SAM Coverage
Marketing & Sales
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That’s Entertainment!
Since the time of Moses, perplexed people have scaled mountains seeking answers. So it was that Vail Associates, troubled by guest surveys indicating too…
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A Salesman in Cyberspace
Could it have been just a little over two years ago that Rod Hanna, marketing vice president at Steamboat, Colo., wrote in SAM that…
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The Shaping of Industry Marketing
The ski area industry—a term that may soon be obsolete if we reconstitute ourselves as the mountain resort industry, or some such—is at a…
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Bringing Snowmaking to the Public
In the winter of 1995-96, when Smuggler’s Notch, Vt., embarked on a $4.5 million, five-year investment in snowmaking upgrades, the family-oriented area did more…
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Let’s Do Winter!
On a 9- by 12-foot Big Mo outdoor television, high-energy visual images of skiing and snowboarding supported by equally high-energy music…a 28-foot-high inflatable mountain…
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Clubs Bring New Riders
While most ski areas have long known the benefits of working with school ski clubs, the new kids on the block, snowboarders, are creating…
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Skiing’s Demographic Future
Baby boomers are the 800-pound gorillas of consumer buying. They are still the biggest market for ski areas by far and the biggest market…
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What Do Mothers Want?
A chilling article in the Wall Street Journal last spring noted that women were dropping out of skiing at a worrisome rate—down from 44…
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Slicing And Dicing The Market
If ski area marketers sliced up the ski market, how many slices would they get? Answer: They’re still slicing. Market segmentation, or as Bob…
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Year-Round Schools Promise January Crowds
Think of it—no more crowd crises at Christmas and Easter plus a January and spring packed with reservations for families and school groups. That…