Treble Cone’s a changing for the 2018 season with new names

Richard Birkby, new brand manager for Treble Cone, above the Motatapu Chutes.

It’s not so long ago that Treble Cone was making headlines for seriously upsetting the locals with some less than stellar branding and website decisions with ‘that logo debacle of 17.’

With the TC ski season a matter of weeks away, the Wanaka ski resort has been making changes for 2018 and no, we’re not talking the increased lift pricing. First it was a new mountain manager, Toby Arnott, former ski school director for NZ Ski. Today it’s a new brand manager, Richard Birkby, to manage the new direction for Treble Cone.

Word is the powers that be would like to take the resort upmarket and create a luxury ski experience lacking in the Australasian ski market. Though Falls Creek may already be cementing that position with their multi million dollar announcement today.

Either way we would assume you’d need to at least start by limiting ticket sales daily to come anywhere near the level of Deer Valley (who do limit skier numbers) or Beaver Creek who both have ski in ski out five star accommodation.

Richard Birkby is an experienced marketer with 20 years working for internationally-renowned brands in New Zealand, Australia and the UK and is keen to create a ‘cult brand’ in Treble Cone.

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If anyone can do it, his CV on paper says he can. He has held positions with HOST advertising and marketing agency in Sydney, was Group Business Director for Colenso BBDO and then Head of Brand and Marketing at Wanaka based Mons Royale before taking on a role with Southern Lakes Heli Ski and the Minaret Group last year.

“I moved to Wanaka because of Treble Cone,” he says. “I love TC because of the incredible terrain and also because of the community around it, and although I’ve had amazing roles since I’ve been in New Zealand, this is the one I’ve always wanted. This is my dream job.”

“What’s important about Treble Cone as a brand is that there are very few ski areas in this country that spark such an emotive response in people. The potential that represents for TC is enormous. People love this place.”

We’re certain this isn’t the last change for Treble Cone this season so watch this space.

Rachael Oakes-Ash is the name behind @misssnowitall and the founder of SnowsBest.com. A long time travel and lifestyle journalist and ski writer, she's been published in ESPN, TIME, Wallpaper*, Action Asia, Inside Sport, Australian Financial Review, Emirates Open Skies, Conde Nast Traveler and more. She was the Fairfax snow blogger from 2007 to 2017 and the Southern Hemisphere editor for OnTheSnow. Rachael is also a documentary producer, author, radio announcer and humorist.

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