Public Relations Coordinator


WINTER PARK RESORT OVERVIEW

Opened in January of 1940, Winter Park Resort is the oldest continuously operating resort in the United States. We are located just 67 miles north-west of Denver, which makes us the closest major ski resort to the city. Owned by the City of Denver and managed by Alterra/Winter Park Operations Corporation, Winter Park Resort plays a vital role in the rich history and tradition of Denver mountain parks, and is also one of Alterra’s premier destination resorts in North America. Winter Park’s traditions are deeply rooted in railroad, logging, and the early exploration of Grand County and the local Fraser Valley. Our mission is to “create the best memories, again and again,” for our guests, our employees, our community, and our strategic partners.
 

POSITION SUMMARY

The Public Relations Coordinator is responsible for contributing to the implementation of the PR Strategy for Winter Park Resort including domestic and international media campaigns; internal communications, corporate and outside agencies on designated projects; and the supervision of department staff. Additionally, this position is responsible for obtaining maximum positive positioning while minimizing negative media for the resort through media relations, proactive community relations, external messaging and assistance with internal communications efforts. The PR Coordinator acts as one of the primary spokespersons for the company and is responsible for implementing the overall public relations strategies for Winter Park Resort in the absence of the Director of PR/Communications.
 
The Public Relations Department is responsible for providing information to potential and past customers so that they will choose to buy Winter Park products--lift tickets, ski school, food services, rental/retail and lodging--and they will utilize the company’s central reservations service. The PR Coordinator must be familiar with and support an array of different divisions, including but not limited to Marketing & Sales, Food & Beverage, Lodging, Ski & Ride School, and Rental/Retail in order to convey the advantages of all Winter Park products in order to obtain the company’s overall strategic goals and objects in PSD, Ticket, Season Pass and Rooms Revenue and EBITDA.
 
Public Relations is also responsible for obtaining maximum positive positioning for the resort through media sources generating consumer-based awareness in the United States and International markets. The resort relies heavily upon the exposure generated by the department, which annually exceeds several million dollars. Social media as part of Public Relations manages the resort’s social presence from a PR perspective, working closely in conjunction with the Marketing and Guest Services teams. The PR department is also the front-line on all crisis communication involving the resort and works closely with area law enforcement/emergency personnel. 

ESSENTIAL DUTIES 

  • Help the Director of PR/Communications implement the resort’s Public Relations strategy by producing press releases, managing distribution lists, and working with the Marketing - Department to create PR-centric social media posts, including re-posting stories involving Winter Park and coordinating all social media crisis communication.
  • Act as Company spokesperson in the absence of Director of PR/Communications, including proactively pitching and formulation appropriate responses to media questions at times involving difficult or confidential issues for the resort. Conducts interviews with local, domestic and international media outlets on daily basis working to portray the company image in the best possible light.
  • Assist Director of PR/Communication in hosting visiting media, including on-mountain tours.
  • Manage and implement domestic public relations plans for the resort to coincide with the overall marketing and resort strategies. Develop and maintain long term relationships with local, domestic and online contacts including television, radio, print, online, social, airline, lodging and travel industry partners. Manage implementation of summer public relations efforts for resort including releases, chamber relationship, industry organizations, media visits and special events.
  • Work with the National Sports Center for the Disabled as well as industry partners, including Colorado Ski Country, Colorado Tourism Office, and Visit Denver to ensure Winter Park is well-represented in their respective PR outreach initiatives.
  • Coordinate with resort photographer/videographer as well as other content producers to secure photos and video for dissemination to local, national, and international media.
  • Work with Alterra Mountain Company PR and social media teams to help execute company-wide strategies. Travels domestically and internationally for media calls, media shows, appointments conventions/meetings as well as Intrawest events/functions.
  • Help manage all PR initiatives involving the Winter Park Express by working closely with Amtrak partners.
  • Ensure understanding of and compliance with company policies & procedures

ASSIGNMENT, REVIEW AND APPROVAL OF WORK:

a) The overall work direction comes from the Director of PR/Communications as determined by strategies to be implemented for the company from Vice President-Operations and/or President/COO, Vice Presidents or corporate counsel as necessary.
b) Written or verbal, or as part of public relations and company plans, strategies and/or budgets
c) Work is approved or reviewed in progress or upon completion by the Director of PR/Communications and/or in cases by the VP-Operations.
d) Questions are referred to the person who initiated the project, and/or Director of PR/Communications and/or in cases by the VP-Operations.
 

