Talking snow and marketing |

Talking snow and marketing

On the first day of autumn, it snowed. We are going out on a limb here. This is going to be a great snow year, the best since the mid-1990s.We are due. We need it to beat back the drought. We need it as the chief variable ingredient that makes any ski season a success – or less than one.Get the skis and boards out. In a month, Arapahoe Basin will be turning its lifts.Now all the county needs is a coherent, organized way to promote Summit County as a has-it-all destination resort community. Equal emphasis is on “resort” and “community.” The duality differentiates Summit County from much of the competition.And on the first snowy day of autumn, we learned something about that goal, too.On Nov. 9 (a tentative date, but at least it’s out there), the Summit County Chamber of Commerce and Copper Mountain Resort will host an economic summit aimed at the elusive – how to burnish the Summit County brand.In a county so transient, fewer and fewer people remember the old Ski the Summit promotion that put Summit County top of mind around the world as a place to hit the slopes. A four-resort lift ticket helped – a lot.That cooperative effort ended when Intrawest bought Copper and Vail Resorts bought Keystone and Breckenridge. Since then, it’s been every resort for itself when it comes to marketing and brand building.Nevertheless, any chairlift survey will show people still come to the Summit because of all it has to offer. Most people don’t consider a visit complete unless they’ve hit all four county ski areas, with a side trip to Vail or Beaver Creek to boot. At night, they like to sample the towns and the shopping.Nov. 9 could be the start of something smart like acknowledging the obvious and doing something about it.

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