In a bid to better assess the effects of tourism on the local economy, Summit County’s government has implemented a new artificial intelligence-based tool designed to track visitor patterns. This initiative aims to gain insights into how tourism influences the area.
On Wednesday, Jeff Jones, the County’s Economic Development and Housing Director, presented this innovative software known as Placer.ai to the County Council. He explained that the tool aggregates and analyzes cell phone data to uncover trends within specific geographic areas.
Importantly, Jones clarified that the software does not allow the county to track individual users or specific devices, ensuring compliance with privacy regulations.
According to Jones, Placer.ai can analyze two types of data: “point data” and “polygon data.” Point data focuses on visitor counts at specific locations, such as the library or the Basin Recreation Fieldhouse. Conversely, polygon data encompasses broader areas, like regions defined within the Park City Fire District or the City of Coalville.
The software categorizes users based on their locations, differentiating between full-time residents, commuters, non-resident visitors from other parts of Utah, and out-of-state tourists.
“It also provides workforce metrics,” Jones added. “The tool can show the number of employees and inbound commuters within a defined geographic area.”
During his presentation, Jones shared a graph illustrating the trends of out-of-market visitors in Summit County from 2019 to 2025, as indicated by Placer.ai data. The graph showed that the county welcomed 5.2 million visitors in 2019, with projections estimating 5 million in 2025.
“The data reveals that 2022 was a peak year,” Jones noted, citing the 5.7 million visitors during that time. “Most of us recall the surge in outdoor activities as pandemic restrictions eased. However, we’ve observed a decline since that peak.”
Overall, Jones stated that Placer.ai confirmed a trend the county has been observing: a decrease in visitor numbers and shorter stays. However, he reassured that the county remains on track to meet its revenue objectives, indicating that current visitors are spending at a higher rate than in previous years.
“If visitation declines and spending softens, we might face revenue challenges,” Jones acknowledged. “While we can assess the market trends, we cannot determine the reasons behind them.”
Moreover, the software is adaptable, allowing for analysis of specific events with significant economic implications in Summit County, such as the Sundance Film Festival, which attracted large crowds before the COVID-19 pandemic.
“We saw a subsequent decline in visitor numbers in 2025, followed by a more notable drop this year,” Jones remarked. “We can’t ascertain if the lack of snowfall impacted skiers and contributed to this decline.”
Placer.ai also helps identify the origins of trips, providing insights into the number of local residents shopping at major retailers like Smith’s in Kimball Junction or Kamas Food Town. For instance, Jones presented data showing that 63.5% of Smith’s customers are Summit County residents, compared to 72.7% at Kamas Food Town and 78.6% at Macey’s in Pinebrook.
“This indicates that the neighborhood’s density primarily attracts local customers,” Jones explained.
The County Council expressed enthusiasm about the adaptability of this AI tool, with County Councilor Megan McKenna noting that it could enhance the county’s decision-making capabilities.
“Having access to more resources allows us to make data-driven decisions,” McKenna emphasized. “This tool holds considerable potential for improving our decision-making processes, especially concerning traffic and planning.”
She also suggested collaborating with municipalities in the county to share data, believing it could assist local city councils in addressing their economic concerns.
“There’s significant value in utilizing this information for our special service districts, especially when considering future projects,” she added, referring to Basin Recreation’s potential need for data during upcoming Truth in Taxation discussions.
County Council Chair Canice Harte proposed setting up a meeting with County Manager Shayne Scott to delve into the types of data councilors wish to analyze in the coming months. It’s worth noting that the County Council did not take any formal action regarding Placer.ai, a tool that is already in use across multiple county departments.
