Ski Utah Press Release

Public Relations Director

Ski Utah Partners with Backbone Media

Ski Utah has teamed up with Backbone Media as its public relations agency of record.

Salt Lake City, UT (August 27, 2020) — Ski Utah, the marketing arm of the Utah Ski and Snowboard Association, has teamed up with Backbone Media as its public relations agency of record. The lifestyle agency will lead public relations efforts for the organization, working with media to highlight the destination’s distinctive resorts and partners.

Ski Utah’s membership is comprised of Utah’s 15 ski resorts located within the state, along with visitors bureaus, lodging partners, transportation providers, retail shops, restaurants, and a variety of local businesses. The organization has worked to create awareness and demand for the Utah winter sports product since its inception in 1975, and its primary functions are concentrated in marketing, public policy and public relations.

“Our goal is to inspire skiers and snowboarders of all abilities and backgrounds to choose Utah when planning their next ski trip,” said Anelise Bergin, director of digital marketing and communications at Ski Utah. “Backbone’s work and relationships within the active lifestyle, travel and tourism, and endemic ski space provide a strong platform to tell Ski Utah’s story.”

The terrain in Utah is notably diverse and accessible, with ten of its 15 resorts under an hour from the Salt Lake City International Airport. Utah’s resorts also boast The Greatest Snow on Earth®, thanks to the state’s consistent, high-quality snowfall. With a mix of independently owned ski resorts, Epic and Ikon pass accessible mountains and a distinct mountain culture, Utah offers a variety of options for skiers and travelers.

“Ski Utah is a dream client for many people on the Backbone team,” said Penn Newhard, president at Backbone Media. “We’re a group of passionate skiers that live in Colorado, but we head to Utah every chance we get.” 

For more information about Ski Utah, visit Through their website and social channels, visitors can sign up for powder alerts, follow snow reports, and find more information on lodging, restaurants, ski passes, and inspiration and ideas for their next vacation. 


About Ski Utah: Ski Utah is the marketing arm of the Utah Ski & Snowboard Association and has been creating brand awareness of and demand for Utah's winter sports product since its inception in 1975. The organization’s mission is to inspire the world to ski Utah. Ski Utah also owns and maintains, where visitors can find the most up-to-date snow and travel information.

About Backbone Media: Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, social media, and affiliate marketing. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has consistently been named one of Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit

Media Contacts:

Jordan Gover
Senior PR Account Manager
970.963.4873 |

Anelise Bergin
Director of Digital Marketing & Communications
503.739.3808 |