All Seasons Adventures, the Park City outdoor guiding company that launched from a linen closet at the Grand Summit Hotel in 2001, is marking 25 years in business in 2026.
Founder Goose Juhl, who moved to Park City in 1977 and spent decades working as a guide and in fly and ski shops, started the company when the town's summer tourism scene was still finding its footing. He saw visitors arriving with ski-season memories and no idea what to do between June and October.
"People started coming to town in the summer. Maybe they had bought a condo here or whatever, or just skied here in the winter and decided to see what summer was all about, but didn't really have any guidance as far as what to do in the summer," Juhl told the Park Record in a story published Tuesday, July 28.
The model was simple. Pick guests up at their hotel, provide gear and transportation, guide them through a hike, raft trip, or fly-fishing outing, and return them afterward. The target clientele was families at Park City's higher-end hotels. In the early days, Juhl shared a lobby desk at the Grand Summit with employees arranging BMW test drives for guests.
The company opened months before the Sept. 11, 2001, terrorist attacks cratered travel demand. It survived that shock, the 2008 financial crisis, and the COVID-19 pandemic.
New owners, same playbook
Co-owners Spencer Byrne and Justin Brown now run the operation. Byrne moved to Park City in 2005 after stints in the outdoor industry in Antarctica and as a raft guide in West Virginia; he started guiding for All Seasons in 2006. Brown joined as a guide in 2008. By 2014, Juhl began transferring ownership to the pair, first making them partners, then phasing himself out over five years.
Juhl told the Park Record the business wouldn't have been easy to sell to an outsider, but Byrne and Brown already knew the trails, the hotel relationships, and every aspect of the operation. He compared the handoff to putting a baby up for adoption and said it couldn't have worked out better.
The company now offers summer hiking, mountain biking, Weber River rafting, and fly fishing alongside winter snowshoeing, cross-country skiing, dog sledding, and trap shooting. Snowshoeing has become one of its most popular repeat activities, with variations including a s'mores outing and a children's treasure hunt. A catapult competition, born from a custom corporate itinerary, is a top draw for group bookings.
A shifting workforce and economy
One visible change: when Byrne started, most guides lived in Park City or the Wasatch Back. Roughly 10% do now. The rest commute from the Salt Lake Valley, a reflection of the area's housing costs.
Corporate group bookings, once concentrated in shoulder seasons, now run year-round for All Seasons. The owners told the Park Record that shift has helped buffer the company in years when leisure travel softens.
That buffer matters now. Park City's 2025–2026 ski season delivered roughly 120 inches of snow by mid-March, about half the long-term average, according to Park City Prospector reporting. And the company is contending with heavy monsoon rains this summer that have limited trail time.
Broader tourism data paints a mixed picture. June lodging occupancy rose 3% year-over-year while average daily room rates dipped 4%, according to a Park City Chamber of Commerce column published Wednesday, July 29. Year-to-date occupancy through June was down 11%. Meanwhile, Placer.ai data reported by KPCW on July 16 shows visitors spending 20% less time in Summit County than in 2019.
Forward-looking lodging projections show occupancy expected to increase 2% over the next six months, the first positive outlook the Chamber has reported in some time.
For All Seasons, the 450-mile Park City trail network remains the core product. Byrne told the Park Record that the sheer scale of that system can overwhelm visitors, which keeps guiding relevant even as trail maps proliferate online.
