The Ritz-Carlton, Bachelor Gulch
When The Ritz-Carlton selected Bachelor Gulch, an affluent neighborhood in Beaver Creek, Colo., for its first full-service mountain resort in more than five years, it was an opportunity to brand a classic resort in a distinctive location. Bachelor Gulch was among the “new” properties in The Ritz-Carlton collection to offer an experience with an increased sense of place. Kristin Yantis was the director of public relations for the new resort and was the “keeper of the brand” for all materials and programs developed. The focus for all branding was “a luxury log cabin” that carried The Ritz-Carlton name and mystique. All programs and services revolved around the casual elegance of being in the mountains of Colorado. Yantis developed programs such as the Ski Nanny, a children’s ski school program, and Loan-a-Lab, where guests could reserve a walk with the resort’s resident Labrador Retriever named Bachelor, to help develop this luxury log cabin’s brand story.
Extensive media placements in regional and national media outlets including being listed on the Conde Nast Traveler “Hot List” of new hotels and the resort landed on the “15 to Watch” list by the editors of Travel + Leisure.