Aspen Skiing Company Public Relations Campaign

November 30, 2012

Bianca Bernath, Dana Friedlander, Saige Kolpack, Avery Lemons and Courtney Ramirez

Table  of  Contents    Background                                    1-­‐2                                                                                                  Situation  Analysis                                2-­‐4    Core  Problem  and  Opportunity                          4    Goals  and  Objectives                              4    Key  Public  1:  Current  ASC  Employees                        5-­‐7    Key  Public  2:  Environmentalists                          8-­‐12    Key  Public  3:  Current  ASC  Customers                      13-­‐16    Evaluation                                  17-­‐18    Sources                                  19    Budget                                  20-­‐35    Timeline                                  36-­‐43                                

     

Background

Located in Aspen, Colorado, the Aspen Skiing Company (ASC) was founded in 1946 by Walter Paepcke, a Chicago-based industrialist and philanthropist, and his wife, Elizabeth. The Paepckes dreamed of creating a cultural center whose purpose would serve the “renewal of the inner spirit.”

Following the Winter Olympics in 1932, Aspen began to attract recreational skiers due to growing American interest in the sport. Aspen hosted the first world skiing competition in 1950, giving it worldwide visibility. In 1993, the ASC became privately owned by the Crown Family. By 2006, ASC was internationally renowned as one of the world’s most desirable recreational destinations. It includes four ski areas, the Snowmass Residence Club, the five-star Little Nell hotel, 15 restaurants, two athletic complexes, and a golf course. To serve its guests, it has more than 3,400 employees in the wintertime and 1,200 year-round. ASC consistently receives recognition from the National Ski Area Association, SKIING magazine, Mountain Sports Media, Travel & Leisure, Condé Nast Traveler, and the London Sunday Telegraph. It has 1.4 million visitors per year who in the winter explore 329 ski trails, spanning 5,305 acres of terrain with 43 ski lifts. During the rest of the year visitors can hike, horseback ride, kayak, white-water raft, golf, play tennis, and attend music festivals. Ski resorts are energy-intensive operations due to the use and upkeep of lodges and restaurants, trail maintenance, life operations, and snow-making technology. Snow-making technology in particular extends the ski season by 50 to 100 percent, but requires nearly 140,000 gallons of water, mostly taken from local waterways. Ski resorts also can be environmentally degrading. The development of buildings, roads, and ski trails leads to deforestation, vegetative disturbance, soil erosion, possible declines in wildlife populations, and sedimentation of waterways. In 2001, the Intergovernmental Panel on Climate Change announced the occurrence of climate change on both global and regional scales, partially attributed to human activities. The information released included that an increase in surface temperature had lead to a ten percent decline in landmass of snow-covered areas since the 1960s. For Aspen and other ski resorts, this means a shorter ski season due to decreased snowfall and less predictable season and weather patterns. ASC has already lost a full month of the ski season in the past 50 years, and is predicting 6 degrees warming by 2100, leading to a potential loss of $56 million in revenue by 2030 due to warmer weather.

A dominant aspect of ASC’s mission is the interaction with, respect for, and preservation of the natural environment. The current CEO, Mike Kaplan, recognizes ASC’s dependence on the environment and the need for ASC to take responsibility for its protection. Consequently, in the late 1990s, Auden Schendler was hired to be ASC’s new director of environmental affairs. Schendler uses innovative ideas to accomplish initiatives that work towards minimizing the energy use of ASC’s buildings and skiing operations, reducing ASC’s water usage, decreasing ASC’s dependence on fossil fuels, and increasing ASC’s dependence on renewable sources. ASC joined the Chicago Climate Exchange in 2005, which legally committed it to reach greenhouse gas emission targets. ASC is committed to reducing its greenhouse gases by 4 percent by 2006, and it hopes to reduce carbon dioxide emissions by 25 percent by 2012. ASC also launched an ad campaign to increase environmental consciousness and education about climate change. Its employees are encouraged to donate to the Environment Foundation through a voluntary payroll-deduction program, in which ASC and the Aspen Community Foundation match each contribution by 300 percent, leading to $1.1 million donated by 2006. ASC released a sustainability report in 2000 to be transparent about its negative environmental effects, and to show how it is working to address these effects. Forest Ethics, an environmental nonprofit dedicated to protecting endangered forests, is strongly urging ASC to join the Kleercut boycott campaign against Kimberly-Clark, a tissue and personal care products manufacture. ASC purchases nearly $30,000 per year in products from Kimberly-Clark, mostly in the form of Kleenex tissue products. The campaign is led by Greenpeace and the NRDC; they claim that research conducted by Greenpeace from 2005 to 2006 shows that Kimberly-Clark is obtaining large amounts of wood fiber that originates from coastal temperate rainforests via their wood chip supplier. Kimberly-Clark denies any of the information to be true. Greenpeace and the NRDC are demanding that Kimberly-Clark procure its fiber from sources certified by the Forest Stewardship Council and for the company to increase its use of recycled fiber. ASC is invited, along with 500 other companies, to participate in the boycott. Additionally, Greenpeace and the NRDC are using other tactics, such as advertising in the New York Times as well as peaceful, civil disobedience demonstrations, to raise awareness and place further pressures on Kimberly-Clark.

