Deer Valley Resort, Utah, did this a few years back, now Colorado's Beaver Creek is out to alter their Bambi image. Known for its impeccably groomed beginner and intermediate ski and snowboard terrain, Beaver Creek wants to highlight its "other side of the mountain." A new microsite identifies the mountain's more adventurous and challenging terrain including "EX"-designated extreme terrain in Stone Creek Chutes, steep tree runs in Royal Elk Glade, 13 black and double black diamond trails that encompass the Talons Challenge, and its top-to-bottom progressive terrain park system including The Rodeo, a new pro level park that was completed this past summer.

"The site's edgier look and feel is decidedly different from and appeals to a broad audience, including those who are young or young at heart," said Caragh McLaughlin, director of marketing for Beaver Creek Resort. "These skiers and snowboarders seek out some of our toughest terrain and they look for adventure off the groomed slopes. This new site makes it easy to locate and learn more about Beaver Creek's incredible steeps, chutes, powder, cliffs and parks."

With the addition of Stone Creek Chutes terrain in 2006, the short steeps offer in-bounds excitement complete with 45-degree pitches. Royal Elk Glade delivers steep, gladed trees, open meadows and great powder. The micro site incorporates pictures, videos and tips for each of these areas along with a safety message.

The resort hoists "BC/EX" flags at the top of the Centennial Express Lift (Chair 6) to let expert skiers and riders know if Stone Creek Chutes and Royal Elk Glade are open before reaching the gates in both areas. The flags also are a part of the Beaver Creek Extreme campaign to raise awareness of the resort's varied skiing and snowboarding offerings. When the flags are flying, these areas are open.

Beaver Creek's Parks and Pipe crew developed a linked system for a top-to-bottom park flow. The fun begins at the top of the mountain in Park 101, moves to Zoom Room, then the Lumberyard Terrain Park, Half Barrel Half Pipe, finally reaching The Rodeo, Beaver Creek's new pro-sized terrain park.