December 23, 2009 E-MAIL PRINT

It's not just the Dew, dude!

by Heather Burke/

The Mountain Dew Vertical Challenge is about more than free soda and fun races. (photo: Greg Burke)

The Mountain Dew Vertical Challenge is about more than free soda and fun races. (photo: Greg Burke)

Surely, you have seen the Mountain Dew Vertical Challenge pull its flashy Dew Tour fleet up to a ski area near you. A team of energetic Dew disciples, plastered with Mountain Dew logos, sets up huge inflatable soda cans, tents and coolers full of drinks. Throughout the day, the crew amps up the crowd with music, free soda, trivia games and a dual slalom race. The race is free, prizes are awarded at day’s end, and the theme of the event is “fun.” But there is more to this soft drink giveaway day than meets the eye.

“It’s not just a fun race or a day of prizes at each ski resort. We are all about bringing wholesome fun to kids and their families,” said Frank Tansey of parent company PepsiCo. Tansey has been promoting the Mountain Dew Vertical Challenge for two decades. This season marks the 20th anniversary of the Dew Tour. Last weekend, Okemo Mountain in Vermont was the kickoff resort for the winter tour, as has become tradition for the 32-area schedule that will end at Loon on March 27.

Tansey said his crew is trained to bring much more than a fun family race to each resort. “Our Dew Crew interacts with the kids during the event, talking to them about how important it is to do the right thing, to listen to mom and dad, even make their bed," he said. "Our Dew Crew shows kids that it’s cool to be polite, to work hard in school and to always do your best, not just in the race gates.”

Tansey explained that kids are encouraged to bring their report cards to the Mountain Dew Vertical Challenge. If report cards show 'A’s, kids will be rewarded with prizes. “The kids feel good about the conversations they have with the Dew Crew and, of course, the prizes they win,” Tansey said. “Parents appreciate the reinforcement they get from our crew for all the things they are constantly telling their kids about good grades, keeping their rooms clean.”

Tansey’s impact on young kids and teen goes beyond the Mountain Dew races each weekend, as PepsiCo works closely with the Make-a-Wish Foundation. Tansey also makes a point of hiring kids that benefit from his mentoring. Said Tansey: “When I was young, I was headed on the wrong path, so if I can help kids now by making them part of our team, and showing them the way to be productive and positive, then I am so glad that I can do that.”

So, "Do The Dew" this year with your kids. The race is fun and free, and the benefits go beyond free soda. For a schedule of upcoming Vertical Challenges, log on to www.snocountry.com and click on the Mountain Dew Vertical Challenge logo.

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