Situation Analysis

With environmental issues becoming a growing concern of the general public, more companies are being accused of a term called “greenwashing,” defined as making false claims of being “green” in order to gain publicity and customers. If ASC publicly boycotts

Kimberly-Clark, it could create negative publicity and accusations of greenwashing. ASC may receive demands to rename its iconic Kleenex Corner trail in order to prove it is participating in the boycott for more than publicity reasons. ASC has been working hard to build legitimacy within the environmental community. However, it is currently under scrutiny from wildlife advocates, backcountry skiers and others for its plan to expand one of its ski areas, Burnt Mountain, by 500 acres into an area known for being ecologically important to elk and other fauna. Boycotting Kimberly-Clark would sever ASC’s relationship with the company, and all those tied to it. Also, ASC would need to find a new provider for the products Kimberly-Clark previously provided. Customers would need clear communication as to why a new provider was being used. However, these communication efforts would also act as an opportunity to increase current customer awareness of ASC’s environmental efforts. Current customers most likely appreciate and care for the outdoors, and would appreciate ASC’s emphasis on protecting the environment. This would also act as an opportunity to increase current customer support for ASC’s overall environmental initiatives. Employees would need to help effectively communicate these environmental initiatives to customers, and it would be essential for employees to understand these initiatives, their importance, and to support the company’s decisions. Educating employees about the boycott as well as ASC’s other environmental initiatives, while also allowing them to become more involved, would give ASC the opportunity to have employees who could effectively communicate ASC’s initiatives to customers, but who also support and believe in the initiative themselves. This could increase their pride in working for a company that takes responsibility for its actions, and hold other businesses accountable as well. Being environmentally conscious is an inherent part of ASC’s mission and culture. Its management team and employees are already, if not committed and labeled environmentalists, at least involved with efforts to improve the environment. ASC makes genuine efforts to increase its own sustainability. It recognizes that the success of the company relies on the success of the environment. Schendler believes that sustainable business practices are the key to helping the environment while still succeeding economically. Participating in this boycott would provide an opportunity to improve ASC’s practices while holding other businesses accountable, setting an example for the overall business world. The media will likely be showing Kimberly-Clark in a negative light due to their denial of Greenpeace’s reports, and ASC will not want to associate itself with a company that lacks integrity. Greenpeace, the NRDC, and Forest Ethics’ support of the boycott, and ASC’s participation, will help to alleviate accusations of greenwashing from environmental groups. ASC will also likely avoid any accusations of greenwashing or negative attention from the media because it is one of hundreds of other companies participating in the boycott, making it less likely to be singled out. ASC will need to communicate with protestors and national environmental NGOs in order to neutralize apposing messages. This

outreach will provide ASC an opportunity to strengthen its relationships with environmental NGOs, allowing it to gain educational information, and hopefully work towards gaining the NGO’s respect.

Core Problem and Opportunity Participating in the boycott against Kimberly-Clark, means Aspen Skiing Company will need to use effective communication with its customers and employees in order to avoid any complaints or confusion. It will also need to communicate with environmentalists and NGOs in order to neutralize any negative messages. However, this communication can be used as an opportunity to further show customers, employees and environmentalists that Aspen Skiing Company is an environmentally conscientious company. This will lead to gaining further support from these publics for ASC’s environmental initiatives.

