the red book
branding without
blanding
Step right in. RED Mountain is more than just a ski resort. Much more. RED’s identity will always be joined at the hip with Rossland and skiing and the mountain itself, but the brand also extends to our four season adventure offerings, condos, hotels, and beyond. As such, the RED brand needs to be treated with respect at every touchpoint, from POP to B2B. Anything that dilutes RED’s authenticity, its essence, is like pouring Gatorade into a good single malt scotch. Or giving a dragon a breath mint. Or...well...you get the idea. See, the RED Mountain brand is an emotional brand for many people. People take this place personally even if they live nine time zones away. From our top executives to one-time overseas visitors, an experience at RED Mountain is often a life-changer— up there with Burning Man or Judy Blume. Whether it’s the freedom you experienced hammering Rossland’s world-renowned single-track last fall, a leg-scorching run on Powder Fields, or that lifelong friend you made on one of our “mild-speed quads,” there’s just something special here that resonates with people. Perhaps this is because RED resonates at an entirely different frequency from your typical manufactured mega-resort. Why? Because RED is real. And real don’t need a whole lotta shouting or superlatives or fancy marketing words like “searchandising” to make friends. Real likes real. If we could clone our favourite customers of all-time—and there are quite a few of them—”real” would be the #1 quality we’d punch into the Cloning Gizmo. (And, yeah—we do see the irony in trying to clone real.) The following Brand Book is about what RED isn’t as much as what it is. Hey, we’re Canadian...
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recreating. simplicity. RED Mountain Resort is not for everybody. Clearly, some skiers and snowboarders like waiting in lift-lines for half their day and fighting for powder. Some mountain bikers love riding constant brake bumps. And it’s obvious that some fly-fishing types sort of dig bumping belly boats every time they wet a line. Who are we to question their motivation? For those looking for an antidote to the stale, predictable mega-resort experience, though, they’ll find it here. RED, as we call it, has a rich history and thousands of acres of terrain for snow sliders to explore. When the snow melts, the diversity of diversions actually increases with mountain bike tours, rock climbing, sailing, kayaking, horseback riding and much more. So, whether you come to the Kootenays to fish, shred, or simply catch up on Law & Order: SVU in your underwear while your family’s out there enjoying their fresh air adventures, know that we want your visit with us to be special and fuss-free. (Think: “Everything you need. Nothing you don’t.”) Naturally, this lack of fussiness extends to our marketing efforts, email communication, social media footprint and market position. After all, people come here to have fun so we like the fun to start before they’ve even arrived. We keep it light. We keep it lively. We keep it timely. And we keep it real.
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red’s value proposition RED Mountain Resort is an adventurous, beautiful, and challenging experience that is unique to its industry. Our passionate, welcoming, and diverse community embodies the ageless desire to embrace and enjoy a relaxed, light-hearted lifestyle surrounded by the wild beauty of British Columbia—all while providing endless challenges for adventure-seekers that have a desire to push themselves to new levels and seek new experiences. As the gateway to adventure, guests will leave with new experiences, memories, and connections that will last a lifetime created by the passionate community they were welcomed into—and ultimately bring them back to do it all over again.
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Thats great and all.. but will my photos make my facebook friends jealous??
Sooooo jealous! They’ll probably Unfriend you…
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the vision of red By embracing our heritage, RED Mountain Resort is becoming one of the most respected adventure destinations in North America. We will continue to provide an experience centered on our unique culture, passionate community, and natural surroundings.
S u p p o r t e d B y i t s D e f i n e d Va l u e s : Passion:
The desire to have or be part of a mountain lifestyle.
Community:
Strong integrated community of diverse yet like-minded people.
Adventure:
Exciting, extraordinary, challenging experiences.
Youthful & Fun:
An ageless desire to embrace and enjoy life, in a light hearted way.
Simplicity:
A relaxed lifestyle; freedom from complexity.
Quality:
Meet or exceed expectations on all levels.
The mission of red We are dedicated to providing our guests and employees with a joyful and memorable experience and believe that happiness obtained through adventurous play is a powerful cure for the soul. Our goal is to share this experience with a wider following by providing an escape from an increasingly complex world to one of pure and simple enjoyment.
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W el l, my ide a of ha vi ng fu n is he av y- he ar te d an d co mp le x. I re la x by br oo din g. An d I ag re e w ith Sa rt re th at He ll is ot he r pe op le . Th in k yo u ca n me et or ex ce ed my ex pe ct at io ns w ith yo ur bo ur ge oi s sk i re so rt ?! Yo u go nn a cu re my so ul , ar e yo u?
