Thoughts on the AlpineZone Ski Area Challenge

[Greg]

I just wanted to start a thread to get some feedback on the Ski Area Challenge we ran this summer. Overall, I think it was a success. The responses were varied; with some being very well written and thoughtful while others were somewhat blunt and rather impersonal. Response times varied quite a bit as well, and there are still a number of outstanding "interviews". Trust me, I've been trying to get some resolution on these. I guess it's no surprise that the respondents that provided answers quickly were the ones that were enthusiastic and came back with well thought out responses. I understand that these folks are busy, but waiting 4 or more weeks for responses is pretty disappointing.

Anyway, thanks to everyone that suggested questions. I hope the challenge provided a good medium for having questions answered and rumors dispelled. As a result, we've even had some ski area marketing reps visit and participate which is cool. As we approach the ski season, we'll have more to talk about, but I think this was an interesting way to keep us thinking about skiing during the summer which is good for everyone. I hope you enjoyed it.

 

[thetrailboss]

Great idea and I really looked forward to seeing them. :beer:

Maybe try to get more managers and other higher officials to reply as opposed to lower ranked employees such as the 'Web Marketing Director," who might not have the whole picture on things?

 

[Mikec13]

I too looked forward to reading the responses. The best were written by those who were interested in your concept AND had a rich understanding of the history and future of their resorts (Mad River). Those that viewed it as a chore or nuisance did not do a very good job.

I found some of the questions to be incredibly detailed and specific, so much so that unless you "lived" at the mountain the information was not relevant. I bet the "responders" may have viewed some of those questions with a "what have I gotten myself into" attitude. These people are marketers. They want to answer questions (hopefully in an honest way ) so that readers will be more interested in their mountain. I think your idea of trying to get away from a sales pitch is a good one. However, asking a marketing person to spend time answering technical questions or dealing with peoples gripes may not be the best approach to invoke enthusiasm in their responses. Maybe they should be invited to give a little bit of a pitch about what makes their mountain special. Then they could answer a few standard questions that are asked of all participants and finally a few mountain specific questions (i.e. the Lincoln Peak question for Sugarbush).

I really enjoyed the exercise and I would get frustrated waiting for some of the bigger mountains to reply (Killington where are you?). Thanks for your efforts and keep up the good work.

 

[RISkier]

I enjoyed reading the questions and responses, and I think you did a terrific job getting folks at ski areas to participate -- some were obviously much more enthusiastic than others. I sort of feel like we (those of us who participate) started enthusiastically and then kind of dropped the ball a bit. Perhaps there's just not sufficient numbers of forum participants who've skied some of the areas -- can't really ask meaningful questions about places you've not skied.

 

[ChileMass]

I enjoyed reading the questions and responses, and I think you did a terrific job getting folks at ski areas to participate -- some were obviously much more enthusiastic than others. I sort of feel like we (those of us who participate) started enthusiastically and then kind of dropped the ball a bit. Perhaps there's just not sufficient numbers of forum participants who've skied some of the areas -- can't really ask meaningful questions about places you've not skied.

Gives you an incentive to visit some of those areas you haven't been to yet, huh? :wink:

 

[Greg]

I found some of the questions to be incredibly detailed and specific, so much so that unless you "lived" at the mountain the information was not relevant. I bet the "responders" may have viewed some of those questions with a "what have I gotten myself into" attitude. These people are marketers. They want to answer questions (hopefully in an honest way ) so that readers will be more interested in their mountain. I think your idea of trying to get away from a sales pitch is a good one. However, asking a marketing person to spend time answering technical questions or dealing with peoples gripes may not be the best approach to invoke enthusiasm in their responses. Maybe they should be invited to give a little bit of a pitch about what makes their mountain special. Then they could answer a few standard questions that are asked of all participants and finally a few mountain specific questions (i.e. the Lincoln Peak question for Sugarbush).

Thanks for the feedback. These are some very good suggestions. At one point we discussed defining a list of say 5 standard questions, and then 5 mountain-specific questions. Perhaps if I do this again, we'll take this approach. I also like the idea of allowing the mountain to include a little marketing blurb. Perhaps that would get more of them enthusiastic and willing to provide responses in a timely fashion. Thanks again, Mike.

 

[uphillklimber]

I like how some took the bull by the horns, as it were. Bretton Woods, when asked about their lack of expert challenging terrain, replied (paraphrased), what is there to apologize for. We stand behind what we are! You know, I think I just may have to visit.....Another reason, I've never been there.

