Beaver Creek Resort - Brand Positioning & Programmatics
Creative Direction | Experiential Marketing | Strategy & Ideation
Context
Beaver Creek Resort, renowned for its high-touch service and family-friendly experience, wanted to elevate its Village atmosphere during peak visitation periods—the winter holidays, President’s Day weekend, and spring break. The challenge was to:
Create immersive, engaging experiences that reflected Beaver Creek’s premium brand and appealed to multi-generational guests.
Enhance social engagement and guest interaction, ensuring visitors felt part of something special while organically amplifying the brand.
The goal was to seamlessly blend family-luxury programming with brand storytelling, reinforcing Beaver Creek’s reputation as a destination where every detail feels intentional.
Action
I led the strategic and creative execution, ensuring every activation and design element deepened guest engagement:
Designed large-scale brand touchpoints, including oversized topiary reindeer, illuminated pinecones, and a 10x10’ gift-wrapped photo frame.
Curated immersive guest activations, from candy carts and sparklers to movie nights and live performances.
Orchestrated seamless execution, managing 14 months of planning and 6 months of activation to align with peak traffic.
Result
The experience exceeded expectations, reinforcing Beaver Creek’s family-luxury positioning and driving significant guest engagement:
Social media buzz & organic amplification, including celebrity participation (notably, Colton Underwood snapping a photo with a reindeer).
Increased guest interaction & participation, with visitors eagerly awaiting installation and fully engaging with activations.
Client recognition for creativity & execution, leading to inquiries from other business units on how to replicate the success.
