ASC resorts sign up with SoBe beverages

Deal will help fund improvements

Advertisement

— American Skiing Company has formed an alliance with the hip subsidiary of giant soft drink manufacturer PepsiCo in a bid to upgrade and market terrain parks at three of its ski areas, including Steamboat.
The Steamboat Ski and Resort Corp. announced this week that it has formed a three-year partnership agreement with SoBe beverages and its terrain park at Bashor Bowl will henceforth be known as the SoBe Terrain Park at Steamboat. Similar agreements are in effect for terrain parks at Killington, Vt., and The Canyons in Park City, Utah.
SoBe was started in 1996 and created a new niche in the multibillion-dollar beverage industry with noncarbonated bottled juice blends that include vitamins and herbal ingredients believed to have health benefits. The name "SoBe" is also common vernacular for the South Beach district of Miami. SoBe beverages all have a distinctive logo of two lizards on their labels.
A company slogan is "Grip it, rip it, drain it."
SoBe was courted for purchase by Coca-Cola in 2000, but PepsiCo stepped in and grabbed the up-and-coming company for a reported $370 million. SoBe sold 30 million cases of its beverages in 2001 and surpassed $200 million in sales. The so-called "healthy refreshment" beverage category accounts for more than $11.6 billion in sales in the U.S. and represents about 18 percent of the $66 billion soft-drink industry.
Steamboat Vice President of Marketing Andy Wirth said that under the agreement, SoBe will provide financial support enabling Steamboat's terrain park to challenge the elite in the industry. There are plans to add seven new rails, two new mailboxes and an amplitude barometer for the Mavericks Superpipe at Steamboat.
SoBe sponsors snowboarders Keir Dillon and Torah Bright as well as Alpine World Champion Bode Miller. The company also sponsors a supercross motorcycle team with Suzuki.
Rob Perlman, the new chief executive of Colorado Ski Country USA, gained the attention of the ski resort industry while at Mammoth Mountain, Calif., when he formed alliances with companies like Vans and Mountain Dew (another PepsiCo brand) to develop and promote that ski area's terrain park and market the resort to the youth market.
In a September interview with the Steamboat Pilot & Today, Perlman said ski areas are very small companies in the greater scheme of things. Forming an alliance with much larger companies that are seeking to reach the same demographic is mutually beneficial, he said. The soft drink companies, for example, receive the benefits of associating their brand with cutting-edge sports. The ski resorts get to leverage their marketing dollars with the help of far larger companies.


-- To reach Tom Ross call 871-4205
or e-mail tross@steamboatpilot.com

The Steamboat Ski and Resort Corp. announced this week that it has formed a three-year partnership agreement with SoBe beverages and its terrain park at Bashor Bowl will henceforth be known as the SoBe Terrain Park at Steamboat. Similar agreements are in effect for terrain parks at Killington, Vt., and The Canyons in Park City, Utah.

SoBe was started in 1996 and created a new niche in the multibillion-dollar beverage industry with noncarbonated bottled juice blends that include vitamins and herbal ingredients believed to have health benefits. The name "SoBe" is also common vernacular for the South Beach district of Miami. SoBe beverages all have a distinctive logo of two lizards on their labels.

A company slogan is "Grip it, rip it, drain it."

SoBe was courted for purchase by Coca-Cola in 2000, but PepsiCo stepped in and grabbed the up-and-coming company for a reported $370 million. SoBe sold 30 million cases of its beverages in 2001 and surpassed $200 million in sales. The so-called "healthy refreshment" beverage category accounts for more than $11.6 billion in sales in the U.S. and represents about 18 percent of the $66 billion soft-drink industry.

Steamboat Vice President of Marketing Andy Wirth said that under the agreement, SoBe will provide financial support enabling Steamboat's terrain park to challenge the elite in the industry. There are plans to add seven new rails, two new mailboxes and an amplitude barometer for the Mavericks Superpipe at Steamboat.

SoBe sponsors snowboarders Keir Dillon and Torah Bright as well as Alpine World Champion Bode Miller. The company also sponsors a supercross motorcycle team with Suzuki.

Rob Perlman, the new chief executive of Colorado Ski Country USA, gained the attention of the ski resort industry while at Mammoth Mountain, Calif., when he formed alliances with companies like Vans and Mountain Dew (another PepsiCo brand) to develop and promote that ski area's terrain park and market the resort to the youth market.

In a September interview with the Steamboat Pilot & Today, Perlman said ski areas are very small companies in the greater scheme of things. Forming an alliance with much larger companies that are seeking to reach the same demographic is mutually beneficial, he said. The soft drink companies, for example, receive the benefits of associating their brand with cutting-edge sports. The ski resorts get to leverage their marketing dollars with the help of far larger companies.

Comments

Use the comment form below to begin a discussion about this content.

Requires free registration

Posting comments requires a free account and verification.