Golden State Trails

California launches ski campaign

By: Janeen Christoff

California Travel and Tourism Association (CTTC) along with ski areas in the state’s five ski destinations and governor Arnold Schwarzenegger have joined to form the California Snow Campaign and launched a media campaign designed to attract skiers to its slopes. According to the California Ski Association, the California ski industry generates $500 million for the California economy and employs 15,000 people. With this campaign, the CTTC hopes to keep California “top-of-mind” as a premier winter travel destination.

“Governor Schwarzenegger and the ski industry’s participation in this campaign is demonstrative of their commitment to support California’s overall tourism promotional activities,” said Caroline Beteta, executive director of the CTTC. “This support is critical in bolstering the state’s economic development.”

The California Ski Campaign is comprised of a number of targeted marketing strategies, among them a commercial featuring Schwarzenegger skiing with California ski and snowboard professionals and encouraging snowsport enthusiasts to ski California. The commercial opens with the governor on skis on a snow-covered mountain saying, “This is winter in California,” and ends by saying, “grab sunscreen and a party hat and head to California.”

The spot will air in the western United States, on all United Airlines flights and in this season’s Warren Miller movie, “Higher Ground.”

According to Schwarzenegger, “California’s incredible natural beauty, great snow, sunny skies and world-class resorts make it one of the best places in the world to ski.”

Overall, California receives more than 400 inches of snowfall and offers more than 43,000 acres of skiable terrain. Four out of five days are sunny, and with 19 alpine and cross-country ski resorts, Lake Tahoe, in the northern Sierra Nevada, has one of the highest concentrations of ski resorts in the world.

The California Snow Campaign has also launched an interactive Web site where clients can explore the state’s many resorts, find out about lodging and ski packages and even race the governor in an interactive video game. In addition, visitors can view a director’s cut of the commercial which began airing on Nov. 1. The site also includes the bios of famous California skiers and riders like legendary skier Glen Plake and Tara Dakides, winner of five gold medals at the X Games.

For More:

California Travel and Tourism Association


Below are a few of the packages available at California resorts:

Mammoth Mountain
The First Tracks package includes lodging and lift tickets per night of stay. Rates start at $82, per person, per night, double occupancy, and requires a two-night minimum. Prices valid through Dec. 14.

Embassy Suites Lake Tahoe
Premier Ski and Board package offers seven nights and five days of boarding or skiing at your choice of seven Tahoe resorts. Daily breakfast is included as well as the Manager’s Reception. Prices are per suite starting at $1,700 and exclude holidays and special events.

Northstar’s Stay and Ski Free package starts at $95 and includes lodging and two free lift tickets. Offer is valid daily Nov. 19-Dec. 20 and Apr. 2-Apr. 16. All other times, the package is valid Sunday-Thursday.

California Ski Facts:

In case your clients have doubts that California is truly a ski destination, here are a few facts about the region from the California Ski Industry Association:

The “Guinness Book of World Records” lists Mt. Shasta as having received the most recorded snowfall in a single storm, almost 16 feet in February of 1959.

The Olympic ice-skating rink at Squaw Valley USA, at 8,200 feet, is the highest in America.

The first gondola ski lift in North America was built at Sugar Bowl in 1953.

The 1960 Winter Olympics held at Squaw Valley USA were the first to be televised.

California winter resorts’ elevations range from 11,053 feet at the top of Mammoth Mountain to 6,200 feet at the base of several Lake Tahoe resorts.

Q&A With Governor Schwarzenegger

(As reported by the California Ski Industry Association in August.)

The California Travel and Tourism Commission had the opportunity to sit down with Governor Schwarz-enegger and the following Q & A took place.

Q: At how many California resorts have you skied?
A: We have more than 34 ski resorts in California, and each resort offers a unique experience. I’ve been lucky enough to have skied at Squaw Valley, Heavenly and Mammoth Mountain in our state, and I’m looking forward to skiing at others in the future.

Q: Why do you enjoy skiing in general, and in California in particular?
A: I love skiing because you get a great workout in a beautiful natural setting, and I can enjoy it with my family. Skiing in California is fantastic we have the best resorts in the world and with more than 350 inches of snowfall each year, there’s plenty of powder to go around.

Q: What makes skiing in California unique?
A: With many of the ski resorts just a few hours from our incredible cities, attractions and beaches, in California you can ski in the morning and shop, visit a theme park, golf or even surf in the afternoon. This is what makes winter in California such a great experience.

Q: What’s your favorite after-ski drink?
A: Decaf macchiato.

Q: As Governor, how do you think the California ski industry benefits the state?
A: Everyone knows California for our beaches. What they don’t know is that many of California’s ski resorts are located within a two-hour drive of major cities, including Sacramento and Los Angeles. Our conditions are extraordinary as California ski resorts are typically open for six months, from November to April. I’m proud to be Governor of such a great state where we have so much to offer to both locals and visitors from all over the world.