Recently, I was contacted by Jackson Hole Mountain Resort (JHRM) to create a series of characters for their “Kid’s Ranch” program. This program is a series of 5 stages of ski/snowboard training that helps any age of individual learn at their specific skill level. Each of the five characters associated with each training stage has a specific marketing objective and is intended to appeal equally to adults and the target age group.
Stage One
Stage one is targeted to 3-5 year old children. This group rides a conveyor belt, commonly called the “Magic Carpet,” up a shallow slope and then skis back down. Maggie was the most difficult character to create because she does not have real form or depth in the real world; she is just a rubber sheet. Maggie is meant to relate to small children and indicate the intended age group for the stage.
Stage Two
Billy is the representative for stage two. Skiers are pulled in a trailer up a slightly larger hill by Billy, the friendly snowmobile. Billy is supposed to be an unassuming happy guy. JHMR requested that he have the attitude of the Luigi character in Pixar’s Cars feature film. Many of these characters’ expressions were actually influenced by the exceptional work in Cars. Billy is the most geometrically complex of any of the characters and thus the most interesting to many.
Stage Three
Stage three is Sky, a typical chairlift. Riding the chairlift is a daunting new experience for many, especially those with a fear of heights. Our goal was to make Sky a reassuring, welcoming, and even motherly character that would make skiers feel a little more comfortable in the new found freedom provided by the greater access the chairlifts provide. The Tie Dye headband and Flower were also intended to hint at stereotypical “hippy” ideals of “freedom, peace, and love.” Sky’s main objective is to provide reassurance at a stage where young skiers may be experiencing some apprehension.
Stage Four
Stage four is for kids 10-13 years of age. These are the kids who are beginning to develop a bit of an attitude as indicated by both the expression and the ski hat. Apparently these hats are quite popular among adolescent skiers. JHMR did insist on using this particular hat despite my misgivings that the hat obscured details of the real world Gondola that Gordo is representative of. Since Gordo is intended to appeal to a slightly older crowd, we felt it was essential to give him a certain amount of attitude. The Gondola provides access to slopes that are challenging for the invincible teen, while not quite as demanding as the slopes accessible via stage five.
Stage Five
The final stage is represented by the Tram named Jackson. Jackson provides access to the most rugged, exciting slopes that JHMR has to offer. This age group consists of the most advanced skiers, ranging in age from 14-40. Our intention is that Jackson can convey a sense of confidence and surety to the younger members of the Kid’s Ranch Gang. He is the cool kid that everyone else wishes they were like. He is sporting a trendy Arctic Camo beanie and two-tone paint.
