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
“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
The spot will air in the western United States, on all United
Airlines flights and in this season’s Warren Miller movie, “Higher
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.
California Travel and Tourism Association
Below are a few of the packages available at California
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
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
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
|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
The California Travel and Tourism Commission had the opportunity to
sit down with Governor Schwarz-enegger and the following Q & A
Q: At how many California resorts have you
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
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
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.