Ski Utah Press Release

Public Relations Director

Ski Utah Announces POW Day - January 13, 2016

In September of 2015, Ski Utah announced their partnership with Protect Our Winters in efforts to raise local and national awareness around the cause of environmental responsibility. In continuation of these efforts, Ski Utah, Protect Our Winters and Discrete with support from Alta Ski Area and Snowbird Ski and Summer Resort will be hosting the first ‘POW Day’ on January 13, 2016 in Little Cottonwood Canyon.

Salt Lake City, Utah – In September of 2015, Ski Utah announced their partnership with Protect Our Winters in efforts to raise local and national awareness around the cause of environmental responsibility. In continuation of these efforts, Ski UtahProtect Our Winters and Discrete with support from Alta Ski Area and Snowbird Ski and Summer Resort will be hosting the first ‘POW Day’ on January 13, 2016 in Little Cottonwood Canyon.

“This day exemplifies the mission of Ski Utah, says CEO/President of Ski Utah Nathan Rafferty. “To have so many local and national partners come together to help support UTA and alternative transportation methods to our resorts with an environmentally conscious attitude is great.”

January 13, 2016 is not just another winter day. Based on over 50 years of snow data, this is statistically the snowiest day in Utah. To help praise The Greatest Snow on Earth®, on this day Ski Utah will be encouraging skiers and riders to carpool, take UTA or ride-share to help lower CO2 emissions, reduce traffic congestion and increase the overall awareness around environmental accountability. 

“We’re truly excited to be part of this inaugural POW Day carpooling event -  to help address the air quality issues in the SLC metro area,” say Chris Steinkamp, director of Protect Our Winters. “It's through events like this, that we’ll begin to change habits, showing everyone how easy and fun it can be, helping to make carpooling to the mountains second nature. Thank you to Ski Utah and all of the event partners for including us.” 

With support from Mountain Accord, a significant donation will be gifted to Protect Our Winters for each skier who signs up to be a POW member, takes UTA and/or carpools on this day. In an effort to urge guests to take alternative transportation, Utah Transit Authority (UTA) will be supporting the efforts of the event by providing free ski service up Little Cottonwood Canyon to Alta and Snowbird on this day. Also, if you carpool with 4+ people you will receive propriety parking at both Alta and Snowbird.

“It is so important for all users of the Central Wasatch Mountains to understand what it means to love these mountain to death,” said Laynee Jones, Program Manager for Mountain Accord.  “Efforts like POW Day are vital in getting the word out for users to do their part in carpooling, riding the bus or becoming involved in Mountain Accord efforts.”

To reward participants of POW Day, founder of Discrete Clothing as well as a Protect Our Winters athlete, Julian Carr, has personally designed a limited edition POW Day hat to be gifted to all who take the free UTA bus or carpool/rideshare that day. Also, on-mountain that day, Protect Our Winters athletes like Julian Carr and Forrest Shearer, will be available to take a few runs with guests who sign up to be a member of Protect Our Winters at the designated tents at the base of both Alta and Snowbird.

“As a native of Salt Lake City, the POW day is the coolest thing Discrete and myself has ever been a part of,” says Julian Carr founder of Discrete. “Lets rid that inversion!” 

If that wasn’t enough, please join Ski Utah, Protect Our Winters, Discrete, Alta, Snowbird, Mountain Accord, SNOCRU and Canyons Transportation at the Snowbird Tram Deck Plaza from 2-4 p.m. to learn more about environmental accountability from POW athletes, collect your limited edition SNOCRU POW water-bottle and a chance to win amazing prizes from participating partners.

Change starts now! Use Utah’s POW Day as a reminder to all, that taking public transit or carpooling to the mountains is not only a feasible option in Utah but also a great way to help make a difference. Use Ski Utah as a resource to find a bus route to your favorite Utah resort.

Pass it on, share this page and use #POWDayUT to help spread the good word!


About Ski Utah

Ski Utah is a membership association representing Utah’s $1.2 billion dollar winter sports industry, including 14 alpine ski resorts and a membership of over 250 industry partners. The organization has been creating brand awareness of and demand for the Utah winter sports product since its inception in 1978. Ski Utah’s primary functions are concentrated in marketing, public policy and public relations. Information about Ski Utah and its members can be found at, on Twitter @SkiUtah and on Facebook at

About Protect Our Winters 

Protect Our Winters (POW) was started in 2007 by pro snowboarder Jeremy Jones who witnessed first-hand the impact of climate change on our mountains. After having been turned away from areas that had once been ride-able and seeing resorts closed due to lack of snow, Jeremy saw a gap between the winter sports community and the action being taken by us all to address the problem. Snow-based recreation in the United States is estimated to contribute $62 billion annually to the US economy and supports over 940,000 jobs.  So when we look at the cost of inaction, it’s serious business. We are the environmental voice of the global snow sports community, united towards a common goal of reducing climate change’s effects on our sports, our industry and local economies through education, advocacy and community-based activism.  POW was founded on the idea that the collective power of the winter sports community is massive, and if we can all work together, the end result can be revolutionary. Together We Can Protect Our Winters.

Media Contact: Protect Our Winters: Chris Steinkamp: 

About AltaSnowbird 

Joined at the top by lifts and at the base by a free ski bus, AltaSnowbird has offered a shared skiing experience since 2001. AltaSnowbird is consistently recognized in the ski world for numerous “bests,” including the quality of the snow, the variety of terrain, accessibility, value and steeps. AltaSnowbird skiing encompasses 4,700 acres, 1,175 is beginner terrain, 1,755 intermediate and 1,770 advanced. Average seasonal snowfall is 560”. An aerial tram, 18 lifts and a tunnel provide access to world-class skiing just 29 miles from Salt Lake International Airport. The AltaSnowbird community has nine base lodges and 22 restaurants. There are also a number of condominiums and private homes for rent located conveniently on the road between Alta and Snowbird.

Media Contacts: Alta Ski Area: Connie Marshall: Snowbird Ski & Summer Resort: Brian Brown:

About Discrete Clothing


Headquartered in Salt Lake City, UT, Discrete produces casual outdoor gear and apparel for outdoor enthusiasts. Focusing on an authentic love for the outdoors, evolved products, innovation into dynamic events and partnerships and respect for high level athletics, the brand is committed to providing quality products at a 100 percent guarantee. To learn more, visit or follow us on Instagram, Facebook, Twitter and YouTube.

Media Contact: Discrete Clothing: Julian Carr: 

About Utah Transit Authority

Established in 1970, UTA has become a multi-modal transportation leader that is 100 percent accessible with a fleet of more than 600 buses and paratransit vehicles, 400 vanpools, 146 light rail vehicles, 63 commuter rail cars and 18 locomotives.  UTA operates in six counties along the Wasatch Front, including 36 miles of light rail in Salt Lake County and commuter rail from Salt Lake City to destinations in Davis and Weber counties.  In 2011, UTA carried riders on more than 41 million trips. 

Media Contact: Utah Transit Authority: Remi Barron:

About Mountain Accord

Mountain Accord is a gathering of more than 20 representatives from political, community, business and environmental groups all coming together to build a plan that will allow generations to use, enjoy and preserve the Central Wasatch mountains.  The initial Accord was signed into agreement with Phase II of the Accord beginning in January 2016. For more information about Mountain Accord, visit

Media Contact: Mountain Accord: Mike Grass: