affiliates urged members of Congress to support the Neighborhood Homes Investment Act, a policy priority of Habitat’s “Cost of Home”campaign. This important federal legislation supports the building and rehabilitating of single-family homes in distressed neighborhoods, enabling communities to thrive.

“With the first two of our Silver Creek Village homes under construction and the ever-increasing affordable housing needs in our community, we felt this year made sense to start laying the groundwork for greater advocacy efforts in the future,” says Shellie Barrus. “Lack of affordable housing impacts all of our daily lives – from those who need it to employers to educators to healthcare workers. This was an unprecedented, meaningful opportunity for us to rally on the Hill and meet with our local representatives in a national forum.”

On February 12, Kuhlow and Barrus met with staff from Utah’s Congressional offices to share Summit and Wasatch Counties’ needs for government support that would expand affordable housing.

ABOUT HABITAT FOR HUMANITY OF SUMMIT & WASATCH COUNTIES

Founded in 1995, Habitat for Humanity of Summit and Wasatch Counties, Utah (“Habitat”) is an affiliate of Habitat for Humanity, a leading global nonprofit working in nearly 1,400 communities throughout the U.S. and in nearly 70 countries. Families and individuals in need of a hand up partner with Habitat to build or improve a place they can call home. Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage. Through financial support, volunteering or adding a voice to support affordable housing, everyone can help families achieve the strength, stability and self-reliance they need to build better lives for themselves. Through shelter, we empower. More information about Habitat for Humanity of Summit and Wasatch Counties can be found at www.habitat-utah.org.

The Redhead Branding Roadshow

Do you know what a brand is? Chances are you have some vague concept of what it consists of, but maybe can’t quite put your finger on it. Throughout our ten years in business, we have found that branding is often a mystery to clients. Many falsely confuse a brand with a logo. Erroneous! A brand is not a logo. This is why we are embarking on a Redhead Branding Roadshow!

Companies have told us they just want a logo; however, designing a logo without developing your brand is ineffective, misguided, and a complete waste of time. Would you hire an interior designer to decorate your home without seeing it or getting a sense of who you are? Probably not! We have had several clients seeking a better solution after hiring a graphic designer to create a logo. One hundred concepts later, nothing resonated because the designer was shooting in the dark. Thorough and thoughtful strategy is essential to developing your brand, your identity, your story, and how your customers will discover you and ultimately, embrace you. And the best news ever? It’s never too late to embark on the strategy journey to develop your brand or to rebrand. A brand continually evolves, just like your business. Ultimately, your brand is not what you declare it to be. It’s how others perceive it. You can influence that with strategy.

The confusion about the concept of branding is prevalent. This, coupled with the gratification we receive from helping many businesses shape their brand, led us to the idea of educating “the masses” via branding workshops. We are offering these fun, eye-opening sessions to various entities, such as members of co-working spaces, professional associations, rotary clubs, entrepreneur groups, and conferences. We invite you to join us! Check our website and Facebook for updates on when and where these interactive workshops and discussions will be held.

UPCOMING WORKSHOPS

The Essentials of Branding – It’s More than a logo
February 18 at Noon
Park City Chamber Members at Park City Hospital, Blair Education Center

Deconstructing Brand Strategy – a mock branding session
March 5 at Noon-1:00 p.m.
Kiln at The Gateway in Salt Lake City
Open to the Public
Cupcakes from LuAnn’s in Park City

Deconstructing Brand Strategy – a mock branding session
March 11 at Noon
We Work in Lehi, Utah
Open to the Public
Free lunch provided by Redhead client Jafflz

So what is Redhead’s secret sauce for developing a brand? We have created our own strategy to guide clients to define :

  • their mission statement
  • their ideal customers and their lifestyles
  • the customer journey – how their products or services will be discovered
  • messaging, tone, look and feel for all marketing initiatives
  • the tagline
  • the competitor landscape – what do they do well, what can you do better or differently?

We are already receiving an enthusiastic response from various business communities about our branding workshop. Please contact us if you are interested in having us present to your professional association, conference, or co-working space.

Deconstructing Brand Strategy Poster

Park City Santa Pub Crawl 2019

It’s the most wonderful night of the year! The annual Park City Santa Pub Crawl is an excellent opportunity for locals to take over Historic Main Street before the crowds of winter visitors arrive. Taking place this year on Saturday, December 7, the pub crawl has grown exponentially since its launch nine years ago. The festive night welcomes those 21 and over to don holiday-themed costumes and spread holiday cheer to the bars on Main Street. Pub crawlers comprise a healthy mix of ages from those in their 20s to 70s, so there’s no excuse not to join the several hundred crawlers we anticipate once again. It’s quite a spectacle as people tend to get seriously clever with their costumes. Expect plenty of reindeer, gingerbread men, Mrs Clauses, Santa Clauses, Santa’s Little Helpers, human Christmas Trees, Jesuses, angels, and more! And if you don’t want to go over the top, just a Santa hat will do. Best part? It’s free! Just pay for what you consume, and please bring an unwrapped, new toy to donate to the Operation Hope Toy Drive at Downstairs. They will be distributed to Summit County children.

