Winter Park is Colorado’s longest continuously operating ski resort. A place rich in colorful heritage and superlative terrain. However, frequent changes in ownership and strategic direction have resulted in a brand without a center, and without a galvanizing purpose. Destination guests had no awareness of Winter Park, and the local perception was as fragmented as the ever-changing advertising campaigns. Our first assignment was to create a strong employee culture, uniting seasonal workers and 10-year veterans alike, that could consistently deliver on the new brand promise. The successful internal roll-out included a manifesto brand film, an employee handbook and rewards and recognition programs. From there, the new brand promise was externalized for both the local and destination markets. For the first time, all stakeholders, guests and employees alike, understood Winter Park’s core differentiation and reason for being.