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Mountain News: Two takes on global challenges

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Still, the hearth is a symbol, and so city officials have issued a challenge to the public to come up with a design for a hearth that emits fewer greenhouse gas emissions while continuing to provide a “quality experience.” A cash prize of $500 plus a $450 gift certificate toward purchase of an energy-efficient home appliance is being offered to the winning design.

 

Teva Games generate big numbers

VAIL, Colo. – The Teva Games, Vail’s answer to the X Games held in Aspen, was held for five days during the last week. While kayakers were shooting down some of the steepest, most difficult rapids in the West, the numbers were also impressive: some 1,600 athletes, an expected attendance of 30,000, and prize money of $100,000.

The event began as a Memorial Day kayak festival in Minturn, around the corner from Vail, but was transformed into an early-June event called Teva Mountain Games. Teva wanted to peddle sandals, and Vail wanted a big spring event, broader than just kayaking.

Organizers, explains the Vail Daily, target 21- to 45-year-old “weekend warriors” with household incomes of $90,000 or more. Joel Heath, whose company, Untraditional Marketing, organizes and promotes the event, says that’s a coveted demographic for advertisers. “We’re definitely in a sweet spot now for a lot of brands.”

While Heath maintains the festival remains true to its roots, Teva marketing executive Adam Druckman acknowledges a “constant worry” of creating an event that is so heavily commercialized it is shunned by competitors. He noted similar concerns about commercialization of the X Games.

 

Swift buys more papers

GRANBY, Colo. – Swift Communications has extended its penetration in the mountains of Colorado, buying the newspapers published in Grand County. The newspapers include the Winter Park Manifest and Sky-Hi News.

Based in Reno, Nev., Swift arrived in the Colorado mountains in 1993, buying first the Vail Daily, then the Summit Daily News, and Aspen Times. It also owns weekly and daily newspapers in Eagle, Carbondale, Glenwood Springs, Rifle and Grand Junction. The chain faces only two newspaper competitors in those two areas, the Aspen Daily News and Grand Junction Sentinel.

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