While the Santa Pub Crawl originally consisted mostly of Park City locals, the word sure has gotten out. People travel from Salt Lake City, Heber City, and even out of state to join the revelry which coincides with Deer Valley Resort’s opening day. Crawlers are welcome to join from the start or at any of the bars along the way.


Recommendations: plan a safe way to get home or book a hotel room (Park City Peaks is offering a special rate to those who mention the pub crawl when booking). It’s also wise to bring cash. Packed bars mean it can be a wait for credit cards to be processed. 

Here’s the schedule:

6-6:45 Butcher’s Chop House and Bar – a perfect gathering spot to fuel up on food before a night of imbibing
6:45 – 8:15 Downstairs – this always becomes a big dance party with a DJ
8:15-10:30 No Name, The Spur, and Flanagans – with so many attendees, we are spreading out between the three bars. Take your pick or stop at them all! (Rage Against the Supreme, a local favorite, is performing at The Spur)

End of night Crawler party:
10pm- 1am:
The Cabin’s new location at 427 Main St.

Promontory Announces Exclusive New Neighborhood

PROMONTORY CLUB – PARK CITY, UTAH’S WORLD-CLASS VACATION HOME COMMUNITY – INTRODUCES EXCLUSIVE, NEW NEIGHBORHOOD OFFERING THE ULTIMATE IN PRIVACY

Pinnacle at Promontory is a 143-Acre Dream Within a Dream Experience Perched Above the Back Nine of the Pete Dye Signature Golf Course

the Skyhouse at Promontory
The Skyhouse, a luxury amenity for residents at The Pinnacle at Promontory

The most luxurious, private vacation home community in Park City is elevating its exclusivity by introducing a highly anticipated new neighborhood – Pinnacle at Promontory. Consisting of 143-acres, the enclave is perched on elevated topography above the back nine holes of the Pete Dye Signature Golf Course. Secluded beyond a private gate, Pinnacle at Promontory’s crown jewel will be Skyhouse, a private amenity, creating an architecturally stunning centerpiece for the neighborhood. A community oasis, Skyhouse, will feature a pool and outdoor courtyard for gatherings, spa treatment rooms, showcase kitchen with private entertaining space, and a state-of-the-art fitness center and movement studio.

“Early on, I made the decision to hold this pristine land in reserve until after the promise of Promontory had been built and its luxurious grandeur was fully realized and established,” says developer Francis Najafi of Arizona-based Pivotal Group. “Offering the most sensational, panoramic views in Promontory, Pinnacle has been thoughtfully planned for those who expect uncommon luxury. With Bloomberg ranking Park City number 1 in its 2019 Index of Affluent Vacation Home Havens, we feel this new neighborhood is appropriately timed to appeal to these discerning families seeking spacious luxury, one-of-a-kind services, and privacy.”

An initial release consisting of 16 majestic, expansive custom estate homesites, boasting unparalleled views of the Wasatch range and the Pete Dye Golf course is anticipated in late Summer 2019. Reservations are now being accepted. In addition to these exquisite homesites, Promontory will introduce the Pinnacle Portfolio of Homes, built by Promontory HOMES. Buyers may select from stunning home designs commissioned especially for Pinnacle at Promontory by renowned architects/designers, including Clive Bridgwater (Bridgwater Consulting Group), John Sather (Swaback), and Erik Peterson (PHX Architecture), as well as exquisite interior finishes by Vallone Design and Alder & Tweed to customize their dream home. An additional 12 homesites to accommodate these luxurious masterpieces will be offered in the initial release.

“Promontory is a community meticulously designed for multi-generational families by providing amenities that cater to each member, including distinctive neighborhoods that accommodate various lifestyles,” explains Robin Milne, Promontory’s General Manager. “While fully integrated into the Promontory landscape, Pinnacle at Promontory has all the ingredients to help a buyer achieve their idea of being at the pinnacle of what life can be!”

ABOUT PROMONTORY

Promontory is an award-winning 6,400-acre recreational second home and private mountain community in Park City, Utah. Promontory’s expansive mountain setting offers diverse year-round amenities and activities for the multi-generational family. The community consists of 1,674 homesites with stunning mountain views. More than 578 homes have been built, and there are approximately 625 Members of the private, Promontory Club. Seven of Promontory’s 27 distinct neighborhoods feature developer-built homes, known as Promontory HOMES. These include the new, modern Nicklaus Villas on the Jack Nicklaus Painted Valley Golf Course. For more information, visit www.promontoryclub.com.