Karl Herchenroeder

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January 15, 2014
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Calling all shiny, happy (and frozen) faces

If you’ve got a face full of snow or a giant grin from a great ski run, take a picture of it, because it might earn you a pitcher of beer at Base Camp Bar & Grill in Snowmass or maybe even some ski gear at this season’s closing party.

Base Camp, High Society Freeride Co. and the Aspen Brewing Co. have teamed up to create a powder-mustache contest on Instagram, with weekly beer prizes as well as a grand-prize drawing on April 20 in Snowmass. Although “stache” implies that facial hair is necessary for participation, the contest is open to anyone, including women, kids, dogs and cats. When submitting, participants are asked to tag their photos with “#SnowmassPowderStache” to be entered into the weekly drawing.

“We’ve had some great kid shots already and a couple of good dog ones and one good cat one,” Scott Calliham, co-founder of Base Camp, said, adding that they have picked three weekly winners so far in the contest’s first year.

Submissions are welcome from all over the Roaring Fork Valley, from Sunlight Mountain to Aspen Mountain, though Calliham said if the contest’s organizers receive good photos from other resorts, they too will be considered. The Myers Roberts Collective, a marketing company, is the third-party judge for all entries. Each weekly winner will be entered into the grand-prize drawing. As the Myers Roberts judge, Kevin Roberts said he will be looking for the “most compelling frozen, happy face.”

“It’s just for fun and to increase our social-media presence,” Calliham said. “And also to establish some fun things to do and keep an eye on what’s going on at Base Camp, High Society and the Brewing Co. through Facebook pages and social media.”

Weekly winners will be announced on Instagram and at www.facebook.com/basecamp barandgrill. Grand-prize winners will receive two full-day lift tickets as well as High Society apparel.

“One of the things we really want to stress is that it’s not just for men with mustaches,” Calliham said. “Your pets, your kids, your significant others, yourself — anybody can participate.”


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The Aspen Times Updated Aug 14, 2014 02:07PM Published Jan 20, 2014 03:02PM Copyright 2014 The Aspen Times. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.