Goals and Objectives

Goal: To maintain Aspen Skiing Company’s reputation as a highly environmentally conscious organization as well as further this reputation both internally and externally. Key Public 1: Aspen Skiing Company Employees During the winter season, Aspen Skiing Company is home to roughly 3,400 employees. As part of efforts to enhance their experience, these employees are regularly encouraged by ASC to take advantage of their work environment and enjoy the outdoors. Employees are also made aware of ASC’s environmental efforts through the Environmental Foundation, which provides employees the opportunity to make donations through a payroll deduction program designated to community projects. This program has proven to be very successful, as it holds the support and participation of many ASC employees. During work hours, ASC employees may be located in a variety of places, which include the skiing areas, the hotels, the Snowmass Residence Club, many restaurants, two athletic complexes, and even a golf course. By allowing employee involvement (involvement in what? Outdoor activities? Whatever you mean, say so and be specific), we (“we” aren’t doing anything. ASC will be..) will be building a large support system located in many areas (throughout aspen..?). This group will include 100 percent of ASC employees. Current Relationship: The current relationship between ASC and its employees is good. However, the employees could be further educated on the environment and on ASC’s efforts to become more environmentally sustainable. While many current employees donate to environmental causes and enjoy exploring the outdoors, they have no personal connection to the conservation efforts being made. With a community service program emphasizing environmentalism implemented for all employees, their time working for the

Aspen Skiing Company and knowledge of its environmental efforts will be heightened further. Self-interest: Employees who become more educated and immersed in Aspen Skiing Company’s environmental efforts will likely develop more positive attitudes of the company they work for and will in turn want themselves and others to help make an environmental difference. By spreading the word and joining in the efforts, employees can help preserve the ski slopes. Influential: Environmentalists, members of the media, managers and boss’s of employees, co-workers, friends and peers. Primary Message:

ASC partakes in a variety of environmentally sustainable initiatives, most of which its employees may also become involved.

Secondary Messages:

• Aspen Skiing Company will partner up with Greenpeace in support of environmental sustainability efforts.

• ASC allows its employees the opportunity to partake in an optional payroll deduction program designated to community projects.

• ASC will create a monthly volunteer program for employees while still receiving full pay as a way to get involved.

• ASC plans to create a monthly newsletter discussing monthly volunteer program. • ASC supports Greenpeace, as well as the Greenpeace boycott.

Objective 1: To inform 100 percent of Aspen Skiing Company’s employees about its environmental initiatives, including Greenpeace boycott, by Oct. 1, 2013. Strategy 1: Through targeted communication efforts, inform existing employees of Aspen Skiing Company’s environmental initiatives by email and through internal mandatory informational sessions. Tactics:

• Send email to all existing ASC employees about environmental initiatives. Email will include:

o Reasons for boycott including Greenpeace’s role. o Expectations from employees in their knowledge and support of the topic. o Information about a Q&A section, preparing employees for questions they

might be asked by customers. • Hold three information sessions for employees before the Oct. 1, 2013 deadline

concerning the boycott. Sessions will include:

o A representative from Greenpeace, as well as a representative from ASC management to show a presentation regarding the boycott, the reasoning behind it, and to answer questions.

o Each employee must attend at least one session. o Information packets will be distributed summarizing information presented

in the session. Objective 2: To develop an internal, monthly community service program that allows employees to volunteer for an environmentally friendly nonprofit through partnership with Greenpeace, while still receiving full-time pay, by Jan. 1, 2014. Strategy 1: To develop a partnership with Greenpeace for an employee volunteer program by informing them of the benefits through business-to-business management meetings. Tactics:

• Contact Greenpeace management by arranging a personal meeting to propose a partnership with Aspen Skiing Company for employee volunteer program.

