Arapahoe Basin, Denver Public Library Denver & Agency Cactus Team Up To Bring Ultimate Skiing Experience To Everyone

In a first-of-its-kind partnership between the popular Arapahoe Basin ski resort, and the Denver Public Library, the two are teaming up to bring the joy of skiing to lower-income Colorado families. Helping spread the word with key creative elements supporting the effort that include print, OOH, social media content, and website assets is the Denver-based agency Cactus. 

Cactus is a strategically driven creative agency specializing in consumer behavior change. For 30 years, the agency has existed to work exclusively for the brands, causes, and nonprofits that help people thrive in their lives. Cactus is nationally known for groundbreaking campaigns in travel and tourism, behavioral health, gaming and CPG, including clients like Jackson Hole, Arapahoe Basin, Mantherapy, Community America Credit Union and UCHealth. Driving behavior change is at the heart of everything we do at Cactus. The agency’s Belief & Behavior Design™ strategic process is built on decades of experience blending behavior change models with breakthrough creativity to achieve clients’ desired business outcomes.

Here are the details: Library card holders enter their names through the Museum & Cultural Passes portal on the library’s website. One winner will be selected in January, February, and March 2024, with the winner and up to three guests enjoying a completely hassle-free first-time skiing. That includes transportation to the resort, rental gear, a free group lesson, and lunch. 

Jeff Strahl, Sr. Creative Director, Cactus, Denver, explained that the initiative got started thanks to a casual conversation between Cactus and the Denver Public Library about the unique experiences available through their website Museum & Cultural Pass page and if A-Basin could offer lift tickets to library card holders as well.

"Accessibility to skiing and riding is an ongoing, industry-wide issue that A-Basin would like to do something about,” Strahl says. “They're always looking for opportunities to take mountain accessibility beyond the bus, beyond just tackling the transportation hurdle, and Denver Public Library is always looking for unique experiences for its members. So this, first-of-its-kind partnership between DPL and a ski resort to give people full-experience access, makes so much sense. We’re thrilled to be able to share the fun of skiing and the joy of being in the mountains with library card holders.”