Selling a lifestyle, not the gritty details

That first drive into a classic ski town can change a person’s perspective. It alters their life goals.

And while we’ve all dealt with the common challenges — housing, multiple jobs, second tracks — there will always remain a mystique about living as close as possible to the base area.

The big resorts have a lot of that mystique to sell to each wave of employees, but they don’t own it. Fresh snow and great people are under every single lift on every single continent.

(Image courtesy of Salomon Freeski TV)

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