All posts by Robert Payne

Multichannel marketing and communications professional with a proven ability to deliver award-winning campaigns that inspire action from difficult to reach and discerning audiences. • I’ve exceeded benchmarks time and again across programmatic and social media buys. • Empowered sales teams with tightly integrated lead funnels and lifecycle management solutions leveraging Salesforce.com. • Know how to craft a compelling narrative and have won over a dozen video production awards in the past 5 years. • Served on both the interactive agency and client side, and I am a highly capable sparring partner for any marketing professional whether B2B or B2C. Most recently, I helped the Georgia Department of Economic Development attract new business both domestically and in 12 strategic markets around the globe. In the 7 years I ran Georgia’s global marketing efforts, we were selected as the #1 State for Business by Site Selection magazine, and its database of site consultants, for an unprecedented 7 years in a row. Jobs and investment grew steadily YOY due to a healthy pipeline of prospects. In addition, the Department’s commitment to marketing over that same period of time grew more than 300% because the ROI was clear and measurable. I also managed a team of 5 and 4 agency relationships for interactive, pr, traditional and video production. My online marketing career started with the direction of email marketing and web campaigns for Mandalay Resort Group, resulting in several awards for creative execution and exceptional return on investment. This caught the attention of the interactive marketing company, Twelve Horses where I directed their corporate marketing, advertising, and public relations efforts, as well as provided strategic consulting for travel/tourism clients such as Park City, Heavenly Mountain Resort, and America’s Adventure Place. Leveraging my experience with media and multi-channel marketing technology, I went on to lead the marketing and branding initiatives for SAXOTECH (now NEWSCYCLE), a global provider of content management platforms, circulation systems and advertising solutions for the media industry. I’ve worked in sales, marketing, advertising and public relations for a variety of other companies, including Switchback PR & Marketing, Stoel Rives LLP, Preferred Capital Corporation and Patagonia. I have an MBA with a specialization in Marketing and a BA from Clemson University. Side hustle: My photography has appeared in countless ads, brochures, and marketing campaigns.

High Sierra Ski Tour

The High Sierra Ski Tour is often described as one of the most spectacular ski tours in the world.  It is certainly an awe-inspiring journey through California’s Sierra Nevada Mountains and is composed of towering peaks, incredible vistas, and vast terrain. You will encounter steep traverses, long ski descents, and various mountaineering challenges one would expect in remote, snow-covered mountains at elevations upwards of 13,000 feet.

This undulating, high-altitude journey starts outside of Independence, California at Symmes Creek, follows the boundary line between Kings Canyon and Sequoia National Park, and culminates 45+ miles later in Wolverton and the giant sequoias. Before you finish you will have crossed at least 8 mountain passes with half of them serving up steep ascents, and half of those potentially requiring ice axes and even crampons if it is icy.

Most guide services rate the tour as Class III-IV, and the preferred length of time is 5 nights and 6 days. However, keep in mind that ratings and time can be elevated because of difficult conditions such as blinding snow, bulletproof ice, or if you are simply not prepared to carry a heavy pack over the course of several days at high altitude. Furthermore, if you are not familiar with the route, and relying on a topographic map to guide you, this can also make the trip more difficult.

Coordinating the shuttle is no easy exercise either. We commandeered a ride from Lake Tahoe south on Highway 395 to Independence, and then scheduled a shuttle pickup through Sequoia Tours to be picked up at the Wolverton trailhead and driven to Visalia, California. As an aside, we also shipped a box of clean clothes and toiletries to the tour company, and managed to work out a shower in the Park. Larger groups can schedule a flight out of Visalia to take them across the Sierras either before or after their trip, and it runs about $1400 for an 8-passenger plane.

This is by no means meant to serve as a complete guide. Before attempting this trip purchase John Moynier’s, Backcountry Skiing: California’s High Sierra, as well as the appropriate topographic maps. A permit is also required.

