Breckenridge Resort and supporters miss mark on new ad campaign
“The hill dominates you but the town will still be your bitch.”
This headline quotation from the new advertising campaign for Breckenridge Ski Resort’s 2002-2003 ski season was the subject of an article on Aug. 31.
As someone who has visited Breckenridge for the last 18 years and has subsequently been a homeowner for the last 10 years, it is mind boggling to believe that the mayor of Breckenridge, the Breckenridge Resort Chamber and the director of public relations for the BRC can be so far off the mark in their comments on the type of image and the kind of people that the town should be trying to cultivate.
Breckenridge has always been a town proud of its cultural values and esthetic beauty.
In the past here has been extreme control exerted in preventing undesirable businesses from being established that may attract a quality of people who would threaten the safety, security and comfort of Breckenridge.
Because of this, it makes me wonder how this type of campaign can now be promoted. The excuse that this message will only appear in ski magazines appealing to 13-18 year olds in America is ludicrous.
The 13- to 18-year-olds that this ad campaign is targeted toward are mainly the children of – and are subsidized – by the babyboomers, who have invested heavily in the land in and around Breckenridge and who have largely contributed to the success of the town in the last decade.
I am horrified hearing the town described as a “bitch” and reading an open invitation for partygoers to descend on Breckenridge for nights or “raucous nocturnal insanity”.
I believe that the mayor should forget about his own unique business interest and that this ill- advised advertising campaign should be pulled immediately before it is embarrassingly too late and the fallout irreversible.
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