Among those present at the 40th Anniversary Celebration for Warren Miller were (l. to r.): Ski publisher, George Bauer; Tom Corcoran, Waterville Valley; Bud Palmer; presidential chief-of-staff, John H. Sununu; Kurt Miller; ski legend Otto Lang; Howard Head; Peter Speek of Warren Miller Enterprises; Warren Miller; Vail’s George Gillett; Aspen’s GM John Reveal.With about 300 participants, Ski Magazine Week was the best attended and most responsive in the 19-year history of the fixture, according to publisher, George Bauer. It also had some star quality in the presence of White House Chief of Staff, John Sununu, a confirmed ski addict, and Senator Tim Wirth (Dem. Colo.).
The high point for many was the dual celebration of Otto Lang’s induction into Ski Magazine’s Business Hall of Fame and Warren Miller’s 40th anniversary. Lang, the pioneer Sun Valley ski school director who turned to movie directing, is still an enthusiastic, stylish and fast skier at age 82.
Later in the week, Ski‘s Award for Industry Excellence went to Subaru. In announcing this award, Ski‘s senior editor, Ed Pitoniak, said, “This is the first time the ski industry as a whole has acknowledged its gratitude to Subaru, an American company which markets cars. They don’t sell skis, boots, bindings, poles, lift tickets, etc. . . . or do they?”
He went on to list the numerous ski-related entities, publications, projects and events that Subaru has been involved in over the years, including a 19-year sponsorship of the U.S. Ski Team.
Ski Advertising
The best attended and liveliest of the sessions was on ski advertising, where the strikingly original Aspen Skiing Co. ads by San Francisco agency, Hal Riney & Partners, were the focus of much attention. Another campaign that was highlighted was Rossignol’s, created by its new agency, New York-based Carroll, Raj and Stagliano.
Ed Pitoniak remarked that, “In the process of selling their products, Rossignol and Aspen are also bringing to life the passion for skiing.” Rossignol identifies the core values of skiing as Freedom, Performance and Aspiration; they say their product values are Leadership, Performance, Authenticity, Aspirational. All of this is distilled in their advertising message: “Skiing is freedom. Rossignol is skiing.”
Pitoniak cited the Aspen ads as re-creating why we ski. “None shows a person,” he said, “yet each evokes a feeling — a certain aspect of the essence of skiing.”
Marketing Program
The session on the industry marketing program and industry merger was sparsely attended and provoked little response — perhaps a casualty of scheduling (after lengthy talks on market research) and the beckoning slopes of Vail, where the skiing was quite good, thanks to small fresh snowfalls on an otherwise skimpy base.
The liveliest comments were directed at the low retailer involvement in the industry’s efforts. Bob Danzeison, a major New Jersey retailer, who has long been supportive of industry-wide promotions, griped about the lack of participation by major retailers, calling them “a disgrace.”
About half a million dollars has been raised or pledged by retailers, which is only a half of the budgeted million. USIA president, David Ingemie, said that “no money” and “prove it first” were the most frequently given reasons for non-participation. He added that 650 out of 2,500 “managements” had signed up and were now paying their full share.
Environmental concerns were frequently brought up in the course of the various sessions, and were focused on by Garry Mitchell, president of Yosemite National Institutes. Among the many points he made were: 1) It is in your best interest to develop a working familiarity with the agenda of the environmentalist; 2) The environmentalist crisis will lead to the creation of wealth and is loaded with commercial opportunities; 3) Assume growing scrutiny over what and how you’re doing things, and assume there will be “environmental audits”; 4) Assume growing environmental literacy and sophistication in customers, employees, shareholders, and take it into account in marketing/advertising campaigns.
The talk that probably lingered most in people’s minds was one given by Sebastian de Diesbach, founder and president of Promstyl, who looked into the future with some images that startled many. He found two major cultural trends: rediscovery of the past/tradition — nostalgia; and search for a new liberty.
In the ’50s and ’60s, America was the influence. Now the future is Japan, but Japan does not excite people. The European fashions (the ski industry is copying them; they spell fun, color) have their genesis in Southern California. As long as California is a beacon to Europeans for lifestyle and the new liberty, it will continue to influence European fashion, and thus, American fashion. Capitalism is popular now, and the young, who must rebel against something, are rebelling against capitalism. California is the beacon of new anti-capitalistic attitudes. California embodies liberty, and has world-wide appeal.
