Soon after I hit “schedule” on this post, the fifth stage of the Tour of Utah will begin in downtown Salt Lake City.

A half-dozen years ago I had my pick of prime viewing angles at the finish line of the time trial. Then, just a few days ago, I stood against the barricades hundreds of yards from the finish line – the only spot left when we arrived almost 30 minutes before finish.

I am the only person watching the #TOU15 #TourofUtah from Spain? The tour tracker is pretty cool #procycling pic.twitter.com/koc8PFAY0S

— Michael Macius (@michaelmacius) August 6, 2015

In other words, the Tour of Utah is growing in both prestige and attention. So far, Snowbird is the only Utah resort that is really grabbing this bull by the horns.

Snowbird Front and Center
During the review show at night, Snowbird footage.

On the jumbotron in the finish area, Snowbird footage.

On the website, Snowbird ads.

Lurking in the background of every finish of every stage, Snowbird logos.

World-class cycling hits @DowntownSLC tomorrow for Stage 5 of the @TourofUtah! Come see what it's all about! #ToU15 pic.twitter.com/Bm8GLNvcrs

— Dan Haslam (@DanHaslam) August 7, 2015

Checking the stage previews, Snowbird vistas.

When catching up on the Tour Tracker, Snowbird footage.

Ski Utah sponsored the KOM (which is genius), Ski City had a sponsorship package too, but Snowbird was the only resort to stand alone in their brand building during the race.

Close Parallel
I really believe road cycling is a huge opportunity for ski resorts to find an audience significantly similar to, or with crossover from, the ski side.

This year, as The Tour of Utah continues to grow, Snowbird is the only resort that’s really taking full advantage in Utah.

And as you read this, the third stage of the Pro Cycling Challenge will be getting ready to roll across Colorado. A half-dozen resorts will share the spotlight there. But in Utah? It’s all Snowbird.

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.