Thursday, June 12, 2014

SAM Announces Best/Worst Ski Area Marketing Programs for 2013/14 (8)

The current issue of Ski Area Management (SAM) Magazine take a look at the good, the bad and the ugly in marketing efforts by mountain resorts (we will take a look at the best ones, if you want to know about the worse examples read the complete article in SAM).
Contributors to this year’s selections are Sam Rufo, president of NxtConcepts; Gregg Blanchard, the force behind and communications director for Ryan Solutions; Mike Grasso, a Transworld Snowboarding contributor; and SAM’s own Jennifer Rowan and Rick Kahl.

Best Recruiting of Social Media Players: Vail Resorts

"It really helps to understand your market. The Millennials may know how to effectively use hashtags and photo sharing sites, but what about the Baby Boomers and Gen Xer’s who may have missed that class? Vail set up a social “lesson” page to teach moms how to Instagram their trip.
End result? Happy moms and a huge boost to their social media channels

In November 2012 Vail Resorts launched a partnership with expert family travel writers and the Company’s new website,, designed to provide moms (and dads) with thoughtful tips and expert advice on planning the best family vacation experiences at Vail, Beaver Creek, Breckenridge, Keystone, Heavenly, Northstar, Kirkwood and Canyons.
Written by award-winning family travel writers and moms, provides fresh, relevant content on winter and summer travel in the mountains for families with children of all ages. Topics cover the basics of family vacation travel planning, including blog posts dedicated to each of Vail Resort’ seven world-class resorts about where to stay, where to eat, winter and summer activities, mom getaway weekends and date nights at the resort. The website also offers expert advice on winter and summer gear and traveling to and from the resorts, along with a video and photo gallery. There’s even a place for guests to "Ask an Epic Mom" their questions and then find the answers posted directly on the website.
The Epic Moms regularly spend time at each resort researching and reviewing everything from lodging to restaurants to ski school to the best ways to ski or ride the mountain with kids. They’re award-winning travel writers in their own right who also happen to love spending time with their families in the mountains.

Vail Resorts is the leading mountain resort operator in the United States. The Company's subsidiaries operate the mountain resorts of Vail, Beaver Creek, Breckenridge and Keystone in Colorado; Heavenly, Northstar and Kirkwood in the Lake Tahoe area of California and Nevada; Afton Alps in Minnesota and Mt. Brighton in Michigan; and the Grand Teton Lodge Company in Jackson Hole, Wyoming. The Company's subsidiary, RockResorts, a luxury resort hotel company, manages casually elegant properties. Vail Resorts Development Company is the real estate planning, development and construction subsidiary of Vail Resorts, Inc. Vail Resorts is a publicly held company traded on the New York Stock Exchange (NYSE: MTN).

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