SNOWMASS VILLAGE - Plum TV announced last week that it will be opening a mountain region bureau in Base Village.
The Snowmass location will now be Plum's only studio. There it will produce content that will be broadcast to its network locations in seven other U.S. resort markets.
"We're changing the company," said D.R. Dwyer, Plum's vice president of business development. "For all practical purposes, it was eight different companies. Now we're one national company."
Winter programming will start Dec. 20 and will air from 7 to 9 a.m. Thursdays through Sundays on Channel 16 in the Roaring Fork Valley. The content will have a lifestyle theme, featuring real estate, interior design, cooking, nightlife, hotels, restaurants, outdoors and wellness.
Live interviews, cooking demonstrations and other morning show staples will be shot in the Snowmass studio. Local content will cover things going on in Aspen and Snowmass, said Pat Dimon, formerly of Plum Aspen and now serving as mountain region bureau chief. However, much of the content will pertain to Plum's other locations as well.
Visitors to Aspen/Snowmass don't just visit one resort, Dimon said, and are interested in what's happening in other places too. Some of the content will be about other locations. As for coverage about local businesses, the network might offer information about ordering goods from a certain retailer, for example, as a way to be relevant to viewers in other markets.
According to both Dimon and Dwyer, a lot of content will highlight Snowmass specifically. Plum TV is opening the studio through a partnership with Related Colorado, which Dwyer said has asked the network to "cover everything that's going on in Snowmass this season ... and really blow the awareness of Snowmass."
"The goal is to get a lot of buzz and energy back in Snowmass Village," Dimon said. "Snowmass is great and a lot of people that maybe don't know the area as well ... don't really know."
The studio will be located down the hill from the Treehouse Kids' Adventure Center in Base Village. It's still being built out, Dimon said.
Plum TV hit some hard times last year. A wave of layoffs across the company cut all but two positions in Aspen, and Plum filed for bankruptcy a few months later, according to The Aspen Times. Media executives Joseph Varet and Morgan Hertzan announced in March that they would be purchasing the company.
Dwyer said centering the network's production in Snowmass was a result of focusing on the company's strength.
"We want to bite off what we know we can do really well," Dwyer said.
Plum also had strong business relationships in the Valley, Dwyer said, including with Related and the Aspen Skiing Co.
Plum also distributes to Telluride; the Hamptons, N.Y.; Nantucket and Martha's Vineyard, Mass; and recently added Boston and Philadelphia.
"As the company grows, a lot of people from that area (Boston and Philadelphia) come to Aspen," Dwyer said. "We hope that the impact is people see us in Aspen, but they can take it home with them."