Jay Peak Partners Acquire Burke Mountain

Burke Mountain.A few years ago Jay Peak’s advertising campaigns poked fun at casual skiers: “Black Diamonds, they sound expensive.”

In news announced today, Jay Peak partners Bill Stenger and Ariel Quiros are undoubtedly hoping they’ve found a diamond in the rough. Long overlooked as the perpetual “best kept secret” in Vermont, Burke obviously caught their neighbors attention. While Burke doesn’t get the abundant snowfall that Jay does, its 240 annual inches and snow preserving temperatures have long made it a tree skiers paradise.

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Steve Wright of Jay Peak Resort

Steve Wright Jay Peak Resort.I first ran into Steve Wright in cyberspace on the First Tracks Online eastern forum a few years ago. As Jay Peak’s Vice-President of Sales and Marketing, he occasionally popped into discussions to add a comment or two. But instead of coming off as a ski-resort salesman — there only to perform damage control or to publicize something — Steve took us behind the curtain to explain how and why things happen at ski-area marketing departments, both at Jay Peak and industry-wide.

As Jay transforms itself from a no-frills mountain with the deepest lift-served snow east of the Rockies into one with a fair amount of destination resort accoutrements, we thought that it’d be interesting to hear his thoughts on a variety of marketing-related topics.

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Jay Peak, VT: 4/22/11

We walked onto the slopes just in time to snap a picture of the first tram loaded with powder-chasers after what could be the last powder day of the season. We loaded Tram 2 — it was full before we departed.

Jay Tram

We skied powder all day, run after run, trees upon trees, and the bottoms of our skis were still perfect at the end of the day. Not a rock to be found.

The only danger was the occasional sink hole in the woods where the running water had melted through the 3-4′ base. We almost landed in one, but both Matthew and I managed to jump over it, even though my eight-year-old is only three feet tall. He skied everything I did and loved every minute.

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