Ski Magazine devotes six pages to Mary Jane’s bumps
December 27, 2007
Even for a resort as high profile as Winter Park and sister Mary Jane, having a six-page spread in a nationwide ski magazine is no small matter, according to the resorts Communication Manager Darci Morse.Just in time to be stuffed into Yuletide stockings, a colorful first-person account of writer Peter Hellers trials and revelations on Janes cutthroat bump runs appeared in Ski Magazine with a readership of about 1.6 million and great demographics to boot.The writer signed up for Bobs Mogul Skiing Camp, a clinic offered through the Winter Park Ski & Ride School. In the story, Heller dissects the lessons bestowed upon the ski pod by Winter Parks ski master Bob Barnes, who Heller repeatedly refers to as The Guru.The coverage already has produced results. Morse, who eyes the camera lens alongside Barnes and Heller in the article, said the bump clinic has been filling up with those seeking the same sort of athletic illumination Heller had.It was a big story for us, she said. It was targeted at our core audiences.Ski Magazine, she added, is considered a credible source among the skier population.Heller painted a desirable picture of the Jane, especially for challenge seekers who are looking for new terrain to conquer. Further depictions by photographer Cal Crary invite readers into sunny turn after turn, in and out of shadow-dusted moguls.Morse and communications colleague Jen deBerge said the story was on-point and positive for the area, in spite of a slight error at the end when Heller calls Parsenn Bowl Persimmons Bowl. The story in the January issue, soon to be on newsstands in the high country, not only highlights the Janes foreboding run Outhouse, but also singles out skier-minded hotspots such as Frasers Crooked Creek Saloon, nearby Devils Thumb Ranch Resort and the Club Car at Janes base. Morse predicts any tourism gain from the January spotlight should sprinkle all through Grand County.Although it is among the most specific and lengthy of mountain tributes, the communication specialist said its not the only national feature of late. For this January and February, United Airlines Sky-West magazine highlights the resort, and Skiing Magazines fall Gear Guide featured Winter Park Resort as prime testing grounds for the third consecutive year. And, ever since the resort contracted with a large public relations agency to gain national reach this year, Morse said, the resort has had mention in such prestigious publications as USA Today, the Wall Street Journal, the New York Times, The Washington Post, Travel & Leisure and others.As the resort enjoys major play in Ski Magazine, and as the mountain sells itself with new snow, the challenge now remains for the communications department to come up with another interesting angle for the publication, Morse said, and continue its ride on the latest media wave. Tonya Bina can be reached at 887-3334 ext. 19603 or e-mail firstname.lastname@example.org.