Pre-Olympics and After: Next Snow Search Shines; What About Followup?

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Pre-Olympics and After: Next Snow Search Shines; What About Followup?

By
February 20, 2006

While the U.S. Ski Team corralled scores of ski areas across the United States to raise money for its athletes and to pre-celebrate the Olympics Sat. Feb. 11, at least one veteran wants the industry to join forces to maintain momentum afterward.

Bernie Weichsel, president of BEWI Productions, which does snowsports expos, thinks resorts, sponsors, manufacturers and the teams should make "some plan when the team comes home to take advantage.

"It's personalities who turn people on. Let's have a Victory Lap - a nationwide series of 'Meet the Heroes,'" he told IR, noting that as many as 50 resorts have links to Olympians.

Meanwhile, the "All Star" edition of Sports illustrated for Kids Next Snow Search, in which youngsters at 80 resorts in the U.S. and Canada competed, garnered a 1.9 "overnight" (preliminary) rating when aired on NBC as the Olympic lead-in Feb. 11.

"I'm doing backflips," said a pleased Jack Turner of Snow Monsters, who created the series. The show's main competition was formidable -- the NCAA Duke-Maryland basketball game, which had an overnight rating of 2.1. Each point represents 1,102,000 homes in the U.S.

"I feel real glad of the company we're keeping," Turner told IR

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