Barbara Thomke is the Smugglers’ Notch Resort public Relations Director. Barbara has a degree in Education and German from Middlebury College, but her love of skiing took her down another path. She got her start in the ski industry working as an organizer for the homeowners’ associations at Smuggs. As time went on, she transitioned to public relations. In her public relations job she publishes a weekly print newsletter to employees. She also sends events emails and press releases. Sometimes she skis with writers and television reporters. She uses Vocous – a PR software tool for lists of publications they have worked with in the past. This automatically sends the information out.
The most memorable project that she has worked on is conducting interviews with homeowners to find out how they learned about Smuggs, and what makes Smuggs special for them. A special time for her was when she met Superman, actor Christopher Reeves. He was a homeowner at Smuggs and spent the day hanging with the staff. She also enjoys meeting top notch journalists through her job at Smuggs. Barbara really enjoys working with people who like to ski. There is no part of her job that is not enjoyable, yet Barbara said that meetings are sometimes a little grueling. For the future of public relations in the ski industry, she says that social networking is the most important technology to keep up with. During my interview with Barbara I asked about awards Smuggs has received while she has been the PR officer. The list of awards is lengthy and impressive, check it out for yourself at http://www.smuggs.com/pages/universal/press/awards.php.
Barbara says that the best way for people to get a PR position at a resort is to work at the resort for a few years, get to really know the place, then transition to the PR department. That way you know the resort from the inside out. Barbara has worked as the Public Relations Director at Smuggs for 20 years. At the end of the ski season she will be retiring and passing the reigns to her assistant. No doubt, she leaves big (snow)shoes to fill, or would that be ski boots?
Wednesday, March 17, 2010
J.J. Tolland, public relations director for Sugarbush Resort
J.J. Tolland is the public relations director for Sugarbush Resort. I met with J.J. at the Castlerock Pub at Sugarbush last Saturday to talk about his career. Before his life at Sugarbush, J.J. began working as a freelance snow sports journalist based in
Perhaps the most memorable experience in his role as public relations director was working with “The Today Show” last winter. They hosted an entire show, on location, live at Sugarbush Resort. In planning for the arrival of The Today Show he learned what it is like to go a whole month with almost no sleep getting the resort ready for one morning of live video.
J.J. enjoys the freedom of working for an independently owned resort, where the owner lives locally and he can call him up or meet him on the mountain if he has a question or to discuss an idea for the future. His least favorite times working in PR are the 3 AM phone calls from the press or mountain supervisors when something drastic happens and he needs to deal with the press right then.
The biggest challenge that J.J. sees for the future of the ski industry is the projected decrease of 20 million skier visits by 2016. Sugarbush is addressing this challenge with new marketing campaigns to attract and keep more Sugarbush skiers and riders, such as Sugar-Tube (Sugarbush’s answer to You-Tube) and starting a ‘first-timers to life-timers’ ski/ride program. While J.J. has been at the helm, Sugarbush has received the National Ski Area Association’s guest services award and is currently expected to receive a media award for Sugar-Tube.
As for people interested in a career in public relations, J.J. suggests that they offer to help edit or write some press releases for the resort or organization they want to work for, in order to gain some experience and face time with the PR department. J.J. loves his job at Sugarbush because there is no such thing as an ordinary day. Every day provides new material for another Sugarbush legend.
Tuesday, March 9, 2010
Mountain_Recreation_Podcast
Lyndon State College Mountain Recreation department building a ski hill on campus. click on the the title to listen to podcast.
