Election years are often called the silly season, but silly or not, political luminaries — like other celebrities — can be recruited to promote skiing … as well as themselves. Put the right twist on an event and even in the current climate of media overkill, resort public relations can beat the political spin doctors and get big coverage.
That’s what is happening in Vermont, Maine and New Hampshire as politicians test political and skiing skills and combine them with Yankee showmanship to promote New England skiing. It began last season with rival politicians from Vermont and New Hampshire competing head-to-head in good-humored races at Stowe, Vt., and Attitash, N.H.
The races series continued this season and included Maine governor John McKernan as well as New Hampshire’s new governor, Steve Merrill. One race was held at ski areas in each state through the season. The event grew so large that press credentials were required to cover it.
The competition began with a casual challenge by Governor Howard Dean of Vermont, suggesting that the best skiing and the best skiers were in his state. Judd Gregg, governor of New Hampshire, was ready and willing to pick up the gauntlet, and the obvious way to settle the feud was on snow.
Dual slalom format races between the governors and their staffs were scheduled in both states in successive weeks. The match-ups were along functional lines with the chief of staff of one state racing his opposite number from the other state through the top ranks of each state’s staff.
At the first race, Uncle Sam, played by the head of the planning and zoning commission in Stowe, acted as the President’s unofficial envoy from Washington with a proclamation and a course inspection to be sure it met Federal standards. The races were run under tongue-in-cheek “protest conditions” from both sides for various infractions including the recruitment of ringers, which drew pre- and post-race press coverage.
Though the results of the races yielded one-year bragging rights, the sport of skiing was the real winner. Reporters came up with a series of humorous and serious stories leading up to both encounters and ample material for continuing coverage.
For two weeks in February, skiing got radio, TV and newspaper coverage throughout New England. It wasn’t a hardship for the politicians, either, who were able to throw considerable influence in the direction of a popular cause.
The multi-purpose opportunities created by these kinds of events are many, and they can be staged in virtually any ski area. The media magnetism of politics makes them effective and, for the most part, willing partners in the promotion of skiing. All PR people have to do is design the stage and invite the players. The performance will shine on the area and the sport for all to see.
At presstime, in this season’s race series, Vermont’s Governor Dean, won at Killington and New Hampshire’s Governor Merrill won at Mt. Sunapee. Governor Dean raced on a snowboard in the second event. In the team category, Maine has taken first place in both events. The final competition will be held at Sunday River.