Well, we’ll feel sorry for you but you’ll probably still have fun @ RED, despite yourself. Amazing but true.
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the muses of red T h e a d v e n t u r e - s e e k i n g fa m i ly For adventure-seeking families looking for safe, yet challenging experiences to share with each other and friends, RED is a resort that provides the ultimate authentic mountain experience. Combining skill and adventure in fun social settings, lifetime memories will be created with a unique sense of accomplishment for the whole family.
Profile Breakdown:
Purchasing Criteria:
Early 40’s to 50’s, Married
Option For Amenities and Extracurricular Activities
Employed, Single/Dual Income
Option for Affordable Luxury Accommodations
At least 1 or 2 kids (5 - 15 yrs.)
Quality Food/Food Options
Family ski experience where all can be challenged - and want to be challenged - at any level of ability.
Family-configured Lodging
Skiing/riding Enthusiast Family (ski and ride together!)
Diverse terrain meeting needs of all skill abilities while still allowing family to ski together Daycare and Ski school Programming Available
Why RED for the Adventure-seeking Family: Uncrowded Slopes Backcountry & Affordable Day Cat Skiing Options Diverse Terrain for All Family Skill Levels Relaxed Family Lifestyle, Freedom from Complexity Safe and Welcoming Ski Resort and Contiguous Historic Community of Rossland
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epic adventure seeker For the “Epic” Adventure Seeker looking for a profound experience to share with friends, RED is a resort that provides the ultimate authentic mountain experience, combining skill, and adventure, in a fun social setting that delivers a unique sense of accomplishment in conquering the famed and challenging terrain of RED.
Profile Breakdown:
Purchasing Criteria:
Late 20’s to Late 30’s Male/Female
Fresh! (Another “New One” for the checklist)
Single and Couples, skier/snowboarder enthousiasts Operates and travels in packs of close likeminded friends and peers
Shared Experience (for later reflection) or Special Events (bachelor parties)
Been to the “other” resorts and are seeking real/new adventures
A Level of Skill and Risk
Looking for Personal Skill Challenges
Value (comparative)
Looking for Fun, Social Aspect
Social Bonding
Desire for the “Canadian experience”
Clear Responsibility (citizenship) in Activities
Value (in cost) but not sacrificing quality
Ability to Detach from Business Issues
Desire to Experience a Real Ski Town
Memorialization through Stories and Images
Bragging Rights & “Bucket List” Mentality
Why RED for the Epic Adventure Seeker: Experience its Unique and Challenging Terrain People & Community Unique Canadian Culture Experience Big Mountain Cred! Award-winning Resort Ski Bar Accessibility to Backcountry, Heli, Cat and More Pow! Ability to tie in a multi-destination trip (Revelstoke, Whitewater, and the Powder Highway)
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corporate culture T h e U lt i m at e O x y m o r o n i n 2 0 1 / 2 P o i n t s We are dedicated to providing our guests and employees with a joyful and memorable experience and believe that happiness obtained through adventurous play is a powerful cure for the soul. Our goal is to share this experience with a wider following by providing an escape from an increasingly complex world to one of pure and simple enjoyment.
1.
Simple > Complex.
2.
Our biggest competitor is not another ski resort. Our biggest competitor is the Internet.
3. We are in the entertainment business. People come to RED looking—nay, expecting—to be entertained: by our slopes, single-track, quick-witted bartenders, wry signage etc. 4. They are not encroaching on your home mountain. You are a key, make-or-break component of their holiday. Recognize. 5. Helping people tap into the magic of the great outdoors is a worthy goal even if it’s not as lofty as, like, “world peace” or “a stable economy” or whatever. 6. Don’t ever say “dude” twice in the same sentence, aka “the double dude”—unless, of course, you’re talking about the Rossland bike trail, “Double Dewdney,” in which case: “ON YOUR LEFT!” 7. Corporate emails composed in Comic Sans and wrapped in kitten GIFs will not be taken seriously by anyone ever.
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8.
Nobody wants to face the mountains on crappy coffee. Give ‘em the good stuff.
9.
No matter where you might have lost yourself, RED is an excellent place to find yourself.
10.
RED is also an excellent place to lose yourself. Tomato, Tah-mah-to…
11.
Being a little bit scared is kind of awesome.
12. Sometimes kids just cry for no reason. 13.
Nobody ever found their one true self in a three-ring binder from corporate.
14.
All departments must contain at least one Australian.
15. We really do treat our employees like family. Sometimes we treat them like our favourite child. Or, sometimes, like that recalcitrant brother-in-law who speaks entirely in Howard Stern quotations. Whatever, eh? Mom, pass the &*^%$! butter. 16.
