Blowing In The Wind

A former Wall Street commodities broker found a new captive audience for advertisers while skiing six years ago–an idea that will hit Salt Lake City’s Olympic slopes in 2002.
LapMap (shown below)–the brainchild of Peter DeMasi–is a trail map encased in a clear plastic cylinder and mounted to the bar of a chair lift.
Ads appear around the edges of the map. Dozens of ski areas nationwide–including Killington, Vt., Aspen, Colo., and Park City, Utah, the Olympic venue–now lease the LapMap from Treeline Design Co. in Somerville, Mass.
DeMasi came up with the idea while skiing at Vermont’s Sugarbush resort. He took off his gloves, tucked his ski poles under his knees and then fumbled to catch his paper trail map, caught in a sudden gust of wind.
DeMasi reports that skiers find them not only useful but environmentally friendly as well: Fewer maps are blowing in the wind. –Judy Warner