Family on skis and snowboards coming up lift in California mountainside.
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California's extended snow season amplified through earned media

By Kristen Bonilla 09/05/2017

This year’s epic California snow season officially ended on Aug. 6, Mammoth Mountain’s last day of operation for the 2016-17 season. Squaw Valley - Alpine Meadows closed July 15, the latest it has ever stayed open.

To celebrate this unbelievable record-breaking year, Visit California’s earned media team partnered with JetBlue on a “Skis Fly Free” promotion for flights into Reno/Tahoe (RNO) from New York City (JFK) and Long Beach (LGB).  

Through this partnership, Visit California hosted influencer Sam Horine on a Fourth of July ski trip. He flew in from New York City and spent five days in California’s High Sierra, visiting Squaw Valley – Alpine Meadows and Mammoth Mountain. His posts had a potential reach of 525,818 and more than 7.3 million impressions.

Olympic gold medal skier Jonny Moseley appeared on KABC in Los Angeles to help the spread the word that Mammoth Mountain and his home mountain, Squaw Valley – Alpine Meadows, would be open for the Fourth of July weekend — and beyond! This one-minute segment reached an estimated audience of 53,557 with estimated publicity value of $6,998.  

Promotion of the long season began back in May when Visit California successfully pitched Freeskier Magazine on Fourth of July skiing in California, securing an online feature, social coverage to their 280,000 Instagram followers and nearly 300,000 Facebook fans, and the lead story in their e-newsletter. Coverage also appeared in Snowboard Magazine online and social channels. More recently, coverage appeared in Men’s Journal at the end of June and featured Fourth of July skiing.

Also in May, Visit California hosted digital influencer Drew Binsky on a road trip through Mammoth Lakes, Yosemite and Tahoe. His posts showcased the enormous amounts of snow still in the High Sierra, with a potential reach of nearly 500k and more than 4 million total impressions. Binsky also did a takeover of Visit California’s Instagram, generating more than 1.8 million impressions.

This year’s incredible California snow season drew national and global attention, inspiring people everywhere to visit the Golden State to "Catch the Winter Wave" throughout the summer.

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