By now maybe you’ve seen them: Words—big ones, meaningful—standing large on the mountains. Some came and went quickly. (You can only hang giant letters from a gondola cable for so long). Others will be there for a while. In all cases, they represent the intersection of values and art in iconic locations. But what’s the point? We believe there’s never been a more important time to proclaim from the mountaintops what we stand for. Be on the lookout for more—and consider stepping into the conversation. It’s #TheAspenWay.


Love

No one chooses love. It finds you. That’s the magic. Aspen fell for Gay Ski Week in the 1970s. Only regret not finding each other sooner. Only question now is how we open our hearts even bigger. Not just to people, but to the whole world around us. Love—it’s #TheAspenWay.

Unity

The mountains don’t discriminate. Neither do we. Neither should anyone. Ethnicity, religion, race, gender-identity. We’re better together. On the mountain, at work, as a nation, as members of the human race. Unity—it’s #TheAspenWay.


Respect

Respect requires more than leaving things be. Sometimes it means sticking up for something. Like the environment, so the next generation can ski or ride. Or the value of science and the certainty of fact. Or even each other. Respect—it’s #TheAspenWay.


Commit

That knot in your stomach? It's a sign you’re about to do something uncomfortable, risky even. Could be dropping into the halfpipe or riding a chairlift for the first time. Could be heading to a street protest or speaking up when it’s not easy. Bottom line: it’s always worth it. Commit—it’s #TheAspenWay.