o Assure Greenpeace that there is no downside to the program. § ASC will ensure that participation is high for Greenpeace by paying

its employees during the volunteer days. § Greenpeace will have more volunteers for its environmental efforts. § Make note that the boycott has brought the two companies together,

and the partnership should be further strengthened. o Plan ASC specific events with Greenpeace and propose calendar dates. o Develop a hypothetical ROI in terms of volunteer hours, should one percent

of employees choose to participate. Strategy 2: Through internal communication efforts, inform all employees about new employee volunteer program in partnership with Greenpeace through email, a monthly newsletter, and by hosting a mandatory company-wide conference. Tactics:

• Hold mandatory conference before the Jan. 1, 2014 deadline for all employees to attend. Conference will include:

o Presentation on the benefits of community service program. o Importance of support from employees. o Emphasis on full-time pay from Aspen skiing Company while participating

in community service program. o Dates of all upcoming events and Greenpeace opportunities.

§ Information packet with dates and events for employees to keep on record.

• Email all employees with information discussed at the conference. o Include dates of all upcoming events and event descriptions. o Send email reminders to employees two weeks prior to each event, with

attached sign-up sheets, allowing ASC to track who is attending the events and who will need to be replaced during that specific workday.

§ Those that sign up will be contacted more personally through email, informing them of details regarding the event.

• Implement an internal monthly newsletter to be received by all employees. Newsletters will be sent on the first of every month starting on January 1, 2014. Newsletter will include:

o Upcoming volunteer opportunities with dates and descriptions of events. o Photos from other Greenpeace volunteer events. o Environmentally sustainable practices ASC employees demonstrate. o Success of previous events through ASC employee attendance, community

improvement, and environmental issue that was helped. Key  Public  2:  Environmentalists  

 The environmentalists ASC plans to target take their job very seriously. In fact, to them, environmentalism is less of a job and more of a lifestyle. These people care about the environment, enjoy being outdoors, and are likely interested in making overall healthy life choices. They are also passionate about recycling, preserving energy, and getting others to reduce their carbon footprints.

Generally, strong environmentalism resonates from those who possess post-graduate degrees and are either strong Democrats or strong Republicans. Additionally, they know global warming is very real, believe human actions are negatively effecting the environment, and are passionate about finding solutions to reverse damage to the earth’s atmosphere and ways to preserve its natural resources. This is why they will likely agree to spread the word about environmentally sustainable business practice options available to all ski parks and resorts. Our target environmentalists are both male and female, and they live all across the continental United States. They also generally range from 25-40 years old. Additionally, they all hold roles that involve them spreading the word about and encouraging environmentalism.

Self-interest: By encouraging, praising, and raising awareness of positive environmentally sustainable business practices, nonprofit organizations dedicated to protecting the environment will benefit because more consumers will take actions to reduce their energy consumption. Moreover, the more people who are behind such an effort, the greater the environmental impact will be, which coincides with each nonprofits’ mission

Current relationship: The relationship between the Aspen Skiing Company and environmentalists is a bit complicated. While ASC has won several awards for its environmental initiatives over the past decade, it also emits approximately 76 pounds of CO2, the primary greenhouse gas, for every skier it hosts. With that said, environmentalists have attacked the ski industry as a whole for not having environmentally sustainable business practices. The Aspen Skiing Company, however, was literally sought out by leading environmental groups to participate in the Kleercut boycott and other initiatives, largely due to the fact that ASC is more recognized than most ski resorts for their genuine

efforts in becoming more “green.” Nevertheless, heavy turmoil among environmental activists isn’t out of ASC’s foreseeable future as the resort plans to expand its terrain, which would involve the destruction of hundreds of acres of trees, other vegetation and wildlife. ASC, however, strives to be highly transparent in all of its environmental actions, and has consequently been slowly building trust and legitimacy among key environmental groups over the past decade.

Influential: National environmental NGOs, local environmental NGOs, peers, co-workers, families, lobbyists, other environmentalists

Primary Message:

Aspen Skiing Company is an environmentally conscious company that makes genuine efforts to establish environmentally sustainable and energy efficient business practices.

Secondary Messages:

• ASC’s director of environmental affairs, Auden Schendler, believes the source of growing environmental problems is not business, it’s poor business practices.

• In 2004, ASC was ranked as the number-one Eco-Ski resort in North America by Plenty magazine.

