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Booth Creek Ski Holdings:

Booth Creek Ski Holdings, Inc. is the fourth largest ski resort owner and operator in North America. Booth Creek Ski Holdings, Inc. (a.k.a Booth Creek Resorts) currently owns Northstar-at-Tahoe and Sierra-at-Tahoe in California; Waterville Valley, and Cranmore Mountain Resort.

 www.boothcreek.com

Case Study

Since its beginning in 1992 with George Gillett’s vision in seeing the need for regional ski resorts within two hours of major metropolitan drive-markets, Booth Creek grew to include nine resorts before divesting all but its remaining four.  From 1992 to 2006, Peeples Ink worked with Booth Creek Ski Holdings senior management and all regional resort communications and marketing directors on PR plans, media contacts, crises plans and crises media relations as well as on communications training. 

Ultimately, Booth Creek has pared down its holdings, concentrating on its flagship Northstar-at-Tahoe and Sierra-at-Tahoe as well as Mt. Cranmore and Waterville Valley in NH and Grand Targhee Resort in Alta, WY.  PI spearheaded the corporate communications effort through the growth and divestiture of Booth Creek’s resorts, maintaining an “as needed” relationship with the resort powerhouse to this day.

PI continues to work extensively with Grand Targhee and on a project basis with the other Booth Creek Resorts.