Well, that was an interesting season—and we’re not referring to the weather. Marketing efforts in 2023-24 ran the gamut, from long-in-development to reactionary, from creative and inclusive to tone deaf and exclusive, from fun and entertaining to low-key and serious. This winter season and beyond didn’t seem to follow any trends or themes, which made it especially interesting from a consumer (and reviewer) standpoint.
The following showcases a wide variety of marketing and communications efforts that got our panelists’ attention for any number of reasons, for better or worse, in four different categories: General, Print, Digital, and Video. Some resorts struck gold while others struck out.
As always, the beauty of these critiques is they are completely subjective. In some cases our panelists focused on the details, in other cases they looked at the big picture. The overall goal here is to provide you, dear reader, with a little entertainment along with some insights about how various marketing hits or misses.
We could only fit about half of the reviews in the magazine. Once you’re done reading, hop onto saminfo.com/the-magazine/this-issue to read the rest. Enjoy!
BEST “FIRST TO OPEN” GAMBIT
SKI WARD, MA
Whenever small ski areas make a run at the “race to open,” a debate inevitably follows around what constitutes a winner of this unofficial contest. Does it have to be a chairlift, or does a rope tow count? Do they have to remain open, or is a fun weekend enough? Forget the rules: Whoever manages to allow snow-hungry skiers to make a few turns first always snags heaps of headlines. That’s the win. Armed with a new snowmaking machine that can crank out white stuff at (almost) any temp, Ski Ward trumped this year’s competition by covering its beginner slope with a blanket of white and spinning its conveyor lift for a quick weekend in October. Ward became the first lift-served ski area open for the 2023-24 season. While pundits debated whether this qualified as the winner, Ski Ward was basking in broad media coverage. It cleverly played the game … and won. —GB
MOST AHEAD OF THE CURVE:
JAY PEAK, VT
On average, it takes about 375 years for a total solar eclipse to happen at the same location, so the event on April 8 across the central and northeastern U.S. was a bfd—and a prime opportunity to make some marketing noise and fill some beds. Presciently, on June 23, 2023, Jay Peak declared: “April 8, 2024 - We’re Going Dark.” (Enticing headline: check.) The email and social posts promoted “The Whiteout,” an event celebrating Jay’s position as “the closest major resort in the U.S.” to the path of totality, with a Pink Floyd tribute band playing, naturally, “Dark Side of the Moon” in its entirety, lodging packages, commemorative swag, and more. Lodging sold out months ahead of time, and the Jay marketing team once again turned a dark moment into a bright success. —DM
MOST SUPPORTIVE GESTURE
SHOWDOWN MONTANA, MT
Showdown Montana was able to open just before Christmas, but several other Montana ski areas weren’t as lucky, as warm temperatures and scant natural snow delayed the start of their season. So, in late December, the family-owned and operated ski area—also the Big Sky State’s oldest—stepped up to offer complimentary lift tickets to passholders from other Montana mountains that hadn’t been able to open. Season passholders from Blacktail Mountain, Turner Mountain, Maverick Mountain, Teton Pass Ski Area, and Montana Snowbowl were all invited to ski and ride at Showdown until their home mountain was able to open. It was a show of solidarity rarely seen, and a gesture indicative of Showdown’s community-first brand. While perhaps not the full intention, it’s a marketing win when ski areas do genuinely nice things and are sincere about the message. Said Showdown on its Facebook announcement, “Winters in Montana just need skiing.” —MW
BEST OPENING DAY PROMO
BANFF SUNSHINE VILLAGE, AB
First chair on opening day tends to be the only “first” that ski areas and guests care about, but when you think about it—as Banff Sunshine did—there are numerous other “firsts” that can and should be celebrated and talked about on social media. Across the resort on opening day, the first carpet ride, first jib, first high-five, first gin and tonic, first poutine and first Caesar (because Canada) were all celebrated, and the guest who claimed the first of these and nearly a dozen others went home with a commemorative sign. It was the first time the team at Banff Sunshine did this, and I hope they do it again, and other resorts follow suit. Opening day is about so much more than first chair, which people often camp out to claim. Show me a tent at the base of the conveyor lift and/or outside the bar ahead of opening on day one and your resort will win at guest engagement. —DM
ALMOST THE BEST IDEA EVER
ARAPAHOE BASIN, CO
My inner book nerd who still loves her local library could not help but dive into this ad that is equal parts old-school library poster (if you know, you know; hello Scholastic Book Fair-level graphics) + greatest collab ever. “A Story Best Told on Snow. Your Library Card is Your Lift Ticket.” the ad touted. Wait, what? REALLY?!? For a moment, I thought, “This changes EVERYTHING about public access to skiing,” and, “It’s ... a little too good to be true.” Alas, this was not an opportunity for anyone with a library card to come ski A-Basin, but a contest for three winners to have the opportunity to turn their public library access into a memorable ski adventure. Nonetheless, the concept, the execution—I call it a win (and, nudge-nudge, maybe the start of a revolutionary idea). —CB