Others also answered enthusiastically. That makees me more ecxcited about visiting their mountains, while those that "fulfilled the obligation" I put in the category of too busy to give this the time it needs. Does it mean this is a lesser mountain? No, but, I am way more excited about the mountains that answered enthusiastically. Basically, I am saying, I'll give you points for good responses, but I won't take away points for poor and untimely responses. That's my position.

I do like the amount of resorts that did participate, all voluntarily. Alot of good questions, and answers. And a good forum to get them answered. Please, let's do this again next year!

 

[jamesdeluxe]

Greg:

This was a great idea! All the previous points about enthusiastic, well-written responses making me want to check out a place were correct.

What's stunning is how little attention most of the mountains pay to online ski chatboards like this. Over the past year, I've written articles about a dozen ski areas in the east and west, and none (and I mean NONE) of the marketing/communications people I spoke to were even aware that sites like AZ, Snowjournal, Epicski, and TGR existed! If I were running a resort, I'd take advantage of them to a much larger extent (offer special deals, find out what people really think about their ski areas, learn what skiers value, etc.).

The reasons for keeping their heads in the sand?
-- they think they already know enough about their target audience
-- casual skiers and families (people who don't hang out on ski chatboards) are where they really earn their money

 

[severine]

I think it's a great idea and still support it. But I am disappointed in much of the response received. You could really tell which areas actually *cared* ( ) about the skiers interested in their mountains, or actually had employees who personally enjoy them, versus which were just interested in regurgitating marketing info. I enjoyed Mad River Glen's more than anyone else's; you could feel the enthusiasm and honesty in the responses.

 

[Greg]

Here's an update on the outstanding "interviews":

Cranmore: Sent question on 9/28
Ascutney: Sent question on 9/20
Belleayre: Sent question on 8/12
Mohawk: Sent question on 8/10
Stratton: Sent question on 8/10
Killington: Sent question on 7/7

Obviously, Cranmore and Ascutney are still well within a reasonable response time window. I exchanged Emails with the folks at Belleayre and Stratton so I'm still hopeful they'll respond. I can't seem to get in touch with Ray at Mohawk (by phone or Email) but I'm still trying. As for Killington, we're approaching 3 months and I've sent numerous Emails/voicemails. I wouldn't hold your breath on that one... :-?

 

[jwind]

As for Killington, we're approaching 3 months and I've sent numerous Emails/voicemails. I wouldn't hold your breath on that one... :-?

Too busy for the little guy

 

[Lostone]

I thought it was pretty good, tho I haven't looked in on it for a while. I particularly liked the Mad River interview.

I'll have to go back and look and see what new thoughts come to mind.

 

[First Tracks]

Great concept

The idea was revolutionary -- my hat's off. Definitely give it another shot, Greg...even the best ideas start of small. As word spreads regarding the program I'm certain that you'll find responses to be a bit more forthcoming.

As for Killington, their PR department is in flux right now as their long-time PR person is leaving and the shoes apparently haven't properly been filled. You and I have discussed this backchannel, but I thought that I'd mention it here.

 

[loafer89]

I think that the Ski Area Challenge was a great idea and clearly not something that I had seen at any other ski related website. Some of the reply's were very informative and gave a feel for who really cared about the resort that they were representing. I know that this challenge is mainly directed at NE ski areas, but perhaps we could add some areas from the mid atlantic area as well. If it is decided to have this challenge continue, may I suggest these areas:

Ski Plattekill
Gore
Black Mtn of Maine
Bobcat
Ski Woodbury
Cammelback
Powder Ridge

 

[Beartrap]

I would not mind seeing some smaller areas that people normally would not go to. I love the Ski area challenge and think it is a great way to get some insight in to what ski area's are or are not doing to improve.

 

[Mikec13]

Killington response

I am not at all familiar with the mountain, so for what its worth, I thought they did a good job

 

[andyzee]

I think that the Ski Area Challenge was a great idea and clearly not something that I had seen at any other ski related website. Some of the reply's were very informative and gave a feel for who really cared about the resort that they were representing. I know that this challenge is mainly directed at NE ski areas, but perhaps we could add some areas from the mid atlantic area as well. If it is decided to have this challenge continue, may I suggest these areas:

Ski Plattekill
Gore
Black Mtn of Maine
Bobcat
Ski Woodbury
Cammelback
Powder Ridge

I agree, although this does pertain to mostly New England resorts, I think that you'll find a lot of people that live in the Mid Atlantic states visit both areas.

 

[Greg]

I posted an article regarding the challenge:

http://news.alpinezone.com/2146/

Thanks so much to Marc Guido for a great editing job. He distilled it down to a succinct cohesive article. I'm going to lock this thread so please provide any additional feedback directly in the article thread.