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May 2025
May 2025
FEATURED STORY
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Best and Worst in Marketing 2024-25
A mix of inspired brilliance and uninspired misses round out a comparatively less splashy year in ski area marketing. The relative lack of buzz around ski area marketing this year is somewhat understandable. Our global society is experiencing distractions that hit differently than those we went through during the pandemic. A lot is changing. To their credit, ski areas tried to break through the noise as best they could—some with more success than others, as you’ll find when reading the following marketing reviews. Speaking of changes, we’ve changed the “Print” category to “Other,” which will include the few print campaigns reviewed as well as efforts that don’t fit in th...
Thanks for your interest in reading SAM Magazine. We hope you enjoy the select articles from this issue available in their entirety here. If you'd like to read the rest, we can make that happen. Subscribe to SAM before May 30th to receive your issue, and future issues of SAM. Email karolyn@saminfo.com with questions. 
Thanks for the mentoring I wanted to take a moment to thank SAM, MountainGuard, and High Peaks Group for pairing me with Brundage Mountain (Idaho) GM Ken Rider as my mentor in the Summit Series program! Ken and I had two amazing Zoom calls. Our topics ranged from career paths and book clubs to managing through challenging times and numerous oth...
Resort marketers gives props to other ski areas’ 2024-25 marketing efforts.
A mix of inspired brilliance and uninspired misses round out a comparatively less splashy year in ski area marketing.
Operators across North America are cautiously eyeing the months ahead amid a swirl of economic uncertainty, tariff pressure, labor constraints, and shifting federal policies. We asked several resort leaders from the U.S. and Canada for their thoughts in early April, offering anonymity. Several concerns emerged, painting a picture of strategic wariness and cautious optimism.
To take advantage of tech in F&B, involve your staff in the planning, decision-making, and implementation.
Weather was a win for resorts this season, but inflation, recession fears, and trade tensions could make next year a tougher sell.
Use AI to mine your data cache and unlock operational insights.
Why and how to embrace intergenerational participation in resort marketing.
How two ski areas took the leap into automated snowmaking, and what the results have shown.
It takes commitment for resorts to realize the many benefits the wedding business can bring.
Limited child care options may be deterring families and impacting guest retention.
Municipal partnerships and an increased focus on advocacy boost sustainability efforts for mountain resorts and their communities.
While Monarch Mountain’s No Name Basin expansion makes the ski area much bigger, the goal is for it not to change a whole lot.
Ski areas that employ international workers are likely to feel a staffing crunch in the months and years ahead due to the new administration’s many immigration-related program cuts and restrictions. While the exact impacts are somewhat uncertain, operators should be diligent in their planning because the situation can change at any time. Why a...
