Friday, June 6, 2014

SAM Announces Best/Worst Ski Area Marketing Programs for 2013/14 (3)

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.

Most Clever Tie-In To The Super Bowl: Telluride, Colorado

"When the Denver Bronco’s made the Superbowl, it’s little surprise that many Rocky Mountain resorts tried to capitalize. But rather than knee-jerk reactions of blue and orange clad skiers, Telluride did something that is proving more and more effective in today’s marketing culture: they used video to tell a story. Starting in town, a Broncos flag was transported by locals, families, park rats, and ski patrollers alike up the slopes of the mountain to a peak overlooking their famously beautiful slice of Colorado.
Each viewer didn’t just get excited for the game, they were exposed to Telluride’s best features. The high production value and smart distribution helped this video get picked up by dozens of national media outlets and earned the YouTube version alone more than 115,000 views

Telluride Ski Resort is a world-class Colorado ski resort and summer vacation destination located in the beautiful San Juan Mountains in Telluride, Colorado. In winter skiers and snowboarders have access to over 2,000 acres of beginner, intermediate and advanced skiing terrain with a vertical drop of 4,000 feet. Telluride offers recently opened majestic terrain and a newly installed staircase at approximately 12,500', accessing in-bounds terrain and providing an experience like no other. Featuring a free gondola, spectacular hotels, expanded retail shopping, spas and unrivaled scenery.
Telluride is consistently ranked tops in many reader's polls for 'most scenic' ski area (Conde Nast, Ski, Powder). Butch Cassidy robbed his first bank in Telluride. Giuseppe's is the highest restaurant in all of ski country at 11,890ft. The free scenic gondola connects the charming historic Town of Telluride with the modern European luxury of Mountain Village.

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