When it comes to event management, U.K.-based White Pursuits knows how to impress. So much so that founder Paul White flies some of his most valued incentive groups halfway across the globe to a spot where white powder is as well-groomed as the chic clientele that take to the slopes.
“It’s something special to go over to America to one of the best ski resorts in the world,” White says. “From the U.K., to go to ski in Aspen and live the Aspen life, it’s very rock and roll.”
White Pursuits specializes in incentive travel, though it organizes conferences and corporate meetings as well.
“As an event organizer it is important to have a destination I can sell with confidence. You’re only as good as your last event,” White says. “It’s important to know that if they go to Aspen they’ll love it.”
According to White, Aspen pushes all the right buttons.
“The name Aspen—the fact that it’s a place for the rich and famous, stars get to walk around as if they are normal people—it has a real wow factor,” he says.
White Pursuits has hosted three incentive events so far in Aspen for telecommunications groups—Nokia, Vodafone and Orange—each with about 30 attendees. White says his company packs in as much as possible in four days, everything from private dinners at the Aspen Mountain Club to tandem paragliding with Aspen Paragliding at nearby ski resort Snowmass.
Skiing is still the main event, though.
“In the daytime guests are divided into ski groups, and depending on their level go off with an instructor in groups of five or six,” he says. “If it’s good weather, we don’t see them until 4 or 5 p.m.”
White has arranged other activities, such as snowmobiling safaris to Maroon Bells. Hot-air ballooning is also on White’s to-do list. This year, White launched a camera phone competition for best photographer of Aspen.
The trendy Sky Hotel is one of White’s preferred venues for groups to stay. The hotel is home to the Aspen Mountain Room, a 91,200-square-foot meeting space with a walkout balcony and views of Aspen Mountain. Earlier this year, White set up Nokia UK at the St. Regis Hotel, which decorated the interior with ice sculptures shaped like mobile phones.
White enjoys utilizing Aspen’s myriad upscale venues, including restaurant Cloud Nine Alpine Bistro at Aspen Highlands, which he used to host a fondue dinner.
“We took the group up in groomers to the top of the mountain, about 11,000 feet above sea level; guests were in the back covered in rugs,” he says.
Another ritzy locale, Caribou Club, draws Aspen’s resident stars.
“This year we went to the club and had it exclusively for us. Owen Wilson was walking out as we walked in,” White says.
