Vogue’s seal of approval is sought after by some of the most glamourous people in the world and it’s just been bestowed upon an Okanagan resort.
Vogue magazine published “5 Under-the-Radar Canadian Ski Resorts That Aren’t Whistler” Wednesday, and it listed Big White as a place to get to know.
“Think of Big White as Whistler’s smaller, less popular (but just as pretty) sister. Situated in the heart of British Columbia’s Okanagan Valley and only 45 minutes from Kelowna airport, this resort has all you’d want for a girlfriend or family getaway—without the crowds. Cute cafés? Check. Car-free village? Check. Perfectly groomed trails? Check.” reads the spread in the fashion mag, also listing a couple restaurants that impressed.
Although the mention is just a few inches, Vogue’s reach is tremendous—a fact not lost on the resort’s management.
“This would be up there with the top three things we’ve ever done,” said Michael J. Ballingall, Big White’s senior vice president of sales and marketing.
“It takes us to the next level— it’s Vogue, it’s everything … They recognized Big White for what it is and that bodes well for the brand.”
Vogue writers didn’t just stumble upon Big White.
Like every tourist destination, Big White pitched the magazine and hosted a visit.
That doesn’t always mean a positive review will follow.
What helped ensure that Big White made the cut is the services that have to be accessed on the way to the resort functioned well, said Ballingall.
“Go to the (Kelowna International) airport and watch it working,” he said.
“All of these things are ticks in the boxes for a consortium like Vogue.”
While this may help Big White grow in the future, the holiday season is already going gangbusters and the resort is working at capacity.
“This is the busiest holiday in our history,” Ballingall said. “It’s all pre booked.”
The other media coups that helped eek out a place for Big White on the world stage was a bit on Top Channel 7 in Australia, with the TV show, Getaway.
“That was in 1997 or 1998 and it put us on the map in Australia,” said Ballingall.
Next was a review in Good World Ski Guide.
“It rated us as one of the Top five kids ski schools in the world,” said Ballingall. “That was a big step worldwide.”