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Peeples Ink specializes in strategic media relations, community relations and message development for a select group of clients in niche areas. It is our goal to effectively manage communications between our clients and their audiences. Media Relations, Special Events, National Media Exposure Fierce competition for the leisure dollar, combined with weak consumer confidence means a top-tier resort community like Vail, Colo. is challenged more than ever to attract guests during the summer season. To remain a premier destination, Peeples Ink first developed key messages based on the repositioning of this summer resort destination as the "ideal headquarters for an upscale Rocky Mountain experience." These messages were featured in a Peeples Ink-written media guide, followed by Peeples Ink-produced media events in major metropolitan areas. Each summer, more than 60 journalists are hosted by Peeples Ink in Vail. PI has successfully raised awareness of the Vail Summer brand with article placements in dozens of major metropolitan newspapers and national magazines, including The New York Times, Sunset, the Dallas Morning News, the Denver Post, Elite Traveler, SKI, Successful Meetings, Travel & Leisure Golf, Wine Spectator and Palm Beach Illustrated. Between January and October of 2004, the ad value equivalency of summer articles placed in newspapers and magazines nationwide was more than $4 million. For 2005, Peeples Ink converted the media guide to an online format and produced media events in New York City, Chicago, Austin and Denver to introduce some of the nation's top media outlets to the new press kit design and to inform them of the billion dollar revitalization of the Vail Village and Lionshead base areas. Strategic Communications Grand Targhee Ski & Summer Resort tapped PI to comprehensively manage the communications efforts through a successful U.S. Forest Service-approved land exchange of base area property and rare, wet meadow land and grizzly bear habitat. From setting strategy on land use issues to media outreach, PI was instrumental in communicating the importance of environmental preservation as well as how to better serve Grand Targhee's guests with a future base area developed to provide a broader variety of lodging, dining, retail shops and ownership opportunities. Corporate Communications, Divestitures, Investor Relations and Media Relations Booth Creek Ski Holdings, Inc. the fourth largest ski resort operator in North America and owner/operator of Northstar-at-Tahoe and Sierra-at-Tahoe in California, Summit at Snoqualmie in Washington, and Waterville Valley, Loon Mountain and Mt. Cranmore in New Hampshire, retains Peeples Ink for a variety of communications efforts. From preparing quarterly and annual financial reports and investor relations communications to coordinating the multi-tiered messages for the divestiture of California-based Big Bear Mountain Resort to Snow Summit Ski Corp., Peeples Ink directs the day-to-day, quarterly and annual corporate communications messages of Booth Creek Ski Holdings. At the resort level, Peeples Ink provides ongoing strategic counsel and acts as a sounding board for the corporate and individual resort marketing teams in all matters. For Northstar-at-Tahoe and Sierra-at-Tahoe, Peeples Ink consults on appropriate messaging and media relations tasks, including conducting in-market media calls in New York City, auditing press materials and continually pitching media. In December 2005, Peeples Ink will produce the Village at Northstar opening media event and regularly offers recommendations for the messaging and evolution of this development. Acquisitions, Divestitures and Strategic Communications As a recognized leader in the recreation, meat and transportation industries, and a staunch advocate of customer service, George N. Gillett, Jr. serves as chairman of Booth Creek Management Corp., a company formed to oversee acquisitions and management of Gillett family business interests. PI serves as special communications counsel to the Gillett family and their various holdings. PI has provided strategic communications counsel and worked directly on acquisitions, divestitures and mergers. Brand Re-positioning and Media Relations The Home Ranch, a Relais & Chateaux guest ranch located outside of Steamboat Springs, Colorado, has enjoyed a small, loyal customer base nationally and internationally, but has not created a devoted regional following or received much national attention. After 17 years as a four-star Relais & Chateaux property, the ranch lost a star in 2003 and needed a change. Peeples Ink was hired in 2004 to create a communications plan, impart new energy into The Home Ranch brand and raise awareness on a regional/Front Range and national level. Beginning with the creation and targeted dissemination of new press materials and auditing the photography needs of the ranch, Peeples Ink re-created The Home Ranch logo, hosted 40 travel writers at a Denver media event and has successfully hosted several writers at the ranch