WORST REBRAND
WINDHAM MOUNTAIN CLUB, NY
Windham’s abrupt rebrand to Windham Mountain Club and the adoption of a public/private model came as a shock to many, but the execution of the rollout was shocking, too. To start, the lead tagline was “Say goodbye to Windham Mountain.” Appearing to shun the history of a 60-year-old resort in favor of new beginnings is a bad look (Windham has since deleted social posts including it). The incomplete website promised “A rare time in rarified air” and referred to the resort as the “gilded outlier” in the Catskills—a suitably pretentious moniker for a place with a $175,000 membership initiation fee. The public response was so fierce and angry that the resort disabled comments on its Instagram posts shortly after the rebrand went live in October, and had yet to turn them back on by April. Despite introducing favorable improvements for both the public and members, it might take some time for Windham Mountain Club to win back its previously devoted public. —MC
LEAST MEMORABLE USE OF ALLITERATION
MOUNTAIN COLLECTIVE
Ride the Renowned. Tranquil Terrain. Where Powder Meets Perfection. Yes, alliteration is powerful but not exactly memorable. And Mountain Collective, you need to make a splash!I'll admit it, I sometimes forget that the Mountain Collective is still a thing. Don't give up Mountain Collective, YOU'RE STILL IN THE GAME.Shout your radness from the (collective) mountaintops and get noticed. You are different from the other mega passes, and you're not just an option, you're a really good option. You're a contender, Mountain Collective, don't let the other passes eclipse you. You don't have to be the shy poet version of ski passes, pining away for our unrequited love. Catch our attention and let us know you want us. Be memorable. P.S. If I see a "Make Mountain Memories" post in the next few days, I'll cry. Just. Don't. —CB
BEST INCLUSIVE MOMENT
IKON PASS
Resorts are trying to be more inclusive, and every effort is appreciated. As someone who works on making the mountains more inclusive, I'll admit, it can be hard to create authentic moments in the mountains (oh goodness, I'm starting to sound like I write ads for Mountain Collective). Sometimes things feel performative, or at worst, a bit tokenizing. But sometimes, resorts really get it right. Enter Ikon's celebration in unity with the Asian American community. Ikon challenged skiers and riders toCelebrate the Year of the Dragon in the mountains by searching across theirNorth American destinations for a lucky red envelope. A nod to the tradition of giving the gift of a bright red envelope to friends and family at Lunar New Year, Ikon gave its own mountain twist to the tradition. Bonus points: Ikon even integrated its "Good Stuff" tagline into the tradition. I do hope that "In the Year of the Dragon, there are Mountains of Good Stuff to Be Found.” —CB
BEST BEGINNER-FRIENDLY EXPANSION
KEYSTONE, CO
There are many things resorts do to help beginners have a better experience. They’ll install covered conveyor lifts to keep new skiers cozy on blustery days, invest in features and grooming designed just for less-experienced skiers and riders, or perhaps discount tickets just for gentler terrain. These investments are great, but are drops in the bucket compared to the cost of a shiny new six-passenger chairlift. Keystone’s expansion to Bergman Bowl—a brand new zone of gentler terrain developed near the top of the resort, served by a new six-pack chair—is a powerful statement about the importance of the beginner and intermediate experience. The new terrain makes Keystone one of the few places where novices can get above treeline and enjoy the incredible vistas typically reserved only for advanced skiers and riders. Given the fact that some beginners will never graduate beyond this level, it’s a brilliant way to make the scenic vistas we all love accessible to more guests. —GB
BEST NEW EVENT COLLABORATION
WOODWARD/POWDR
When Jess Kimura endeavored to support up-and-coming women snowboarders by turning The Uninvited video trilogy into an in-person event, the snowboarding community was ecstatic. The Uninvited videos have launched numerous pro careers and a multi-day event would be able to support and showcase even more riders—in a time when rail riding talent is hitting a crescendo. Last spring, the two-day photoshoot and one-day contest brought out dozens of women riders as well as female park builders, photographers, videographers, judges, announcers, and more. The Uninvited also partnered with Beyond the Boundaries on a women’s ride day for the public, turning folks from spectators to participants snowboarding alongside their favorite pros. The social media response was huge and it also appeared organically in endemic media, broadly showcasing female pro athletes, and showing that supporting women’s events is a boon for the resort partner. Year two went down at Woodward Park City, continuing the partnership with POWDR in the Wasatch. —MW
MOST CONFUSING COMMUNICATION
POWDER MOUNTAIN, UT
