If you attend the upcoming Elevation Mammoth gay ski week in California next week, you may notice the heavy presence of GMC. The U.S. carmaker is a sponsor of the LGBT party and is aggressively courting the tastemakers expected at the event.
While GMC's reputation isn't antagonistic to LGBTs like, say ExxonMobil, it isn't viewed in the same way as super-friendly companies like American Airlines, MGM, or Caesars Entertainment, all of which actively court gay and transgender consumers. GMC is trying to beef up its gay-friendly cred and is prepared to make a big splash at Elevation Mammoth, which happens March 12-16 in Mammoth Lakes, Calif., about a five-hour drive from Los Angeles and San Francisco (flying might be a better option). The company's sponsorship will be the "largest brand activation in the history of the event," according to Flip, an LGBT marketing agency responsible for the activation.
Elevation Mammoth, begun in 2001, brings thousands of people to central California to ski and party and boasts the highest elevation party in North America. The attendees are, unsurprisingly, the outdoorsy types — just the kind of people GMC hopes will purchase vehicles like the Acadia, Terrain, and Sierra. To make a good impression, GMC will display their cars, trucks, and SUVs around the parties and host hotels (The Village at Mammoth and The Westin). DJs and performers will be chaffered in GMC vehicles, and a GMC "Base Camp" will serve warm drinks to guests. Very nice, GMC.
Click here for a rundown of events planned for Elevation Mammoth, including a performance by gay phenom Steve Grand. See more pics of past years' Elevation Mammoth below.