Brand Storytelling
Content Development
Copywriting
Strategy
Our brand storytelling work with CMH went deep, including an extensive project to bring out the unique identity of each lodge through travel-guide-style descriptions. We interviewed CMH sales agents and applied our deep knowledge of BC powder ski culture to craft descriptions designed to attract the ideal skiers and snowboarders to each location, from the storied Bugaboos and Monashees to the culturally rich Kootenays or the internationally famous Bobbie Burns.
From our own travels and the reports back from CMH agents, guides and our ski industry networks, we crafted two additional paragraphs for each travel guide that focused on terrain and snowpack to provide an overview of the type of skiing and riding at each legendary location. Like many plans, the pandemic challenges delayed the rollout of the new narrative descriptions for three years but they launched just in time for the winter 22-23 season on the new CMH.com DTC site, bringing a new targeted approach to attracting the right skiers and snowboarders to the right CMH destination.
Our Kootenay operation lives up to the illustrious ski reputation of its namesake region in interior British Columbia. With close proximity to Valhalla Provincial Park and sitting near the shores of Upper Arrow Lake — an extension of the 2,000 km Columbia River — this in-town location is a snowy sweet spot central to a region famous for cat ski operations, heli-skiing tenures, and high volumes of low-density powder. It has an alternative, maverick, ski-bum streak that has created some of the most culturally distinct and creatively influenced mountain town cultures in the world.
What calls guests back each winter to CMH Kootenay is the powerful combination of brag-worthy terrain and predictable storm cycles. Kootenay draws keen powder skiers and riders eager for a small taste of Interior BC culture but also looking to challenge themselves run after run. The youthful atmosphere balances semi-responsible post-ski drinks with an attitude eager to get after it each morning. You can expect to lap featured lines or learn to stick that first pillow drop, and ski or ride at a swifter pace reflective of the three-group structure at Kootenay. If you’ve only ski-toured or cat-skied in the area, CMH Kootenay will change your outlook on vertical footage forever.
The story of CMH Kootenay is fun, featured lines. With a far-reaching tenure that straddles both the Selkirk and Monashee mountain ranges, CMH Kootenay skis like a deep, pillowed playground. With consistent fall line, perfectly spaced trees to the valley floors, and playful terrain, you can enjoy significant hucks to manageable sends – there’s enough white stuff to practice sticking your first deep snow landings. This place is on point for those looking to step up their on-mountain game under professional guidance.
The runs of CMH Kootenay are home base for our Steep Shots & Pillow Drops program. Since its inception in 2012, we’ve hosted dozens of pro athletes who help coach our guests how to pick lines, tackle features and claim Instagram glory by slaying their personal highlight reel. On those rare occasions when wide-friggin-open tree skiing in overhead pow is not enough, our tenure literally rises above the rest into open alpine and subalpine terrain.
Topping the list as one of the most desired ski locations in the world, Revelstoke is a triple threat when it comes to snow, terrain and location. Few places in the world compare in access to steep, treed terrain, expansive, glaciated alpine and a snowpack that pairs frequent storm volume with blower light density. Now, internationally ski famous due to nearby Revelstoke Mountain Resort and its prominent role in countless ski movies, those who know have discovered the glory of this railroad and resource town that boasts some of the best terrain and powder on the planet.
CMH was four decades ahead of the migration, with our founder Hans Gmoser setting up shop as the first heli op in the area in 1971 and securing the biggest, best expanse of prime heli-accessed tenure. Vast reserves of terrain await CMH guests who shuttle or self-drive to this thriving epicentre of deep powder vertical. CMH Revelstoke is unique since our in-town location offers resort-ski backup for those rare days when valley fog keeps us grounded. Couple that with the option of many different private accommodation choices and you’ll be sure to find something that ticks all your heli-skiing vacation boxes. Whether you’re a first-timer or a vertical hungry veteran, Revelstoke has what you’re looking for.
With 1,600 square kilometers of steep, spaced trees, wide-open bowls and expansive, glaciated alpine, we’re pretty sure we can find a few of our 240+ runs to your group’s liking at CMH Revelstoke. Not exactly the Canadian Rockies, our tenure straddles the Monashee and Selkirk mountain ranges, featuring an immense variety of terrain at altitude from challenging to forgiving. Known for consistent pitch directly to the valley floor, the Selkirks are legendary as a venue for some of the best tree skiing in the world. On the other hand, the Monashees are globally famous for pure volume of snowfall that coats fun, featured playgrounds and manageable pillow lines with deep stacks of snowpack.
With so much varied terrain, the style of skiing at CMH Revelstoke is easily matched to group ability and interest. It delivers everything from Powder Intro trips for first-time heli-skiers to our Steep Shots & Pillow Drops programs for guests looking to step up their freeride game under professional guidance and encouragement. From newbies to longtime returning crews, couples or families, CMH Revelstoke endures as the premier venue in the mecca of the heli-skiing industry.
Shrouded in myth and barstool legend, the Monashees resonate with powder skiers and riders as the worldwide mecca of tree skiing. The reason? It’s a steep-and-deep mix of terrain and snowpack that is found in few other places on earth. Plunging valleys, a rare inland temperate rainforest and an intermountain climate that combines Pacific fire-hose volume with light, dry density deliver the holy trinity for diehard tree skiers. Those who know, make their annual pilgrimages to CMH Monashees from December to late March and are rarely disappointed—although their legs might cry out for a rest.
This is where to experience what BC tree skiing is all about. It’s a special place in a special piece of terrain in the heart of the heli-ski world that our founder had the vision and wisdom to pioneer. Generations later it still draws connoisseurs of big lines and stellar views seeking the deepest days of their lives to a location north of Revelstoke, BC to see what the mountains will deliver. If you don’t believe it, we suggest you come see for yourself.
If steep and deep tree skiing is what you seek, the Monashees delivers. Near-vertical valleys with a consistent pitch and perfectly spaced trees create an arena for hot lap shredding that is unmatched worldwide. The legend of ‘the Mo’ is rooted in the reality of overnight snow totals that can seem almost ridiculous. The Monashees however, is where tree skiers find the truth. The only challenge can be the need to let storm snow settle for a day since every so often it gets — we know this is sacrilege to say — too deep. The result is stacks of the good stuff creating playful pillowed features and the most consistent storm powder skiing in BC.
Occasionally, the storms lift, stall or pause. When that happens, CMH Monashees also holds open alpine and glaciated runs that ski fast and fluid. But, let’s be honest, you’re coming to the ‘Mo for the trees, to ride the deepest snow of your life and to brag about it during après. CMH Monashees attracts likeminded skiers and snowboarders, season after season, who are both experienced and educated in backcountry heli-skiing. The operation draws experts from all over the world who know how to handle themselves in steep, deep and treed terrain. That common drive to experience the holy land of tree skiing builds a very communal feel among those who view the pursuit of powder as one of their main missions in life.