Getting Skis on Snow for Ski Utah
Ski Utah is the marketing arm of the Utah Ski & Snowboard Association, a non-profit organization representing more than 250 local member organizations, which exists to promote and preserve Utah’s winter sports offerings. With 15 ski resorts and the Greatest Snow on Earth®, Ski Utah is an important piece of the greater tourism industry in the state, which generated more than $23 billion in total output for Utah’s economy and created more than 53,200 jobs in 2022 (The State of Utah’s Travel and Tourism Industry, 2024).
To drive awareness for Ski Utah, and ultimately get skis on snow, Backbone has leveled up traditional PR tactics like media events, desksides, and pitching.
Pushing the Limits When Hosting Media
Since the inception of our partnership, Backbone and Ski Utah have hosted more than 30 media from publications including Thrillist, Conde Nast Traveler, Gear Patrol, SKI, INSIDER, Forbes, The New York Times, Travel Weekly, and Ebony at various Ski Utah resorts. Going beyond the traditional hosting playbook, Ski Utah did the unthinkable and brought in Travel + Leisure to experience all 15 ski resorts in one day.
Snapshot of Earned Media Coverage:
Telling Stories That Make an Impact
The ski industry is overwhelmingly white, with the NSAA reporting 88.1% of downhill snowsports participants identifying as white, while just 1.5% identify as Black or African American. To help diversify the industry, we prioritize stories about Ski Utah’s DEI efforts, including their Discover Winter program, which increases access to those experiencing barriers. In addition, knowing skiing and riding can be inaccessible to many because of the cost, we promote Ski Utah’s 4th, 5th, and 6th grade Ski Utah Passport, a lower-cost option for younger demographics, and smaller, independent resorts (like Cherry Peak, Eagle Point, and Beaver Mountain).
Snapshot of Earned Media Coverage:
Bringing Ski Utah to the Media
To drive awareness for Ski Utah in key media markets, like New York, Backbone hosts a large-scale media event each fall. During these events, we meet with media to share what’s new across Utah’s 15 resorts. To enhance the experience, Backbone has partnered with a Colorado-based artist for the past three years to create unique, personalized takeaways including painted Smith helmets, iron-on patches for Smartwool gaiters (a fellow Backbone client), and stamped goggle sleeves. In addition to New York City, Backbone has hosted media events in Las Vegas and Boulder to target critical “drive” markets for Utah’s ski resorts.
Ski Utah event in New York City
As a result of these efforts, year over year, Backbone has garnered billions of impressions via hundreds of pieces of coverage (e.g., 10.5B+ impressions, 600+ stories for the 2022-2023 season).
