Michelob ULTRA SUMMIT at PARK CITY FT. KYGO
As a Denver photographer, I’m fortunate to work on a variety of projects, but the ones I enjoy most are brand activations where I get to capture real experiences as they unfold. Earlier this winter I traveled to Park City, Utah to photograph Michelob ULTRA’s Summit, an influencer campaign and brand experience produced by 160over90, the cultural marketing agency within Endeavor. The weekend brought together a group of creators and influencers to celebrate Team USA and the Olympic spirit through a series of curated experiences across Park City. My role as the event photographer and content creator was to document the entire activation from start to finish, capturing authentic moments for the brand as the group skied Park City Mountain, enjoyed apres ski events, attended a private Kygo concert at Red Pine Lodge, and explored the town together. I’ve been working with Michelob ULTRA for over three years now through projects with 160over90, and during that time I’ve photographed activations across the country including Super Bowl events, NBA All-Star Weekend, the FIFA Club World Cup, and PGA events like the Ryder Cup. This summit in Park City was another incredible example of how brands are creating immersive experiences that connect culture, sport, and storytelling.
The Influencer Crew
One of the fun parts about this trip was the group of people Michelob ULTRA brought together. A lot of the guys were from The Bachelor franchise which made for an entertaining crew. Joey Graziadei and his fiancée Kelsey Anderson were there, along with Justin Glaze and Tyler Cameron. Tyler brought his girlfriend Tate Madden as well. We also had Bruno from Bruno on the Radio and Camille Kostek, who you probably recognize from Sports Illustrated Swimsuit Edition, her work with the NFL, and her boyfriend Gronk. It was a great mix of personalities and everyone was genuinely fun to be around, which always makes my job easier as an event photographer.
Skiing Park City with the Influencers
The first full day was spent skiing all over Park City Mountain. If you’ve ever been there, you know how massive the resort is. The views were incredible and the snow conditions were great after a storm had moved through a few days before. My job was basically to ski around with the group and capture content as they enjoyed the mountain. That meant photographing everything from chairlift moments to carving turns down the runs to casual lifestyle photos with Michelob ULTRA at scenic viewpoints. As a Denver photographer, I’m used to working in the mountains, but shooting while skiing definitely adds an extra challenge. You’re constantly pulling over, getting ahead of the group, or finding the right angle before everyone flies past you. But those candid moments are what make the photos feel real. That’s the goal when I’m working as both an event photographer and a content creator. I want the images to feel natural and authentic.
Apres Ski at the Base of the Mountain
After a full day on the slopes, we headed down to the base of Park City for apres ski on a rooftop overlooking the mountain. I actually didn’t get a ton of photos here as I was mostly editing photos from the day of skiing so the influencers could post photos quickly. Still, this was a chance to unwind a little, hang with the crew, and get ready for the evening festivities.
Night Skiing and the Kygo Concert at Red Pine Lodge
One of the biggest highlights of the entire weekend was the private Kygo concert at Red Pine Lodge. Getting there was part of the experience itself. After finishing après-ski earlier in the evening, we took the gondola up to Red Pine Lodge where the event was being held. Riding the gondola into the mountains at night was pretty incredible. Looking down at the lights of the resort below while heading up toward the lodge made the arrival feel even more special.
Once we reached Red Pine Lodge, we were able to enjoy the entire event from the top of the mountain—including night skiing right outside the lodge. Skiing under the lights in Park City has a completely different atmosphere than during the day. The mountain is quieter, the air is colder, and the glow from the lights across the snow creates a really unique setting for photos.
Michelob ULTRA had created an amazing setup for the evening. Inside the lodge there was a full hot chocolate bar, which was perfect after being out in the cold. Several food stations were set up throughout the space, along with lounge areas where everyone could warm up and hang out between sets. Outside, the VIP areas were built around fire pits with s’mores stations where people could roast marshmallows and relax with a Michelob ULTRA.
