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Chip Carey

Connecting with an Old Friend Who Shared a Great Memory of My Early Days in Marketing and PR

Skip SchwarzSometimes the power of Facebook amazes me.  This week I happily reconnected with Reverend Skip Schwarz, who was at the Sugarloaf Area Christian Ministry when I first moved to Sugarloaf back in 1984.  I actually still live at Sugarloaf and moved here at the age of 24, which was 26 years ago.  Hard to believe how time flies when you’re as busy as I’ve been all these years.

I was working in the Marketing Department and Skip was the minister at the chapel on the mountain. One day, Skip came in to the administration building where I had an office near my boss, the legendary Chip Carey (he is now VP Marketing at Jackson Hole Resort in Wyoming.)  Skip had this idea of doing a church service on skis.  Now don’t get confused, because I’m telling a story about Skip, the minister, and Chip, the marketing guy who was my boss and taught me a whole lot about marketing and public relations.

When we sent each other Facebook messages this week, Skip reminded me of how I helped him name a program that has become an important part of the story of his life.

I said “Why don’t you call it Downhill Worship?”   My mind had started racing, brimming with ideas.  “You could wear your robe, and you could ski down the mountain and everyone would look at you!” 

Well, I never knew this until we Facebooked this week,  but evidently Skip was hesitant, because he was afraid he would feel like a fool. But then he realized that skiing down a mountain wearing a church vestment would actually draw the attention he neeeded to get new ‘customers’ for his worship service.  And since Skip is a guy (like me) who can be a little bit crazy sometimes, like a lot of people who are drawn to Sugarloaf, Maine. Continue reading

What I Learned about PR from Chip Carey

Chip Carey

There’s an article in the new issue of  ”Mountain News”  by ski writer Roger Leo about Chip Carey,  who recently was hired to head up Marketing at Jackson Hole Resort in Wyoming.  I had the privilege of working for Chip at Sugarloaf in the Communications Department from 1984 to1991, then when I started my agency, he was my client for most of the 1990′s.

There is no question that Chip is a great PR man.  As Roger Leo writes in the article, he has always been ahead of the curve on technology and he considers that “the medium is the message.”  He bought one of the first fax machines in 1971 and he was responsible for creating the first website in the ski industry in the 1980s. He also started the closed circuit cable TV station that is still broadcasting at Sugarloaf and has grown into the Resort Sports Network which is now a national broadcasting and marketing company. Continue reading

A Picture Equals a Thousand Words

Saddleback Base Lodge One of the important things I learned early in my PR career was the power of great photographs. My PR mentor, Chip Carey, taught me to always try to include a photograph with a press release for the media. Sometimes that slowed me down (and those of you who know me know that I don’t like to be slowed down at work!), because I had to look around for a good photo, and back in the day, I had to make duplicates (sometimes by myself  in our own darkroom!….talk about time consuming!)

I am now more convinced than ever that a great shot adds enormously to a press release. Sometimes, particularly in dealing with travel editors, having a great image means the difference between a cover story in the travel section or being buried in the back of the section. Or sometimes it means your story being placed above the fold rather than below the fold. And obviously when dealing with television news, they need great video. When pitching a story to a TV news editor it’s important to describe what the visual images will look like.  TV people thrive on images, not on words alone. Continue reading