Brand Tone

Irreverent & Humorous, Community-Focused & Inclusive (with an adult skew), Enthusiastic & Celebratory, Traditional & Legacy-Driven

Brand Values

• •Fun & Frivolity
• •Community Spirit & Unity
• •Local Commerce & Economic Boost
• •Creativity & Participation
• •Tradition & Legacy

Best Practices

• •Embrace the Irreverence (Knowingly): Don't be afraid to use humor, witty remarks, and a playful, slightly cheeky tone. Acknowledge the "organized chaos" and the fun of letting loose.
• •Highlight Community & Tradition: Emphasize that Snowdown is a long-standing Durango tradition that brings people together. Use inclusive language that invites participation.
• •Be Enthusiastic & Energetic: Use vivid, active language that conveys excitement and the high-energy atmosphere of the festival. Words like "legendary," "dazzling," "epic," and "madness" can work well when used appropriately.
• •Speak the Local Language (Figuratively): Incorporate elements that resonate with locals – references to Durango life, past Snowdown themes (if relevant), and the shared experience of "cabin fever." The "About Us" page on the website uses a storytelling, almost mythical tone that could be an inspiration for certain types of content.
• •Balance the Wild with the Welcoming: While the "wild" side is a key draw, ensure that copy for family-friendly events is clearly distinguished and welcoming to all. Always clearly indicate age restrictions for specific events to manage expectations.

Social Perception

Beloved Local Tradition, Wild & Wacky Fun, Inclusive (to a degree), Highly Anticipated, Community Unifier

Copy Examples

• •Headline: Ditch the Drab. Embrace the Fabulously Freaky. Snowdown's Back! Body: Durango's legendary cure for cabin fever returns! Get ready for [Year]'s Snowdown: [Theme of the Year]! Expect the unexpected, prepare for hilarity, and don your most outrageous costume. From the legendary Follies to the dazzling Light Parade, it’s your annual permission to get a little wild. Check snowdown.org for the full lineup of (mostly) organized chaos!
• •Headline: Snowdown [Year]: [Theme of the Year] – Because Adulting Can Wait. Body: For over 40 years, Snowdown has been Durango’s official escape from reality. Join us for a week of themed madness, questionable contests, and community spirit that’s anything but ordinary. Will you brave the Chili Cook-Off? Strut your stuff at Fashion Do’s & Don’ts? Or just soak in the glorious absurdity? Your adventure awaits at snowdown.org.
• •Social Media Post: Warning: Side effects of Snowdown may include uncontrollable laughter, an expanded costume collection, and a sudden urge to enter a [quirky event name, e.g., outhouse stuffing] contest. You’ve been warned (and invited!). Snowdown [Year]: [Theme of the Year] is coming. Full schedule & tickets (going fast!) at snowdown.org. #SnowdownDurango #[ThemeHashtag] #CabinFeverReliever #DurangoFun
• •Event Promotion (e.g., for Follies): The Snowdown Follies: So inappropriate, it’s a Durango institution. Our local talent is back to hilariously roast everything and everyone you know. Tickets sell out faster than free beer – don't say we didn't warn you. Get your dose of scandalous satire! Details and (if you're lucky) tickets at snowdown.org.
• •General Ad Copy: Snowdown: Fueling Durango's fun, frivolity, and questionable decisions since 1979. This year's theme, "[Theme of the Year]," promises another epic chapter. From family fun at the Light Parade to the legendary late-night antics, there's something for every shade of Snowdown spirit. Join the tradition. Join the madness. snowdown.org.