Steamboat, Ikon Pass score with Denver Broncos partnership
STEAMBOAT SPRINGS — The parent company of Steamboat Resort is hoping to score a touchdown with a new partnership announced with the Denver Broncos.
Alterra Mountain Company has struck a three-year deal that will make the Ikon Pass the “preferred ski pass of Broncos country.”
The Ikon pass was just launched in January, and it offers access to Steamboat Resort and 34 other destinations in North America, Australia and Japan.
The goal is to expose millions of people to the Ikon Pass brand.
“I think there is a lot of opportunity ahead. and we’re excited to be a part of Broncos country,” Steamboat Resort spokeswoman Loryn Kasten said.
Under the ski area’s previous owner, Intrawest, Steamboat Resort also had a strong relationship with the Broncos. Kasten said the resort is excited to see that continue.
During the summer of 2009, the Broncos cheerleaders spent a few days riding the Alpine Slide, hanging out at swimming pools and posing in hot air balloons in Steamboat Springs while doing a calendar shoot.
“It was the only time they have not gone to a beach location,” Kasten said.
The cheerleaders also have come up for the ski resort’s iconic Cowboy Downhill event.
During the Mascot Stampede event, Broncos mascot Miles appeared in video and photo shoots.
Broncos alumni have also paid visits to Steamboat for reunions. And, during Broncos games, Steamboat has been lucky enough to land some valuable, free publicity with timeout shots of the ski resort’s Champagne Powder.
Sending that snow message to millions of people has an immediate impact, according to Steamboat Springs Chamber Resort Association CEO Kara Stoller.
“The Steamboat Resort team has done a tremendous job getting footage of skiing on Mount Werner on TV during Broncos games,” Stoller said. “When viewers see snow during Broncos games, the phones start ringing up here. The new partnership between Ikon Pass and the Broncos will allow that collaboration to grow even further and increase skier visits to Steamboat.”
Under the new partnership, Ikon Pass branding will appear at the Mile High Mountain Village at Broncos Stadium between gates four and five. There will also be in-stadium signage.
More traditional marketing includes digital, TV and radio advertisements with Miles, cheerleaders and alumni.
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