• In July 2004, ASC completed construction of a $150,000 micro-hydroelectric plant on its Snowmass ski slope, a first in the ski industry.

• In 2005, ASC became the first recreation company to join the Chicago Climate Exchange (CCX), the United State’s sole voluntary, self-regulating, greenhouse gas emissions-reduction and trading system. Only organizations that make legally binding commitments to meet GHG emissions targets can join CCX.

• Since 1998, ASC has provided its employees the opportunity to directly contribute to environmental conservation through the Environment Foundation, which collects donations to designated conservation and community projects through a voluntary payroll-deduction program

• ASC and the Aspen Community Foundation, an organization established to promote philanthropy in the community, matched each aforementioned contribution to the Environment Foundation by 300 percent

• ASC publicized its goal of reducing its CO2 emissions by 10 percent below 2000 levels in 2012, and by 25 percent in 2020. In each following year, the company released detailed information on its energy consumption and costs

• ASC is a 10- time winner of the Mountain Sports Media Silver Eagle Award, which factors in energy and water conservation, stakeholder relations, environmental education, community outreach, and wildlife habitat protection

Objectives, strategies & tactics

Objective 1: Eliminate protests by neutralizing apposing messages of environmental activist groups who currently protest ASC by the end of the campaign, which is March 1, 2014.

Strategy 1: Through inter-personal communication efforts, inform established key environmental activist groups who currently protest ASC of the company’s efforts and initiatives to make it a more environmentally efficient and sustainable company through professional business-to-business meetings.

Tactics:

• Set up meeting between head protestors of ASC and Aspen Skiing Company CSR team, at a neutral location, so each party may share their concerns and provide accurate information in response to environmental protests.

o Ensure meeting is in neutral location for both parties.

o Only lead protestors and CSR team allowed to be present.

o Include snacks and beverages such as coffee, juice, croissants, bagels and muffins.

o Each meeting should be schedule to last one full business day, though the actual meetings will likely only occur for approximately three to five hours.

o Use most environmentally sustainable means of transportation.

o Activist groups include employees from the Ark Initiative, as well any other nonprofits publically protesting ASC.

• Send follow-up informational packets to target environmental activist groups that include in-depth facts on how ASC acts to be more environmentally sustainable by mail.

o Use all recycled materials to put informational packets together, which includes paper, stamps, pens and ink, and envelopes

o Include a section where environmentalists can write tips and mail in suggestions for ASC regarding how it can become more “green” in its operations

o Include information about new internal community service program for employees and how its dedicated to bettering environment

o Include information about boycott of Kimberly-Clark products.

o Include information regarding producing the ski industry’s first sustainability report in 2000.

o Provide numbers and figures that demonstrate how big of a positive impact could be made on environment if the word was spread and ASC practices were adopted by all ski resorts (use as motivating self-interest for environmentalists to spread word).

o Include letter of encouragement from Forest Ethics and Greenpeace reps. to get protestors on board.

o Chosen activists include employees from the Ark Initiative, as any other nonprofits publically protesting ASC.

o Include info. regarding projects of future reduction of GH.G emissions.

Objective 2: Develop educational partnerships with five national environmental NGOs to establish better understanding of energy consumption’s effect on environment and ways to reduce negative impact by Jan. 1, 2013.

Strategy 1: Solicit leadership contributions in the form of educational training from nonprofit organization management dedicated to environmental sustainability through personal contact by ASC executive management.

Tactics:

• Send top executives from Aspen Skiing Company to the offices of each target NGO to meet with and arrange educational partnerships that will mutually benefit and advance both organizations in terms of energy conservation and environmental sustainability.

o ASC Executives will travel using the most environmentally friendly means of transportation

o Only CEO and Director of Environmental Affairs will make the in-person

visits

o Target NGOs include Greenpeace, Sierra club, Forest Ethics, the Energy Foundation, and the Environment foundation, with an emphasis on long-term Greenpeace partnership

o Goal of each meeting is to establish educational partnership that would involve each NGO agreeing to send a few members from the NGO management team to ASC headquarters to be guest-hosts of either a company-wide or managerial-wide educational training conference on environmental sustainability