Starting at the base of the Eastern Sierras, the trail meanders quickly up through the sagebrush along the creek bed and soon enters the John Muir Wilderness Area. It is possible to see Big Horn Sheep, for their meandering trails are evident in several places. It is quite a push to make it in the first day, approximately 5,000 vertical feet, but the recommended place to reach for the first night is Anvil Camp. That way you are poised to tackle Shepherd’s Pass the next morning, and it sets you up to cross the remaining passes during the most ideal conditions before the snow has the potential to get icy.

Shepherd’s Pass is quite steep and will no doubt require boot-packing to get to the top. If it has recently snowed or sun-affected you should be wary of avalanche danger. From the top you will ski a gentle, westerly descent until you are skinning again and making your way towards Milestone Peak.

Milestone Basin is absolutely beautiful, and Milestone Peak is unmistakable with its chimney tower. The key thing to know about crossing Milestone Peak is that you will proceed left of the summit even though it appears as if you want to go right. There is some exposure here, for you will be crossing above a cliff, so it is a good time to make use of that ice axe you’ve been carrying.

From the top you will ski down Milestone Bowl towards Colby Pass. Here is where we made the mistake of going too far and dropping down to the Kern River. Make sure you head right before the last drop down through the trees to the river basin. For us, this is where the weather turned and it began to snow. Visibility became poor, and it was definitely a challenge navigating the confusing terrain. That night we set the tent up in the snow and wind, but by morning it was clear and beautiful with several inches of fresh snow on the ground.

After you cross Colby Pass your next challenge will be the long traverse around and up over Triple Divide Pass. The Pass is further than you think, so continue to the far end past the prominent peak to your right. You’ll know you are headed in the right direction because the juncture is aptly named. The three divides that separate the Kaweah, Kings, and Kern Rivers come together at this point, and it is impressive to see with breathtaking views all around.

It is at this point that you ski down towards the Glacial Divide. The beauty of this place is inexplicable, and the size and distances of the mountains are enormous. Traverse across the Divide towards the obvious Fin Peak, and cross over Fin Pass.

Things get  a little confusing here and the guide book nor the topographic map are all together helpful. After skiing down it seems natural to head immediately right with Hamilton Dome on your left, but you actually traverse around the left side of the dome and its neighboring peak, cross over Coppermine Pass, then the Horn, and into the Tablelands.

The Tablelands tempt you to ski down into the midst of them, but it is best to stay high and traverse around them. I am quite sure there are other ways to proceed through this chaotic jumble of rock outcroppings and snow, but I am not aware of the route. Eventually you will reach Pear Lake.

From Pear Lake it is a fun descent down past the Pearl Lake Hut. It is possible to reserve the Hut during the winter, and it comes complete with a pellet stove, bunks, and tons of great skiing and beautiful scenery all around you.

From the Hut you are faced with the last ascent of the trip called, The Hump, but before you know it you are meandering down through the woods towards Wolverton.

  Gear & Tips:

  • Skis – Karhu Jak BC
  • Bindings – Fritschi Diamir Freerides
  • Ski Boots – Scarpa Alpine Touring Boots
  • Take only that which is necessary for a light pack is crucial. Backpack items included:
    • Ice Axe
    • Crampons
    • Mountain Hardware Skyview Tent (fly, drop cloth, and poles only)
    • Mountain Hardware 20 degree sleeping bag
    • Therm-a-rest (No Chair Kit!)
    • 1 Stainless Steel Cooking Pot
    • MSR Superfly Stove
    • 3 MSR IsoPro fuel canisters
    • 2 lighters
    • 1 Spoon
    • Plastic mug with lid
    • Headlamp and 4 extra batteries
    • Mammut Barryvox Tranceiver
    • Metal Shovel
    • Black Diamond Probe
    • Skins
    • Skin wax (take a small block; the spray will freeze)
    • Wide-mouth water bottle
    • First Aid kit
    • 70 spf sunscreen (still got roasted)
    • Patagonia clothing
      • Das Parka
      • Shell
      • Ski Pants with side zips and gators
      • Mid-weight Capilene Bottoms
      • Mid-weight Capilene Top
      • 2 Silkweight T-shirts
      • Silkweight boxers
      • 3 Superlite ski socks
  • Depending on the time of year (Trip date: April 5-10, 2008), you very well may discover thin to non-existent snow for the first 4,000 feet. Unless you really enjoy wearing your ski boots, you might consider taking an old pair of tennis shoes to wear for the initial climb up towards Shepherd’s Pass. The most responsible course of action would be to pack them all the way to the end; however, some skiers do opt to leave their shoes at Anvil Camp in hopes that someone coming from the other direction will pack them out and throw them away.
  • The ski route is often called the High Sahara Route because of the lack of liquid H20. Nevertheless, it is important to stay hydrated. Whenever you pause for a break take time to mix snow in with the water in your water bottle. If the sun is out and air relatively warm, do your best to melt snow in your water bottle on the outside of your pack. Keep your water bottle in your sleeping bag at night.
  • Food
    • Dried noodles & soups
    • Dried potatoes
    • Jerkey
    • Cheese
    • Dried cranberries & blueberries
    • chocolate
    • Clif – bars, shot bloks, luna moons
    • EmergenC