Monday, March 1, 2010
Introducing Eric Friedman Mad River Glen Public Relations
I am introducing Eric Friedman, Public Relations and Marketing Director at Mad River Glen, Fayston, Vermont. I met with Eric in his office above the General Store on a snowy day in February at the base of Mad River Glen, Vermont’s only skier-owned cooperative. Friedman has a Master’s in teaching history. He stumbled into public relations quite by accident, when the Mad River Glen Cooperative was formed. The way he got the job was when he told the mountain manger that he thought that the P.R. for the mountain was not up to par. The general manager’s response was, “Okay, you are now our P.R. person.” At first, this was a volunteer position, but by the new year he was a part-time employee and by the next season he was the full time, year-round marketing department. Eric’s responsibilities include: public relations and marketing, being the public face of the mountain, special events coordinator, recruiting sponsorships, marketing the resort’s individual departments to maximize profit, snow reporting at least two times per day, administrative responsibilities and shareholder liaison.
The marketing achievements that he is most proud of are the articles in publications that are not targeted only to skiers. General media outlets that have recognized Mad River Glen, include CNN, The Wall Street Journal and the Financial Times of London. The article he is most proud of appeared in Parenting Magazine on teaching children to ski and how Mad River is a great place for families. Some awards that Eric has received include: the National Ski Areas Association Marketing Award for the SKI IT IF YOU CAN slogan campaign and the “Kids under twelve ski free” with the purchase of a season pass or Mad Card by parents; the North American Snowsports Journalists Association/ Outstanding Public Relations Award and the Mad River Valley Rotary Club Person of the Year. His greatest frustration in his public relations role is when reporters just don’t get the Mad River story right. Mad River is unique and special and needs to be experienced. Only after being here can you write about the Mad River experience for your readers.
When it comes to advice, Friedman says, “Get rid of the fluff. People do not use these media outlets to learn about your new lodge or your high-speed lift. They want to know about “the experience.” As for the future of public relations in the ski industry, everything is instantaneous in the media: cell phones, twitter, blogs and other social networks. As for advice for aspiring public relations people, Friedman suggests developing relationships with local reporters, return every phone call and email. The local reporter may one day be an AP reporter, a Pulitzer Prize winner, feature editor at the New York Times, or the sports anchor at CNN or ESPN.
Friedman is a man who clearly loves his job and loves the mountain that he markets 24/7.
The marketing achievements that he is most proud of are the articles in publications that are not targeted only to skiers. General media outlets that have recognized Mad River Glen, include CNN, The Wall Street Journal and the Financial Times of London. The article he is most proud of appeared in Parenting Magazine on teaching children to ski and how Mad River is a great place for families. Some awards that Eric has received include: the National Ski Areas Association Marketing Award for the SKI IT IF YOU CAN slogan campaign and the “Kids under twelve ski free” with the purchase of a season pass or Mad Card by parents; the North American Snowsports Journalists Association/ Outstanding Public Relations Award and the Mad River Valley Rotary Club Person of the Year. His greatest frustration in his public relations role is when reporters just don’t get the Mad River story right. Mad River is unique and special and needs to be experienced. Only after being here can you write about the Mad River experience for your readers.
When it comes to advice, Friedman says, “Get rid of the fluff. People do not use these media outlets to learn about your new lodge or your high-speed lift. They want to know about “the experience.” As for the future of public relations in the ski industry, everything is instantaneous in the media: cell phones, twitter, blogs and other social networks. As for advice for aspiring public relations people, Friedman suggests developing relationships with local reporters, return every phone call and email. The local reporter may one day be an AP reporter, a Pulitzer Prize winner, feature editor at the New York Times, or the sports anchor at CNN or ESPN.
Friedman is a man who clearly loves his job and loves the mountain that he markets 24/7.
Governor Mark Sanford bad Public Relations
Governor Mark Sanford
Mark Sanford, Governor of South Carolina, had an adventure in Argentina --- or was it on the Appalachian Trail.
Mark Sanford claimed he was hiking on the Appalachian Trail when he flew to Argentina to visit his mistress. There was a situation where they needed him to come into work and he was not on the Appalachian Trail. They sent out search parties looking for him. When he returned, he proceeded to tell the press everything about his misadventure, rambling for extended periods of time, apologizing for his infidelities.
