Denver Awards
Category
Digital Experiential & Immersive / Interactive Installations
Annual ID
DEN25_IN010B
Arapahoe Basin’s strength became its weakness. A-basin has a reputation for its spring skiing and spring vibe. Even though people with Ikon passes have access to 5-7 days at The Basin, they often save their days and then don't end up using them all. Our business problem was to convince pass holders to use more days and visit earlier in the season.
To do this we needed to get people thinking about skiing earlier than they usually do and ensure that they were A-Basin ready on day one. So we brought the A-Basin brand to the front range and offered free Ski Boot Camps that consisted of HIIT classes and gear tune-ups. We promoted these Boot Camps with an installation that transformed McGregor Square into a workout circuit in the heart of downtown Denver.
To do this we needed to get people thinking about skiing earlier than they usually do and ensure that they were A-Basin ready on day one. So we brought the A-Basin brand to the front range and offered free Ski Boot Camps that consisted of HIIT classes and gear tune-ups. We promoted these Boot Camps with an installation that transformed McGregor Square into a workout circuit in the heart of downtown Denver.
2025 Awards
Total Points: 3
Bronze Winner
Credits
Agency
Cactus / Denver
Client / Brand
Arapahoe Basin
Production Company
Lumenati
Chief Creative Officer
Norm Shearer
Design Director
Sarah Berkheimer
Executive Creative Director
Brian Watson
Executive Producer
Jess Trimarco
Senior Art Director
Sammie O'Sullivan
Senior Copywriter
Dan Hawes
Senior Creative Director
Jeff Strahl
Account Supervisor
Heather Vazza
Associate Director of Brand Strategy
Rob Troller
Chief Operating Officer
Alan Henceroth
Communications manager
Shayna Silverman
Content Producer
Allie O'Neill
Content Specialist/Photographer
Lucas Herbert
DP/Cam Op
Blake Sinnok
Experiential Producer
Liesl Holtz
Fabrication and Production
Colton Dupre
Aaron Wentz
Integrated Producer
Raven Checkush
Media Director
Matt Stontz
Production Design Manager
Stephen Hausrath
Production director
Martha Douglas
Project Manager
Bre Robb
Senior Brand Manager
Whitney Henceroth
Senior Front End Developer
Austin Lliteras
Senior Motion & Video Designer
Ben Micek
Senior Project Manager
Torrie Eberhard
Videographer
John Walsh
VP of Marketing & Skier Services
Jesse True
VP, Account Leadership
Ainslie Fortune
VP, Comms & Media
Chris Shewmake
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