Good is never good enough. Except when it is.
17. Assume that the guest approaching you (on the phone, online, from the next toilet stall) is an intelligent human being. After all, s/he chose RED out of over 500 ski areas in North America. Give ‘em a little credit. 18. We make fun of everything but especially ourselves. The only areas with no room for jollity are Safety and Satisfaction. Everything else? Fair game. 19. RED Mountain’s like the craft beer of resorts: Independent. Interesting. Artisanal. Complex. Kinda odd. Best consumed cold. Even better after dark. Consistent, not cloned. Made by weirdos who can’t really explain how they do it. 19 1/2. We even have our own craft beer festival: “Beer Goggles.” And from what we remember it was pretty epic… 20. Passion is contagious. So is negativity. Let the right one in.`
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Skiing was introduced at RED with the first ever downhill race on RED Mountain
RED Mountain Ski Club is formed
1896
1947
????
1947
2nd Chairlift in Canada ever built (RED Chair) was on Red Mountain
The beginning of time.
o ski?
hey, wanna g
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yea but lemm eat ya first. e
The first ever World Cup Race held in Canada
1968 1988 Red Mountain Resorts Inc. purchases the resort from Red Mountain Ski Club
Big Red Cats establishes the largest cat skiing operation in the world Grey In-bound Cat Skiing opens
Red Mountain Ventures purchases REDMountain Resort
2004
The Grey Mountain Chair opens
Slalom Creek officially opens
2005
2004
Paradise Lodge Rebuild
2007 2007
Silverlode Chair is built
Baselodge Renovations
2010
2012
Snow Making installed to the top of GS start on Backtrail on Red Mountain
Hotel Opening
2014
2016
2013 2012
Downtown Revitalization
2014
2015
Mt Kirkup In-Bound Cat Skiing opens
Snow Making installed to the top of Red Mountain
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voice & tone The RED voice is unmistakeable, even if it has a hard time spelling “unmistakeable” and is convinced it looks wrong no matter what. Despite its undeniable edge and high level of engagement, the RED voice and its oh-so-droll tone are indicative of the real personality you can feel your first night here in the Kootenays. It’s a personality that will buy you a beer—and then drink four more on your tab. It’s the voice of a young woman who might show you the most incredible powder stash, insist on you dropping in first, and then pass you halfway down going 50 mph, cackling like an escaped mental patient. It’s the official warning sign on top of a double black run reminding you that “TREES DON’T MOVE.” All of it operates under the assumption that you have maybe seen a few movies, read a few books, collected a few college degrees along the way but that skiing or snowboarding are just as important to you as education, Big Lebowski references, and being treated like a human being. (If a Canadian is making fun of you it usually means s/he likes you. It’s when we get all quiet that you oughta worry…) By always putting our real foot forward and speaking in one spirited, authentic, and unapologetic voice—to customers we’re happy to assume are already awesome and don’t need constant reminders of that fact—we immediately set our brand apart from the herd. Nobody needs another toady. Nobody needs more false enthusiasm, more “fun” in quotation marks or phony exclamation marks falling from the sky. We are not children. We are adults behaving like children. Respect the difference. We don’t care if everybody “gets” RED. All we hope is that those people who will get RED also get the chance to visit here and experience this incredible place firsthand. We won’t kiss your rear but we will shake your hand, look you in the eye, and welcome you with all our heart. Canadian jokes might not always be so hospitable but Canadian Hospitality is no joke.
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[THEM]
Fr um py Bogus
Sa n it iz ed
ered d i s n o c r e Ov
Co rp or at e
[US]
Ch ee ky
Bold Orga nic
Generous
Raw
W it ty C le v er A ud a c io us Ironi c
diagram Ad ve nt ur ou s Smvenn ug Ar ti fi ci al Appre ciati ve Enga ged Ra nd om Fun Orchestrated t n e d n e p e d In y In si n c er e Gritt Au th en ti c “ F U N !! !” Laid- back M a n uf a c t ur ed Smar t Alec -y TL ;D R Irr eve ren t Inoffensive
Pu t- on
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branding GUIDELINES: M A I N L O G O S TA N D A R D S Black text logo on light background, and white text logo on dark backgrounds. All white and all black logos are also acceptable when required (based on the background)
M O D I F I E D L O G O S TA N D A R D S
Most commonly used modified logo with removal of city and web address
Standalone “RED” logo used sparingly when appropriate
Used only when logo is too small to see full web address but location is still important to display.
Icon can be used for artistic direction at discretion of designer
W T F ? N O. J U S T N O.
