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May 2026
May 2026
FEATURED STORY
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Best and Worst in Marketing 2025-26
Execution makes all the difference in the success of this year’s ski area marketing efforts. Yell when others are whispering, whisper when others are yelling. Make a different noise than everyone else and more people will hear it. It’s clear some ski area marketers took a version of these words of wisdom to heart this past year to get their message through. Others followed trends. Either approach can work well or backfire, depending on the execution. Video was unquestionably a preferred medium in ski areas’ marketing mix. High production value still wins the day, but in many cases, simpler, more authentic videos resonated with audiences more. And while turmoil and conflict in...
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 31st to receive your issue and future issues of SAM. Email karolyn@saminfo.com with questions. 
Multiday packs, single-day deals, and beginner bundles are helping ski areas reach casual skiers and grow visits.
How proactive menu changes can help when conditions are variable.
The Spy reopens 20 years of case files to ask, “Have we gotten better at selling summer?”
How Mount St. Louis Moonstone turned record-keeping into a game people want to play.
Leaders can get more out of their people by balancing results and relationships.
With each passing year, the need to replace aging lifts across North America becomes more urgent.
The combination of multi-mountain passes, rapidly rising prices at North American resorts, and the search for uncrowded slopes is increasingly driving U.S. skiers to Europe.
When winter doesn’t deliver on schedule, ski areas adapt surface management strategies to get open and stay open.
When lifts break, teams jump into action—and what happens next deserves the headlines.
Execution makes all the difference in the success of this year’s ski area marketing efforts.
Industry marketers extend kudos to their peers’ 2025-26 marketing and comms efforts.
The idea, sketched out hastily in the late fall, was to visit four ski areas whose futures were, at some point, endangered. How did they get there, what did they do to change the trajectory, and how could their lessons be applied? Their stories, gathered under the “Revival Road Trip” banner, were told in monthly special reports on saminfo.com t...
