As many as 30,000 ski-racing fans will descend on Beaver Creek for this weekend’s Visa Birds of Prey Men’s World Cup races. More than 6,000 are expected in Aspen next week for the women’s version.
Events like the X-Games and spring break may bring more money and bigger crowds to the two resorts, but the World Cup is considered a high-caliber branding opportunity, thanks to international television exposure. Last year, more than 54 million people around the world tuned in for at least one of the four men’s races.
“It has an added dynamic that’s world class, that makes a statement about this resort,” said John Garnsey, chief operating officer of Beaver Creek. “It really adds a lot of credibility to our resort.”
Aspen spokesman Jeff Hanle agreed.
“What it does is get us early-season coverage and get our snow message out to the world,” he said. “It brings in a select crowd, but people don’t book a trip from New York for World Cup.”
In Beaver Creek, the Vail Valley Foundation and Vail Resorts Inc. partner to host the men’s races, which cost more than $2.5 million a year to stage.
It’s worth it because of the short-term economic impact of full hotels and busy restaurants during the lull between the holidays, Garnsey said.
“Many of those people ski, but they also spend time in our village, taking advantage of our restaurants and shopping,” he said. “A large amount of money will be spent. It really enhances a time that would normally be relatively slow.”
The upcoming Winter Olympics is shining a brighter spotlight on the races this year, said Ceil Folz, president of the Vail Valley Foundation.
Roughly 300 media organizations from around the world are in Beaver Creek this week – double the number that attended last year – including about 100 international outlets.
Corporate sponsorship dollars are also up, Folz said.
Dan Leever, chief executive of Denver- based MacDermid Inc., a manufacturer of specialty chemical products and materials, said he renewed the company’s sponsorship of the men’s races because last year’s sponsorship helped raise the company’s profile in Europe.
“There is a lot of European exposure – that’s the biggest benefit,” Leever said. “About 35 percent of our revenues are European-based, and ski racing is a very big sport over there.”
Staff writer Julie Dunn can be reached at 303-820-1592 or jdunn@denverpost.com.
