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Arts, Culture & Religion

Utah Symphony Looks to Slopes for New Customers

Quartet.jpg
Andrea Smardon
/
KUER
A quartet of Utah Symphony musicians puts on a performance in ski gear for the announcement.

The Utah Symphony and Opera announced a promotion Monday intended to bring ski tourists to their concerts. A quartet of symphony musicians dons ski boots, puffy hoods and goggles to help make the announcement. President and CEO Melia Tourangeau says everyone’s heard about the greatest snow on earth, but they want tourists to know what else Utah has to offer.

“What people don’t often know is that in addition to being a great ski city, we also have one of the finest orchestras and opera companies in the country, ” Tourangeau says.

They call the promotion apres-ski. After a day at the slopes, skiers and snowboarders can show their recent lift ticket to qualify for a $35 dollar symphony or opera ticket which buys the best available seat in the house. Scott Beck, President and CEO of Visit Salt Lake, says he’s been pushing for an initiative like this for a few years now.

“I’m here to tell you today that this epitomizes and legitimizes our claim that there is only one ski city,” Beck says. “It’s amazing to me that someone can walk on UTA, can get off, ski at one of our incredible resorts, come down here and actually go to the symphony. ”

Symphony staff say the promotion is not intended for those who live here, but is designed to attract tourists.

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