Working with such a spirited team was an adventure in itself, and pulling on my hospitality background telling stories for Hyatt definitely came into play here.
Messaging was complex: The new Powder Mountain would be a ski resort with a public-private blended model — “awesome inside of awesome” as one stakeholder put it — and we needed to honor the local community while promoting the new vision.
Brand Manifesto
When I shared my draft of the manifesto, one stakeholder remarked that I had 'stuck it like Simone Biles.' That felt like a gold-medal compliment in its own right. That said, in keeping with the sports analogies, much of the messaging would be very much a team effort.
A Delicate Balance
Building on the beloved 50-year legacy of PowMow, while evangelizing a new way of living in the mountains for wealthy second-home owners, we aimed to position against “the enemy” of superficiality at other private resorts and inspire a shared intention to preserve the authenticity of this family-oriented community with a new vision as stewards of the land.