• Host monthly energy conservation conferences lead by representatives from ASC’s established partner NGOs for both managerial-wide and company-wide training on how to make the ASC more environmentally friendly and sustainable.

o Company-wide conferences will provide educational information regarding how employees can make changes in their daily lives, both at work and at home, to reduce their carbon footprint.

o Managerial conferences will include educational information regarding how corporate decision-making can play a huge roll in the overall effort and movement to become a more environmentally sustainable company. Management will use these conferences to brainstorm with environmental activists to come up with best business strategies that will not only benefit the company but also preserve environment.

o Each conference is mandatory, will last one full workday, and each employee will get paid one full day’s worth of work for his or her participation. Breakfast and lunch will be provided.

o Only one conference is hosted each month, and the audiences attending the conferences switch back and forth each month (Ex: Oct. was for management, so Nov. conference was for entire company and Dec. will be for management again).

o Each established partner NGO will host one company-wide training conference and one managerial conference per year.

o Each conference will be hosted by a team of 5-10 representatives from partner NGOs.

o Greenpeace will host two extra conferences each year to fill in the two-month

gap after each partner NGO hosts two conferences.

o Establish long-term educational partnerships with each target NGO, with an emphasis on partnership with Greenpeace due to plans for internal community service program

Key Public 3: Current Customers Since its founding in 1946 by Walter Paecke and his wife, Elizabeth, the Aspen Skiing Company (ASC) has provided the most luxurious and pristine hospitality to its customers. ASC has a global reputation as a distinguished high-end resort catering to clientele expecting superior, even lavish, treatment. The resort welcomed more than 1.4 million visitors per year, 11 percent of Colorado’s nearly 12.5 million annual skiers. Aspen Skiing Company’s primary customer demographic is a successful, active generational family who has the financial stability to indulge in affluent family vacations, either for a one night adventure, a two week family winter excursion, or a purchase a family vacation home in one of the many ASC residences. In his work, Explaining Ski Industry Demographics, Hunter Sykes states, “On average, skiers have a greater annual income than the average American with 92.9% of skiers making in excess of $50,000/yr and 46.1% making in excess of $100,000/yr compared to the median American income of $49,777.” The target customer makes an average of $75,000, aged 30-75. Sykes also comments notes because of the Baby Boomers are nearing or in retirement, many of them will no longer need to financial support their children who now have own independent lives. This allows the Baby Boomer generation the time and money to take vacations and participate in many new, adventurous activities. Current Relationship: The ASC has a long-standing history of impeccable hospitality and superior customer service. The ASC recognizes that the hospitality and recreational services industries are highly competitive so to ensure continued service and customer satisfaction, ASC provides luxury lodging, fine dining, and state-of-the-art ski lifts to ensure top aesthetics, speed, and efficiency. Although the ASC emphasizes its highly-superior service and amenities, it also understands that these initiatives are highly energy-intensive, thus giving the ASC the opportunity to increase customer awareness of the energy-levels and environmental transgressions that the company’s amenities can and do cause. Self-Interest: The customers of the Aspen Skiing Company are members of society who enjoy an all-inclusive resort style vacation. Customers primarily visit the ASC to participate in outdoor recreation including skiing, snowboards, snowshoeing, etc. Guests select the ASC because he or she wishes to experience a high-quality, luxurious level of hospitality and pampering. Influential: ASC resort offerings and amenities, work bosses or managers, work schedule, spouses, children, family friends, extended family, environmentalists, members of the press and media.

Primary Message: Aspen Skiing Company is a highly luxurious resort focused on environmental stability and responsibility. Secondary Messages:

• ASC customers are treated with a respectable, timely, and luxurious fashion • ASC customers will feel as if they contributed to environmental initiatives just by

visiting and staying at ASC • In 2006, the ASC received recognition on the Conde Nast Greenlist. In the same

year, the ASC received the Clif Bar Golden Eagle Award for Environmental Excellence in the ski Industry, the fifth time as recipient of this award.

• In 2005, the U.S EPA and U.S. DOE awarded the ASC with the Green Power Leadership Award for Renewable Energy Use.

• In 2004, the ASC ranked as the #1 in the North American Eco-Ski Resort by Plenty Magazine.

