Tahoe resort enters alliance with Chinese outdoor retailer

FILE- In this June 30, 2011 file photo, a snow cat grooms one of the trails at Alpine Meadows Ski Resort near Tahoe City, Calif. A ski resort at Lake Tahoe has announced a new partnership with a leading outdoor retailer in China to try to help attract more Chinese skiers and snowboarders to the region. The agreement between Squaw Valley Alpine Meadows and Toread builds on the Sierra resort's existing alliance with China's Genting Resort Secret Garden. (AP Photo/Rich Pedroncelli, File)

A ski resort at Lake Tahoe has announced a new partnership with a leading outdoor retailer in China to try to help attract more Chinese skiers and snowboarders to the region

TRUCKEE, Calif. — A ski resort at Lake Tahoe has announced a new partnership with one of the largest outdoor retailers in China to help attract more Chinese skiers and snowboarders to the region.

The agreement between Squaw Valley Alpine Meadows and Toread builds on the Sierra resort's existing alliance with China's Genting Resort Secret Garden.

Squaw Valley Alpine Meadows President and CEO Andy Wirth told the Sierra Sun (http://tinyurl.com/y8jm8rl6) that Toread is a leader in virtually every area of outdoor recreation in China. He says the cross-promotional deal will allow the Tahoe resort to better tap into the fast-growing Asian market.

The China Ski Association says the number of skiers in the country has increased from 200,000 in 2000 to 12.5 million in 2015.

Squaw's partnership with Toread will help expose Chinese skiers and snowboarders to the resort by bringing members of the Chinese media along with Chinese actor Xia Yu to Squaw Valley Alpine Meadows in order to produce editorial and marketing content, Wirth said.

Toread also will promote Squaw Valley Alpine Meadows information and vacation packages at its 200 stores in China, via the company's travel agency Easytour and on its online travel site lvye.com.

"As the number of skiers and snowboarders in China continues to grow, our partnership with Toread will be critical in helping to raise awareness for Squaw Valley Alpine Meadows among Chinese winter sports enthusiasts and those generally interested in outdoor recreation and travel," said Tracy Chang, vice president of digital marketing and director of China Marketing at Squaw Valley Alpine Meadows.

Wirth said Toread and Squaw Valley Alpine Meadows will also work together to coordinate competition between the United States and Chinese national freestyle teams, with the possibility of offering lessons and ski guiding at both resorts.

In addition to being China's leading outdoor retailer, Toread operates the Snowone ski competition tour — a popular, televised skiing and snowboarding tour in China. Ten of Snowone's winners will have the opportunity to take advantage of five days of lift access and six nights of lodging this upcoming season at Squaw Valley Alpine Meadows, giving additional incentive for China's top skiers and snowboarders to make the trip across the Pacific Ocean.

Genting Resort Secret Garden will be one of the sites for freestyle skiing and snowboarding during the 2022 Beijing Winter Olympics.

___

Information from: Sierra Sun.

Related News

Marc Marquez wins Czech Grand Prix to increase overall lead

Aug 6, 2017

Defending MotoGP champion Marc Marquez won the Czech Grand Prix on Sunday to increase his overall lead with a third victory of the season

Kristoffersen regains slalom dominance by winning night race

Jan 24, 2017

Henrik Kristoffersen won a men's World Cup night slalom on Tuesday to regain his dominance in the discipline, two days after failing to finish the classic Hahnenkamm race in Kitzbuehel

Austrian skier Scheyer wins downhill; Vonn 13th on return

Jan 15, 2017

Christine Scheyer of Austria upset the pre-race favorites to win a women's World Cup downhill Sunday, while Lindsey Vonn placed 13th in her first race in nearly 11 months

You may also like these

Marc Marquez wins Czech Grand Prix to increase overall lead

Aug 6, 2017

Defending MotoGP champion Marc Marquez won the Czech Grand Prix on Sunday to increase his overall lead with a third victory of the season

Kristoffersen regains slalom dominance by winning night race

Jan 24, 2017

Henrik Kristoffersen won a men's World Cup night slalom on Tuesday to regain his dominance in the discipline, two days after failing to finish the classic Hahnenkamm race in Kitzbuehel

Austrian skier Scheyer wins downhill; Vonn 13th on return

Jan 15, 2017

Christine Scheyer of Austria upset the pre-race favorites to win a women's World Cup downhill Sunday, while Lindsey Vonn placed 13th in her first race in nearly 11 months

Daily Extreme is created to share our experience on the amazing extreme outdoor activities in the world. We play it extreme, but safe.

Contact us: sales@dailyxtreme.com

Motorcycle Racing Skateboarding Skiing Snowboarding Surfing Wind Surfing Cycling Canoeing & Kayaking Press