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Verde Brand Communications Presents Marketing of the Backcountry at SIA

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Panel discussion at SIA explores the industry’s marketing of the backcountry


Durango, Colo. (January 22, 2014) – Backcountry use has significantly increased in the last few years and manufactures, film makers and photographers are marketing the access and avalanches without a standard or consistent message.

During SIA, athletes, filmmakers and manufacturers will come together for an open conversation on marketing the backcountry. Moderated by Kristin Carpenter-Ogden, founder and CEO of Verde Brand Communications, the panel discussion takes place January 30th at SIA in Denver, Colorado.

Kristin Carpenter-Ogden, Verde Founder and CEO, stated, “Marketing the backcountry is an important topic to our industry and yet not discussed among colleagues. I am thrilled that Verde has the opportunity to moderate a well-informed panel and open this dialogue to the manufacturers, retailers and sales force at SIA.”

The panel includes: Tim Petrick, President K2; Devon O’Neil, journalist; Steve Jones, TGR Co-Founder, Executive Producer, Director; Jennifer Brill, owner of Silverton Mountain; Sam Bass, Editor-in-Chief of Skiing Magazine; Chris Davenport, athlete; and Ian Reid, Director Sportif Apex Mountain Products.

Date: Thursday, January 30, 2014

Location: Backcountry Area

Time: 12:00-1:00 p.m.


Moderated by Kristin Carpenter-Ogden

Panelist Biographies:

Tim Petrick is the President Global Sales, Marketing and Product Development at K2 Sports. He is responsible for the overall strategic direction for the global sales, marketing and product development of the 15 brands in the K2 Sports portfolio. Petrick has been with the K2 family on and off since 1992 and held positions as Vice President of Global Sales and General Manager. Prior to his current role at K2, Petrick was the President at Rossignol North America and the CEO for the US and Canadian operations of the Rossignol, Dynastar, Look and Lange brands. In 1989 he was the Vice President and General Manager at Olin Skis where he was responsible for global sales and marketing. As the Executive Vice President Product Development at Booth Creek Ski Holidings, Petrick made great strides in improving the quality and profitability of the entertainment opportunities, services, special events and ultimately, the guest experience at their seven resorts. In 1987 he was the Associate Publisher at Powder Magazine and began his illustrious ski career as a ski instructor and race coach.

Devon O’Neil is a writer based in Breckenridge, Colorado who covers skiing and other action sports for and freelances for magazines ranging from Parade to Outside to the Mountain Gazette. Before launching a freelance career, he worked as a daily newspaperman for five years, during which time his work was cited in The Best American Sports Writing anthology. Previously he worked as a counter-terrorism analyst in Washington, D.C. Devon has chronicled a 40-day expedition to pioneer skiing in Western Nepal, investigated a new way to predict weather, completed (and reported on) two weeklong races through Colorado’s backcountry, and profiled subjects ranging from the first black player in NHL history (Boston Globe Magazinecover story) to an 86-year-old woman who has become an unlikely icon in the Himalayan climbing world. He serves on the Breckenridge Open Space Advisory Commission as well as the Summit Huts Association board, and lives with his wife Larissa a short walk from the chairlift and 50 yards from a trailhead.

Steve Jones is a co-founder of Teton Gravity Research (TGR), and leader in the action sports world. Steve’s experience as a pro freeskier and his peers’ desire to put out athlete-inspired products led to the inception of TGR in 1996. As a director and executive producer, Steve has created 30 award-winning feature length films, numerous television series, and commercial content. Steve currently manages TGR’s business and creative development, sponsor relations, and environmental initiatives, which include partnerships with Protect Our Winters (POW), Surfrider Foundation, BICEP, ambassadorship for 1% for the Planet, and lobbying for clean energy legislation on Capitol Hill.

Jennifer Brill wears numerous hats at Silverton Mountain ski area, including those of co-owner/founder, accountant, business manager, human-resources director, marketing/PR and all-around den mother. Her ski life started at the age of five in Killington Vermont. She eventually traded in her skis for a snowboard and sought out first chairs in Tahoe, Utah, and Montana while working at various environmental organizations and ski resorts. Tiring of lift lines, Jen and her husband, Aaron Brill shook up the ski industry creating a ski area focused on expert only skiing. 

Sam Bass grew up skiing at Sugarloaf Mountain, Maine. He has worked for Skiing Magazine since 2004, and has served as editor-in-chief since 2011. He lives in Boulder, Colorado, with his wife, daughter, and son.

Two-time World Champion skier Chris Davenport is widely regarded as one of the premier big mountain skiers in the world today. Among his many ski mountaineering achievements, in 2007 Chris became the first person to ski all fifty-four of Colorado’s 14,000-foot peaks in less than one year. He has numerous first descents of peaks around the globe under his belt, and recently guided and skied on Mt. Everest. Chris has been featured in more than 30 ski films by Warren Miller and Matchstick Productions. He is also a TV commentator for ESPN, ABC sports, and Outside Television, and is an Olympic and World Cup announcer for ski racing events. Chris is a professional speaker who often lectures on risk management as it relates to business and mountain sports. Chris is the author of two beautiful coffee-table books that celebrate North America’s mountains, Ski The 14ers and Fifty Classic Ski Descents of North America. When not traveling the globe Chris resides in Aspen, Colorado with his wife and three boys.

At a young age, upon moving to the U.S. from Scotland, Ian Reid began walking on snow in different snowpack’s around the country with his father a seasoned mountaineer and skier. While attending university in California he began his quest for extended backcountry travel and the knowledge needed to attain this lust for the un- controlled white planet, outside of the safety of the boundaries of the resorts. In 1997 Reid along with his wife Suzanne and a collection of ski and snowboard mountaineers, snow experts, began the backcountry workshop project ( and began educating industry personnel on safe backcountry travel in winter environments. Working with partners in the snow sports industry, Reid puts on 1 and 2 day workshops around the country that he describes as “eye openers.” Regional guides, snow safety educators, forecasters and athletes assist students in their classes during the days in the field.

About Verde Brand Communications
Verde Brand Communications is a full-service public relations, digital media, branding, and consulting agency, founded in the outdoor active lifestyle markets. Verde’s clients are in the outdoor, bike, snowsports, health and wellness markets. Visit for more information.


Contact: Kelly Blake

Verde Brand Communications