RESPONSIBILITY AND DECISION MAKING AUTHORITY:

In general the PR Coordinator operates independently in many situations encountered in the job, keeping the Director of PR/Communications and/or VP-Operations informed of actions taken and progress with on-going projects. Numerous day-to-day decisions regarding PR are made without consulting supervisor, but are guided by plans in place as well as working with teams within the resort. Any decisions within the scope of the PR department’s daily operation policies and procedures.
 
Budget decision outside of approved Public Relations budget; confidential and sensitive issues (fatalities, employees) and issues regarding company policy. Any decision outside the scope of the PR Departments Policies or daily operating procedures, purchase over $5,000.
 
In most cases, reports are not specifically assigned, but are part of the on-going daily responsibility and nature of the position that measure reach, engagement or interactions, via software tools, and analyze, review and report on effectiveness of campaigns in an effort to maximize results and drive decision making purposes.
 
This job description is an overview of the scope of responsibilities and is not intended to be an inclusive list of job tasks and expectations. With the evolution of this resort and position, the responsibilities of this position may change.
 

EDUCATION & EXPERIENCE REQUIREMENTS:

  • Education: Bachelor’s Degree in Digital Media, Communications, Public Relations, or Journalism
  • Experience: 2-4 years of experience within Public Relations, Journalism or Communications with an emphasis on travel industry, especially resort and ski industry experience preferred. Creative writing, communications, digital technologies, social platforms, speech, community relations, database management, photography and videography knowledge, satellite experience.

Qualifications and Skills:

  • Ability to positively influence the audience and gain Winter Park share of voice across multiple PR channels.
  • Ability to interact and maintain positive relationships with guests, co-workers and management consistent with Winter Park’s Service Excellence standards. 
  • Knowledge of generally accepted public relations, social media, marketing & sales, advertising, promotions and direct marketing procedures and strategies.
  • Knowledge of ski industry mechanics in general and specific understanding of Winter Park’s capabilities and weaknesses
  • Knowledge of satellite and television operations specific for understanding and operating Winter Park’s in-house uplink technologies, and working with tv/video outlets
  • Knowledge of channels of distribution through media outlets
  • Analytical Skills
  • Writing Skills
  • Communications and Public Speaking Skills
  • People and Social skills
  • Creativity
  • Prioritization and Organizational skills
  • Negotiation and Problem Solving Skills
  • Ability to work well under pressure
  • Ability to work independently
  • Ability to manage people
  • Ability to manage multiple projects simultaneously
  • Ability to manage stress during critical timeframes throughout the season while working long, intense hours for several projects.
  • Be creative while bringing forth the proper message and positioning for the company.
  • Overseeing and working with a diverse group of individuals and department staff as well as several groups at the same time requires level headedness and the ability to think about multiple outcomes under tight timeframes and considerable stress.
  • This job requires a significant amount of travel (regionally and domestically)
  • Knowledge of how the media industry works. Knowing what they can use, deadlines, production requirements, photo preferences and requirements as well as policies regarding public relations are essential. Detailed knowledge of particular publication or program essential
  • Knowledge of what’s going on in the world- world and national events, sports news, lifestyle events and trends.
  • Ability to ski/snowboard at an intermediate level or above.
  • Ability to interact and maintain positive relationships with media, guests, co-workers and management consistent with Winter Park’s Service Excellence standards.

PHYSICAL DEMANDS AND WORKING CONDITIONS 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily - reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.
 

OTHER DUTIES AS ASSIGNED: 

This position description is an overview of the scope of responsibilities for the role described above. With the evolution of Winter Park Resort, the responsibilities of this position may change as may the dates associated with many of the tasks. During these times of change, this position requires the flexibility and willingness to accept new responsibilities and potentially transfer others. It will also be the responsibility of any employee of Winter Park Resort to be a positive influence on the transformation of the resort and its associated lines of business.
 

AN EQUAL OPPORTUNITY EMPLOYER:

Winter Park Resort is an Equal Opportunity Employer and is dedicated to the principles of equal employment opportunity in any term, condition, or privilege of employment.
 
We do not discriminate against applicants or employees on the basis of age, race, sex, color, religion, national origin, disability, sexual orientation, gender identity, veteran status, or any other status protected by state or local law.
 
Winter Park Resort will make reasonable accommodation for qualified individuals with known disabilities unless doing so would result in an undue hardship to Winter Park Resort. This policy governs all aspects of employment, including selection, job assignment, compensation, discipline, termination, and access to benefits and training.
This job description in no way states or implies that these are the only duties to be performed in this position. I understand that this document does not create an employment contract, implied or otherwise, other than an “at will” relationship.

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