Friday, January 27, 2012

Screaming ski pass deals were brilliant


     One marketing consultant after another has said that the Sun Valley area needs to attract younger skiers and boarders to sustain and grow winter business over the long term.

     How to do that has been a real head-scratcher for a relatively remote destination resort that led the pack by welcoming snowboarders but was late to terrain parks, halfpipes, cross-courses, jumps and rails.

     Limited marketing funds have added to the problem.

     The other brainteaser that has kept valley leaders awake at night is trying to figure out how to create customers for life.

     Part of the solution presented itself last Sunday. Hundreds of families and individuals were introduced or reintroduced to the joys of Bald Mountain courtesy of $35 day passes.

     Sun Valley Resort had joined forces with Fly Sun Valley Alliance to make the passes available, market them and raise money for the alliance.

     A big enthusiastic crowd at River Run Lodge at the end of the day pronounced the effort wildly successful.

     The day drew regional and local skiers, many of whom hadn’t been on skis for a while. Some had never skied Baldy. And instead of just dad or mom or the teenager on the mountain, whole families skied and boarded together.

     We’re pretty sure people turned some attics upside down to dig out and dust off mothballed gear for the big day.

     Baldy’s regulars laid down impressive turns, but so did intermediates and newbies whose presence on the mountain has shrunk over the years.

     What was most noticeable was that the price break seemed to lower the average age of skiers and boarders on the mountain—the very thing marketers and businesses have sought.

     Baldy sees fewer skiers in January than other months so it’s a perfect time to create some buzz, discount some tickets and put more skiers on a mountain that is operating full out anyway—no matter how many customers show up.

     Marketers know that people can be creatures of habit about products they buy. Recreation and travel are no different. Establishing recreation and travel habits requires building familiarity and emotional bonds with people. An experience must leave them wanting more.

     Sunday did that.

     Baldy’s deep new snows, perfectly groomed runs, warm elegant lodges and the camaraderie that envelops only the happily exhausted were all anyone could have asked for.

     We can build customers for life if we reach out, invite people in and introduce them to our favorite mountain from time to time.

     Sunday was a day worth repeating.




About Comments

Comments with content that seeks to incite or inflame may be removed.

Comments that are in ALL CAPS may be removed.

Comments that are off-topic or that include profanity or personal attacks, libelous or other inappropriate material may be removed from the site. Entries that are unsigned or contain signatures by someone other than the actual author may be removed. We will take steps to block users who violate any of our posting standards, terms of use or any other policies governing this site. Use of this system denotes full acceptance of these conditions. Please review the full rules governing commentaries and discussions. You are fully responsible for the content that you post.

The comments below are from the readers of mtexpress.com and in no way represent the views of Express Publishing, Inc.

You may flag individual comments. You may also report an inappropriate or offensive comment by clicking here.

Flagging Comments: Flagging a comment tells a site administrator that a comment is inappropriate. You can find the flag option by pointing the mouse over the comment and clicking the 'Flag' link.

Flagging a comment is only counted once per person, and you won't need to do it multiple times.

Proper Flagging Guidelines: Every site has a different commenting policy - be sure to review the policy for this site before flagging comments. In general these types of comments should be flagged:

  • Spam
  • Ones violating this site's commenting policy
  • Clearly unrelated
  • Personal attacks on others
Comments should not be flagged for:
  • Disagreeing with the content
  • Being in a dispute with the commenter

Popular Comment Threads



 Local Weather 
Search archives:


Copyright © 2020 Express Publishing Inc.   Terms of Use   Privacy Policy
All Rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Express Publishing Inc. is prohibited. 

The Idaho Mountain Express is distributed free to residents and guests throughout the Sun Valley, Idaho resort area community. Subscribers to the Idaho Mountain Express will read these stories and others in this week's issue.