Skiers and snowboarders who frequent Powder Mountain, especially season passholders, are fiercely loyal to Powder’s sprawling terrain and lack of crowds. The latter has always been kept in check by limited day-ticket and season pass sales. In early spring, though, new ownership announced that season pass sales would no longer be capped. This followed a December announcement that a portion of the mountain (including two current lifts and one future lift) would become private for real estate owners. The way news is rolled out is as important as the news itself. When PowMow released 2024-25 season pass info on social, the comment sections went wild with little response from the resort. PowMow tried to allay fears about future crowds with another social post a few days later, and started responding to some comments, but the damage had been done. When sharing unpopular news, things can get out of control quickly. Get it right the first time and stay engaged. —MW
BEST IN-MARKET REALITY CHECK
STRATTON MOUNTAIN, VT
Stratton did a great job of sharing the obvious with the often oblivious (well, oblivious to mountain weather, at least). Not that we can hold it against them, but people who don’t live in the mountains take a certain amount of reminding (READ: so much reminding) that winter weather is often isolated to mountain environments. By sharing some snowy videoed eye-candy with NYC subway riders on video monitors at busy stations, interests are instantly piqued. The “Live from Stratton” message likely gets the wheels turning in commuters’ heads, especially since they see the message every day. One of the greatest reasons for the bruise on my forehead to grow while working in ski industry communications is from having to repeat over and over the notion that front yards could very well be snow-free while mountains are very much snow-y, and Stratton brought this message straight to the concrete jungle. —MC
BEST OLD SKOOL MARKETING
STRATTON MOUNTAIN, VT
As a city gal, seeing any reference to mountain life in a major metropolis makes my heart flutter. And while I sat on train platforms in the Catskills, Boston, and New York City, the adorable Stratton ads, with the cartoon bears saying, "Let's Winter," got me to smile (which is so not cool in NYC). The Stratton ads are to the beginning of my shred season like holiday music blaring in Costco is to the start of Christmas (in October, so it seems). The Stratton signs are simple, cute, and nostalgic, and remind me that escaping the city is just a drive away. Keep it up, Stratton. My winter soul needs to spot a cute bear in a scarf, which is way cuter than the rats on the rail lines. —CB
MOST FUN WAY TO INTRODUCE TREE SKIING
TAOS SKI VALLEY, NM
Gamifying the on-hill experience to encourage learners to try new things may seem more appropriate as an operations “best,” but it has real marketing value. Learning to ski or ride is hard. Learning to ski or ride through the trees is even harder. Promote a fun way to learn how, and your audience will respond. This winter, Taos debuted Willy Mammoth’s Way, a kid-friendly glade designed for those getting used to turning through the trees. Signage features Willy Mammoth, a character who shares tips about glade skiing, and there are a handful of pull-down signs (like window shades) throughout the area with fun facts about the region—like what types of dinosaurs used to roam in New Mexico. For young riders (or adults who are new to glade skiing), navigating the run by going from sign to sign is a fun way to get comfortable, and maybe learn some stuff, too. —MW
WORST FALSE HOPE
SMUGGLERS’ NOTCH, VT
Loyalists to Smugglers’ Notch like the resort just the way it is, old Hall double chairs and all. So, it was a bit confounding when news dropped about a proposal to install a gondola connecting Smuggs with nearby Stowe. Given all the red tape that comes with installing a lift to traverse the state-protected Smugglers’ Notch, and that the only new lift at Smuggs in more than 20 years could be a gondola to a different resort, many were left asking questions. Official messaging from Smuggs compounded the confusion, confirming “the rumors are true,” while Vail Resorts continued to decline comment. And now that it seems the concept has been squashed by state officials, it’s left a sour taste for some people as the notion of something new was ripped away. Others, however, were thrilled to know their slower-paced, fresher-lined, off-the-beaten-path retreat wouldn’t be changing anytime soon. The confusing messaging from the resort has contributed to division among many in the Smugglers’ family—those eager for something new, and those weary of losing something rooted deeply in tradition. —MC
BEST CELEBRATION OF 2004
TAMARACK, ID
Many resorts were founded back in the 1940s to 1960s, so lots of big anniversaries have been celebrated in recent years. Tamarack in Idaho, however, was founded in 2004, the same year as Facebook. While practically new by North American ski area standards, a lot has changed in the 20 years since Tamarack first opened, including the price of season passes. To celebrate, instead of offering a 20 percent discount or another somewhat token acknowledgement of the anniversary for its 2024-25 season pass launch, the resort took it all the way back to the beginning by offering 2004 pricing on its Boundless All-Season Pass. The promo only lasted for about a week (Feb. 23-March 3), but the deal was memorable with adult passes going for just $399, less than half of what that same pass would cost today. The rollout included a teaser video on a tube TV with Huey Lewis and the News singing “Back in Time” and a launch video pointing out major events from 2004, including Tamarack’s opening. Despite the seemingly low engagement on social channels for the promo, this was a unique and hopefully successful effort that caught my attention. —DM
BEST PRINT CAMPAIGN
SNOWBIRD, UT
