Colorado Ski Country USA

Description

In February 1963, on what we now can only imagine was a typical Colorado bluebird powder day. Ski representatives from around the western ski states began discussing the need for regional organization to promote skiing in Colorado, New Mexico, and eventually Wyoming, in the face of east coast and European competition. The discussions developed into a concrete plan of action on June 13, 1963, when Ski Country U.S.A., Inc. was born. As business increased and strategies changed, Colorado struck out on its own and Ski Country U.S.A., Inc. became Colorado Ski Country, U.S.A., Inc. (CSCUSA) in 1965. The primary focus of the organization during its early years was to promote Colorado skiing worldwide. Steve Knowlton, CSCUSA's first executive director, was a member of the 1948 U.S. Olympic Ski Team and was well known in both the U.S. and Europe. CSCUSA took the "show on the road" and the first consumer ski show, as we know it, was born. Next, came a reception center at Stapleton Airport, consumer ski guides and snow reports. While marketing ventures continued, stronger in some years than in others, it wasn't until 1973 when CSCUSA's focus turned toward the political arena addressing environmental and legislative issues. An emphasis on marketing returned in 1976, when several co-op marketing and public relations programs originated, many of which are still in place today. Over the past three decades, Colorado's ski industry has continued to flourish as skier visits have in