Ski Group Loads $20M

The National Ski Areas Association is looking lure more people to the slopes, searching for a new agency for its bolstered $20 million account.

The Denver-based group, which comprises 300 ski resort operators, asked approximately 40 agencies across the country to submit credentials by last Friday.

"They're committing a significant budget in hopes of increasing participation in the sport," said Rick Shoup, principal at The Advice Group, the Sherman Oaks, Calif., consultancy running the search. Some 54 million people visit North American ski resorts each year, which the NSAA hopes to boost to 60 million with an extensive marketing push over three years, starting winter 1999-2000.

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