Breckenridge Crew Gets Stylish Makeover

LOS ANGELES A new print ad by independent McClain Finlon depicts Breckenridge Ski Resort snowboarders as members of an exclusive gentlemen’s society, the agency said.

Breaking in the October Snowboarder and Transworld Snowboarding magazines—as well as 20 x 24-inch posters—the full-page ad stars the Colorado resort’s sponsored snowboarders, all of whom live and snowboard in the Breckenridge area.

Tagged “Four peaks. Four parks. Four pipes,” the ad is meant to “target the hardcore snowboard rider . . . who hasn’t realized what Breckenridge has to offer,” said Miranda Gerlock, art director at the Denver agency.

Instead of their usual attire—baggy pants, T-shirts and cap-covered shaggy hair—the ad positions professional boarders Steve Fisher, Chad Otterstrom, Mike Casanova, Ryan Thompson and Todd Richards as perfectly coiffed members of a private social guild. Wearing prep-school sweaters, loafers and ascots, the athletes are shown lounging around a red leather club chair in Denver’s historic Phipps Mansion.

Accompanying text describes the teammates as “upstanding lads” who spend their leisure time rescuing kittens and attending bake sales.

While the ad’s image presents “a spoof on the men’s club idea,” Gerlock said, its message is genuine: to snowboard at Breckenridge is to join the ranks of the elite.

“These are world-renowned snowboarders, with a huge fan base,” said McClain Finlon copywriter Danielle Trivisonno. “They take the sport seriously, [but] these guys are fun. This is nice way of differentiating them and Breckenridge.”

She added that although some mountain resorts advertise their affiliation with a professional team, “the fact that these guys actually live [in Breckenridge] is a testament to how great the park is.”

Breckenridge Ski Resort spent $400,000 on advertising in 2004, per Nielsen Monitor-Plus, down from $600,000 in 2003. McClain Finlon has worked with the resort since 2002, when it launched an award-winning, controversial campaign called “Bitches, balls and wake-up call.”