A few years ago, the ’Bird’s “One-Star” campaign earned well-deserved praise. This concept went all-in on Snowbird’s strengths and cleverly expressed that this mountain isn’t for everyone. More recently, Snowbird’s marketing has highlighted the use of red, the color of one of the resort’s famous tram cabins. This year, the team beautifully wove those two things together. It built on the traditional green, blue, black trail-difficulty ratings, adding red Snowbird wings with the label, “Different Breed.” Whether it was billboards on the highway or print ad spreads, the campaign cleverly blended the momentum from “One-Star” with the evolution of the brand the team has been building ever since. It was effective, on-brand, and easily recognizable by their target audience. —GB
BIGGEST FOOTPRINT FAULT
TAOS SKI VALLEY, NM
Taos is one of the most committed mountain resorts to climate and environmental action. It’s great to see the resort invest in a two-page spread in Powder magazine dedicated to its climate efforts, but the use of the term “Better Footprint”—as in, carbon footprint—was rather tone-deaf for such a climate-aware resort. As a reminder, in July 2020, Mashable journalists uncovered that the term “carbon footprint” was coined as part of a massive British Petroleum PR campaign intended to shift the onus of the climate crisis from large oil producers to the everyday consumer. It was a brilliant move considering more than half of global industrial emissions since 1988 can be traced to just 25 corporate and state-owned entities, including BP. Knowing the background, Taos should continue its climate advocacy as part of its marketing, sans “footprint,” because words matter. Choose them wisely and avoid traps like this in the future. —SW
BEST CAPITALIZATION ON A CAPTIVE AUDIENCE
COPPER MOUNTAIN, CO
In today’s world, it’s hard to get people’s attention. Inboxes are overflowing, social media algorithms are unreliable, and are people reading anymore? (Judging by you, dear reader, thankfully the answer is yes.) But there’s one place where a captive audience isn’t hard to find: the resort bathroom. Everyone needs to take a quick pit stop at some point, and that is where the bathroom-stall flyer comes in. Copper Mountain capitalized on this momentary down time by posting eye-catching posters for its Fast Tracks first-tracks program. “SLAY ALL DAY,” the bathroom billboard proclaimed, followed by some quick info and a QR code to upgrade your lift ticket to skip the line and get early ups. Simple and effective, this was a number one way to get eyeballs on the lift ticket promotion. —MW
BEST USE OF PASS MAILERS
WILD MOUNTAIN, MN
Virtually every season pass includes a list of perks. Yet, redemption is often lacking, mainly because the perks are not effectively communicated. Resorts have tried various ways to better highlight these perks, but Wild Mountain implemented one of my favorites. Wild’s passes include free tickets to three other ski areas, so when the resort mailed season passes to pass holders, the package included vouchers for those tickets. The vouchers were impossible to miss and would sit on skiers’ fridges as constant, visible reminders. Wild Mountain’s team worked hard to build a list of perks its skiers would love, then invested in a means of delivering those perks that was worthy of both that effort and the value they could provide to their guests. —GB
BEST PRINT AD POSITIONING
RED MOUNTAIN, BC
It’s no secret that the mega-pass movement has had some tough impacts on the skiing experience. Among this list of externalities are lift lines, now a near daily challenge in the skiing experience for virtually any skier holding a major pass. But what if your mountain is an exception to that rule? RED Mountain Resort is an Ikon partner, but its location and Ikon-Pass limits have kept lift lines nice and short. So, in this year’s print ad, RED showed two images: one of the infamous lift lines that go viral each year, and one of a skier floating through untouched powder at RED. With just three words—“Choose Your Line”—the resort drove home a powerful point around a growing struggle in today’s skiing experience. RED planted a seed that skiers will have plenty of time to reflect on during the next busy day at their home mountain. —GB
BEST ACKNOWLEDGEMENT OF GUEST ASPIRATIONS
JACKSON HOLE MOUNTAIN RESORT, WY
For many of us, booking a major ski trip can be rather daunting. Between travel costs, time off from work, and the added expense (and/or stress) of bringing the whole family along, it’s not always easy to hit that “buy now” button on a trip to a faraway place in search of powder and thrills. But similar to muttering “you’ve got this” to myself before dropping into a spicy line, I’ve absolutely heard my own voice echoing JHMR’s one-liner before: “This is the year.” So, opening a magazine and seeing Corbett’s Couloir with those four words at the bottom feels almost prophetic to me. How does JHMR know I’ve wanted to book a trip there for a decade, but haven’t gone through with it? Because I’m not the only one. Jackson Hole understands the aspirational nature of a trip there, and I—along with many others—appreciate the encouragement to finally make it happen. —MC
RADDEST AD
SOLITUDE, UT