These should all be pretty obvious. Don’t change colors, sizing, or positioning at will. In other words, don’t make it look stupid. 17
B R A N D c o l o r S TA N D A R D S Black
Brand Red CMYK: 16, 100, 89, 6 RGB: C32030 Pantone: 186C
Paper White
B R A N D T Y P E FA C E S TA N D A R D S
HEADLINE TYPEFACE Carton |
-50 kerning | black, brand red, white
Used mainly for short, bold headlines.
Main copy typeface: Regular Main copy typeface: Regular Italic Main copy typeface: Bold
s u b h e a d T Y P E FA C E Novecento Wide Bold |
150 kerning | black, brand red, white
Used mainly for subheadlines but can also be adapted for headlines. Acceptable at longer lengths given the cleaner style.
Main copy typeface: Light Main copy typeface: Light Italic Main copy typeface: Medium
Soho Gothic Pro: Light or Regular | Italic, Bold/Medium | 0-15 kerning | black, white
Used for copy sections of RED branded material. Either Light or Regular are standard choices. Regular is generally used when the font is too small and needs to be a slightly thicker line for printing. When “Regular” is used, then “bold” is used for emphasis. When “Light” is used, then “Medium” is used for emphasis.
B R A N D c o l o r o v e r l ay S TA N D A R D S
“Multiply” or “Darken” effect for Brand Red text headlines or for color blend on top of an image as background for white text. 18
branding without blanding: T h e R E D M o u n ta i n Way t o R o l l We live in an era of brands. The Info-tainment Complex makes sure that kids grow up hyper-aware of their own cultural currency, of the importance of their own “personal brand”. Career-minded adults are encouraged to make their online personalities (viz. brands) less complex and easier to digest by HR experts, so as to nab that new crappy job that was branded as an escape from their old crappy job. RED Mountain can’t change this reality but we can choose not to fully buy into it. You see, so many of the brands hyping themselves up for IPOs or, you know, a full-price purchase offer by Google were brands for years before they were products or services. The sizzle predated the steak. As a result, something always feels a little...fake. Their “brand personality” was the sediment left over after a focus group. Their name came about because some “guru” claimed a brand name should contain a colour and an animal and that this pretty much guaranteed success in a saturated market. This is, of course, all a bit BS. Thanks Lavender Antelope. And you, Amaranth Echidna. (We are RED. We don’t need no stinkin’ spirit animal!) RED Mountain is protective of its brand, of its legacy and legend, because it all grew organically out of a deceptively simple equation:
S now y Mo untain
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+
Gravi t y
+
Ski nny Pi ece(s) of Wo od
= Wicked Go od T ime
RED Mountain did not come about through focus groups but via fun-loving, slightly maniacal pioneers willing to carve a recreational property out of the unforgiving Canadian wilderness. The popularity of the ski resort snowballed because it turned out that adrenaline rushes and smiles were both utterly addictive. Powder proved a reliable panacea. And, as some other resorts morphed into a hybrid of bland suburbs and shopping malls, we focused upon the purity of the equation above. (Play to your strengths, right?) Whether it’s deep winter, high summer, or shoulder season, simple pleasures are the ones that pay dividends the longest. It was true at RED’s birth and it’s even more true now—whether we’re talking skiing, snowboarding, golf, or a blistering round of Neglin at The Flying Steamshovel. So, while we’ll fight to the death* any entity that might try to besmirch our hard-won brand that’s 112 years old, the best thing we can do in this loud, crowded, me-too market is to keep on keepin’ on. We won’t water down our essence to appeal to the lowest common denominator. We won’t groom all of the personality out of our mountain (or insist that our cat-drivers partake in any personal grooming at all). We won’t try to be all things to all people like some frickin’ focaccia burger or poutine de foie gras or whatever. The other kids can stretch their hands high and try to get the teacher’s attention; we’ll be the kid in the back cracking ruthless jokes and still somehow squeaking our way onto the honour roll every year. We’ll also say “thanks” for taking the time to kick the can of our brand around, for gettin’ all B2B with us and snickering behind the curtain. Authenticity is one of the few things we take seriously around here and we genuinely appreciate every customer, fan, employee, and partner who has chosen to do business with us. Without you we’d be just another brand in a cluttered landscape. Without you we wouldn’t be us. So thanks. We mean it. This part isn’t facetious. This is like the sincere, look-you-in-the-eye, firm handshake part. I t i s a l s o t h e e n d.
*Srsly 20
Photo s by Ryan F l et t, F r anc oi s Marse i lle , Dave He ath
dne /redresort
/redmountainresort