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Hosting the Winter Dew Tour: Snowbasin Marketing Team Q&A

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I know, I know, I just had a post about Snowbasin last week, but just remember that it was the first post I had written exclusively about Snowbasin so think of this as playing catch up. Either way, Snowbasin, as I alluded to last week, is doing a great job with events and catching a little luck as well. I actually started this interview with Jason Dyer (Snowbasin’s Marketing & PR guy) and Steve Andrus (Snowbasin’s Events Director) before the Xterra Triathlon, but wanted to share this now. Nothing deep, just a quick, simple Q&A with the guys that make it happen and make the most of it when it does.

Gregg: How long has Snowbasin been hosting the Winter Dew Tour?
Jason Dyer: This February will be Snowbasin’s third year hosting the tour. The first year Snowbasin was the second stop but with the amount of attendance, energy at the resort, and flawless running of the event Snowbasin was rewarded with the final championship stop last year as well as this year.

Gregg: Talk a little bit about the process of securing the Dew Tour and how that came about.
Steve Andrus: It was a very smooth process Snowbasin brought in the key players and decision makers from Alli Sports showed them how Snowbasin can throw a global event covering everything from community volunteer support to streamlining on hill logistics. Snowbasin was willing to work with Alli to make on hill changes from feature locations to infrastructure improvements such as creating a 18′ then 22′ Half Pipe completely out of snow (most hills have dirt work) which involved significant snowmaking upgrades. As Jason said Alli was so impressed the first year they gave us the final stop the next season.

Gregg: Do you feel hosting the 2002 Olympics might have tipped the scales a bit when they selected Snowbasin as a stop?
Steve Andrus: The 2002 Winter Games did huge things for Snowbasin. Most of all it showed the world our resort can handle a global event not only from a logistics point of view but our amenities are accommodating for any type of customer.

Gregg: What are some of the things Snowbasin has done to capitalize on the exposure the Dew Tour provides nationally?
Jason Dyer: We have used the Dew Tour to show the public that we are not just a groomed run mountain and exclusive. Snowbasin is very family oriented and not a private resort which has been a misconception people tend to have. It has also allowed us to showcase our freeride and park terrain to the youth demographics. I am now able to work with teams and sponsors to get photo shots and some editorial coverage on Snowbasin.

Gregg: How about locally?
Jason Dyer: Locally the event itself has got thousands (44K + last year alone over the 4 days) of people exposed to the mountain and what we have to offer to the public both from our parks and freeride terrain to how accessible Snowbasin is from Salt Lake City, Park City, and Ogden.

Gregg: Sometimes results of these partnerships are hard to track, but if you opinion, what has been the biggest benefit from being a winter Dew Tour stop?
Jason Dyer: The biggest benefit is exposure globally through broadcast television and the web. People from New England to Europe are now aware of Northern Utah and what Snowbasin has to offer the park and freeride community.

One final note, Snowbasin will once again be hosting the Winter Dew Tour in 2012 on February 9-12.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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