during the winter, resulting in a variety of high profile media placements, including KDVR FOX 31's Good Day Colorado, Rocky Mountain News, Denver Post, Boston Herald, Chicago Tribune, New York Daily News, Cowboys & Indians and Colorado Expressions. In less than a year, The Home Ranch has received nearly $500,000 in editorial placement ad equivalency, which has resulted in numerous direct bookings and widespread awareness among the Front Range targeted demographic and increased awareness nationally. Events Production and Public Awareness Colorado Ski Country USA (CSCUSA) is the marketing umbrella organization for the 24 member Colorado ski and snowboard resorts. In lieu of hiring a communications director, Peeples Ink was retained to streamline communications efforts, produce general press materials and specific press releases, particularly in regards to the opening of Loveland Ski Area, perennially one of the first, if not the first, ski resort to open for the winter season in North America. Beginning a month prior to the projected opening, Peeples Ink created sustained media coverage, pitting Arapahoe Basin and Loveland, two rival Colorado resorts competing for first-to-open bragging rights. Peeples Ink coordinated with the marketing teams of both resorts and CSCUSA to create an opening day event with full broadcast media coverage that could occur seamlessly at either area. Loveland won the race and opened on October 19, 2005, breaking the previous opening day attendance record by over 50%. Media coverage, including regional and national television, radio, Internet and print markets reached an all-time high. Peeples Ink coordinated the on-site logistics of arranging interviews and photographer access and personally hosted many of the media in attendance. Peeples Ink continually serves CSCUSA in matters relating to strategy, including financial messaging, snow reporting, crises management and themes/keynotes for the CSCUSA Annual Meeting. Brand Positioning and Media Relations Red Sky Golf Club opened in 2002 with a spectacular layout designed by Tom Fazio, and a demanding design by Greg Norman, the only Norman course in Colorado, in 2003. Both courses were immediately named to Golf Magazine's "Top 10 New Courses You Can Play." Continued targeting of media for pitching, story development and hosting led to $1.2 million in 2004 editorial placements, including Golf Magazine, T + L Golf, and inclusion in Golf Magazine's "Top 100 You Can Play," where the Red Sky Golf Club received the distinguished honor of "Best Mountain Golf Experience in the United States." Golf Digest named both courses to the "2005 Best-in-State Ratings." PI continues to increase awareness for the Red Sky Golf Club facilities among regional and national media outlets. In 2005, PI will focus on community image development to impact membership and real estate sales. Community Relations, Fundraising and Message Management Since 1981 the Vail Valley Foundation has been a nonprofit organization committed to providing leadership in athletic, cultural, and educational endeavors to enhance and sustain the quality of life in the Vail Valley for its residents and guests. In October of 2004, the Vail Valley Foundation (VVF) approached PI to assist in its fundraising campaign for purchase of Eaton Ranch, a 72-acre parcel of land bordering Edwards, Colorado, through community relations, key message development and strategic counsel. PI worked diligently along with the VVF to collect signatures in support of the County Commissioners' contribution of $6 million in Eagle County funding toward the preservation of the property. Peeples Ink was integral in the development of content for the Eagle River Preserve website, as well as the advertorial placements in the Vail Daily. Peeples Ink worked closely with the Foundation to develop a communications timeline for the project, and continues to provide strategic council as needed. Crisis Communications After a sinkhole opened up under Interstate 70 above Vail, Colo. at the start of the resort community's 2003 summer season, shutting down the highway in both directions for several days, PI formed a communications team to develop alternative route messaging, conduct Front Range and national media interviews, produce a video news release and obtain state government official involvement to let the region and country know that Vail was indeed open for business. The positive press exposure was tremendous and sales tax revenues for the town for that month saw a 12 percent increase over the prior year. National Media Exposure Promoting the world-class experience and capital improvements of a premier ski destination challenged by competition and access, PI developed a comprehensive plan for Telluride Ski & Golf Co. (Telski) during the 2001-02 winter season including brand messages, media events, FAM trips and on-site special events. Telski posted 341,370 skier days, a 2 percent increase over the previous season; on Dec. 30, Telluride set a single-day skier visit record, followed by the busiest President's Day Weekend in the resort's