The secret is finally out.
Our new business, Gibbons Life, will be featured in a new reality docu-series called Aprés Ski, which will premiere on Bravo this fall. It’s been a very exciting week for our company. It feels like all the pieces are coming together, that we’re on the verge of something new and exciting.
For us in the Gibbons company family, this has been a long time in coming. For many others, however, it begs the question: how did this all happen? How did an upstart little division of the Gibbons Whistler company suddenly star in its own TV series, to be aired across the U.S., when it was barely more than a concept on an office whiteboard a few months ago.
Gibbons Life was born about a year and a half ago. Our idea was to create a travel company that would entice people here for a first-class, authentic, personalized Whistler vacation, showcasing all the hidden gems that make this place North America’s number one ski resort. It was designed to target an upper class demographic — professionals in the 30-plus-age bracket. We were after people who wanted to have fun and make the most out of life on their Whistler vacation, and had the means to do so. We felt we could give them just that.
To be perfectly honest, this was no altruistic move. We’re in business after all and we felt there was a gap in the marketplace. Who was going after this niche market? Against this backdrop, Bravo came knocking on our door. They were looking to do a show on a cool Canadian town and Whistler was on the short list. It wasn’t long before Whistler was number one.
One thing led to another and pretty soon Gibbons Life was to be the platform to tell the story — handpicked concierges would take guests on a Gibbons Life kind of vacation and Bravo would film it all in a reality-style format.
This was something way out of our wheelhouse. Doing business in front of a camera? Reality TV? Bravo?Yet, there was something serendipitous about it all. This was the chance to take our Gibbons Life idea and propel it forward beyond our wildest imaginings.
Opportunities like this are once in a lifetime. What would you do if an opportunity like this came knocking on your door?
Welcome to the top of the world, where they ski all day and party all night. #ApresSki premieres Monday, November 2 @ 10/9c!
Posted by Aprés Ski on 17. rujan 2015
This was an invaluable advertising package, along with the chance to be in 92 million homes across the U.S. with a target audience that was right up our alley. This was the chance to showcase Whistler and all it has to offer. This wasn’t just about the Gibbons brand anymore. It was much bigger than that.
How could we say no?
There were two main conditions on our end. The show could not negatively impact any Gibbons employees, and it had to showcase Whistler in the best possible light, all its beauty and unique character. It has been quite a journey so far.
Taking part in Aprés Ski has only reaffirmed our belief, now more than ever, that our target demographic in Whistler should be professional adults, with a high disposable income, who are coming to party and have a good time, both at night and during the day. They are the ones who have money to spend in our award-winning restaurants, in our high-end stores, on our mountains and off. They are the fuel that feeds this business machine, the secret recipe to the success of this resort. Isn’t this what Whistler has always been about — living life to the fullest in these magical mountains?
We’ll leave it up to you, the audience, to decide.
Aprés Ski will air on Bravo on Nov. 2.
Feature Photo: Mike Crane – Tourism Whistler