Bill McEntee Creative Services


1991-92 Season

This was Sunday River's first large format brochure. It also marks the transition from "ski area" to "ski resort."

Advance bookings shot up as this brochure began arriving in peoples' mailboxes.

Sunday River had never referred to itself as a resort. The change was long overdue, and the company needed a printed piece which announced the fact. Up until now the mountain brochures had been of the one-piece fold-out variety.

Two of the challenges in building a proper print presentation were a limited bed base in town, and a lack of compelling images. The first problem was solved by "borrowing" the bed base of neighboring Mt. Washington Valley, a risky but ultimately successful move. The second was solved when Marketing VP Bill Jensen hired Sharon McNeill, an extremely talented photographer. The brilliant writing of Skip King topped off the project. I, of course, handled the design, art direction and illustration.

There was no turning back. Les Otten had built one of the best operations in the ski industry, and now had a brochure/vacation planner that was up to the task of promoting it. It was now Sunday River Ski Resort, and would never again be Sunday River Ski Area or Sunday River Skiway.

After this season, Bill Jensen told us he had accepted the offer of CEO at Northstar at Tahoe. Just the beginning of his travels, Bill has since gone on to lead Heavenly, Breckenridge, Vail, and now is CEO at Intrawest.

14 Sharron Drive, South Easton, MA 02375  •  508-813-0516  •