Winter Sports Archives - Gareth Williams

Aspen Snowmass Shifts Winter Marketing for 2020/2021

Scaling Back and Moving Online

A recent article in the September 30 Aspen Times reports on the challenge of promoting winter sports during these uncertain times. The Aspen Skiing Company rethought everything and the resort scaled back their support staff and magazine ad buys.

“Aspen Skiing Co.’s marketing campaign will look significantly different this winter, both in substance and execution,” writes Times reporter Scott Condon. “There will be no national branding such as the “Give a Flake” effort of recent seasons.”

The management company for the mountains of Aspen/Snowmass has let some staff members go and tightened up their strategy in response to the current economic environment.

“It’s definitely going to be a different kind of marketing campaign,” Jeff Hanle, Skico vice president of communications, said Tuesday. “You have to remain flexible and ready to pivot.”

Gone is the campaign urging skiers, snowboarders and other outdoor lovers to “Give a Flake” and get involved in concrete action to ease global warming.

“We’ve moved on from that. That was the plan already,” Hanle said.

The article goes on to state that “an advertising agency was working with Skico officials on a new campaign, but that’s been put on hold. There won’t be any advertisements in ski publications in January, for example, because conditions could change so drastically by then, Hanle noted. The ads would have to be finalized now to run in January.”

“Instead, Skico will remain nimble with messages that will be shared primarily through digital platforms. They will ...focus on education about protocols to keep customers safe from the spread of the coronavirus, trumpeting fresh snowfall and renewing the spirit during a tough time by getting outdoors, according to Hanle.”

The types of visitors the resort typically sees will change this year with fewer international visitors and more “drive-time” domestic visitors. The resort expects guests to stay longer than what would be typical during an average year.

A big part of the marketing effort will be education about the new hands-free procedures that will be in place for everything from ordering food at restaurants to buying lift tickets.

Both the town and the resort are working hard to plan and educate guests on how to have fun and stay safe this winter.

For the full article click here!

Winter Alternatives on the Upswing

While downhill skiing and snowboarding take the lion’s share of the spotlight in Aspen, a variety of winter recreation alternatives including uphilling, snowshoeing and nordic skiing are increasingly popular with locals and guests alike. These winter alternatives can be great options for those looking for new outdoor experiences!

Uphilling

Uphilling, skinning or ski touring is essentially hiking up the mountain on modified skis or a split snowboard. This method of scaling our four mountains includes attaching “skins” (adhesive strips) to the bottoms of skis that allow the ski to move freely forward but catch the snow and “stick” instead of sliding backwards. This method also requires special skis with bindings that release from the heels, (or a special snowboard that splits left and right for each foot).

Several local ski shops including Four Mountain Sports, Performance Ski, the Ute Mountaineer and Cripple Creek Backcountry rent this equipment.

Snowshoeing

As the snowpack rises, trail runners and hikers turn to snowshoes. Modern snowshoes are highly portable, lightweight, made of fabric and metal and attach easily to winter boots. Being able to set foot on top of the show rather than sink through it makes all the difference in the backcountry. A day hike becomes a treat rather than a slog!

Snowshoes can be found at almost all backcountry equipment retailers including Ute Mountaineer and Cripple Creek Backcountry.

Cross-Country Skiing

Nordic or cross-country skis have been transporting Aspenites around town and between the mountains for well over 100 years. Both classic and skate-skiing techniques are in full swing during the winters out here.

In fact, though the Winter Olympics Nordic events have always been the domain of the Europeans, the U.S. Ski Team has made serious strides in competition recently, thanks in part to local athletes Simi Hamilton and Noah Hoffman.

The Aspen Snowmass Nordic Trail System boasts over 60 miles of trails stretching between and through the towns of Aspen and Snowmass Village, many of which are groomed daily and several that are dog-friendly.

Renters should head to the Aspen Golf Course or the Snowmass Golf Course for rentals and more information.

What’s the appeal?

If you follow the rules, uphilling can get you access to our ski mountains including on-mountain restaurants and earn you one free downhill run, i.e. save you the cost of a lift ticket. Any further lift access does require a lift ticket however.

All of the above offer terrific exercise, giving you the benefits of being outdoors and the freedom to go where you please. Aspen/Snowmass has tons of recreational trails outside of the ski mountains themselves that can be accessed this way. In fact, most people going on hut trips use ski mountaineering including nordic and uphilling techniques to get from one hut to the next.

Regardless of the method you choose, book your vacation with Gareth, then get out there and enjoy the best of winter in the Rocky Mountains!

SKI Magazine – Aspen Snowmass Named “Resort of the Year”

Aspen Gets the Honors

What makes a resort special? For SKI Magazine the answer lies in a having a variety of amenities including terrain, fun for the whole family, and great apres-ski and nightlife options. This year, Aspen Snowmass checks all the boxes and was named SKI Magazine’s No. 1 ski “resort of the year” in the West.

SKI Magazine unveiled its debut “Resorts of the Year” issue in October, with categories featuring “Best in the West” and “Best in the East.” Smugglers’ Notch in Vermont is ranked the top ski resort of the East.

These two resorts garnered editor and reader praise for offering skiers the best overall vacation experiences, according to a statement from SKI Magazine.

“With its variety of terrain across four resorts, family-friendly offerings and virtually unmatched dining, lodging and apres in the vibrant town of Aspen, Aspen Snowmass delivers the whole package,” SKI Magazine content director Samantha Berman said in the statement. “Add to that the resort management’s forward-thinking attitude toward the environment and its inclusion in the industry-changing Ikon Pass, and we feel that Aspen-Snowmass is the destination generating the most buzz going into this season.”

Great Amenities

The magazine writes, “the four mountains that make up Aspen Snowmass are the gold standard for American skiing. Aspen Mountain, Aspen Highlands, Buttermilk, and Snowmass each have their own character, which is why most skiers visit a different mountain each day of their visit.

The Dumps on Aspen Mountain or the glades beneath Snowmass’s High Alpine Lift are a must when it’s snowing, while the breathtaking descent of Highlands Bowl or the empty, perfect groomers of Tiehack beg for attention when the sky is blue. If the renown nightlife stretches on too long, at least one mountain will have a daily noon groomer on the weekends, keeping the corduroy fresh for those who hit the snooze button too many times.

The world-class ski school can get the kids carving at Buttermilk or Snowmass while Mom and Dad can enjoy the decadent pleasures of top-to-bottom gondola laps or the infamous 2:30 p.m. seating at Cloud 9 Bistro, all before a perfect family rendezvous for dinner in town. ”