The one-day activation was a way for the ski area to differentiate itself from the other ski resorts in Colorado.Photo: Courtesy of Cactus
After surprising unsuspecting skiers at Dinosaur Park-N-Ride (a popular meet-up spot), those that choose to join in on the fun were treated to a ride in a tricked-out party bus, themed merch, prize giveaways, a catered ski experience at A-Basin with mountain guides, and an aprés party.
As for the inspiration behind this guerilla marketing-type activation, Heather Vazza, senior account manager at Cactus, said that the team had already showcased the mountain through advertising, “but what if we actually brought people there to let them experience it for themselves? It’s one of those places that has an energy that you have to feel.”
The one-day activation, called A-Basin Ambush, was a way for the ski area to differentiate itself from the other ski resorts in Colorado. “We wanted to spread awareness of our mountain among those who have maybe only been there a few times or never at all, and potentially convert them to join us next season,” Vazza explained.
She added that the response was “overwhelmingly positive,” which was unexpected. “We thought that the most challenging part would be convincing people to ditch their plans and get on the bus with us. However, the biggest challenges were the uncontrollable variables like the weather and traffic on I-70.”
According to Vazza, the team arrived at 4 a.m. to set up, but encountered high winds and rain that blew over the tents and soaked the crew. Despite the obstacles, Vazza said that the team actually ended up ahead of schedule since recruiting skiers wasn’t an issue.
The participants received swag including branded T-shirts, stickers, and beanies; Nalgene water bottles; Topo Designs backpacks; sweatshirts; blankets; and lift tickets for this ski season. The prize giveaways included a season pass, a pair of skis, a snowboard, and a parking spot on The Beach (an area that’s home to parties and events) for next season.
Also, groups of participants were able to dine at the resort’s various eateries. For example, the group that won the trivia game scored a meal at Il Rifugio, A-Basin’s European-style bistro that specializes in wine and charcuterie pairings, with Kenworthy. Other groups ate at the Steilhang, a German-style alpine hut that serves locally made specialty sausages, Colorado-brewed German draft beer, soft pretzels, and strudel made by Denver bakeries, as well as the Black Mountain Lodge and 6th Alley Bar & Grill.
The aprés party, which was held at “The Beach,” featured a Bloody Mary bar, beers, snacks, and more. Participants also had the opportunity to roast some marshmallows around a fire pit.
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