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Carving A New Path in North Denver: SideCar Teams Up with SNÖBAHN

At SideCar PR, we’re used to taking on events of all stripes for our clients across the commercial real estate and development space, but an indoor action sports training facility was definitely a new challenge – and one we were stoked to take on!

SNÖBAHN is a Colorado business founded by Sadler Merrill that offers an accessible and affordable way to enjoy winter and summer action sports, regardless of ability or age. Their first location in Centennial opened in 2016, and their subsequent growth and success enabled them to expand their reach and ability to inspire a life of adventure among more people.

When SNÖBAHN approached SideCar to support a ribbon-cutting event to celebrate the opening of its new Thornton facility, we immediately got to work planning how we could elevate the grand opening experience in a way that reflects SNÖBAHN’s unique identity and cutting-edge approach to action sports training. Some ways we went beyond the traditional ribbon-cutting:

  • 🎉 Citywide Celebration: We coordinated special remarks from the Mayor of Thornton and other city officials during the grand opening, in addition to securing a city-wide declaration of “Winter Sports Appreciation Day” to recognize the importance of winter sports and the essential role companies like SNÖBAHN play in Colorado’s winter sports legacy.
  • ⛷️ Shredding the Ordinary: Instead of a standard ribbon cutting, we coordinated with our client to bring in celebrity athletes Bode Miller and Chris Anthony to perform a commemorative first run down SNÖBAHN’s indoor slopes by shredding through a breakaway banner—a twist on the classic ski lift opening tradition.

The event was a huge success, generating more than 20 earned media placements in one month across the most high-profile media outlets in Colorado and the snowsports industry, including the front page of The Denver Post and Denver Gazette, and broadcast features in 9 News and Denver 7, totaling over 77 million media impressions with an estimated ad value equivalency of more than $780K.

Following the successful launch, SNÖBAHN is well on their way to becoming a go-to hub for action sports training in Colorado and beyond. We are thrilled to have collaborated with such a wonderful team. If you’re in the neighborhood, be sure to check out the new location!

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