Turner PR

Viceroy Snowmass: Custom Seasonal Programming

Located in the heart of the Rocky Mountains, Viceroy Snowmass is a year-round playground. Its array of natural assets put it head and shoulders above other alpine escapes. TURNER took things to a higher level with several custom seasonal programs that pleased guests and earned media coverage. 

Developing a Custom Biking Program

Viceroy Snowmass is surrounded on all sides by some of the best trails in the west and world-renowned, often car-free climbs. It culminates in unreal scenic areas like the famed Maroon Bells, Independence Pass and historic Ashcroft Ghost Town. But the hotel hadn’t capitalized on these natural assets. To change that, TURNER developed a cycling program. We used the property’s culinary team, spa and off-site catering capabilities, and built a targeted media list, promoting the program via proactive pitching and individual media hosting opportunities. TURNER devised every detail in this PR and program, ensuring that Viceroy Snowmass was positioned as the ultimate resort for high-end cyclists.

TURNER introduced former Pro Cyclist Will Frischkorn (Team Garmin/Tour de France rider) to lead rides directly from the hotel. Will personally guides guests while regaling them with stories of insanely hard race days on the bike and rewarding wins in between. After retiring, Frischkorn opened Cured in Boulder, a purveyor of fine worldly cheeses, wines, meats and accouterments. On day two he organized a full spread of restorative fare, and guests dine in the shadows of Montezuma Basin at the top of Castle Creek, one of Aspen’s most famous road climbs.

Elevated Ski-In / Ski-Out Offerings

Viceroy Snowmass boasts a location at the base of one of the world’s finest ski mountains. It is also home to a 7,000-square-foot spa, widely considered the preeminent spa in the area. TURNER brought these two first-in-class experiences closer together by developing an elevated selection of reinvigorating Ski-In / Ski-Out spa offerings.

TURNER collaborated closely with Viceroy Snowmass’ team to design 30-minutes-or-less spa treatments. Each invigorated guests to get back out on the slopes and finish the day. Treatments included:

  • Kick Off Your Boots: A warm bath of Sweet Birch sea salts, and a hot stone and reflexology foot massage.
  • Warm Up Your Hands and Toes: This hydrating hand and foot therapy starts with warm Concreta. It offers conditioning and protection for hands and feet.


TURNER’s long lead efforts resulted in a wide cross-section of coverage from an array of print and digital outlets. These included Redbook Magazine, Town & Country Magazine and The Associated Press. TURNER’s work resulted in 186 articles and 492,720,118 impressions. Finally, the new program delivered a measurable increase in revenue, with a 10 percent increase in overall bookings.