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Calling all shiny, happy (and frozen) faces

Weekly entries in the powder-stache contest are eligible for food, beer and cocktail prizes at the Base Camp Bar & Grill in Snowmass. At the April 20 closing party, weekly winners will be entered into a grand-prize drawing that includes lift tickets and High Society gear.

Weekly entries in the powder-stache contest are eligible for food, beer and cocktail prizes at the Base Camp Bar & Grill in Snowmass. At the April 20 closing party, weekly winners will be entered into a grand-prize drawing that includes lift tickets and High Society gear.

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 http://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.”

herk@aspentimes.com