Sometimes is seems partnerships just happen, as if it were a match made in heaven. Others have to be earned through a long relationship and negotiations. Last week, news came out of a partnership between Jackson Hole and Subaru for a group of three events: a Freeskiing World Tour qualifier and two Master the Mountain events.

Among other highlights, each Master the Mountain event features:

• Nordica ski demos
• Learning areas
• Free giveaways
• Mountain tours
• Avalanche rescue demos

Not a bad partnership to have. In the press release Subaru’s CMO, Tim Mahoney, gave a unique, but not too surprising (considering Subaru) reason for their choice. Mahoney said, “JHMR has outstanding environmental initiatives that align with our environmentally friendly practices and respect for the environment.”

So, Jackson works hard to lead the ski industry in green initiatives, something that can be driven by a variety of motives, but they end up snagging a huge partnership with Subaru.  I could be wrong, but I don’t think this is an isolated result of innovation.  Being innovative can sometimes mean closing the door on trusted marketing ideas, but tends to lead to many more doors being opened.

Read the full release here:
http://www.prnewswire.com/news-releases/subaru-announces-partnership-with-jackson-hole-mountain-resort-114592534.html

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.