Save Our Wild Horses

WildHorse In case you have not heard, there is a very heated issue erupting here in Nevada around the protection of wild horses. The Department of Agriculture has plans to round up hundreds of wild horses for slaughter because they claim the horses are starving and do not have enough land. What is perplexing is that no one has witnessed any starving horses, and instead only seen healthy horses grazing in plentiful pastures. And regardless if there was a population problem, surely more humane practices could be implemented like relocation and sterilization of some of the herd, which have been intermittently used.

Celebrities such as Willie Nelson and Snoop Dogg have done radio spots urging people to call Governor Jim Gibbons, (775) 684-5670.

Listen to the radio spots here:

Willie Nelson

Snoop Dogg

Protestors gathered outside the Nevada Capitol yesterday holding brooms and plungers emphasizing their desire to see the Department of Agriculture “cleaned up.” Media outlets all over the West have picked up the story including:

Also, you might want to check out what this local Nevada blogger has to say. Clearly, this is an important issue to many people and rightfully so. The horse is an integral part of this Nation’s history and an iconic symbol of the West. And might I add, GREAT FOR TOURISM IN NEVADA.

You might remember a blog post we did back in November 2006 regarding the American Horse Act. This issue hits close to home. You don’t come to work everyday for a company called, Twelve Horses, and not on occasion think about why you built your brand on that name.

We will bring more information to you as we receive it. You can also visit http://kbrhorse.net/news/vre-nda11.html 

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Spring in Lake Tahoe is one of my favorite seasons. Snow still blankets the mountains of the Sierras, and the lower elevation rivers rise as the days grow longer and warmer. It is this time of year that I find myself having to make the difficult decision of skiing vs kayaking.

As I prepare for an upcoming California road trip, I can tell you that the gear I am planning on taking is getting a bit overwhelming. Just thinking about trying to fit it all into a little biodiesel powered VW TDI has me wondering if I need a semi-truck.

No matter what the weather dictates, I inevitably find myself catching up on whitewater community sites like boof.com and americanwhitewater.org, as well as looking through old kayaking photos to remind myself that I still know how to boat. Here is a little slideshow  of some kayaking” I have accumulated from years past. Can you tell which ones I took with an old 35mm camera and slide film and then scanned?

Social Media for Ski Resorts

Anyone that knows me or visits this blog from time to time has a pretty good inclination that I like to ski. Fortunately for me, I also get involved with a certain amount of ski resort marketing as part of my job. One resort in particular that I work closely with is Heavenly Mountain Resort.

Heavenly has a great team of individuals over there who are busy pushing out a lot of great content in the form of blog posts, Flickr photos, and video. Why? To bring as much of the mountain experience to you as possible. I can tell you that it works, and if you want some more education as to why it works you can read this post and the post it links to as well.

