Luxury market High-end hospitality with 775 rooms including 395 suites and a world-class spa presents opportunities to upsell executive retreats, VIP experiences, and bespoke event packages to premium corporate clients and affluent leisure travelers.

Event & meetings With 75,000 square feet of event and meeting space, there is potential to target corporate conferences, incentive trips, and large-scale weddings by offering tailored venue sourcing, catered experiences, and technology-enabled planning partnerships.

Tech integration Adopted tech stack including Salesforce, Tableau, Snowflake, Google Cloud and Asana indicates readiness for CRM-driven sales, data analytics for customer segmentation, and streamlined event operations, enabling targeted outreach and measurable ROI.

Brand positioning Strong regional prestige as one of Utah’s premier hotels creates cross-sell opportunities with luxury brands and resort partners, plus potential for co-marketing with nearby attractions such as Snowbasin Resort and other upscale properties.

Growth signals Recent leadership addition of a new Executive Chef signals ongoing investment in guest experience and culinary events, opening doors for partnerships in culinary tourism, private dining programs, and prestige dining collaborations to attract high-spend guests.