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Thank goodness for big-screen TVs in the bar! Otherwise, at most ski resorts it might be hard to tell this is an Olympic year. A few media buys, a few Olympic-style fun races, some athlete sendoffs. Ski resorts definitely have the 2010 Games—back in North America at Whistler/Vancouver February 12-28—on their calendars. But it’s only penciled in, thanks to Presidents’ week, which coincides with the Games.

“The Olympics start on the first day of February vacation,” notes Melissa Rock, marketing manager at Shawnee Peak, Maine. “We haven’t really come up with anything yet to mark the Games. It’s definitely in my mind. We put a lot of events together during the season, kind of on the fly, using e-mail blasts to alert our skiers. That’s probably what we’ll be doing this year with the Olympics.”

“We’re going to have our own Olympics during the Games,” says Amy Frischmon, co-owner of Wild Mountain, Minn. “But I’m not sure what that means. Right now, all it says on our calendar is, ‘Wild Mountain Olympics, details to follow’.”
Even Deer Valley, one of the host resorts for the 2002 Salt Lake City Games, “doesn’t really have anything planned for February while the Games are going on,” says Erin Grady, communications manager.

Despite their Olympic legacy, however, Utah resorts are taking a low-key approach to the return of the Olympics to North America. Most are not planning anything special to try and capitalize on the Games. Actually, they don’t need to, says Libby Dowd, PR manager at The Canyons. “Just the fact that Olympians live in Park City and ski here is what we capitalize on every day of the year, not just during Olympic years,” she notes.

Like many Utah resorts, The Canyons has a “typical” Olympic program that gives guests a chance to ski with an Olympian every Wednesday and Saturday. Another Olympian, Holly Flanders, runs a three-day women’s clinic three times a year.

But that’s about it for Olympic tie-ins this year. Present day Olympians will get big sendoffs, and the state as a whole, like other states, is promoting January as learn-to ski and ride month. “We’re hoping the emotion of the Olympics will drive people to learn an Olympic sport,” says Connie Marshall, marketing manager at Alta.


Focus on the Athletes

Other ski resorts with Olympic athlete connections are also planning big sendoff parties. “We think we have three or four athletes who will be competing at the Games that we want to send off with a big good luck party,” says Debbie Moore, marketing manager at Waterville Valley, N.H.

Like Utah, New Hampshire resorts are also promoting January as learn-to-ski or -ride month. “Learn a great sport you’ll be seeing on TV and join in the Olympic fun,” Moore explains.

Killington, Vt., will also wish good luck to its Olympic hopefuls, and offer non-athletes one of the cheapest learn-to programs in the country: three days of lifts, lessons and rentals, plus three more days of lifts and rentals, for $129. “The program is not connected with the Olympics, per se,” said Tom Horrocks, Killington PR director. “But obviously, we hope the excitement of the Olympics, especially having them in North America, will build excitement for skiing and snowboarding and get more people interested in learning these sports.”

Probably one of the biggest Olympic sendoffs and parties will take place at Lake Placid, N.Y, site of the 1932 and 1980 Winter Olympics. “We love the Olympics,” says Bridget Hinman, marketing manager at Whiteface. “We have Olympic fever here. Everybody knows the athletes, follows them, cheers for them. We have displays up, scoreboards, TVs on everywhere, not just the bars. We have TVs in all the cafeterias, ticket area, liftline, hallways, anywhere there’s cable.”

Whiteface and Lake Placid follow hometown favorites and e-mail results to their databases. Good results come with coupons and freebies that can be redeemed after the Olympics (and February vacation) end. “When our athletes win, our customers win,” Hinman says. “We always see an uptick in skier visits during an Olympic year. If you can’t make it to the Olympics, we like to think we’re the next best thing.” In support of that notion, Whiteface will host the last World Cup freestyle event before the Olympics, and several post-Olympic events.

Other resorts are also promoting pre- and post-Olympic events more than the Olympics themselves. “We’ve got the women’s World Cup, the X Games and the snowboard halfpipe team staying and training here before the Olympics,” says Jeff Hanle, PR manager at Aspen. “We’re excited about that. Guests can see the future Olympians before they go up to the Games.”

Hanle says Aspen will have “some stuff” going on during the Olympics, but it will be mostly celebratory things, like viewing parties. “We probably won’t have any special Olympic promos,” he says.


Tapping the Olympic Energy

In fact, special Olympic promos are hard to find. Many ski areas and state associations are heavily promoting January as Learn a Snow Sport Month. But there’s not much going on during the Games themselves. A few ski areas are planning some media buys.

“We have two NBC affiliates in our area, and assuming they’re going to be promoting the Olympics on their stations, we’re hoping to tie in with them,” says Anne Weimer, marketing manager at Ski Liberty, Pa.

Saddleback, Maine, is also planning some Olympic media buys. “I’m looking to place some Saddleback ads around some Olympic events that are ski oriented,” says Conrad Klefos, marketing manager. “That’s about all we’re doing.”

Crystal Mountain, Mich., hopes to promote the Olympics all season long. “We have a ton of competitions here,” says Brian Lawson, PR manager. “When we promote them this year, we’ll certainly tie them into the Games. We want to let people know we have similar competitions here, and who knows? The young skiers and riders they see here may be making their way to the big stage some day.” Crystal will also set up a 3-K paintball biathlon course.

Many other ski resorts are also working to incorporate Olympic-style competitions into their events calendars. “The idea is to capitalize on all of the excitement of the Games,” says Zelma Kassimer, PR director at Mystic Mountain, Pa.

One of the biggest Olympic-inspired competitions will be the ‘Public Games’ at Big White and Silver Star, B.C., about four hours outside Vancouver. “We’re definitely very Olympic focused,” says Jim Loyd, director of sales at the two resorts. “Our Games will mirror the Olympic Games.” There will be hockey (actually, just a stick, puck, net and chance to score points for your country). The tubing hill will be mounted with a radar gun to mimic bobsled and luge. There will be speed skating, figure skating, and of course, snowboard, cross country and alpine skiing events.

“We’ll have opening and closing ceremonies and medal ceremonies,” Loyd says. “It’s meant to capture the spirit of the Games.” Guests will also be able to view the real Games on big screen TVs around the resort. “We’re hopeful we’ll have a very solid period through the Olympics,” he adds.

Jimmie Spencer, president of Canada West Ski Areas Association, echoes those sentiments. “All the marketing guys are working specifically on trying to get people to visit during the Games and travel throughout the province. Everything is ready to go. We’re just waiting for the days.”