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New Breckenridge Gondola Gets Name, Identity


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September 13, 2006

BRECKENRIDGE, CO – (News Release) – This winter, the perfect mountain town is getting its first gondola, and the brand new, 8-passenger beauty linking the town to Breckenridge Ski Resort finally has a name and an identity: the BreckConnect.

The BreckConnect Gondola is scheduled for completion during the 2006-2007 ski and snowboard season, creating a streamlined link to transport large numbers of visitors between the town and the ski resort’s base area at Peak 8 and, in the future, Peak 7. The fanfare in Breckenridge began earlier this year with final approval of the town’s first gondola, the BreckConnect, a joint venture between Breckenridge Ski Resort and the Town of Breckenridge.

“We are certain this gondola and logo will become a strong icon for the entire resort community,” said Lucy Kay, Vice President of Marketing for Breckenridge and Keystone Resorts. “Our town and mountain synergy has always been one of our strongest selling points. The logo conveys that simply and clearly,” added Kay.

Breckenridge-based agency Wilson Lass was charged with creating the identity of the BreckConnect Gondola. The new logo design depicts arrowheads pointing opposite each other at either end of the name “BreckConnect,” with “Breck” displayed more prominently in bolder type. The arrows represent the gondola’s connection of the Town of Breckenridge with the mountain and signify the direct route and speed of travel. The use of the term “Connect” was chosen as a compliment to Breckenridge Ski Resort’s popular Peak 8 SuperConnect chairlift, promoting continuity between the resort and the town.

“We’re honored to have been chosen as the marketing firm charged with creating Breck’s new gondola identity,” said Tony Wilson, co-founder of Wilson Lass. “As a local firm, we’re truly invested in the community and we’re thrilled to see this project come to fruition. Creating the logo is just icing on the cake,” added Wilson.

The BreckConnect Gondola will be one of the most modern gondolas in North America with seating for eight and room for ski and ride gear inside. The new gondola will start near the Breckenridge Transportation Center located in the parking lot right off historic Main Street and will eventually have terminals at both Peak 7 and Peak 8, providing an integral link for skiers, riders and visitors from town to the ski resort base areas. It will allow the ski resort and the town to upgrade the skier experience and improve the overall experience by reducing the number of people that need to be bussed to the mountain. Setting the stage for the planned developments on Peak 7 and 8, the 8-passenger gondola is expected to be completed by January 2007.

Right now, the ski resort plans to operate the BreckConnect Gondola in both the winter and summer seasons. It will have a ride time of approximately seven and a half minutes from the transportation center to the base of Peak 8 and will be able to carry 3,000 people per hour.

Breckenridge Gondola Facts:

–10 minute ride time from Transit Center to the Peak 8 terminal

–Two mid-stations at Shock Hill and Peak 7 base area (the Peak 7 station will be ready for the 2008-2009 season to coincide with opening of the new base area)

–7,592 ft. in length

–396.1 ft. vertical rise

–28 towers

–Capacity of 3,000 per hour

–121 cabins