According to Chris Riddle, Snow Summit’s Director of Marketing, “We definitely focus on several target areas. We have the young hip crowd that is a large part of our market, and we’re also strong with the family and older demographics. In addition, we have been developing the growing Hispanic market. We get a lot of positive response from our spots from people saying they think our commercials are really creative and funny and that encourages them to join us on the slopes.”
Richard Kun, Snow Summit’s long-time President adds, “Eighty per cent of our advertising is focused in Radio. Unlike most businesses, we have a specific need to deliver a message that is timely. Radio allows us the flexibility to do creative that can change quickly and include topical news, current weather conditions and special messages. That’s important to a business like ours, which has many variables.”
The award presentation took place on Thursday, September 20, 2001 at Snow Summit Mountain Resort. Ellen Dostal, SCBA Director of Member Services and several Southern California Radio representatives presented the award to Snow Summit’s creative team.
The Snow Summit spot was produced by Rick Shoup of The Advice Group and was written and directed by April Winchell of Radio Savant, featuring the voice of Steve Morris.
SCBA’s Best Spot of the Month honors outstanding radio creative material heard on the air in the Los Angeles Market. Snow Summit joins an impressive list of creative award winners including Plummers Furniture, Jack in the Box, Mervyn’s California, Mitsubishi Motors and Sport Chalet.