The Importance of the Antiquities Act

Our friend, James Kaiser, a talented writer and photographer who 100% self-publishes guide books about our National Parks and international destinations like Costa Rica, is a walking encylopedia about some of our most treasured landmarks in the U.S.

In honor of the recent anniversary of the Antiquities Act, which Obama used to proclaim Bears Ears National Monument, along with the current threat of Trump being the first president to ever challenge this law by reviewing all of the 27 monuments created using the Antiquities Act, James created this easy-to-understand visual infographic to put the situation in perspective.  

Thanks for sharing, James. Friends, we encourage you to share as well!   

May is Skin Cancer Awareness Month: Wear Sunscreen.

Spring is in the air, temperatures are warming up, the days are longer and our long-hidden winter skin is suddenly exposed to sunshine. Yikes.

Factors like these make May a perfect month for Skin Cancer Awareness.

According to the The Skin Cancer Foundation, more than 3.3 million people are diagnosed per year with skin cancer, making it the most common form of cancer in the United States.

Ironically, it’s also the most preventable.

Our friends at Beyond Coastal Sunscreen who share the same hometown as White Cloud Communications right here in Sun Valley, Idaho (and yes, and just like the name, our valley gets a lot of sun) know a thing or two about proper sun care.  

 Sun Valley trails in the summer. 

Sun Valley trails in the summer. 

Before we head out on the trails, rivers or lakes this summer we want to not only share the importance of wearing sunscreen, but also the importance of selecting the right sunscreen to wear. There are hundreds of options on the market and it’s critical to know what to look for, because some are worse for your skin than better.  



A great resource is the Guide to Sunscreens created by the Environmental Working Group (EWG), an independent non-profit consumer resource group that provides consumers with ratings on protection levels and ingredients on over 1,000 sunscreens, facial screens and lip balms.

Nine Beyond Coastal products were rated low hazard by the EWG and they earned three of the top five spots out of the 435-product submissions in the non-mineral sunscreen category.



Unlike some other sunscreens on the shelves, Beyond Coastal is a broad-spectrum sunscreen (UVA= anti-aging and UVB-= anti-burning). You may be surprised to learn that the ingredients in sunscreen formulas used for protection only take up a small percentage of the bottle, leaving the remainder of the cream comprised of “fillers”. Some sunscreen manufacturers jump on this opportunity to save cost and use cheap, harmful fillers. Not at Beyond Coastal, their fillers are all healthy, anti-oxidant rich ingredients such as shea butter, aloe vera and larch tree oil to leave your skin nourished, hydrated and protected. 

More of a visual learner who likes pictures?

Check out this infographic explaining all of the above.

Thank you for reading this public announcement.




The Aspen Experience: Introducing Uphill Skiing

Over the past few years, we've watched the niche of uphill skiing grow within the greater ski industry. More skiers are adventuring off piste and into the backcountry. Others set out for pre-dawn and post-work tours for outdoor winter exercise at resorts that allow uphill travel. In response to this growing trend, many ski areas are establishing uphill ski policies to keep skiers safe, offering uphill ski classes and even weekly races. This segment of skiers is on the rise.

Last weekend, we joined the Aspen Experience with uphill-ski pioneer and client, Dynafit. During an early morning session, we introduced New York City-based mainstream media from outlets such as InStyle, SELF, Condé Nast Traveler, Travel + Leisure and Women's Health to the growing sport of uphill skiing. After a quick introduction and demo, we made our way part way up Aspen Highlands, before skiing down to a hard-earned and bacon-fueled breakfast. We had a blast.

So what is uphill skiing ? As our journalist and editor friends discovered, it's similar to walking, but with lightweight skis that stick to the snow's surface. Gear, from companies like Dynafit, is essential. 

Lightweight skis allow for an effortless ascent, and more importantly, an enjoyable ski back down. Touring ski boots have specific walk and ski modes - with the walk mode allowing for more flex and added comfort to the ascent. Unlike alpine boots, these boots also feature special receptors for touring bindings at the toe.

Touring bindings allow the heel to lift, facilitating a walking/gliding motion for the uphill. These bindings attach at the specific toe points of the boot and are very lightweight and minimalist compared to regular alpine bindings. The bindings also lock the heel in for a stable descent.


Dynafit Aspen Experience_-4.jpg


Finally, uphill skiers attach skins to the bottom their skis to provide uphill traction. A skin is built with a plush fabric on the outside that grips against the snow, and glue on the other side, to stick to the ski. These are fastened with tip and tail clips on the ski.



Scroll through all the action from the morning below. 

PC: Matt Kisiday, CerconeBrownCompany