Industry Press Release

Verde Brand Communications Presents Marketing of the Backcountry at SIA


Panel discussion at SIA explores the industry’s marketing of the backcountry


Durango, CO (January 22, 2014) — Backcountry use has significantly increased in the last few years and manufactures, film makers and photographers are marketing the access and avalanches without a standard or consistent message.

During SIA, athletes, filmmakers and manufacturers will come together for an open conversation on marketing the backcountry. Moderated by Kristin Carpenter-Ogden, founder and CEO of Verde Brand Communications, the panel discussion takes place January 30th at SIA in Denver, Colorado.

Kristin Carpenter-Ogden, Verde Founder and CEO, stated, “Marketing the backcountry is an important topic to our industry and yet not discussed among colleagues. I am thrilled that Verde has the opportunity to moderate a well-informed panel and open this dialogue to the manufacturers, retailers and sales force at SIA.”

The panel includes: Tim Petrick, President K2; Devon O’Neil, journalist; Steve Jones, TGR Co-Founder, Executive Producer, Director; Jennifer Brill, owner of Silverton Mountain; Sam Bass, Editor-in-Chief of Skiing Magazine; Chris Davenport, athlete; and Ian Reid, Director Sportif Apex Mountain Products.

Date: Thursday, January 30, 2014

Location: Backcountry Area

Time: 12:00-1:00 p.m.


Moderated by Kristin Carpenter-Ogden

Panelist Biographies:

Tim Petrick is the President Global Sales, Marketing and Product Development at K2 Sports. He is responsible for the overall strategic direction for the global sales, marketing and product development of the 15 brands in the K2 Sports portfolio. Petrick has been with the K2 family on and off since 1992 and held positions as Vice President of Global Sales and General Manager. Prior to his current role at K2, Petrick was the President at Rossignol North America and the CEO for the US and Canadian operations of the Rossignol, Dynastar, Look and Lange brands. In 1989 he was the Vice President and General Manager at Olin Skis where he was responsible for global sales and marketing. As the Executive Vice President Product Development at Booth Creek Ski Holidings, Petrick made great strides in improving the quality and profitability of the entertainment opportunities, services, special events and ultimately, the guest experience at their seven resorts. In 1987 he was the Associate Publisher at Powder Magazine and began his illustrious ski career as a ski instructor and race coach.

Devon O’Neil is a writer based in Breckenridge, Colorado who covers skiing and other action sports for and freelances for magazines ranging from Parade to Outside to the Mountain Gazette. Before launching a freelance career, he worked as a daily newspaperman for five years, during which time his work was cited in The Best American Sports Writing anthology. Previously he worked as a counter-terrorism analyst in Washington, D.C. Devon has chronicled a 40-day expedition to pioneer skiing in Western Nepal, investigated a new way to predict weather, completed (and reported on) two weeklong races through Colorado’s backcountry, and profiled subjects ranging from the first black player in NHL