Mt Buller Renames Run After Olympic Champion Jakara Anthony

Mt Buller Leverages Local Hero's Success

Mt Buller ski resort in Victoria has renamed its Chamois run the 'Jakara Anthony Mogul Course', capitalising on the Olympic champion's local roots and international success. The renaming ceremony, held during a significant snowstorm, coincided with Anthony competing in the ABOM Mogul Challenge at the resort.

The rebranding of the run is a savvy marketing move by Mt Buller, tapping into the growing trend of personalising ski terrain to create buzz and attract visitors. While Anthony's achievements are undoubtedly impressive - including Olympic gold in Beijing 2022 and multiple World Cup victories - the renaming raises questions about the commercialisation of athletes' success and the potential pressure it places on them.

Mt Buller has positioned the newly named run as part of a 'hall of fame' alongside other features named after Australian winter sports athletes. This creates a narrative of excellence tied to the resort, potentially boosting its profile in the competitive Australian ski market.

However, the effectiveness of such naming strategies in actually improving the ski experience or attracting long-term visitors remains debatable. Skiers and riders are typically more concerned with snow conditions, lift infrastructure, and value for money than with which athletes trained at a resort in their youth.

The location of the newly named moguls course. © Mt Buller

The renaming of ski runs after athletes is not a new phenomenon, but its increasing frequency reflects the ski industry's struggle to maintain relevance and attract younger demographics. While it may create short-term media interest, the long-term impact on resort visitation and revenue is less clear.

For Jakara Anthony, having a run named in her honour is likely a proud moment. However, it also ties her personal brand more closely to Mt Buller at a time when many elite athletes seek to maintain flexibility in their sponsorships and affiliations.

Ultimately, while the gesture is well-intentioned, ski resorts might be better served by investing in tangible improvements to the on-snow experience rather than relying on celebrity associations to drive interest. As the industry faces challenges from climate change and changing consumer preferences, substantive enhancements to snow-making, lift systems, and affordability are likely to have a more lasting impact than renaming runs after the latest champions.