When a crisis hits, especially in a tight-knit mountain town, there’s (understatement) a lot to be done from a communications standpoint.

One of the most crucial – and often overlooked – aspects of the news cycle is what happens after. How do you move forward and create momentum in attracting visitors back to town? Media are quick to report on disaster and less incentivized to report on a recovery.

When the Line Fire recently surrounded Big Bear Mountain Resort and the town of Big Bear Lake, the impact on tourism was widespread. It takes an entire comms strategy (not just PR) to get the ship heading in the right direction again, but pieces like this (front page in the OC Reg), are highly impactful in changing the narrative.

Read more here

From Shaun White to Chloe Kim, Mammoth Mountain’s Unbound Terrain Parks have launched (both literally and figuratively) some of the biggest names in action sports.

This year, the parks at Mammoth are getting… smaller.

That’s a good thing, but it is a nuanced story to tell in the context of a freesking and snowboarding ecosystem that has traditionally prioritized bigger, higher and longer. This piece in Powder gave us a chance to tell that story, and help point in the direction to a more sustainable, safer and (crucially) more inclusive future for the sport.

Read more here: https://www.powder.com/news/mammoth-terrain-park-makeover