Maybe I am biased, but the ‘80s were rad. This ad makes me think Solitude is, too. Immediately attention-grabbing, the ad stood out in a very neutral-colored issue of Powder. Not everyone pulls off neon without seeming ironic, but Solitude’s loud colors, big fonts, and welcoming message works. Word choice here was important, too. “Gnarley” and “extreme” are often at the forefront of splashy ads, whether in text or image form. But the word “chill” is what put this ad on my list. “Chill” is something we all need, and not necessarily something you equate with a visit to a ski resort these days. “Chill” tells me you can slow down here, and that it’s OK if you aren’t looking for the extreme portion of the mountain. “Chill as you want to be” rounded this ad out to be welcoming to everyone, however they choose to come to the mountain. —SW
WORST EXPLOITATION OF CUTE KIDS
RESORTS AND PARENT HUSTLERS
Ever since a fun video of @chasing.sage went viral (I get it, she’s cute, I’m over it), this trend of turning little skiers/riders into Instagram fodder has gotten out of hand. I’ve even seen ski moms with ring lights and kids in tutus on the slopes of at least three different ski areas. One: c’mon, can’t kids just have fun without becoming some sort of weird influencer? Two: I get it, those lift tickets aren’t going to pay for themselves, and why not live, laugh, ski on junior’s influencer cash? Because: ethics. Whenever I see resorts hop on this trend, my cringe meter reaches levels higher than any snow stake this season (not hard, I know). Therefore, a gentle nudge to my friends at Ikon Pass and other offenders proliferating these juvenile (literally) hijinks: can we retire the mic’d up kids? Please. Maybe kids could just, you know, ski and be kids. —CB
BEST BLOG
PALISADES TAHOE, CA
Blogs don’t get enough love nowadays, with the ubiquity of Instagram and TikTok for up-to-the-minute updates. But there’s beauty to a blog as a hub for chronological stories for your audience, and a home for transparent communications about anything resort related. The content of Palisades Tahoe’s “Inside Edge: Lake Tahoe Ski & Snowboard Blog” is diverse and engaging. It ranges from regular posts like the Mountain Surf Report and detailed weather updates (a post titled “Delicious Wind Buff for Brunch at Alpine” caught my attention) to news about local athletes, fun stories, and operations updates. Well-formed pieces aim to draw visitors to the resort year-round—touching on weddings, events, or how to capitalize on fall colors and hiking in Tahoe. The Palisades blog, much like the resort’s terrain, is varied, robust, and fun to cruise around. —MW
BEST SOCIAL MEDIA GIVEAWAY
IKON PASS
I’ve been following drag queen Pattie Gonia for a few years now, but somehow missed this Ikon-ic partnership last season. For a second year in a row, Ikon is tapping the queer community’s most recognizable climate activist for social promotions—but the Ikon Pass giveaway that Pattie announced on Instagram in March 2024 has a broader purpose. Instead of entering the contest yourself, the only way to enter was to nominate someone who has made a positive impact on the outdoor community. With more than 15,000 likes and 2,271 comments as of late March, it was less of an Ikon promotion and more of an awareness campaign about amazing people doing good things. If you’re looking for a little faith in humanity, scroll through the comments, most of which were very positive. Nice work, Alterra, for standing for something. And to Pattie, who is working for climate justice while giving LGBTQ folks a loud voice in the outdoor industry. —SW
WORST REPEAT OFFENDER
VAIL RESORTS NORTHEAST
Once again, the email campaigns from Vail Resorts properties are getting attention here for the wrong reasons. Is it complacency? Boredom? Churn? If nothing else, the lack of attention to the quality and authenticity of VR’s marketing emails, at least here in the East, is consistent. From Stowe’s November “Invitation Extended: Opening Day” email that didn’t include when opening day was, to emails from Mount Snow, Wildcat, and Stowe all being delivered at the exact same time, frequently all with the same subject line, there must be low expectations of success for this automated task, unless the expectation is hom*ogeneity. Yes, visitation is more of a given at these resorts than others, since most email recipients own an Epic Pass, so perhaps it’s not worth the effort. Given the presumed resources available, though, a little bit of effort would be nice to see. —DM
MOST UNEXPECTED BACKLASH
SUGARBUSH RESORT, VT
Maybe Sugarbush overestimated the intelligence of its audience with this promo. The video and related meme featured a young girl walking up to a ticket window and asking for a ticket. Her response to the price was a series of bleeped expletives. The ad using the meme, which ran in September, promoted an advance-purchase offer of two tickets for $99, one of them valid late season (the video ran for a different promo in the spring, sans backlash). Some social media commenters called it tone-deaf. To me, it’s clear Sugarbush isn’t deaf to the absurdity of lift ticket window prices. Quite the opposite, actually. The brilliance in this clip is that it uses humor and absurdity to bring attention to a product that is tackling that absurdity. I’d like to see more resorts poking fun at themselves, while also making skiing more accessible. My only criticism is the use of $420.69 as the window price, just to be edgy. At the end of the day, though, this gets a round of applause and a good belly laugh from me. —SW
BEST SUBTLE TWIST
LEE CANYON, NV
