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Tahoe Ski Resorts fly with new partner

by Sally J. Taylor

Ski Lake Tahoe promotions are flying high with a ride on Reno Air.

Featured in the cooperative agreement that includes a variety of advertising and promotions is a new MD90 jet painted with a giant skier on one side of the tail, a snowboarder on the other and “Ski Lake Tahoe” on the engine cowlings. On Thursday, the jet will be officially rolled out at the Reno/Tahoe International Airport following a flight from San Jose.

Ski Lake Tahoe is a consortium of six major ski resorts in the Lake Tahoe area: Alpine Meadows, Heavenly Ski Resort, Kirkwood Ski Resort, Northstar-at-Tahoe, Sierra-at-Tahoe and Squaw Valley USA.

“We expect that the partnership with Reno Air will generate significant numbers of new customers to this destination, thus benefiting the Ski Lake Tahoe Resorts as well as area hotels, casinos, restaurants and attractions,” said Carl Ribaudo, executive director of Ski Lake Tahoe.

Tahoe ski resorts will enjoy a presence on print advertising with Reno Air in the communities it serves. Those currently include several Southern California cities, the Pacific Northwest, Chicago, Detroit and a new flight schedule into Atlanta.

“As one of the primary providers of customers to the Lake Tahoe area,” said Ski Lake Tahoe president, Jan Vandermade, “Reno Air will play a major role in promoting Ski Lake Tahoe resorts throughout its impressive and continually expanding route structure, just as the association with Ski Lake Tahoe will help generate additional passengers for Reno Air.”

Other cooperative programs include trade shows, public relations visits and contests. Tahoe skiing is featured in the Reno Air in-flight magazine and cocktail napkins are printed with the logos of each of the resorts as well as the Ski Lake Tahoe and Reno Air logos.

According to Vandermade, additional plans for the partnership are evolving.

“OK, what else can we do?” he said. “We’ll continue to ask that question on an ongoing basis.”

Tahoe Daily Tribune E-mail: tribune@tahoe.com

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