SKIING HISTORY
Editor Kathleen James
Art Director Edna Baker
Contributing Editor Greg Ditrinco
ISHA Website Editor Seth Masia
Editorial Board
John Fry, Seth Masia, John Allen, John Caldwell, Jeremy Davis, Kirby Gilbert, Paul Hooge, Jeff Leich, Bob Soden, Ingrid Wicken
Founding Editors
Morten Lund, Glenn Parkinson
To preserve skiing history and to increase awareness of the sport’s heritage
ISHA Founder
Mason Beekley, 1927–2001
ISHA Board of Directors
John Fry, Chairman
Seth Masia, President
Wini Jones, Vice President
Jeff Blumenfeld, Vice President
John McMurtry, Vice President
Chan Morgan, Treasurer
Einar Sunde, Secretary
Richard Allen, Skip Beitzel, Michael Calderone, Christin Cooper, Art Currier, Dick Cutler, Chris Diamond, Mike Hundert, David Ingemie, Rick Moulton, Wilbur Rice, Charles Sanders, Bob Soden (Canada), Betty Tung
Presidential Circle
Christin Cooper, Billy Kidd, Jean-Claude Killy, Bode Miller, Doug Pfeiffer, Penny Pitou, Nancy Greene Raine
Business & Events Manager
Kathe Dillmann
P.O. Box 1064
Manchester Center VT 05255
(802) 362-1667
kathe@skiinghistory.org
Membership Services
Laurie Glover
(802) 375-1105
laurie@skiinghistory.org
Corporate Sponsorships
Peter Kirkpatrick
(541) 944-3095
peterk10950@gmail.com
Skiing History (USPS No. 16-201, ISSN: 23293659) is published bimonthly by the International Skiing History Association, P.O. Box 1064, Manchester Center, VT 05255.
Periodicals postage paid at Manchester Center, VT and at additional mailing offices. Postmaster: Send address changes to ISHA, P.O. Box 1064, Manchester Center, VT 05255
ISHA is a 501(c)(3) public charity. EIN: 06-1347398
Written permission from the editor is required to reproduce, in any manner, the contents of Skiing History or skiinghistory.org, either in full or in part.
Ads From the Past: K2
It was 1971 and K2 Corp. was just four years old (it was incorporated in 1967). Founder Bill Kirschner and marketing VP Chuck Ferries had just hired a new advertising agency headed by art director Terry Heckler and copywriter Gordon Bowker. No one had seen anything like their K2 ads: no glam skiers, no studio product shots. Instead, to set the brand apart from its European competition, the team went for Americana: barnside advertising, rural filling stations, fast-food franchises and even a goof on Stanley Kubrick’s 1968 film 2001: A Space Odyssey. This one, from the September 1971 issue of SKI Magazine, translates a quote from Cicero, Salus populi supremo lex esto. In the United States, during the Depression era, it was widely used as a motto for local governments and state law schools, but it has a subtly subversive subtext: At the time of the English Civil War it was used by some of the Roundheads (militant Protestants) who overthrew Charles I, and for some had “leveller” connotations (levellers advocated redistribution of wealth, even abolition of private fortunes). That same year, Bowker and two partners opened the first Starbucks café. Bowker named the company and designed its logo. Extra points if you can identify the city. It’s not New York. —Seth Masia
Table of Contents
2020 Corporate Sponsors
World Championship
($3,000 and up)
Alyeska Resort
Gorsuch
Intuition Sports, Inc.
Obermeyer
Polartec
Warren and Laurie Miller
Snowsports Merchandising Corporation
World Cup ($1,000)
Active Interest Media | SKI & Skiing
Aspen Skiing Company
BEWI Productions
Bogner
Boyne Resorts
Country Ski & Sport
Dale of Norway
Darn Tough Vermont
Descente North America
Dynastar | Lange | Look
Fairbank Group: Bromley, Cranmore, Jiminy Peak
Fera International
Gordini USA Inc. | Kombi LTD
HEAD Wintersports
Hickory & Tweed Ski Shop
Mammoth Mountain
Marker-Völkl USA
National Ski Areas Association (NSAA)
Outdoor Retailer
POWDR Adventure Lifestyle Corp.
Rossignol
Ski Area Management
Sun Valley Resort
Vintage Ski World
World Cup Supply, Inc.
Gold ($700)
Race Place | BEAST Tuning Tools
The Ski Company (Rochester, NY)
Thule
Silver ($500)
Alta Ski Area
Clic Goggles
Dalbello Sports
Deer Valley
Ecosign Mountain Resort Planners
Hertel Ski Wax
Holiday Valley
Hotronic USA, Inc. | Wintersteiger
MasterFit Enterprises
Metropolitan New York Ski Council
Mt. Bachelor
NILS, Inc.
Portland Woolen Mills
Russell Mace Vacation Homes
Schoeller Textile USA
Scott Sports
Seirus Innovations
SeniorsSkiing.com
Ski Utah
Snow Time, Inc.
Sports Specialists, LTD
SympaTex
Tecnica Group USA
Timberline Lodge & Ski Area
Trapp Family Lodge
Vuarnet
Western Winter Sports Reps Association
For information, contact: Peter Kirkpatrick | 541.944.3095 | peterk10950@gmail.com
ISHA deeply appreciates your generous support!