Mountains hope for World Series PR coup
October 28, 2007
VAIL ” The metaphors are being applied liberally: One press release from Vail Resorts proclaimed that Mother Nature had hit a “grand slam,” really “out of the park,” with another “Rocktober snowstorm.”
A World Series in Denver presents a perfect storm of PR possibilities for Colorado’s ski industry. The television audience is huge ” the series averaged 11.4 million viewers per game last year.
And the late October date comes just after a couple of resorts have opened, and as others are set to open. Coors Field’s backdrop is the Rocky Mountain peaks that are getting covered with snow.
Local ski resorts and trade groups are sending video and photos to Fox, hoping the network will show them on air.
“It’s advertising we can’t afford to buy,” said Kelly Ladyga, director of corporate communications for Vail Resorts.
Colorado Ski Country USA, a trade group for Colorado ski resorts, filmed footage at Arapahoe Basin last Friday that it is supplying to Fox, said spokesman Nick Bohnenkamp.
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“Some skiers up there, some shots in the park, people binding in, scenic shots of the Divide, which we provided to Fox earlier this week, so hopefully they can use it” ” particularly for the transitions to and from commercials, Bohnenkamp said.
Nicky DeFord, communications manager for Breckenridge, said the resort filmed a game of baseball on skis to send to Fox. Jen Brown, communications manager for Vail Mountain, said Vail sent out photos and video.
“The ultimate goal is to let people know ski season is just about here, there’s snow in Colorado, and we’re ready to get under way,” Brown said.
Nationally televised sporting events in autumn in Colorado have been known to bring skiers to local resorts.
In October 1984, thick snow blanketed Mile High Stadium as John Elway led the Denver Broncos to victory against the Green Bay Packers. Ski-resort reservations surged as America saw how much snow there was in Colorado.
It doesn’t look like there’s snow in the cards for this World Series ” or the Monday Night Football game in Denver next week. Sunday’s and Monday’s lows are supposed to be 39 and 38 degrees, respectively, with sunny skies.
But Vail Resorts isn’t necessarily looking for more reservations as a result of the media exposure, Ladyga said.
“Whether there’s a spike in call volume or not is really not as important as generating awareness and reminding people it’s snowing in Colorado,” she said.