SAM Magazine Ranks the Good, Bad, and the Ugly of Ski Area Marketing for 2013-2014

[thetrailboss]

http://www.saminfo.com/article/bestworst-marketing-2013-14

I mentioned it in the Burke and Cherry Peak threads. Your thoughts?

 

[jimk]

Lots of interesting marketing-geeky stuff on that list.

It may sound simplistic, but for me the most valuable info that I could receive via some marketing effort is that really good conditions exist at a ski area of interest. And not just a fluke 10" on dirt, but a deep natural snow base, early terrain openings, copious tree skiing possibilities, all lifts running, etc. I usually find that info most honestly and quickly through the online ski forum grapevine. For example, this past winter it became obvious by Christmas that snowwise: Tahoe was off to a bad start and Colorado was off to a good start. That buzz was what I kept hearing in ski forums and it laid the basis for my impression about the situation in those regions for much of the season. I also heard about rainy conditions in New England and MRG's January closure. That was a big disincentive for me to head anywhere in that direction until much later in the season.

How do you capture and promulgate that "no lie - we currently have exceptionally good conditions" buzz in marketing? I'm not sure and perhaps the answer depends on the demographic, but if I saw a resort's website front page plastered with anonymous quotes from multiple online ski forums gushing about recent conditions - that might do it?!?

 

[skiNEwhere]

Lots of interesting marketing-geeky stuff on that list.

It may sound simplistic, but for me the most valuable info that I could receive via some marketing effort is that really good conditions exist at a ski area of interest. And not just a fluke 10" on dirt, but a deep natural snow base, early terrain openings, copious tree skiing possibilities, all lifts running, etc. I usually find that info most honestly and quickly through the online ski forum grapevine. For example, this past winter it became obvious by Christmas that snowwise: Tahoe was off to a bad start and Colorado was off to a good start. That buzz was what I kept hearing in ski forums and it laid the basis for my impression about the situation in those regions for much of the season. I also heard about rainy conditions in New England and MRG's January closure. That was a big disincentive for me to head anywhere in that direction until much later in the season.

How do you capture and promulgate that "no lie - we currently have exceptionally good conditions" buzz in marketing? I'm not sure and perhaps the answer depends on the demographic, but if I saw a resort's website front page plastered with anonymous quotes from multiple online ski forums gushing about recent conditions - that might do it?!?

I agree with what you're saying, but I don't think the average weekend skier checks ski forums.

I find it kind of funny though when all the ski areas brag about how they got X amount of snow. The average skier who stays on groomers will not notice any difference between a 18 inch groomed base and a 26 inch groomed base.

 

[WWF-VT]

Worst name change: Q Burke Mountain, VT

That was an easy choice by SAM. It still amazes me that they could change the name of a ski resort that already suffers from low name and location recognition

 

[catskillman]

I only got to page 2 of this tothe Overall Marketing section - and noted a coupleof Hunter;s infamous issues:

Keep your website up to date, not to mention the electronic sign boards at the lifts
Keep you webiste in working conditin eg webcams
Keep personalization in mind


funny it did not mention keeping your decorations in season........

I know.... wine.... who cares.... details are details and tell a lot about the behind the scenes and you all know it