Rapid re-branding of a hallmark resort property in time for the U.S. World Cup.
With less than 60 days remaining before the onset of ski season in Telluride, Colorado, The Peaks was purchased by local investors and a new management team was installed. In addition to the ski-in/ski-out location, the hotel’s reputation is bolstered by the destination spa that would no longer carry the moniker it once bore. A new restaurant was conceived; additional branding was required. Oh- and The Peaks Resort & Spa was to host the U.S. World Cup ski team for the 2010 Olympic Games trials in just 60 days.