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.
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.
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.
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.
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.
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.
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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