Hotdish Rail Jam
Nothing says Minnesota quite like coming inside on a brisk winter day to the smell of grandma’s hotdish (that’s casserole to you non-Minnesotans) and a warm cup of cocoa. That same spirit inspired “Keeping It Local,” a campaign I designed for Afton Alps, part of Vail Resorts’ investment in Midwest ski culture. The goal: draw the community together, attract local talent to the Midwest Park Series, and show that Minnesota riders could rival anyone out West — with a little more charm and a lot more tater tots
The Problem
When Vail expanded into the Midwest, Afton Alps needed to show that its new investment wasn’t just in lifts and Snowmaking — it was in the local community. The challenge was to attract homegrown talent, build pride around the new Midwest Park Series, and prove that Minnesota riders could hold their own against the West.
The Solution
Celebrate everything that makes Minnesota, well, Minnesota. I led the creative and illustration for “Keeping It Local,” a campaign that brought Paul Bunyan and Babe the Blue Ox to the slopes — chasing tater tot hotdish and good times.
The campaign drew bigger crowds each year, sparked new energy in the local scene, and even turned the Babe sticker into a collector’s item. More than a fun campaign, it became a symbol of how Vail’s investment helped fuel community and culture at Afton Alps.
Contributors
Design / Illustrator / Creative Director – Jordan Harper
Photography – Afton Alps Staff