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Press Release: American Skiing Company
October 31, 2002
PARK CITY, UT -- American Skiing Company (OTC: AESK) announced yesterday that it had signed a multi-year agreement
with Prevision Marketing, based in Lincoln, Massachusetts, to deliver a custom built, web-based database marketing
system. The new system, which will begin operating in January 2003, will significantly improve the Company's marketing
capabilities and will allow better customer targeting.
"This investment represents a fundamental change in the way we market our portfolio of resorts," said
Jim Lacey, SVP of Sales and Marketing for American Skiing Company. "The PreVision technology significantly
enhances our ability to understand our customers and provides the capability to measure the effectiveness of every
marketing campaign. This marketing strategy will enable us to focus on our target audience and realize efficiencies
among our seven resorts. We expect to begin reaping the benefits of the new system this season with the full impact
being felt in the 2003/2004 ski season."
American Skiing Company will use the PreVisionWaretm suite of software applications to manage its customer database.
This custom-built tool set was developed by PreVision in answer to a growing need among their marketing clients
for marketing software that is built the way marketers think and that did not require the support of an IT professional
to manage. The web-based system will streamline the deployment of marketing programs and allow the sharing of marketing
insight across the seven American Skiing Company resorts. When launched, the system will offer web-based access
and database hosting for email and direct mail campaign creation and management, ad hoc query and reporting, customer
segmentation, email composition and deployment, digital asset management, geo-mapping, and more. PreVision will
also create customized components to better serve American Skiing Company needs.
"We are absolutely thrilled with the ASC decision to utilize our product, especially considering the aggressive
competition," said Deirdre Girard, Founder and Principal at PreVision. "They ultimately chose PreVisionWaretm
for its robust functionality and ease of use, and I think they will also quickly find that the integration of customer
relationship marketing intelligence helps their broad base of users make more profitable marketing decisions."
About American Skiing Company
Headquartered in Park City, Utah, American Skiing Company is one of the largest operators of alpine ski, snowboard
and golf resorts in the United States. Its resorts include Killington and Mount Snow in Vermont; Sunday River and
Sugarloaf/USA in Maine; Attitash Bear Peak in New Hampshire; Steamboat in Colorado; and The Canyons in Utah. More
information is available on the Company's Web site, www.peaks.com
About PreVision Marketing
PreVision Marketing is a top-ranked strategic customer marketing and technology firm offering integrated agency,
analytic, and technology services surrounding customer acquisition, retention, and upgrade initiatives. Founded
in 1993, it has been named to the Inc 500 and Software 500, and was acquired by Valassis Communications in 2000-though
the company continues to operate independently. They are located at 55 Old Bedford Road, Lincoln, MA 01773 (781)
259 5101.
This document contains both historical and forward-looking statements. All statements other than statements of
historical facts are, or may be deemed to be, forward-looking statements within the meaning of Section 27A of the
Securities Act of 1933, as amended (the "Securities Act") and Section 21E of the Securities Exchange
Act of 1934, as amended (the "Exchange Act"). These forward-looking statements are not based on historical
facts, but rather reflect American Skiing Company's current expectations concerning future results and events.
Similarly, statements that describe the Company's objectives, plans or goals are or may be forward looking statements.
Such forward-looking statements involve a number of risks and uncertainties. American Skiing Company has tried
wherever possible to identify such statements by using words such as "anticipate," "assume,"
"believe," "expect," "intend," "plan," and words and terms similar in substance
in connection with any discussion of operating or financial performance. In addition to factors discussed above,
other factors that could cause actual results, performances or achievements to differ materially from those projected
include, but are not limited to, the following: the Company's substantial leverage; restrictions on the Company's
ability to access sources of capital; changes in regional and national business and economic conditions affecting
both American Skiing Company's resort operating and real estate segments; adverse weather conditions; failure to
renew or refinance existing financial liabilities and obligations or attain new outside financing; failure to successfully
restructure or refinance real estate credit facilities; and other factors listed from time-to-time in American
Skiing Company's documents filed by the Company with the Securities Exchange Commission. The forward looking statements
included in this document are made only as of the date of this document and under section 27A of the Securities
Act and section 21E of the Exchange Act, American Skiing Company does not have or undertake any obligation to publicly
update any forward-looking statements to reflect subsequent events or circumstances.
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Contact:
Diane Murphy
Director of Database Marketing
435-615-0391
Dominique Hurley
PreVision Marketing
781-259-5101
Source: American Skiing Company