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Remembering the Almighty 'Fro'

Robert Frohlich (1955 - 2010) remembering a treasured Tahoe gem
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Fro Tribute at 15th Annual In the Mood
Wednesday Dec. 1
One of Fro’s pride and joys was SnowTribe Productions, which he cofounded. Each year, SnowTribe produces In the Mood, a standing-room only event, featuring action snowsport photography and video from around the world.
A highlight of this year’s event will be a tribute to Frohlich. The event benefits the Tahoe Forest Cancer Center. The event, to be held at Resort at Squaw Creek, is free; doors open at 6 p.m. and the show begins shortly thereafter. Info: Eric Brandt,, (530) 583-4206

Robert Frohlich, an accomplished writer, fearless adventurer, ski industry ambassador, and much-loved Tahoe local, died on Oct. 26 after a protracted and hard-fought battle with cancer. With his diverse interests, multiple talents, and gushing love of his adopted home here in the Sierra, Frohlich exemplified the type of individual that makes our area such an incredibly special place in which to live and contribute. Fro, as he was called by all who knew him, was uniquely Tahoe.

Asked to reflect on his good friend, photographer Keoki Flagg reiterated Fro’s personal motto: 'Do what you’re most passionate about and be true to your friends.' Flagg says, 'There wasn’t a day that went by that he didn’t live his motto.'

We at Moonshine Ink feel particularly blessed for having the opportunity to work with and get to know Fro. He enhanced our publication and helped make all of us better writers and more appreciative of the world around us just by being who he was.

Born in Princeton, New Jersey, in 1955, he graduated from the Lawrenceville School and went on to the University of North Carolina at Chapel Hill, where he obtained a degree in film communications. He was also a star rugby and lacrosse player throughout his high school and college careers.

Frohlich moved to Squaw Valley in 1977 while working for ABC Sports as an assistant to the producer. For 10 years, he covered major professional boxing for Boxing Illustrated and the United States Amateur Boxing Association. He won numerous writing awards from the Nevada State Press Association and the National Newspaper Association and garnered the Bill Perry Award for feature writing from the Far West Ski Association. His writing appeared in many local and national publications including Moonshine Ink, Snow Country, SKI, Skiing, Peaks, Powder, Couloir, Sierra Heritage, the San Francisco Chronicle, and Ski Area Management. He was a contributing editor for Tahoe Quarterly and a columnist for the Reno Gazette Journal, the Squaw Valley Times, Ski Racing, and

In 1994, Frohlich cofounded SnowTribe Productions, a charitable organization that produced audio-visual shows and other events to benefit local charities. In addition to coaching a local high school football team, he encouraged and mentored many young people.

Author of the 1998 book 'Mountain Dreamers: Visionaries of Sierra Nevada Skiing,' Frohlich was awarded the Ullr Award by the International Skiing History Association. His second book, 'Skiing With Style,' was published in 1999. 'Mountain Journal,' written for the Intrawest Corporation, was published in 2001.

Frohlich held numerous positions over the years including director of public relations for both Homewood Mountain Resort and Squaw Valley USA, and ambassador of skiing for Timberland Eyewear, K2 Skis, Revo, Atomic, Native Eyewear, and Karbon clothing. He was producer and on-camera talent for a weekly snow sport segment on the Resort Sports Network and a publicist for SnowFest, Lake Tahoe’s annual winter carnival. In 2002, he chaired the Lake Tahoe nomination committee for the Olympic Torch Relay and covered the 2002 Winter Olympics for the Sacramento Bee. In 2007, he covered international adventure and extreme running races in Costa Rica.

In 2006, Frohlich was awarded the 'Outstanding Employee Service' award by the North Lake Tahoe Chamber of Commerce. This past summer, he received the 2010 Warren Miller Award from the Far West Ski Association for his 'Around Tahoe: Lake Tahoe’s Ultimate Skiing and Snowboarding Video/Audio Tour Guide,' along with coproducer Darin Talbot.

Robert Frohlich was preceded in death by his father, Steven J.R. Frohlich, and is survived by his mother, Billie Burke Rogers, and sister, Margaret Frohlich Pearcy, both of Ottawa, Ontario, Canada. He is also survived by a multitude of friends here and around the globe.

A memorial service was held Thursday, Nov. 11 at 4 p.m. at the Olympic Village Inn. His generous spirit will live on through the newly created Robert Frohlich Scholarship Fund. In lieu of flowers, please consider donating to the fund, care of the Truckee Tahoe Community Foundation, P.O. Box 366, Truckee, CA 96161.

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March 14, 2019