Behind the Curtain

In ski area marketing, we know that a crisp image of a skier slashing a turn through deep snow on a bluebird day will land with guests. But can the day-to-day activities of your mountain operations team have the same effect? As it turns out, yes. As more and more ski areas highlight these lesser-known details of daily ops as a marketing tactic, the transparency, they say, grows hype, improves communications, sets guest expectations, provides recognition for team members, and even helps to recruit staff.  

Allowing a peek into the inner workings of your resort can be a boon in the age of social media, where transparency is key. Now that nearly every guest has a computer at their fingertips—and a platform to voice their opinions—accuracy and education have never been more important in resort marketing.