With the 2034 Olympics approaching and Vail Resorts CEO Rob Katz issuing a directive for better customer service, Park City Mountain operators decided they needed to move on from their old slogan, “This is Your Mountain.” They needed something bigger.

Welcome to the “Larger Than Life” era.

No, the new branding isn’t referencing the $369 (plus taxes) peak cost of the resort’s walkup lift ticket this season. It’s emphasizing Park City Mountain’s standing as the largest ski area in the United States, according to vice president and Chief Operations Officer Deirdra Walsh. It’s also giving a nod to the resort’s ambiance and its extensive mining history, Walsh said. Silver mining began on the mountain in the late 1860s.

“I think ‘Larger Than Life’ captures both the scale of the mountain, but also the legacy of the mountain,” Walsh told The Salt Lake Tribune, “and how the mountain just creates such incredible memories for guests and the community alike.”

Park City Mountain plans to expand its services in conjunction with the new mantra. The upgrades include the installation of both the new Canyons Village Skyway gondola, which replaced the Cabriolet and is set to open this winter, and new remote-operated avalanche towers in the Limelight Bowl. Walsh said that technology should help the resort get the Quicksilver Gondola — a key connection between the Canyons and Mountain sides of the 7,300-acre resort — open sooner.

Changes to the Eagle lift and the Silverlode Express were approved by the Park City Planning Commission around when resort operators began crafting their new campaign a few months ago. However, those lifts received yet another setback Friday. A Park City resident filed a lawsuit asking for the commission’s decision to either be overturned or reviewed. No hearings have been scheduled.

Park City spokesperson John Kanaly said the Eagle and Quicksilver lifts “remain a priority for us.”

“In the ‘Larger Than Life’ story,” he said, “these lifts, we believe, certainly are important.”

For now, the biggest addition tied to the “Larger Than Life” rebrand is a 22-foot halfpipe. That is the hard-to-find size used in Olympic competition, which Park City Mountain has agreed to host in 2034. Walsh said the base shape of the halfpipe will be formed from dirt so it will need less snow to open.

Park City Mountain’s halfpipe will make its televised debut Jan. 21-23 in a stop of Shaun White’s Snow League tour. White, who trained in Park City while preparing to win gold in snowboarding at the Vancouver 2010 Winter Games, has also signed on to be the face and voice of the resort’s new campaign.

“I’ve had some memorable times there over the years,” White said in a statement, “and I’m excited to be part of this campaign to help showcase what makes the mountain so great.”

Two other Vail Resorts properties, both in Colorado, will also rebrand in 2026-27. Breckenridge selected “Kingdom of Breckenridge” for its latest campaign. Keystone, meanwhile, went with “Lifetime of Firsts.”

Park City Mountain has had some colorful campaigns through the seasons.

In the 1970s, the Park City Ski Area was marketed as “A Lot More Than a Mountain.”

Shortly after Vail Resorts merged Park City Mountain with The Canyons in 2015, it unveiled the slogan “There is Only One. Park City.” That became “This is Your Mountain” in 2023 when the resort turned 60.

Just three years later, its operators are ready to try something new.

“It is about the future, and it is about our continued focus and investment in this mountain,” Walsh said. She added that the new campaign is about “highlighting that and having our guests feel like they are part of that — whether they’re here for one day or that this is the place that they come to for many, many years into the future.”

Park City Mountain is targeting Nov. 20 as its 2026-27 opening day.