It's a blink-and-you-miss-it shift on Lee Canyon's website, but when you catch it, oh does it hit. Navigate to leecanyonlv.com on your preferred browser and you come upon a humble website that proclaims: "Minutes Away." Minutes away from what? you might ask, but then you remember—VIVA LAS VEGAS (if that prompted a Travis Kelce Superbowl moment of mildly terrifying proportions and not Elvis, congrats, you're living in the now). As I ponder the thought of a ski resort within a stone’s throw of showgirls, slot machines, and a Spherical venue the size of Bono's ego, I must ask myself, could the skiing be good? So, of course, I scroll down to learn more, and in an instant the words "Worlds Apart" grace my screen. In a cool twist of website functionality, Lee Canyon let me know that if Vegas isn't my thing, making turns a few minutes from the epicenter of chaos could be my respite. Well played, Lee Canyon. Jackpot. —CB
BEST EXPANSION COVERAGE
DEER VALLEY, UT
A massive expansion of one of the world’s top resorts needs marketing and communications investment worthy of the hundreds of millions of dollars that will be spent on that expansion. Deer Valley recognized this and went big with its announcement marketing and media outreach to promote the 3,700-acre expansion and new base area being constructed. The part I love the most, however, was a dedicated website built on a deervalley.com subdomain that gave this story a beautiful, purpose-built place to be told. Normally, resorts would just toss this news on their main website. But normal websites are built for selling lift tickets and lodging, not telling a dynamic, evolving story like this expansion. By creating a site purpose-built for telling this type of story, the Deer Valley team has been able to evolve and expand the narrative as needed without constantly bumping up against the design constraints of the main Deer Valley website. —GB
WORST “DEAL” EMAIL
PALISADES TAHOE, CA
Let’s talk deals. The public loves them, especially as lift ticket deals get more elusive. On the resort side, it’s awesome to be able market inexpensive skiing and riding. It sells itself! That is, unless it’s not so much of a steal. In spring of 2023, I received an email from Palisades Tahoe with the subject line “Ski for just $143/day.” Let’s unpack this. The per day price was for a three-pack. So, you need to commit $429 to ski three late-season days. Sure, it’s all relative since the regular price is $230+ per day, but you can get a season pass at some not-so-small resorts for less than $429. For me, the “just” in this email is just not justified, and it speaks to where we are as an industry. Maybe that’s why the deal email was a bit understated and lackluster. —SW
BEST USE OF BRANDING ON WEBSITE
GRAND TARGHEE, WY
The last half dozen years have seen a bit of a plateau in the evolution of resort website design and strategy. Yes, we’ve seen some clever navs, a bit more breathing space around elements, and new ways to highlight important news, but few resorts have done something that takes their design in a novel direction. Grand Targhee broke out of that rut by bringing some of those glossy, branding-focused aesthetics we’re used to seeing in print ads and weaving them right into the design of its new website. Most hero images are plain images, with text and design overlaid above so this content block can be easily edited by anyone on the marketing team. Grand Targhee sacrificed this simplicity so it could deliver imagery and messages in ways a stock, easy-to-update hero never can. This approach helped Targhee’s website present the same deep, emotional vibe we love in print magazines on a piece of marketing real estate that gets many more eyeballs throughout the season. —GB
BEST TARGETED MATH LESSON
TREMBLANT, QC
Consumers are often looking for how to get the most bang for their buck, but exchange rates don’t always register as something to consider in this equation. Back in September, Tremblant did the math for us Yankees with a tweet (and presumably posts to other social media) starring dollars and sense (and cents). “$1 USD Buys You $1.35 CAD” it said, billing Tremblant as “The inflation-beater winter destination.” It was a simple message aimed at the American market, encouraging us not to give up on our winter vacation this year and head north of the border where our dollar can go further, and timed perfectly for when people are just starting to get the itch to plan some winter fun. It didn’t push a certain package or timeframe, which was smart, because the purpose was to make us start exploring our options, as I’m sure lots of people did. —DM
WORST CASTING
SUGARBUSH RESORT, VT
Appealing to a feisty audience is a strong skill to have, and lots of fun from a marketer’s perspective. In the past, Sugarbush has put out some funny yet edgy marketing that provokes a double-take, but this September social post promoting two tickets for $99 went over like a screen door on a submarine with the resort’s social followers, and it had me wondering what the motivation was as well. In a post with three memes, a little girl walks up to a ticket window looking to buy a lift ticket, then reacts similarly to most adults when the total comes to $420.69. Hey, Kudos for calling out its own exorbitant ticket prices. I think Sugarbush could have Been Better Here, though. Don’t get me wrong, I tend to talk like a farmer in the Navy, but pairing a child with that response seems off-brand for the notoriously clean-cut resort. Perhaps a “Twooo dollars” reference next time? Or cast an adult for the role. In the end, Sugarbush likely sold a lot of these two packs, which is the goal, but for a resort that gets a hard time from its social media followers for things as appealing as lift upgrades, perhaps a different approach would have worked best. —MC
