Alpine Meadows Launches Ski Season 2010-2011 with the Help of The Concept Farm
Focus for the 'Mountain Head' campaign was on developing young Alpine Meadows users. We embraced the breakthrough power of 'We Know What You're Thinking' to connect with a new generation of Alpine Meadows loyalists in a cutting edge digital campaign
NEW YORK, NY, January 06, 2011
Some mountains are known for their wild side, while others offer a milder experience that the whole family can enjoy. At Alpine Meadows Ski Resort, the best of both worlds promises a mountain experience that is just right for everyone.The popular Lake Tahoe, CA mountain resort opened in 1961 to provide a relaxed, family-friendly ski experience and has consistently delivered thrill-seekers some of the country's most exciting winter sports memories. Famous for waist-high powder in dramatic, old growth forests, the mountain has something for everyone and has a host of fantastic kids' programs, and a family ski zone.
But when JMA Ventures who owns Alpine Meadows wanted to rebrand their mountain experience they chose NY based marketing agency, The Concept Farm as their partner in creating a category defying campaign designed to show off the innovation and fun of skiing their mountain - making Alpine Meadows a place you can't get out of your head.
"Our focus for the 'Mountain Head' campaign was on developing a whole new crop of young Alpine Meadows users. The skiing population is aging, and we embraced the breakthrough power of 'We Know What You're Thinking' to connect with a new generation of Alpine Meadows loyalists," says Blake Olson, President at the Concept Farm.
The mountain is consistently ranked as one of the nation's top resorts by SKI Magazine and is located in the breathtaking Tahoe National Forest. Thirteen lifts, including a high-speed detachable six-passenger chair serve the roughly 400 acres of groomed intermediate and expert off-trail terrain with access to the mountain's more than 100 designated runs. Alpine Meadows also has a terrain park and a superpipe; ski and snowboard instruction are available, and special interest clinics, such as mogul, powder, telemark, high performance, freestyle, early season warm-up, and men's and women's clinics are also offered. The resort features a full service rental and repair shop, a full-service restaurant, bar and lounge, and more.
"The Concept Farm offers the perfect blend of original ideas and passion for Alpine Meadows," said Deanna Gescheider, director of marketing and sales at Alpine Meadows Ski Resort. "We're so pleased with the fun nature of the campaign. It will certainly make for a great way to interact with our guests. The fact that the team at The Concept Farm loves skiing at Alpine Meadows makes the partnership very dynamic."
This year when Alpine Meadows opened for the season on December 10th, it was the biggest opening day ever. Visitors found not just the new 'Mountain Head' campaign but also record breaking snowfall, and lots of new amenities for snow lovers including a redesigned children's center, state-of-the-art grooming machines called "The Beast", an upgraded lodge with a 7,500 square foot sundeck which includes a new fire-pit as well as new 'Fast Trax Automatic Ticket Purchasing' offering the latest convenience through the Alpine Club, the resort's frequent skier benefit program.
"For Alpine Meadows we drew on our expertise at driving traffic because we develop nimble brands and stay one step ahead of our clients' evolving needs", says Blake Olson. "We leveraged our experience from Windstream Telecommunications, fighting and winning the retail cable wars and our work with Disney's ESPN Wide World of Sports resort in Orlando, Florida to combine strategic insights with great creative and integrated media to produce results."
"We think it's an awesome campaign and one that will really connect with skiers across the West," says Kent Hoopingarner, Alpine Meadows general manager.
Alpine Meadows Ski Resort is located six miles northwest of Tahoe City, 45 miles west of Reno and 200 miles east of San Francisco. Stay-and-ski packages are available at many Reno-Tahoe hotel resorts.
About The Concept Farm: Named one of 'AdAge's' 2010 'Best Places to Work' the Concept Farm is a New York-based brand building company specializing in powerful communications strategies, concepts, and executions and is a fully integrated marketing communications and content development agency offering a variety of creative services through full-up digital, broadcast and print production. Over the last 10 years The Concept Farm has applied its expertise across numerable integrated channels to deliver truly measureable, highly effective 360° programs for clients including BNY Mellon, Disney, ESPN, Estee Lauder, James Patterson Entertainment, Nielsen, the United Nations, Windstream Communications and the Versus network; as well as developing and producing original entertainment content/programming for film, TV and the web including 'Cool in Your Code' - the multiple Emmy winning TV and web series highlighting the best that New York and London has to offer. Follow The Concept Farm on Twitter @theconceptfarm and on Facebook at The Concept Farm.
For more information about opening day at Alpine Meadows, weather updates, season pass prices and lift ticket options visit SkiAlpine.com or call Alpine Meadows at 530.583.4232. Follow Alpine Meadows on Twitter at 'skialpine' and on Facebook at 'Alpine Meadows Ski Resort.'
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