For Immediate Release
Media Contacts:
Molly Cuffe, 303.915.0277, molly@coloradoski.com
Nick Bohnenkamp, 303.866.9724, nick@coloradoski.com
Colorado Ski Country USA Signs Arvizu Marketing &
Advertising As Its New Multicultural Marketing Agency
DENVER, Colo., July 2, 2007 - In an effort to continue the momentum
of the Colorado ski industry, Colorado Ski Country USA (CSCUSA)
announced last month at its 44th Annual Meeting and Forum that it
will embark on a new business initiative to develop new core skiers
and riders while fostering diversity on the slopes.
"We see the changing dynamics of the country as an opportunity to
expand our reach and help new markets discover the sports of skiing
and snowboarding," stated Rob Perlman, president & CEO of
CSCUSA. "In the state of Colorado alone, there are 1.3
million people of ethnic descent. As these populations
continue to redefine the 'new mainstream', we want to be sure
skiing and snowboarding are at the top of their activity
list."
According to the Selig Center for Economic Growth, the African
American and Hispanic consumer markets are larger than the entire
economies of all but nine countries in the world. Within the next
three years, the combined buying power for all ethnic groups will
exceed $2 trillion in the United States. The study continues
to state that by 2010, it is very likely that the buying power of
African Americans and Hispanics within the United States will
exceed the GDP of Canada which is the ninth largest economy in the
world.
Initially, CSCUSA will target the booming in-state Hispanic market
with a campaign designed to increase awareness and overall
participation. A key component to the association's program is its
new partnership with Arvizu Advertising & Promotions, a
nationally-recognized agency, who which will be charged to conduct
research, provide strategic guidance, and develop an execution
plan.
"Multicultural marketing is ever changing and evolving to reflect
the explosive growth and increasing diversity within each ethnic
market," continued Perlman. "We knew if we were going to be
successful with our new initiative, we needed some expert
guidance. We found Arvizu to be the best with years of
experience and a track record that speaks for itself in working
with global companies such as McDonald's and Qwest Communications
on their marketing efforts."
"Arvizu is delighted to partner with the Colorado ski industry in
its multicultural marketing efforts" states Rafael Rodriguez,
Arvizu Director of Account Services. "We have found that by
developing culturally-relevant, key messages has proven to be a
successful formula for our clients as they seek to grow their
market share. Multicultural marketing is mission critical for any
industry segment that seeks to benefit from a more diverse and
exploding demographic. We commend the Colorado ski industry in its
new efforts and look forward to the challenge."
Colorado Ski Country USA is the not-for-profit trade association
representing Colorado's 26 ski & snowboard resorts. The
organization's primary mission is to promote its member resorts and
support their success by taking a leadership role that fosters a
vibrant Colorado ski industry.
Founded by Ray Arvizu, Arvizu Advertising has been at the forefront
of Hispanic marketing efforts for Fortune 500 companies and small
businesses alike. Arvizu Advertising continues to leverage an
innovative approach to advertising, providing services in the areas
of media, events, public relations, promotions and creative. Agency
clientele includes American Express, McDonald's, Qwest
Communications and United Way, just to name a few.
# # #
Colorado Ski Country USA is the not-for--profit trade
association representing Colorado's 26 ski & snowboard resorts.
Information about the organization and its members can be found at
www.coloradoski.com.
