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Inspiration
Three (more) reasons Ski Utah may be the best state marketing team.

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GREGG
BLANCHARD
   

There are so many incredible state organizations that help elevate skiing in their state, lobby on behalf of their members, organize incredibly helpful events, and undertake dozens of other efforts to support the sport they love in the state they call home.

But, man, when it comes to marketing?

I’m totally biased, but even without “the Greatest Snow on Earth” written on my soul, you’d be hard pressed to find a team who does better marketing for their state than Ski Utah. Three quick examples.

1) Fixed Grip Chronicles

As the intro to these posts and videos point out, this is a:

A series in which we explore Utah’s lesser-known ski areas to discover their lure, lore and legends

The latest featured my home mountain of Nordic Valley.

What’s fantastic about this series is not just that they’re doing it, but that the production quality and storytelling is so high. They’re giving every resort that makes up their ski community as much love as the rest.

2) The Skiosk

When you look for it, it’s amazing how much random distribution exists in the form of TVs in lobbies, offices, airports, coffee shops, restaurants, etc. etc. etc. Getting access to those screens is sometimes a matter of just giving the owner something that’s a decent combination of helpful and easy.

Ski Utah’s recent launch of their Skiosk checks both boxes beautifully.

screenshot of skiosk

A simple screen that automatically cycles through snow forecasts, totals, webcams, and road conditions for every resort, it looks great and is accessible with just a URL. It can even be further customized with a few additional variables in the URL.

3) The Last Chair Podcast

Lots of people have a podcast, but not everyone has Tom Kelly to host.

Tom knows a lot about a lot, but it also a great listener. This combination has lead to some really thoughtful, insightful interviews with some of the industry’s smartest or most influential or most creative minds. But one of my favorites was actually a 7-minute ride along with a plow driver.

Utah has incredible snow. They have incredible resorts. They have incredible stories.

That doesn’t necessarily make marketing the state easy, but having that kind of story to tell creates the opportunity to do incredible work. And Ski Utah is taking full advantage.


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