Getting the urban youth onto the slopes for a some extreme adventure sport fun and games has been on the minds of
several big companies. The idea really goes beyond the powder. This Outside culture piece talks
about how big names in music (Snoop Dogg & Black Eye Peas) have been aiding to multicultural mix in struggling
(Mountain High) and not quite struggling retail and resort campaigns. Snoop who seems to have his hands in almost
anything and everything these days is rumored to be thinking of starting his own skateboard line while Frank
Tansey, head of Pepsi’s travel and leisure division is on a crusade to turn winter sports into a rainbow of faces. He
held the winter sports industry’s first ever diversity summit in Steamboat Springs, CO. Interesting cultural and
travel marketing read.