Night skiing at Park City before the Kygo show
One of the really unique parts of the setup was a small museum-style section that showcased historical Team USA Olympic memorabilia. Since the whole summit was centered around celebrating Team USA and the Olympics, it was really cool to see pieces of Olympic history displayed right there in the middle of the event. There were also games set up inside the lodge including table hockey and shuffleboard which gave people something to do while waiting for the concert to start.
Kygo Private Show
For me, this part of the weekend also meant working with Synergy Productions to capture their talent, Kygo, once he arrived for the performance. As an event photographer, collaborations like that are always fun because you are documenting the experience both for the brand hosting the activation and for the artist performing.
The show was originally scheduled to start at 9:30pm, but Kygo didn’t end up taking the stage until around 11:30pm. For a while everyone was just hanging out, playing games, grabbing drinks, and enjoying the vibe while we waited. But once Kygo finally came out, the entire lodge came alive. The energy instantly shifted and the crowd packed in around the stage. Watching a Kygo set in the middle of a snowy mountain lodge surrounded by this group was a pretty surreal experience.
From a photography perspective it was an incredible environment to shoot in. Between the lighting, the energy of the crowd, and the setting in the mountains, it made for some really fun images that captured the vibe of the night perfectly. It ended up being one of those moments where the long wait didn’t matter at all once the music started.
Custom Cowboy Hats at Kemo Sabe
The next day we spent some time walking around Park City and made a stop at Kemo Sabe to get custom cowboy hats made. If you have ever visited Park City, you have probably heard of Kemo Sabe. It has become one of the most popular spots in town because of the custom hat experience they offer. People come from all over to design their own cowboy hat, choosing everything from the hat style and band to unique details like feathers, pins, and branding marks burned into the felt.
It is also a favorite stop for celebrities and visitors during Sundance and other big events in Park City, so it always has a fun and lively atmosphere. As part of the Michelob ULTRA Summit, we actually had access to a private speakeasy in the back of Kemo Sabe where everyone could hang out, have a drink, and socialize while their hats were being made. It was a really cool space and gave everyone a chance to relax and spend some time together.
Watching everyone go through the process of picking out their hats and customizing them made for some great moments to photograph. By the time we left, everyone had a hat that was completely unique to them, which made for some awesome portraits as well.
Dinner at Riverhorse on Main
The final night we had dinner at Riverhorse on Main, which is one of the most well known restaurants in Park City. After a packed weekend of skiing, concerts, and events, it was nice to slow down for a bit and enjoy a great meal with the whole group. One of the perks of the job is getting to enjoy dinners with the group, including filet mignon at The Riverhorse :)
Running on No Sleep
One thing about these events is that they are nonstop. I was either photographing the influencers while they were out doing activities or back in my room editing photos so the Michelob ULTRA team could use them right away. Sleep was definitely in short supply that weekend. But honestly I wouldn’t change a thing. Being a Denver photographer has given me the opportunity to travel to amazing places and work with incredible people.
Me (middle) with the crew skiing Park City!
Grateful for the Michelob ULTRA Team
Working with Michelob ULTRA over the past three years has been an amazing experience. The team is awesome, they treat everyone like family, and they create some really memorable experiences. As a Denver photographer, event photographer, and content creator, opportunities like this are the reason I love what I do. I’m already looking forward to the next adventure with the ULTRA crew.
MEET YOUR PHOTOGRAPHER
DENVER BASED COMMERCIAL & BRANDING PHOTOGRAPHER TIM GILLIES
If you are planning a brand activation, corporate event, influencer campaign, or marketing experience and need an event photographer to capture it all, I would love to connect. I specialize in documenting authentic moments for brands while also creating lifestyle content that feels natural and engaging. In addition to event photography, I also work with clients looking for high school senior photos, personal branding images, and lifestyle portraits. If you are looking for a Denver photographer or Denver portrait photographer who can help tell your story through photos, feel free to reach out through my contact page. I am always excited to collaborate on new projects and help bring creative ideas to life.
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