Hell in a Handbasket
While Breckenridge's move may be seen as a step in the wrong direction, it doesn't appear to be the current trend in the ski industry. Winter's hometown of Crested Butte was once more known for it's tradition of skiing naked on the resort's last day, than for the steeps off the North Face Lift. After years of trying to foster a "family" image, however, C.B. returned to more risque marketing practices this season.
Crested Butte Mountain Resort's current ad campaign, centered around the idea that Crested Butte "is not Vail," seems to be hearkening back to the clothes-free days. One ad features local pro skier Alison Gannett riding her bicycle through town in a bikini top, while another depicts a wet T-shirt contest. The ads will run in different magazines based on their target audiences, and appear to have hit on a formula that is eye-catching but not controversial. "We have heard from a couple of second-home owners who don't really approve," says Gina Kroft, Vice President of Communications for the resort. "But most people think it's fun."
While some may feel skiing is going to hell in a handbasket--what with all these wet T-shirts and dirty words--from a marketing angle, boundaries are merely being stretched to align with popular culture. After all, says Winter, "The youth of today are the purchasers of tomorrow." To skiing's old guard, not much could be worse than being at the mercy of the youth.