Objective 1: To raise awareness among half of existing customer base of ASC’s sustainability awards, certifications, efforts, and projects by March 1, 2013. Strategy 1: Through targeted communication efforts, create a ‘Customer Care’ program to alert and teach customers of ASC’s sustainability programs and to ultimately inspire the guest to create his or her own sustainable habits. Tactics:

• Hire a ‘Customer Care’ administrator and a team of 5 ‘Customer Care’ representatives.

o Administrator will hire two public relations professionals, two environmental specialists, and one administrative assistant to develop modern, unique environmental projects for an ASC guest’s everyday lifestyle.

o Administrator and current ASC employees will train the team at four sessions held in-house of ASC’s initiatives, awards, and on-going efforts and then teach customers at conferences and everyday activity.

• ‘Customer Care’ team will hold free, drop-in biweekly hour-long conferences for all guests to attend. The sessions will emphasize the Kimberly-Clark boycott but also feature ASC’s awards and recognitions, initiatives, projects, and equipment and products used through all resort.

o Conferences held at 2:00 to 3:00 pm on every Wednesday of every week in The Little Nell’s Grand Salon with free admittance to all current and previous customers, whether a registered guest or not - 95 to 200 guest capacity per conference.

o Presenters will share ASC’s past and current environmental initiatives, particularly the completion of the Sundeck restaurant, Little Nell renovations, and Snowmass Golf Clubhouse.

o Presenters will wrap-up the sessions with a 20-minute lesson on how to actively make a household environmentally friendly. Teach inexpensive,

family-friendly techniques so guests can easily transfer his or her new knowledge into the home.

o Use a marketing communications strategy via emailed invitations sent at the beginning of each month inviting that month’s guests to attend. Invitation includes, times, locations, and short description

• Literature printed including Sustainability Reports, Kimberly-Clark boycott information, future programs

• Create 8 large color photo signage posters highlighting individual facets of sustainability, each titled:

o Kimberly-Clark Boycott o Little Nell Renovations o The Schendler Vision o Sundeck Restaurant o Snowmass Golf Clubhouse o ASC Renewable Energy o Employee Involvement o GreenPeace + ASC

• Color posters printed and posted around all ASC skiing lodges, hotel common areas. Postcard sized brochures placed at concierge center and hotel lobbies, one placed in every guest’s welcome packet.

Strategy 2: Through targeted market communication, reinforce ASC’s already sterling reputation for sustainability and Environment Policy among current customers through programs, media, mailed and emailed literature, and signage.

Tactics:

• Create 10, 2-minute video segments to highlight ASC’s active pursuit of luxury and sustainability.

o Videos will include upbeat music, video rolls, and high-quality coloring, transitions, and editing.

o Choose 10 ASC employees (ski instructors, quest room tenants, waiters, management, etc.)

o Every video will feature an employee who will tell his or her story of working at ASC. Ask employees to discuss how much they appreciate ASC’s active participation in sustainability. Discuss the employee workdays and how it has affected them as a person and his or her own awareness and habits.

o Videos shown at conferences and placed on hotel and lodges video loop for common area televisions.

• Email past (last 2 years) and current customers of initiatives, boycott, and programs bi-monthly during the campaign. Use up-to-date information of all on-going programs.

• Mail all current customers a large, colorful postcard picturing the luxurious lifestyle ASC provides while underscoring its environmental responsibility.

o Include recent awards, accolades, and sustainable construction. o Print ‘Customer Care’ and ‘Slalom for Sustainability’ logos and dates.

• Use same signage from conferences to display through the hotels’ common areas and ski lodges.

Objective 2: To raise $100K for environmental awareness efforts including future ASC environmental initiatives at two events by March 1, 2013. Strategy 1: Hold an open slalom race, ‘Slalom For Sustainability’, on February 15-16 at Snowmass to promote national and global environmental stability, sponsored by GreenPeace. All registration and sponsorship fees allocated to ASC’s future awareness efforts. Tactics:

• Invite all customers from Snowmass, Aspen Mountain, Aspen Highlands, and Buttermilk who have skied as well as past participants in other ASC competitions such as the ESPN Winter X Games, Audi FIS Ski World Cup, The Ajax Cup, and The Meeting. Also invite all participants of the ‘Customer Care’ program. ‘Slalom For Sustainability’ is strategically planned for February 15-16, 2012, as there is no other mountain event planned on this weekend in Aspen.

o Guests will receive a swag bag of event shirt and scarf, ASC literature, GreenPeace literature, and calendar.

o Registration for the slalom race is $100 for all divisions. Work with skiing and mountain staff to create an accurate schedule of events for races based upon age and experience level.

