GrahamSpencer and Telluride Present: The White Room
by Peter Shelton
Nov 26, 2012 | 2033 views | 0 0 comments | 19 19 recommendations | email to a friend | print

TELLURIDE – “Most industry trade show conversations are attention-deficit meetings at best – loud, crowded and rushed,” said Ridgway’s Brian Scranton recently as he and his strategic communications firm, GrahamSpencer, announced a different kind of ski-industry event in cooperation with the Telluride Ski Area this coming March.

The idea, Scranton said, is to bring together writers, editors and producers from important media with industry brands “for three days of great stories, camaraderie and first-looks at some of 2014’s hottest new product innovations.” All the while showcasing Telluride’s high-alpine terrain and luxury amenities.

They’re calling the brand/media event The White Room, skier slang for total powder immersion.

“Brands don’t have many opportunities like this; to meet members of the media in a nearly private way, in such a majestic place,” Scranton said.

There will actually be a white room, too. Probably at the Hotel Madeline, Scranton said, where the visiting media will be housed. This is where the 15 “brands” will set up media-relations “shop.”

Included on the media list, according to Scranton’s press release, are “some of the most influential editors, writers, and producers in North America, including contributors to ESPN, Outside Magazine, Frequency, The Ski Journal, Viacom (MTV/VH1), The Denver Post, Men’s Journal, National Geographic Adventure, Sports Illustrated, Plenty, Skiing, Outside’s Go, Fly Fishing Journal, The Chicago Tribune, Islands, Wild Earth, High Country News, Alternative Medicine, The Big Sky Journal, Backpacker, Bike, Powder, The Mountain Gazette, Canoe and Kayak, Portland Monthly and Oregon Quarterly magazines.”

“To keep the experience fresh and informative, without being overwhelming,” he stated, GrahamSpencer and Telski decided to limit The White Room to 15 brands.

Companies that have signed up to date include DPS Skis from Salt Lake City, Venture Snowboards of Silverton, Montagna Rum, originally from Silverton, now in Crested Butte, and Colorado Yurt Company, based in Montrose. He also just signed Strider bikes, which has a new ski attachment that converts their no-pedal bikes to ski bikes.

“Tons of brands have expressed interest,” Scranton said. “But I can’t mention them until they commit.”

“My whole goal,” he continued, “is to have a real conversations with people, real relationships.”

To that end the gathered industry folks will dine and ski together. They’ll take a meeting in a yurt at the top of Lift 10. They’ll demo gear. They’ll ride a snowcat to dinner at Alpino Vino on the Bear Creek ridgeline.

"The concept of an event like the White Room is the perfect way to bring industry and

journalism together," said Tom Watkinson, director of communications at Telski. "Having a group such as GrahamSpencer bring entities together in such a way and at a destination as unique as Telluride provides an opportunity that is beneficial to all who participate.”

The brands get their message disseminated. The media have stories to write. And Telluride makes new converts and gets some serious exposure.

The White Room is scheduled for March 7-9, 2013.

For more information on The White Room, visit or call Brian Scranton at 970/201-8570.

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