Jay Peak Resort

Jay Peak stands alone as an East Coast ski & snowboard destination. With deeper snow, more challenging terrain, and an independent mindset that attracts a community of dedicated followers who are there for the mountain.

I worked with Jay Peak from 2005 to 2010 as part of their agency-of-record relationship with Almighty. Our mission was to amplify the purist mindset that sets them apart with unique advertising & marketing efforts tailored to the lifestyle of the hardcore enthusiast (from young to old), avoiding the tamer family-friendly or luxury resort approaches of their nearest competitors. During that time I created everything from advertising, trail maps & signage, posters, stickers, apparel, and websites – even production of the vinyl wrap on their iconic 60-person tram.

The efforts gained attention, from the Wall Street Journal (for a program we collaborated on to feature a pizza at a local restaurant priced to come with a Jay Peak season pass) to a streak of wins in Best Overall Marketing at the NSAA Marketing Awards for their category size.