The amount and quality of Sun Peaks snow is front and centre in a new provincial marketing campaign to bring more ski traffic into B.C.
Destination B.C. just launched its new, multimillion-dollar Ski It To Believe It campaign targeting key markets in Ontario, California and Washington state. Tourism Sun Peaks president Christopher Nicolson said the resort, along with the province’s 12 other ski destinations, is featured.
“It is really to play on the prime motivators for ski and snowboard traffic, which is snow and snow quality,” said Nicolson, who is also chairman of the province’s ski marketing committee.
“The intent is to have return and first-time visitors come and enjoy skiing in British Columbia.”
As far as Tourism Sun Peaks is concerned, the resort has two big draws for skiers. The first is the quality and quantity of snow. Nicolson said 20 centimetres fell during the last weekend of September, with trace amounts still left in the alpine.
“That’s one of the biggest dumps we had this year,” he said, adding early season snow is a hallmark at Sun Peaks.
Overnight temperatures are cold enough that the resort’s snowmaking machines will soon start production. That snow will be stockpiled and spread out closer to Nov. 23, opening day.
Another draw is the resort’s design. Sun Peaks has three mountains that ski in and out of a central village, a feature many ski resorts don’t have.
“There’s very few resort experiences that combine the extent of the ski terrain with the intimacy and vibrancy of one village,” he said.
So far advance bookings are ahead of last year by 10 per cent. Although early days, Nicolson hopes to match or exceed last season, which saw 65,000 room nights booked.
Sun Peaks and other B.C. ski resorts are featured at skiittobelieveit.com. Also featured are special offers, snow conditions and a chance for visitors to enter a contest for a $15,000 dream ski vacation.