Another cool example of social media comes from another one of my favorite Lake Tahoe ski resorts – Alpine Meadows. They have put together a really cool social media page that lays out all of the various places you can interact with them. Sites include:

Why so many? Because people are individuals with individual preferences. They want to learn, experience, and interact with a brand in the channel they see fit and enjoy the most. Alpine and Heavenly are simply doing their best to satisfy those preferences, as well as understand their customers better. They will probably add more, for there are more.

You can find me on all of these sites. Unfortunately, I can’t be on the hill all the time, but the next best thing is hopping online to interact with the mountain, finding out what is going on, and getting stoked for the next time. The social media tools these two ski resorts are making use of help me do it.

Fancy Fingering

In my last blog post I took the liberty of complaining about my irregular writing schedule of late and the significance, or insignificance, of it. Some of you called me to task in the comments, while others preferred to bring it up in private with me. Either way, it got me thinking.

If I could get this Chinese woman to quit her day job at Epcot, maybe she could do dictation for me? I bet she can type faster than me, and it would certainly make my life easier when it came to regular blog postings.

Actually, I remember sitting there filming her, watching her hands, and I began to consider all of the tourists around her and the fairly faux surroundings. I wondered if she ever imagined as a young woman that this is where her talent would be directed? She captivated me for a moment, and then I went out and bought something plastic. Then I returned and realized that she was creating greater awareness about her culture, and it was up to those that wanted to listen and feel it; or not.

Who Gives a Damn?

My frequency of blog posts has been utterly pathetic as of late.

It is not like I haven’t been getting out and about. In fact, in the past three weeks I have surfed in Sebastian, Florida, attended an art show and an oyster roast in Charleston, South Carolina, and worked and skied in Reno-Tahoe.

Certainly plenty to write about.

In fact, as I type I am getting ready to leave for Salt Lake City in the morning for additional work related activities, as well as some long overdue skiing in the Wasatch Mountains with good friends.

Still, that is little excuse for not writing.

Maybe it is because I am often busy allocating words to my company’s blog, press releases, web copy, marketing plans, and magazine articles?

I suspect that still doesn’t warrant my flagrant inattention to my own personal pursuits.

Or, is it because I don’t think you really give a damn about all of that, and believe you’d rather poke your eyes out with a burning stick than read all this nonsense about how I think I am significant to anything meaningful in your life?

Instead, how about a ski picture I took in Tahoe on Saturday while backcountry skiing? Yes, that’s better…

NoName2

Ski Resort Marketing

In order to truly understand a brand it helps to experience it firsthand.

HeavenlySnowboarder When we at Twelve Horses are not busy geeking out on the web, many of us here are charging hard somewhere in the outdoors. Whether it is around Lake Tahoe and the Sierra Nevada range that rise above our Reno office, or the Wasatch Mountains that tower above our Salt Lake City location, a common means of experiencing these environs is on a pair of skis or a snowboard. Come visit us and you’ll find that the last powder day is a common conversation around the water cooler. Even as I type this blog post apres ski session, I am looking out across big, beautiful, snow-laced Lake Tahoe and looking forward to the next time.

This company culture is undoubtedly a major contributing factor as to why we service so many destination and sports marketing clients. Passion for these pursuits permeate our client work and online marketing endeavors such as brand building, web design and development, email and multi-channel marketing, social marketing, and search engine optimization. It works well because we are marketers and technologists that are a part of the target snow sport audience. 

When I came across this blog post titled, Seasonal SEO and Online Marketing for Ski Resorts, I couldn’t resist beating our own drum. Not only is it an informative and well-written post on online marketing for ski resorts, but it also touches upon one of our clients that we have serviced for more than 12 years – Heavenly Mountain Resort. It is a great compliment, but it also gives you a window into what we have been doing for them. Here is an excerpt.

Heavenly Resort in Lake Tahoe is perhaps the best example of a ski resort with an effective online marketing strategy. They are relatively well optimised for search and have good visibility in the search results. They have developed a MySpace profile and their website offers a range of initiatives including videos, daily podcasts and RSS feeds for their interactive blog, mountain condition updates and their own TV show.

