All this weekend, from Thursday to Sunday, Magic packs its gear into a pick-up and heads to the big city.
It’s hard to squeeze the Red Chair in there, so we left her behind. She was all dressed up and really looking forward to painting the town, er, yeah…red!
The event is the Boston Ski & Snowboard Expo and it’s a chance for Magic to get in front of the industry and consumers and tell her story. We will try not to stay out too late. But after handing out hundreds of coupons and information on 3-Packs, College passes and White-Out passes, it’s important to get together for some Magic après ski show fun, too! Did we pack the shot-ski?
Magic is on the rise.
Mountain management has been working hard for the last five years to get Magic in a position, both with its ski product and its finances, for reasonable growth and long-term sustainability. That time has come, with the last two years operating at break-even to slight profit. It ain’t been easy. And Jim and Matt deserve credit for making hard choices and getting Magic to the point where the co-op partnership is not needed for survival, but rather to make our ski experience even better through product improvements to snow-making, the lifts and the lodge.
This is the start of a new, more confident era, with a focused vision of what Magic is—southern Vermont’s most challenging mountain with a spirited skiing-first community. This is an original and real Vermont ski area and experience (we are not a fancy resort). And, Magic needs a brand identity that matches—and the most recent logo really was in conflict with the reality of who we are.
So to look forward with optimism, we also looked back to the best of Magic’s heritage. And from that, we built off an original 1960s logo with a prominent “M” helping form a mountain peak. Since Magic is first and foremost about its adventurous terrain, this is where we needed to again put our “stake in the ground”. Magic is not for everyone, and it is as important to realize what you are not, as it is to realize what you are. Magic is carving its own trail and does not need to appeal to everyone to succeed—there are too many big-time resorts there already. We are therefore boldly embracing our steep Vermont hill and its authentic community spirit with our revitalized big “M” for Magic’s community and a black diamond peak which completes the mountain shape as one unified symbol. For enthusiasts everywhere, Magic’s mountain is on the rise and the new logo is symbolic of both its original vision and promising future.
The new Magic website is designed to bring Magic’s personality to life by showcasing its awesome natural terrain and the community of skiers who make it happen. There is also more access to social tools to help visitors get to know and take part in our ongoing conversation, along with the inevitable highs and lows of being a real part of a skier-owned mountain.
Our community of Magic skiers, riders and staff welcomes you to the Magic 2011-12 season!
We are an intense group when it comes to the sport of skiing and snowboarding. We like a good challenge on the slopes and aren’t afraid of a little adventure off the slopes either. But, when it comes to everything that surrounds the sport, we’re pretty laid-back. Things don’t always go perfectly here—we take the good with the not-so-good, always try our best to put the best product on the hill and focus on having a great time with friends, family and all the people we meet on the slopes or in the lodge.
You’ll notice that Mother-Nature has a lot to do with what makes Magic so compelling. We try not to get in her way too much—but where a little help is needed; we try and make it happen.
Magic is the type of place where you never get bored and one which kids never outgrow. The conditions, the trails, the off-piste glades always bring an interesting challenge or new way-down each day. As you get better in your skiing or riding, you will find that this mountain gets better with you. The terrain here is something special and we encourage you, if you are new here, to ask someone in line to ski with you and show you around. We don’t have “ambassadors”, we have a community of skiers who enjoy making new winter friends and, if you’re lucky, they might show you a secret stash or two.
Our home page blog will keep you updated on what’s going on here—in real-time, once the ski season gets started. Thanks for coming!
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