SNOWMASS VILLAGE - Marketing and selling Snowmass to the world is a little bit easier this ski season because Plum TV has relocated to the base of the Snowmass ski area in Base Village.
Plum TV creates extensive lifestyle coverage that includes on-mountain footage from Aspen, Snowmass, Buttermilk and Aspen Highlands, celebrity interviews, food tastings and cooking demos, ski and fitness tips, design stories, and stories about local nonprofit organizations and events.
"Our goal with Plum Aspen/Snowmass is to incorporate the entire Rocky Mountain lifestyle," said D.R. Dwyer, vice president of business development for Plum TV. "We will create compelling original content that will be broadcast throughout our national network. And as well, the station provides a desirable demographic for our national advertisers."
Patrick Dimon is producer and the Rocky Mountain bureau chief for Plum TV.
"We are all about lifestyle television," Dimon said. "We want to be in areas that strive to a certain lifestyle, and we're in the process to see how to find the right balance between the smaller markets that we serve and the larger markets."
Currently Plum TV airs in Boston; Philadelphia; Los Angeles; the Hamptons, N.Y.; Martha's Vineyard and Nantucket, Mass.; Telluride; and Aspen/Snowmass.
All of the Plum TV stations share footage, meaning that footage filmed in Aspen/Snowmass will reach hundreds of thousands of homes nationally.
"We like to reach a family that might be in Boston but goes to Colorado once a year," Dimon said. "And we like to produce evergreen content that can run all year long across a lot of markets."
To do this locally, Plum TV has partnered this winter with the Viceroy Snowmass and Related Colorado to relocate its local operations to the plaza level of Base Village, where it has created a studio and editing facility.
For the 2012-13 winter season, Plum's winter programming will be hosted by Aspen's own Ramona Bruland, who recently has become a national name through her work on ESPN covering the X Games. Bruland will air locally Saturdays and Sundays from 8 to 9 a.m., noon to 1 p.m. and 6 to 7 p.m. The show will air on Channel 16 in Aspen/Snowmass and the Roaring Fork Valley as well as the entire national Plum TV network, currently available in more than 6 million homes. During these weekend segments, Plum TV will air the latest footage shot that week from Aspen/Snowmass.
On Thursdays and Fridays, Plum will air "Wintery Mix," a no-hosted show of videos shot locally throughout this winter. During the other days of the week, Plum will air a mix of summer and winter local videos.
"We have a great deal with the Viceroy Snowmass and Related Colorado," Dimon said. "We're trying to garner a lot more buzz for Snowmass. Sometimes people think Snowmass is just for families, and we're trying to show that there is a lot more going on to attract a wide range of visitors."
Plum TV plans on shooting some of the groups that visit Snowmass this winter, such as the National Brotherhood of Skiers, and events such as the Mardi Gras celebration Feb. 12 and Aspen Skiing Co.'s Big Air Friday freestyle events.
Producer Pat Dimon was here in Aspen/Snowmass with the original Plum TV organization from 2005 to 2010. Before that, he worked in television with the NBC affiliate in New York. As Plum was reorganizing in 2010 through 2012, Dimon worked on the NBC show "Open House" but returned in last December when Plum relaunched locally.
"We love Aspen/Snowmass because it doesn't have down time," Dimon said. "Aspen/Snowmass is busy both summer and winter."
What does he look for when deciding what content to film?
"I'm always looking for that company, organization or event that has an Internet or larger reach than just walk-in traffic," said Dimon. "Ideally we are looking for someone with a larger reach than just the hyper-local market, someone like a Viceroy Snowmass or the Anderson Ranch Arts Center, someone who can reach a national audience and has a great website so a viewer in Philadelphia can see a segment on their station and it gets them to either come here or buy something online."
Plum TV expands its reach through social-media sites like Facebook and Twitter. In the case of Twitter, Plum might take a photo of Bruland during a filmed segment and send that out to tease the later show.
At its Snowmass Base Village studio, Plum TV will do three-camera interviews and then use the four full editing bays to edit and distribute content. In addition to producer Dimon, Plum TV currently has Danny Brown, Craig Turpin, Colin Hartley, Bruland, a couple of interns and others working locally.
"We love Snowmass," Dimon said. "We are feet from the heart of the Village. It couldn't have worked out better."
For more information about Plum TV, go to www.plumtv.com or call Dimon at 908-601-1333.
Steve Alldredge is the former associate editor/reporter for the Snowmass Sun. He runs a local communications company whose clients include Related Colorado. He can be reached at firstname.lastname@example.org.