Industry News
Deer Valley Resort, located in Utah, is the friendliest ski resort in the United States, according to a SnowBrains social media poll on September 6. For many years, it has been recognized for its luxury amenities, outstanding guest services, and perfectly groomed slopes around the world. However, it is the staff’s ability to create an environment where guests feel appreciated and valued that sets Deer Valley apart.
This can be attributed to the mentality of the resort staff when they are brought on board to work on the mountain. Deer Valley calls it the “Deer Valley Difference,” focusing on preserving and sharing what makes the resort exceptional. Deer Valley’s core values are geared towards exceptional service, genuine care, and attention to detail. It is part of the three-circle model at the resort, which focuses on taking care of staff, guests, and the company as a whole. That mantra guides new and returning staff to continue the legacy and carry it forward with purpose.
Dan Gregory is the Director of Organizational Design and Expansion at the resort and he is working to preserve Deer Valley’s culture. This moment in Deer Valley’s history is crucial as it undergoes a significant expansion, which will more than double its skiable terrain, add new lifts, and include 100 new trails. In Season 2, Episode 2 of Chairlift Chat with Deer Valley President and COO Todd Bennett, Gregory explained his focus is not only on the expansion, but also on ensuring that the resort does not lose its identity and what makes it special.
Deer Valley is set to add hundreds of new team members and understands there can be setbacks with the expansion. However, delays and setbacks are not his primary concern. “We can recover from a construction delay,” Gregory said in the Chairlift Chat, “but we can’t afford to lose who we are.” The resort has been recognized throughout the ski industry as one of the premier destinations in the world, winning multiple awards.
Currently, Deer Valley employs over 3,000 staff members and expects to add around 1,000 more through this major expansion, according to Emily Summers, Communications Director at Deer Valley. “One of our components of the Deer Valley Difference is exceptional guest service, and one way we do that is the huge number of staff we have present to help guests navigate their visit across many touchpoints,” Summers wrote in an email to SnowBrains.
Deer Valley has been recognized for its exceptional on-mountain dining, grooming, guest service, lodging, and family-friendly resort. It has also been named the United States’ Best Ski Resort by the Annual World Ski Awards for the past 12 consecutive years (2013-2024).
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Preserving that culture and identity while undergoing a massive expansion can be challenging. Historically, the Deer Valley Difference was passed down informally from one employee to the next. But with rapid expansion, that is no longer feasible. Now, every team member, whether new or returning, receives a guide that outlines the resort’s legacy, values, and service standards.
Keeping its guests happy is Deer Valley’s top priority. The resort goes the extra mile to unload guests’ skis at its curbside valet, offers complimentary ski storage, and limits the number of skiers on the mountain. “I skied at Deer Valley this last spring while skiing several Utah resorts on my Ikon pass,” a Deer Valley guest commented in the SnowBrains poll. “I have noticed before that the staff were super friendly and well-trained. There were plenty of knowledgeable hosts located by the mountain maps, happy to suggest good runs. Even the woman who gathered my used dishes from my cafeteria table was friendly and asked how I was enjoying my day. An Alterra visiting executive who happened to sit by me on a lift reached out and asked me how I was liking everything. I’ll be happy to visit again and check out their new terrain.”
Skiers travel to Deer Valley for its rare blend of luxury and order: perfectly groomed slopes, gourmet dining options, and limits on its sale of daily tickets that keep the mountain free of crowds. With 10 new lifts coming online in just over a year, Deer Valley is making ski industry history. However, Gregory reminds the Deer Valley team that success depends on more than just infrastructure. It’s the people, the culture, and the shared vision that will make this expansion a lasting and friendly success.
