This is all just speculation, but a very good friend of mine is skiing at the Deer Valley Resort in Park City, Utah for the week and he sent me this very intriguing photo. It looks like American Express is building a pop-up Centurion Lounge there!
Now, Deer Valley is one of the most expensive ski resorts in North America and is frequently visited by those that fit the traditional demographics of AMEX’s higher end credit cards, like the Platinum Card and Centurion Card. The Fine Hotel and Resorts program available to those cardmembers partners with five-star hotels, including many in Deer Valley, like the Montage (right behind the “lounge”).
The Centurion Lounge is currently available in Las Vegas, San Francisco, Dallas/Fort Worth, and LaGuardia airports, and is available to all American Express cardmembers. Platinum and Centurion cardmembers are eligible for free access while other cardmembers can pay $50 for a one-time access. I am not sure what the access policy would be for this pop-up lounge (if it indeed is one).
AMEX previously set up a temporary lounge in New York and I wouldn’t be surprised if the pop-up lounge is just a part of an advertising effort. If so, the timing would be a bit strange since the tail end of ski season is approaching.