Our work for Heavenly has also garnered several awards including a Web Award, ADDY, and California Travel & Tourism Award, and this success stems from a well-designed website that relies on the right online tools to reach and resonate with a global customer base. But I also believes that it comes from a deep and personal understanding of their brand.

See you on the hill!

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Video Video Video

With the proliferation of online video there is no question that it has become a preferred method for communicating a message. How many of you would prefer to spend 4 minutes watching a video as opposed to 4 minutes of reading straight text? {Except for this of course! ;~)}

We recognize the importance of it and are actively blending video into various social and interactive marketing campaigns for our clients; for example, websites, landing pages, mobile devices, and social networks like YouTube and Facebook.

This content can also be extended to sales teams to help illustrate a particular product, service, or the unique value of the company they represent. It can be used at a tradeshow, powerpoint presentaion, or live on your iPod for that perfect moment when it can compliment a particular point you are about to make.

It might even be something that serves to personalize your brand and communicate something a little deeper, as this video shows.

Well, now there is another way. Google recently announced they are beginning testing for video ads on search results pages. For now it is no more expensive than the usual CPC you would make. This marks a new means of delivering targeted, measurable messages in a rich format, and it is something you should consider as part of your SEM campaigns.

Let ‘em see it!

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I’ll Have Another…or Not?

The one thing the Tampa Bay area is in no short supply of is good music.

Friday night I took in a little bluegrass at Jannus Landing in downtown Saint Petersburg, Florida. Lots of crunchies and self-indulgent ragers running around, but Yonder Mountain String Band laid it down and it was well worth going.

On my way to the bar I took a special interest in this sign and decided to snap a photo. I made a few more trips to the bar, and then some time later found myself in front of Photoshop.

In the animal kingdom certain colors say poison, others say sex. We humans are creatures of color with response dictated by a combination of nature and nurture.

What is interesting to me is that each image has it own decidedly different feel. The composite might be an onslaught for some, but either way the combination of message and hue draws the eye.

What do you see after a few of the old Makers Mark?

Helpful Blogging Tool for Posting Rich Content

Quite a number of our clients use blogs for business to establish an online presence and publish informative and searchable content to the web. Of those blogs/websites, we always use WordPress because of the flexibility for custom design and access to a seemingly endless array of community applications.  As powerful as WordPress is, it is not always the easiest application to use for non-technical business owners and employees who want to provide more than just text and links. However, there is a solution.

Windows Live Writer is a free, downloadable desktop application that runs on your Windows PC and allows you to publish pictures, videos, and other rich content to your blog/website. There are also a number of useful free extensions available that you should check out if this is of interest to you.

As an example, I will use it to show you some recent blogs/websites that we have launched in the past week or so.

Here is an example of how you can use Windows Live Writer to create a table, format, insert pictures and links. No html knowledge required.

Business Location Business Type Website
Red Rover Corvalis, Oregon Software RedRover
Eagle Gate Salt Lake City, Utah Education EagleGate
SouthernLINC Atlanta, Georgia Telecom SLINC
Big Valley Honda Reno, Nevada Retail BigValleyHonda
The Godfather Las Vegas, Nevada Entrepreneur GodFather
International Bank Concord, New Hampshire Finance InternationalBank

You can also use it to insert videos or maps. I’ll just stick to the same example as above and show the locations of these particular clients.

View Larger Map

You can also input tags that specifically relate to your blog post, which help with search engine optimization.

tags:

When you are ready to publish your post, simply click Publish, and it will also do a quick spell check for you. If you are not ready to publish yet, simply Save Draft for later, or set the publish date and it will post automatically. There are several other handy little features for you to explore and find on your own.

To get started, simply go to the Windows Live Writer page to download it. Once you have installed the application, go to “Weblog” in the upper navigation and select “Add Weblog Account.” There you will be asked to give the url of your blog, as well as your username and password. That’s it! You can even add other blogs if you like. It will detect the styles, plugins, categories, and recent posts for each one.

A key component of a successful blogging strategy is doing it fairly frequently The more empowered you and your colleagues are to publish content to the web the more likely you are to do it. I hope this helps.

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