BEST COMMUNICATION DURING TERRIBLE WEATHER
(TIE) TROLLHAUGEN, WI, AND MONTANA SNOWBOWL, MT
Winter started late nearly everywhere this season, putting immense pressure on resorts to satiate the excitement of eager clientele while trying to build up the base whenever possible. Two resorts handled the early-season weather challenges really well: Trollhaugen in Wisconsin and Montana Snowbowl in Missoula, Mont. When relentless rain shutdown Troll during holiday break, the marketing team jumped to help the mountain ops crew, who were working around the clock to keep the trails snowy. Constant communication through social media kept everyone in the know. A video featuring mountain manager Adam Mahler and assistant mountain manager Matt “Boody” Boudreaux added some humor and was helpful in allaying concern, too. In the West, Montana Snowbowl was plagued by warm temps in December but utilized consistent Facebook updates to keep patrons apprised of lift schedules and terrain openings, and had a little fun with a costume contest for folks coming to ski off the rope tow while they awaited snow to get the rest of the mountain open. The reception from the community was extremely positive, a major win during rough weather. —MW
BEST NEVER-EVER CAMPAIGN:
BLUE MOUNTAIN, PA
It’s interesting to watch resorts full of lifelong skiers try (and fail) to overcome the curse of knowledge and speak to never-evers in language that truly resonates with who they are and what drives their decisions. It’s difficult for resort staffers to remember what it feels like to be scared or nervous about an activity—even a simple summer one. Blue Mountain overcame all of this by hiring someone to their team who had never done any of the resort’s offerings. “Annie Tries” is a series about, you guessed it, a woman named Annie trying all the fun stuff at Blue. These videos document Annie’s transition from a nervous never-ever to a smiling participant, with delightful, candid narration along the way. These edits are amazingly relevant to folks who have never lived in our world before and tell the story of Blue’s summer activities in a way I’ve rarely seen from resorts. —GB
BEST NATIONAL DAY VIDEO:
SUGAR BOWL, CA
Put on a blindfold and throw a dart at a calendar. No matter where it lands, you’ll find a “National ___ Day” designation. May 4 is National Naked Gardening Day. December 12 is Coffee with a Cop Day. With multiple designations on any given day, there are literally thousands of them. The marketing team at Sugar Bowl Resort clearly planned ahead for National Lego Day (January 28), publishing a 20-second video of two Lego Mini Figure skiers preparing to send it off a cliff. It’s charmingly low budget; you can clearly see a fishing line pulling a $13 Lego toy groomer across the snow, with someone going “brrrmmmm, beep beep beep” for added sound effects. While most of Sugar Bowl’s Instagram posts rarely crack 1,000 likes, more than 20,000 people liked their homage to Lego Day. Next time you’re in need of creative inspiration for your social, Google what national [insert almost anything] day it is. —LS
BEST APPROACH TO THE WORST BEHAVIOR
(Tie) MT. ASHLND, OR, AND MAMMOTH MOUNTAIN CA
These days, signage isn’t successfully getting the message across, and friends aren’t sharing with friends enough about the need to follow the rules of in-bounds uphill travel and heeding closures. Kudos to Mt. Ashland Ski Area and Mammoth Mountain (among others) for taking a direct approach to addressing the problem. Mt. A posted a video from one of its snowcat operators of an uphiller ducking under the tensioned winch cable, with the operator, clearly shaken, saying, “That’s how people die.” It’s disheartening to read the comments, many of which speak out in defense of the man’s behavior, and actually downplay the seriousness of the situation. Mt. A followed it up by pushing out an informative YouTube video on the resort’s uphill policies. Down in Cali, Mammoth Mountain posted a series of videos featuring individual patrollers sharing the resort’s new, stricter policy for guests who ignore closures during avalanche mitigation work, emphasizing how tragic it would be if someone were to be killed, not only for the deceased, but for the patroller. Again, far too many commenters poo-pooing the pleas. Using marketing channels to communicate these messages—and being ever-more forceful with the messages being delivered—is a wise way to reach the most people in an effort to prevent tragedy. —MC
MOST ENDEARING ON-CAMERA PERSONALITY:
DODGE RIDGE, CA
Conjure up an image of a snow reporter. She—she’s probably a she, let’s be honest—skis into frame on a bluebird day. “What’s up, guys?!” she beams, then launches into a description of how great everything is. And then there’s Eric, the base area director at Dodge Ridge who regularly takes to the socials to deliver weather, conditions, and resort ops updates. Sporting a graying beard, leather work gloves, and a walkie-talkie chest harness, he gives major dad vibes (he always opens with “Hey, Dodge Ridge family!”). He delivers the message with enthusiasm and smiles, but like his reinforced Carhart pants, he wasn’t born, per se, to be on camera. Which is precisely why Eric is so beloved. His Michael Cera-ness only endears you more as the viewer. Even when he shares disappointing news—like when the mountain couldn’t open during an early March blizzard and one commenter said what we were all thinking: “Be safe, Eric. Can’t risk losing a legend like you.” —LS
