Friday, December 18, 2015

Ski Resorts & Social Media: The EpicMix Case of Study (5)

On 2014, Vail Resorts introduced EpicMix Guide the fifth generation of its multi-channel app, EpicMix. EpicMix Guide uses guest input to generate a customized, step-by-step navigational guide to experience company’s ski resorts like a long-time local.
"EpicMix Guide will enhance the way many of our destination guests experience our resorts", said Kirsten Lynch, executive vice president and chief marketing officer of Vail Resorts. "Skiers and riders can input what kind of skiing they like to do, what kind of terrain they want to explore and how much time they have available, and EpicMix Guide provides a custom itinerary to help them navigate the mountain in a care-free way, maximizing the fun they’ll have that day".
Guests log into any one of the various EpicMix channels (app, mobile web, desktop) and answer a variety of questions including: desired resort, starting location at the resort, terrain difficulty desired, and length of time available. EpicMix Guide then pours over 350 possible itineraries to automatically generate the optimal route for that guest on that day.
"EpicMix Guide is like handing you 20 years of experience at that resort on your first visit there", said Lynch. "We’re putting this power at the fingertips of every one of our guests".
The EpicMix development team sought the insider knowledge of each resort’s most experienced Ski and Ride School instructors to build itineraries which would let guests explore each mountain in a unique way that is appropriate for the corresponding skill level.
Once an itinerary is completed, skiers and riders can share their itinerary, along with photos and other stats about their day, on social media through Facebook and Twitter.

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