Park City grocery store becomes unlikely hub for underage drinking prevention
Apr 23, 2026, 8:42 PM | Updated: 8:52 pm
PARK CITY — A grocery store in Park City is the unexpected home of a new campaign aimed at preventing underage drinking.
The initiative, called the Prevention Trail, is a collaboration between local leaders and Parents Empowered, designed to encourage children to reach age 21 alcohol‑free.
Organizers said grocery stores are a natural fit for the effort. Parents often shop with their children, making the aisles an ideal place for reminders and conversation starters about the risks alcohol poses to developing brains.
(Mark Wetzel, KSL)
Bright floor decals throughout The Market in Park City carry messages like “Every Step Counts,” guiding families along a path of facts and prompts meant to spark dialogue. The campaign comes as Summit County continues to grapple with higher‑than‑average youth alcohol use. A 2025 survey found that one in five local students — about 20% — reported drinking alcohol, nearly double the statewide rate.
“We’re trying to open up the conversation between parents and their children on underage drinking,” one organizer said, emphasizing that parental involvement remains one of the strongest protective factors.
Parents Empowered and state leaders point to research showing that children are significantly influenced by their parents’ stance on alcohol.
“Children are two‑to‑three times more likely not to drink underage while their brains are forming if their parents are engaged and take a strong stance against alcohol use at a young age,” a spokesperson explained.
Summit County Council member Megan McKenna said the campaign is grounded in data and community concern.
“We care about our youth. We know the impact that underage drinking has on our local community and families and young people,” McKenna said. “We know that when young people start drinking underage, they’re more likely to become alcohol‑dependent as adults.”
The Prevention Trail will remain in place throughout the year, with organizers hoping the simple act of walking through the grocery store becomes a catalyst for meaningful conversations at home.
Related: Utah’s new alcohol law will take effect at midnight, bringing major changes for 2026
