Apparently it’s been out for a while, but yesterday was the first time I’d seen a new brochure hyping Rossland as quickly becoming the premier location for investment opportunities in western Canada. It looks great, with high quality paper stock, striking photos, and stylish graphic design, but the text is your typical advertising hyperbola and misrepresentation (amongst the usual drivel claiming that Old Glory is one of the highest peaks in the Selkirks – it’s not in the Selkirks and is far from the highest). Though focused on directing prospective buyers towards Red Resort’s real-estate, by ostensibly promoting the town they’ve clearly been able to get public money to fund the effort.
What really caught me attention though was the use of a photo of my ski fence on the cover (the same shot was used on Red’s real-estate web-site). My ski fence and ramshackle cabin of a home are an expression of my personal values, style and history (they’re my skis, with years of memories associated) but have been recognized and appropriated by marketing types as an idealized representation of real ski town culture. That my fence is being used to lend some funky authenticity to a monstrous premium priced apartment complex (Slalom Creek) is of course absurd, but hardly surprising. With so much money on the line, and far from spectacular sales and skier visits, I expect Red Resort will do and say anything. What could be next?