This whole situation should have been dealt with differently. First, he could have come clean with his family before going to the press. He should have had come up with a plan before dealing with the press. Sanford should have prepared a statement instead of rambling. Also, he did not need to tell every sordid detail. The public was feeling news fatigue in this instance. Many times he would tell the press stuff even when not asked a question. He also did not need to apologize to everyone under the sun. When the press did ask him questions he would tell them too much. I believe the appropriate statement should have been “I made a mistake in my personal life and I intend to work on reconciling with my family. I am working hard for my constituents and will continue to do the best I can for them. What happened is personal, not related to my work as governor and I intend to keep it private, the way family matters should be.”
He most definitely should not have had an 18 minute ramble. He did not control the information released to the public and he did not do enough to shield his family, mistresses or himself from the media. This was a difficult situation but could have been dealt with more effectively and discreetly. It should not have been headline news.
An alternative approach to a similar media event was the recent Tiger Woods “press conference” to address his personal problems of infidelity. While this was not really a press conference, Tiger Woods made a prepared statement and entertained no questions from the media. He had allowed the media frenzy to calm down (after more than two months of silence) and had some private time with his family before offering this public statement. In it, he apologized for his misconduct, his poor judgment and publicly criticized the press for making a media circus of his personal life and harassing his family.
Mark Sanford, Governor of South Carolina, had an adventure in Argentina --- or was it on the Appalachian Trail.
Mark Sanford claimed he was hiking on the Appalachian Trail when he flew to Argentina to visit his mistress. There was a situation where they needed him to come into work and he was not on the Appalachian Trail. They sent out search parties looking for him. When he returned, he proceeded to tell the press everything about his misadventure, rambling for extended periods of time, apologizing for his infidelities.
This whole situation should have been dealt with differently. First, he could have come clean with his family before going to the press. He should have had come up with a plan before dealing with the press. Sanford should have prepared a statement instead of rambling. Also, he did not need to tell every sordid detail. The public was feeling news fatigue in this instance. Many times he would tell the press stuff even when not asked a question. He also did not need to apologize to everyone under the sun. When the press did ask him questions he would tell them too much. I believe the appropriate statement should have been “I made a mistake in my personal life and I intend to work on reconciling with my family. I am working hard for my constituents and will continue to do the best I can for them. What happened is personal, not related to my work as governor and I intend to keep it private, the way family matters should be.”
He most definitely should not have had an 18 minute ramble. He did not control the information released to the public and he did not do enough to shield his family, mistresses or himself from the media. This was a difficult situation but could have been dealt with more effectively and discreetly. It should not have been headline news.
An alternative approach to a similar media event was the recent Tiger Woods “press conference” to address his personal problems of infidelity. While this was not really a press conference, Tiger Woods made a prepared statement and entertained no questions from the media. He had allowed the media frenzy to calm down (after more than two months of silence) and had some private time with his family before offering this public statement. In it, he apologized for his misconduct, his poor judgment and publicly criticized the press for making a media circus of his personal life and harassing his family.
Lyndon State College Students Intern in “The Kingdom” and far away
To:
From:
Lyndon State College News Release
For Immediate Release
March 1, 2010
Lyndon State College students going to school and not stepping foot on campus or taking a traditional class.
Lyndon State students are working hard and playing hard for academic credit all over the country. Danielle Nunez is going to school at Wintergreen Resort in Wintergreen, VA, supervising the children’s snowsports program. Craig Salvagno is going to school in the marketing department at Heavenly Valley Ski Resort in South Lake Tahoe, CA. Lyndon State recreation majors are earning 9-15 credits without ever setting foot on campus the whole semester.
Lyndon State College recreation students are getting real life experience while they are in college. These students have been working with recreational professionals throughout their degree program. Internships are an important part of the capstone for the Bachelors degree. Each year, senior recreation majors find an internship in their area of interest. These internships are self-designed according to their personal goals and the needs of the organization that they are interning for. Professor Cathy Deleo says, “This is an opportunity for students to specialize in their field.” Students intern in positions as varied as Terrain Park Ranger to Marketing
Assistant, in the snow sports industry and other recreation fields.
