During big events, most brands have the same challenge:

Lots of people walking by.

Very few people stopping.

That was exactly the environment at the Birds of Prey World Cup ski race in Beaver Creek—one of the biggest weekends of the season. Families wrapped up from a long day on the mountain. Locals flowing through the village. Concerts, booths, brand activations everywhere.

Easy to be seen.

Hard to be remembered.

Ship Skis came in with a clear goal: build brand awareness as they expand from shipping golf clubs to shipping skis—without feeling salesy or forgettable.

The solution wasn’t louder signage or more merch.

It was elevated hot cocoa.

The Context: A Ski Race, a High-End Audience, and a Lot of Noise

Birds of Prey draws a uniquely valuable crowd:

• Destination families on ski vacations

• Locals with multiple homes and high discretionary spend

• Event-goers already primed for premium experiences

This is exactly Ship Skis’ target customer—but it’s also a crowd that’s hard to engage. People were cruising past booths, scanning, moving on.

The cart was placed at the entrance to a concert and social gathering area—prime real estate, but still a place where most brands struggle to slow people down.

Why Hot Cocoa (and Not Another Hat)

Instead of defaulting to branded swag, Ship Skis chose hospitality.

Specifically: hot cocoa designed for a ski town.

Not an afterthought.

Not a powder mix.

This was rich, elevated cocoa with whipped cream, marshmallows, crushed cookies, sprinkles—the kind of drink that feels comforting and special.

One guest summed it up perfectly:

“Aside from Paris, this is the best hot cocoa I’ve ever had.”

That moment mattered.

Because in a cold environment, warmth is emotional. And emotional experiences are remembered far longer than tote bags or beanies.

The Moment Everything Changed: “Free Hot Cocoa”

Here’s what we watched happen over and over again:

People walked past booths without stopping.

They saw the cocoa cart.

They stopped in their tracks.

Families who were tired from skiing visibly lifted. Parents smiled. Kids got excited. The mood shifted instantly.

And then—almost inevitably—came the question:

“So… what is Ship Skis?”

That’s the magic of hospitality.

It opens the door before the pitch.

The Hidden Multiplier: Baristas as Brand Ambassadors

This is where execution really matter’s

At Flipside, we train our event baristas to understand the business they’re supporting—not just the drinks they’re serving. Guests are often most comfortable talking to the person making their drink, not someone standing behind a banner.

At this event, Megan—one of our lead event baristas—did an incredible job explaining how Ship Skis works, who it’s for, and why people love it.

Those conversations turned a warm drink into a warm lead.

Multiple guests followed their cocoa with some version of

“Oh wow… I would love that.”

Without pressure.

Without a hard sell.

Without interrupting the experience.

Why This Worked Better Than Merch Ever Could

Swag has friction:

• Sizes

• Colors

• Taste

• Quality perception

And honestly—no one needs another hat.

Hot cocoa has none of that.

It’s:

• Universal

• Immediate

• Inclusive

• Zero-waste in spirit (it’s consumed, not stuffed in a closet)

And in a ski-town setting, it feels obvious in hindsight—which is usually the sign of a great experiential decision.

The Takeaway for Brands and Planners

This activation wasn’t about drinks.

It was about using thoughtful hospitality to:

• Stop foot traffic naturally

• Create genuine conversation

• Leave people with a positive emotional association

• Introduce a product in a way that felt human

For retail brands, ski towns, and experiential marketing teams, the lesson is simple:

When the environment is cold and crowded, warmth wins.

And when hospitality is done well, it doesn’t distract from your brand—it becomes the reason people remember it