Operators use marketing to draw minorities to the slopes (Seattle Times)

In one frame, a bespectacled African American, with yellow alpine skis over his right shoulder and a wide grin, strolls along Stevens Pass. Maybe he’s heading toward the lifts. Or maybe he’s already satisfied after some powder runs.

In another frame, a young African American smiles, with an Asian-American snowboarder strategically placed behind him.

If you haven’t figured where Stevens Pass is going with its “MAKE STEVENS YOUR MOUNTAIN” slideshow prominently placed on the upper left corner of its Internet home page here’s another hint: Its beginner’s-lesson promotional package is also printed in Spanish and Chinese.

Full story…

Comments are closed.

Subscribe to RSS feed