Students are required to keep a journal and develop a special project during the internship. A special project is something for students to work on that would not have been accomplished without them. This is specific to each internship location’s specific needs. To qualify for the program, an internship must be at least nine credits with 50 hours of work earning one credit. This semester there are 11 students interning from Vermont to California. Here’s what the rest of them are doing:
Three students are interning at Burke Mountain in East Burke, Vermont, as terrain park rangers, working under LSC alumnus Jeff Scorpino who is the director of terrain parks for the resort.
Two students are working at a new resort to the program, Boreal Mountain Resort in Truckee, California. They are working as terrain park crew and grooming.
One student is working in the food and beverage department at Deer Valley, a premiere ski resort in Utah.
Another LSC student intern is working lift operations at June Mountain in Mammoth Lakes, California.
At Keystone Resort in Summit County, Colorado an LSC student is working with the NASTAR racing program.
Last but not least, one student is working for karmaarmy.com, a social networking sight for registering and reporting stolen sports equipment. This website is owned by North Pole Designs, a recreation marketing firm.
Many of these resorts seek out LSC recreation interns each year. Lyndon State College has a well respected Recreation Management program. The LSC Mountain Recreation program has produced many leaders of the ski industry. Many of the interns are working alongside LSC graduates or at resorts that have already hosted Lyndon State recreation interns. The Lyndon State College Department of Mountain Recreation will continue to train recreation industry leaders for the future.
From:
Lyndon State College News Release
For Immediate Release
March 1, 2010
Lyndon State College students going to school and not stepping foot on campus or taking a traditional class.
Lyndon State students are working hard and playing hard for academic credit all over the country. Danielle Nunez is going to school at Wintergreen Resort in Wintergreen, VA, supervising the children’s snowsports program. Craig Salvagno is going to school in the marketing department at Heavenly Valley Ski Resort in South Lake Tahoe, CA. Lyndon State recreation majors are earning 9-15 credits without ever setting foot on campus the whole semester.
Lyndon State College recreation students are getting real life experience while they are in college. These students have been working with recreational professionals throughout their degree program. Internships are an important part of the capstone for the Bachelors degree. Each year, senior recreation majors find an internship in their area of interest. These internships are self-designed according to their personal goals and the needs of the organization that they are interning for. Professor Cathy Deleo says, “This is an opportunity for students to specialize in their field.” Students intern in positions as varied as Terrain Park Ranger to Marketing
Assistant, in the snow sports industry and other recreation fields.
Students are required to keep a journal and develop a special project during the internship. A special project is something for students to work on that would not have been accomplished without them. This is specific to each internship location’s specific needs. To qualify for the program, an internship must be at least nine credits with 50 hours of work earning one credit. This semester there are 11 students interning from Vermont to California. Here’s what the rest of them are doing:
Three students are interning at Burke Mountain in East Burke, Vermont, as terrain park rangers, working under LSC alumnus Jeff Scorpino who is the director of terrain parks for the resort.
Two students are working at a new resort to the program, Boreal Mountain Resort in Truckee, California. They are working as terrain park crew and grooming.
One student is working in the food and beverage department at Deer Valley, a premiere ski resort in Utah.
Another LSC student intern is working lift operations at June Mountain in Mammoth Lakes, California.
At Keystone Resort in Summit County, Colorado an LSC student is working with the NASTAR racing program.
Last but not least, one student is working for karmaarmy.com, a social networking sight for registering and reporting stolen sports equipment. This website is owned by North Pole Designs, a recreation marketing firm.
Many of these resorts seek out LSC recreation interns each year. Lyndon State College has a well respected Recreation Management program. The LSC Mountain Recreation program has produced many leaders of the ski industry. Many of the interns are working alongside LSC graduates or at resorts that have already hosted Lyndon State recreation interns. The Lyndon State College Department of Mountain Recreation will continue to train recreation industry leaders for the future.
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