In collaboration between the ski resort and three Montana State University film graduate students assigned to produce a public service announcement, Bob was born. The poor guy suffers a series of unfortunate events while skiing much like the Baudelaire orphans from the Lemony Snicket books. "We decided that a comedic approach would inspire more interest and word-of-mouth exposure - while hopefully making a point about being responsible and safety-minded," explains marketing director Doug Wales. Tacked on Bridger's daily video, Bob's three messages promote safe skiing and riding, even though catastrophe strikes Bob. Check out his mishap in loading the lift, archived on Bridger's daily videos for January 14-21 and then download it to your computer or videopod. And in a new twist on visuals, the resort just launched a "Week in Rewind" video, added to their Web site each Thursday.