Values Marketing
Aspen Snowmass wears its purpose on its sleeve and on its slopes. It’s more than a ski resort. It’s outspoken about the climate crisis. It’s passionate about art and community. I’ve helped translate those values into action through strategic communications, cross-channel storytelling, and community-driven programming.
This work resonates because it’s real. Values first, strategy second. Not posturing and never preaching. It’s marketing designed to reflect reality and invite conversation.
Protect Our Winters:Aspen Snowmass was one of the first industry partners of Protect Our Winters. My work has helped to elevate that messaging across channels and platforms. That work has included simple Earth Day messaging, chairlift ads, amplifying our CEO’s clean-energy op-eds, helping integrate Protect Our Winters memberships into our suite of season passes, and unique activations for fundraising. It also meant being outspoken during elections in plain language: vote for people who believe in climate change.
United States Forest Service: Aspen Snowmass operates on public land in partnership with the United States Forest Service, a responsibility that informs how we plan, build, and communicate. I’ve helped develop guest-facing communications for master development plans and in-resort signage that translate stewardship and shared responsibility into clear, accessible language. This work also included researching Aspen Mountain’s history to help name the trails in the mountain’s newestHero’s terrain, grounding new experiences in the legacy and stories of the place. From chairlift ads to on-mountain storytelling, the goal is consistent: honor public lands and the people connected to them.
Aspen Gay Ski Week: The resort plays host to the country’s longest-running Gay Ski Week while raising money for local, AspenOUT. As AspenOUT’s main annual fundraiser, Aspen Gay Ski Week is much more than a good time. It makes the organization’s growing mental health and education work possible. In 2022, a total of $160,000 was generated for grants to organizations supporting the LGBT community, scholarships to area seniors, and mental health services and programs.
The Melted Gondola: We put a Melted Gondola on top of Aspen Mountain for an entire season. We called it “"Melting Art with a Message" and helped us visualize the impacts of global warming. The installation drummed up press and conversation, even bringing Colorado Governor Jared Polis to meet with the Aspen Snowmass CEO in front of the piece of art.
International Women’s Day: Join the collective climb, then raise a glass together. We kicked off the first annual IWD Uphill Lunch a few years ago, and it is now a staple on our events calendar. We’ve raised money for women’s outdoor groups all while inviting women from all walks of life to meet at the top of Buttermilk for a (free) champagne toast.
