S’mass ups its marketing muscle
For such a small town, Snowmass Village has a big marketing team.Beth Albert, most recently with KSNO radio station, will become the third permanent member of the town’s marketing staff next week, joining marketing director Susan Hamley and marketing coordinator Jennifer Benvenuto. Albert was hired for the newly created position of marketing communications manager, which is being funded by the town’s 2.5 percent marketing and special events tax, passed in 2002. The town has been on a mission to not only make Snowmass Village more attractive during the winter season, but to create more of a buzz during the summer and shoulder seasons. In order for that to succeed, Hamley said Albert is needed. A host of new events were introduced in Snowmass Village in the past year, including the Chili Pepper and Brew Fest, Michael Martin Murphey’s West Fest, the Snowmass Wellness Experience, the NORBA National mountain bike races and Fall in Love with Aspen/Snowmass. Hamley said for first-year events, they were successful, but it will take time – and more promotion – for those events to come into their own. “They were a success in terms of a successful start,” Hamley said. “With another person, we could have done so much more promotion.” Albert, who has previously worked for the Snowmass Sun, Aspen Daily News, Aspen Magazine, KSPN and, most recently, KSNO in various advertising, sales and commercial production roles, was hired to boost communication and promotion.”We realized that a two-person department wasn’t sufficient,” Hamley said. “One of the important things to me was communication, and [Albert] will help us fill that gap.”As for the future of Snowmass Village, Hamley said it’s now time for a fine-tuning. “We have a block of clay, now we have something to work with,” she said. “We’ll now be able to get the word out sooner and more powerfully, and we’ll have the opportunity to go after sponsors, which will be much more cost effective.” Steve Benson’s e-mail address is email@example.com
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