Keep ads, logos off chairlifts |

Keep ads, logos off chairlifts

At least Vail Resorts has it right. The Aspen Skiing Co., often the sainted member of the industry, doesn’t.

In what many might consider inconceivable for the publicly run company, Vail Resorts has rejected putting advertising on ski lifts.

The problem is, the U.S. Forest Service now allows the policy, but with proscribed taste. The ruling comes after experimentation at the Aspen Skiing Co.’s four mountains.

As a Forest Service spokeswoman noted, the Coors’ logo could be put on a lift, but an advertisement featuring the infamous Coors twins could not.

If you don’t know who the twins are, then you must not be keeping up with the national average on TV watching. Lucky you. Safe to say, the twins epitomize the beer industry’s formula of linking bland tasting brew with sex.

Still, we think a logo is too much for a ski lift. Ski resorts find plenty of other ways to remind us who they’ve signed as sponsors and we should leave it at that.

Here’s what Vail Resorts spokesperson Kelly Ladyga had to say.

“There needs to be a real sensitivity to the overcommercialization of our slopes. If the line is crossed, then it will detract from the overall experience and we believe advertising on chairlifts crosses that line for our guests.”

So do we.

Opinions published in this space are formulated by members of the Summit Daily News editorial board: Michael Bennett, Jim Pokrandt, Jason Starr, Rachel Toth, Reid Williams, Kim Nicoletti and Martha Lunsky.

Support Local Journalism

Support Local Journalism

As a Summit Daily News reader, you make our work possible.

Now more than ever, your financial support is critical to help us keep our communities informed about the evolving coronavirus pandemic and the impact it is having on our residents and businesses. Every contribution, no matter the size, will make a difference.

Your donation will be used exclusively to support quality, local journalism.


Start a dialogue, stay on topic and be civil.
If you don't follow the rules, your comment may be deleted.

User Legend: iconModerator iconTrusted User