MOST ENTERTAINING TEST OF SAFETY KNOWLEDGE:
WACHUSETT MOUNTAIN, MA
Wachusett Mountain clearly had a lot of fun with this one. Playing off those late-night TV interviews where a host goes out on the streets to ask questions about real life scenarios, Wachusett’s host, Chris, asked guests to name one of the 10 points of the Responsibility Code, handing out hot chocolate vouchers for correct answers. Considering many people lock up under pressure, we won’t put too much stock in the lack of correct answers as a true litmus test for skier/rider safety education—although it was still a bit concerning. Nonetheless, it was a clever way to draw attention to safe behavior while having a little fun in the process. In all my years of dreaming up ways to make National Safety Month fun, I’d never considered this approach. But now, I really want to go out and start asking some questions. —MC
BEST ADAPTATION OF A NON-SKI CAMPAIGN
BUCK HILL, MN
Sometimes we’re guilty as an industry of mainly looking at each other for marketing ideas. This reciprocal inspiration can create a bit of a marketing echo chamber when it comes to our copy, creative, or designs. Buck Hill shrugged off that myopia when it was looking for a new way to tell the story of its snowmaking team. The inspiration came in the form of a poem by Paul Harvey that was given new life in a marketing context through a Ram Truck ad shown during the 2017 Super Bowl. The team cleverly converted Harvey’s “God Made a Farmer” into “God Made a Snowfarmer,” carefully mimicking the topics, wording, and even meter of the poem from start to finish. The thoughtful tone of the script gave the final piece a strong message wrapped in a smart, engaging package, delivering well-deserved praise to snowmakers in an effective and creative way. —CB
BEST BRANDING CAMPAIGN
STEAMBOAT, CO
When you think of Steamboat, Colorado, there are a handful of images that come to mind. One of them would certainly be skiing. Another is the area’s cowboy vibe and roots. Rather than pit these ideas and cultures against one another, the team at Steamboat blended them together beautifully for this year’s branding campaign by working with local cowboy poets to write poems they could use in videos and other collateral. The result brings the deep, rich imagery that only cowboy poetry seems to capture and wraps the resort, town, and guest experience in this beautifully human lens. Even better, the poets themselves provided voiceover for the videos that were part of this campaign, which gave each version the exact inflection and, let’s be honest, classic cowboy drawl that the authors imagined. This was genuinely one of the best resort branding campaigns I’ve seen in the last decade. —GB
BEST NOD TO RESORT HERITAGE:
VAIL MOUNTAIN, CO
In February, Vail Mountain launched a savvy digital campaign about its “Seven Legendary Back Bowls.” For locals and longtime visitors, the Back Bowls are a Vail institution, comprised of 47 indicated routes and 2,785 largely treeless acres. These shorter-than-a-minute odes to the individual bowls and their characteristics showcase Vail staff from several departments who extoll each bowl’s qualities. The explanations, opinions, and beautiful footage are equally compelling for Vail afficionados as well as those less familiar with the Colorado resort—a hard balance to hit. For regulars, there’s a feeling of being in on a collective secret. For anyone who is unfamiliar, the videos act like a tape cassette passed down from an in-the-know friend. They were a digital win that resonated all the way to the back (bowls). —MW
BEST USE OF AN INFLUENCER
SUNDAY RIVER, ME
I’m sure Sunday River understands that they won the marketing lottery when Olympic mogul skier Troy Murphy created his straight-ski-wearing, Moxie-swilling, thickly-Maine-accented alter-ego, Donny Pelletier. Since the first “Donny Comes Home” video was posted to Sunday River’s YouTube account more than 5 years ago, his popularity has exploded. Sunday River easily could have jumped the shark with subsequent Donny productions, opting—justifiably—for high-budget videos with carefully-synced music and not-so-subtle calls to action to buy your season pass now before prices go up. But Sunday River kept it real. Donny’s original let's-just-hit-record-and-see-what-happens production style, where he is mic’d pack and allowed to roam the mountain with a bottle of Moxie, still stands out in today’s TikTok algorithm-grubbing world. It takes constraint, but Sunday River gets it: if it ain’t broke, don’t fix it. Friggin’ mint, bub. —LS
BEST NOD TO RESORT HERITAGE
VAIL MOUNTAIN, CO
In February, Vail Mountain launched a savvy digital campaign about its “Seven Legendary Back Bowls.” For locals and longtime visitors, the Back Bowls are a Vail institution, comprised of 47 indicated routes and 2,785 largely treeless acres. These shorter-than-a-minute odes to the individual bowls and their characteristics showcase Vail staff from several departments who extoll each bowl's qualities. The explanations, opinions, and beautiful footage are equally compelling for Vail afficionados as well as those less familiar with the Colorado resort—a hard balance to hit. For regulars, there’s a feeling of being in on a collective secret. For anyone who is unfamiliar, the videos act like a tape cassette passed down from an in-the-know friend. They were a digital win that resonated all the way to the back (bowls). —MW