• Partner with local, statewide, and national sustainability NGOs and create a ‘Sustainability Village’ at the base of Snowmass Park and Superpipe open for participants and ASC customers. The partnering organizations will have a table/tent area set up for customers to seek and review information and initiatives. Invite the top ’25 Environmental Agencies and Organizations, based off of the WebEcoist ranking via mailed personalized proposal invitations, letters, and informational brochures.

o Special appearances and keynotes by ASC E.D of sustainability, Auden Schendler and President/CEO, Mike Kaplan.

o NGO Presidents, managers, environmental arm representatives, etc. will also have the opportunity to hold small sessions for guests and media who will speak of current initiatives and connection with ASC sustainability.

• Contact all statewide and national media outlets o Email corresponding outlet personnel with ‘Slalom For Sustainability’ o Emails to include: mission of race and village, partnering organizations,

schedule of events.

Evaluation

Aspen Skiing Company Employees Objective 1: To inform 100 percent of Aspen Skiing Company’s employees about environmental initiatives, including Greenpeace boycott, by Oct. 1, 2013. Criteria: One hundred percent of Aspen Skiing Company’s employees were informed about environmental initiatives, including Greenpeace boycott, by Oct. 1, 2013 Tools:

• If 100 percent of Aspen Skiing Company’s employees have been informed about environmental initiatives including Greenpeace boycott by Oct. 1, 2013, as determined by employee attendance at information sessions and employees receiving information via email, then the objective has been met.

Objective 2: To develop an internal, monthly community service program that allows employees to volunteer for an environmentally friendly nonprofit through partnership with Greenpeace, while still receiving full-time pay, by Jan. 1, 2014. Criteria: An internal monthly employee community service program was developed in partnership with Greenpeace by Jan. 1, 2014. Tools:

• If a monthly community service program was created successfully in partnership with Greenpeace by Jan. 1, 2014, then this objective has been met.

• A survey for employee thoughts and preferences of events will also be distributed after events to continue raising participation.

Environmentalists Objective 1: Eliminate protests by neutralizing apposing messages of environmental activist groups who currently protest ASC by March 1, 2014.

Criteria: All protests of ASC will have stopped by March 1, 2014.

Tools:

• Through meeting and speaking with current leaders of ASC protests, we can diffuse some of the tension between each organization, as well as put an end to any kind of public protest, lawsuit, or dispute etc. We can monitor both social media and media of the press to ensure ASC no longer has any public disputes regarding environmentalism occurring.

Objective 2: Develop educational partnerships with five national environmental NGOs to establish better understanding of energy consumption’s effect on environment and ways to reduce negative impact by Jan. 1, 2014.

Criteria: All five educational partnerships were formed with the established five national NGOs by Jan. 1, 2014.

Tools: Being that this is more of an output objective, if the ASC develops educational partnerships with its five target NGOS by Jan 1, 2014, and if each partner agrees to fulfill its request to host educational training conferences, this objective will be met.

Current Customers

Objective 1: To raise awareness among half of existing customer base of ASC’s sustainability awards, certifications, efforts, and project by March 1, 2012.

Criteria: Awareness was raised among half of existing customer base by March 1, 2003

Tools:

• By measuring participation in the ‘Customer Care’ program and the number of brochures and e-mails sent out ASC will be able to determine if half tis customer base received the primary and secondary messages, therefore raising their awareness.

Objective: To raise $100K for environmental awareness efforts including future ASC environmental initiatives at two evens by March 1, 2012.

Criteria: $100K was raised for environmental awareness and future ASC environmental initiatives.

Tools:

• If ASC raises $100K at the ‘Slalom for Sustainability’ even the objective will be met.