[News & Views]
there are also a lot more ways to con- sume television content nowadays, and even the smaller relative ratings are still huge compared to any other win- ter sports broadcast. With an estimated 56 million American adults planning to watch (according to an August 2025 poll by MRI-Simmons), the Milan Cortina Winter Olympics (Feb. 6-22) will have a lot of eyes on it. Plus, NBC is the broad-
cast partner for both the Olympics and the Super Bowl, which is Feb. 8, and the network will surely promote its coverage of the Games to the Big Game’s massive audience, providing a unique boost. Combined, this makes the Olympics and Paralympic Games an “unrivaled platform of winter sport awareness,” says Kelly. “It’s an ideal opportunity for the resort and equipment industry to capital-
ize by using that time period to launch promotions that will resonate with the broad population that is following the Winter Games on broadcast and social media.” So, what’s your ski area’s plan to cap- ture all those people who will be inspired by watching our U.S. and Canadian ski and snowboard athletes competing in February? You do have a plan, right? Or are you building an ice arena to capital- ize on the “curling bump”? If you are, sign me up. SUPPLIER NEWS Mobile safety app and technology plat- form AIRFLARE partnered with Snow Angel Foundation to elevate the non- profit’s collision-prevention and safe- ty-training messaging across its network of clients. The company will also provide complimentary annual app subscrip- tions to Snow Angel staff, volunteers, partners, and to employees at ski areas where Snow Angel delivers training. A new coalition, PREMIUMS FOR THE PLANET , is looking to drive col- lective climate action in the insurance industry. By pulling together a likemind- ed coalition, the group, which is work- ing with the town of Park City, Utah, and Taos Ski Valley, N.M., aims to realign underwriting incentives and direct pre- mium capital toward climate resilience. PEOPLE Lucas Signorelli was appointed as senior vice president of commercial devel- opment for Aspen Snowmass, Colo. … Pete Blei was promoted to the role of vice president of finance for Steamboat Resort, Colo. Sky Tavern, Nev., promoted Chris “Toph” Brown to chief executive offi- cer. … Brandi Hammon was named as president of Powder Mountain, Utah. … White Pine Ski Resort, Wyo., hired Dalan Adams as general manager and Austin Bevilacqua as assistant general manager. Celeste Burgoyne starts as executive vice president and chief revenue officer for Vail Resorts in late January. … Alter- ra Mountain Company appointed Roger
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