For the last few years, Mount Snow has held a triathlon. This year, they’re putting a philanthropic twist on this annual event by partnering with the Vermont Cancer Association, turning it into a fundraiser and calling it the Tri for Hope. Pretty dang cool if you ask me.

When the marketing crew at Mount Snow pitched this idea to their GM, Kelly Pawlak, she not only loved the idea but took it a step further.

A Real Connection
Apparently, Kelly has done the triathlon (at least the swim and run portions, a friend does the biking) each year it has been held. This year, with the new partnership and focus, she used a recent blog post to announce what she’ll be doing to remember/celebrate those who fought/are fighting cancer.

During the tri, she’ll be wearing a shirt with a unique story:

“As you can see, I wrote Nancy’s name on my triathlon shirt so I can bring her along for support. If you are a cancer survivor, I would love to put your name on my shirt too. Or maybe you would like me to add a name in memory. I would love to hear your story and know that on Aug 11th when I cross that finish line, I am not alone.”

What I Love It
As no stranger to events that support cancer research (my family has attended the Salt Lake City “Race for the Cure” event for years to support my Mom who is a two-time breast cancer survivor), I love that Mount Snow has tied their name to such a good cause but I especially love that the GM is using this opportunity to connect with the skiers that make their resort tick.

There’s something about knowing the leader of a brand you love isn’t flying around in a cushy jet or counting bills in a slopeside mansion. When the guy (or gal) at the top has a personal, on-the-same-level relationship between the skiers, even if it is only with a few of the guests, it gives the brand a face, a personality, and makes it feel a little less corporate and a little more real.

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.