Winter Park Resort Supports Hispanic Snow Sports Community

Colorado’s Winter Park Resort has recently been working to become more accessible to Hispanic guests, by upgrading its website with a new Spanish translation. The resort was also recently recognized in the 2010 Hispanic Snow summary, The Multicultural’s In Action Sports (M.A.S.) Report, for its youth programs at Denver’s Ruby Hill Rail Yard. Details follow:

Winter Park

Winter Park

Winter Park, COLO.—January 28, 2011— Winter Park Resort is sought for its world-class terrain and snow conditions by local and destination skiers and riders seeking an authentic Colorado Rocky Mountain experience. The strong representation of diverse guests on the slopes and in the terrain parks have intensified efforts made by the resort to support and grow this significant demographic, such as the Hispanic or Latino youth market.

Progression to support the Hispanic skier and rider includes the recent translation of Winter Park's Terrain Park website, www.rlyrd.com, to the Spanish language. Designed for the youth market, this bilingual feature is critical to the forward movement of communication from Winter Park Resort and its guests. Translation for the website was provided by Equipo Roca, based in Denver, CO.

“Equipo Roca is very excited to have aided Winter Park Resort in producing a bilingual component to the Rail Yard website," said Juan Delaroca, president of Equipo Roca. "It’s an awesome digital tool for the resort to tap into the burgeoning Latino youth market, both in Colorado and internationally. This small, but significant, marketing effort will go a long way to communicate the snow culture and lifestyle to a wider audience and introduce more people to what’s happening at Winter Park Resort.”

The website translation is in-line with other diverse outreach projects, such as Ruby Hill Rail Yard, the free urban terrain park in the epicenter of Denver, CO. Open to the general public during the months of January and February, the Rail Yard's rails, terrain park design and staff are supplied by Winter Park Resort and Christy Sports provides free rental equipment. Additionally, Denver Parks and Recreation offers youth programs at the Rail Yard. As mentioned in the 2010 Hispanic Snow Summary – The Multicultural's in Action Sports (M.A.S.) Report, Ruby Hill Rail Yard provides a snow sports playground for participants that are 40% non-white and 39% beginner. This is proof that extraordinary growth opportunities for action sports can be found in the multicultural communities. For details on the MAS Report, visit http://www.masreport.com/

"Diversity brings fresh ideas and a fresh perspective to the sport of snowboarding and skiing," said Bob Holme, youth marketing and terrain parks manager for Winter Park Resort. "The urban market holds unlimited potential for resorts and in turn, resorts have the opportunity to introduce a ski or ride experience to a guest that may have been overlooked in the past."

About Winter Park Resort
Located just 67 miles from Denver, Winter Park Resort has been Colorado's Favorite® resort for generations seeking a big mountain experience at a great value for over 70 years. The resort has invested more than $40 million in on-mountain improvements in the last five years, not including the new Village at Winter Park just completed this past winter. For Winter Park Resort information: 800-453-2525 or www.winterparkresort.com