When Kirk Hanna purchased Mt. Hood Skibowl, Ore., and started pulling it out of bankruptcy 12 years ago, he knew he’d have to develop the resort’s off-season offerings to make the operation self-sustaining. Today, among other offerings, one of the more lucrative summertime operations at the ski area is hosting corporate picnics.
In 1987, Skibowl had just one summer attraction, a half-mile-long dual alpine slide. Although it was unique in the Northwest, it wasn’t enough to draw the kinds of numbers Skibowl needed to put money in the bank. So, Hanna and company began adding off-season activities, starting with mountain biking, children’s play structures and go-karts. Since then, they’ve added at least two a year and currently offer everything from bingo to bungee jumping.
Around the time the mountain bike program was hitting its stride, Hanna decided to investigate the idea of hosting corporate picnics after he noticed small groups arriving at the resort toting their own lunch baskets. Hanna, who lived in the vicinity of an amusement park that hosted company picnics, felt he could offer the same type of service but with a unique recreational twist. The activities at Skibowl would require participants to be physically involved in the action rather than be passengers. And, in order to be successful, the plan would hinge on expanding and diversifying activities to appeal to all age groups. At the same time, the summer program would benefit by giving visitors additional reasons to remain at the hill for longer periods of time. Their goal: to increase stays to half- and full-day visits and pump up revenue per visit from $7 to $20. The formula worked.
Granted, Skibowl started out with some pluses: It is located 52 miles from Portland, Ore., can accommodate large groups and has 1,000 acres of land. While the distance from Portland was first viewed as a hurdle, over the years the city’s metro area has grown and commute times have increased so the distance has become less of a factor. And the fact that the area has two bases connected by a free shuttle meant room to spread out. But with the right combination of activities and services, corporate picnics can be hosted at smaller areas as well.
“I think there’s a real market out there,” says Hanna, “especially near metropolitan areas, as companies look for quality picnic activities. Ski areas are a natural.”
The first order of business for Skibowl was to landscape by planting sod, grooming flower beds and leveling picnic sites. Marketing the picnics started soon after by tagging all summer brochures and publications with the line, “we coordinate company picnics.” In addition, Skibowl representatives manned a booth—featuring both winter and summer activities—at Portland trade shows targeting corporate event planners and advertised in supporting event guides. A direct mail piece was sent to companies with 50 or more employees within a 100-mile radius followed by phone calls. Skibowl promotes the picnics in Yellow Pages ads, on their website (www.skibowl.com) and provides interested companies with posters, brochures and invitations for employees.
But if that seems difficult, Hanna says a summer brochure tailored to company picnics and a direct-mail piece followed up by calls to human resources offices is the way to begin. Aside from that, plan to begin with modest picnics and “get the job done,” as Hanna says, and referrals will attract more business.
Even if the only activity you can provide is “sky chair” rides and interpretive hikes, Hanna says ski resorts have the existing infrastructure to provide the amenities necessary for successful company outings. An anchor activity is important, however, to identify your area with the corporate crowd.
In Skibowl’s case, the mountain’s food service had to be kept operating year-round (two kitchens and a general barbecue for all guests). Because Skibowl already kept its department managers and a healthy portion of its staff working throughout the year, the only place it needed to add staff for the new offering was in its food service. In total, about 100 people are employed during the summer, with 60 working on an average peak summer day. When a large picnic is scheduled, about 4,000 people, the staff for that day grows to about 90.
“Our first big group amounted to 1,200 people the second year,” says Karen Norton, Skibowl director of marketing and sales. “Now a big company picnic for us is 4,200.” When that happens, Skibowl closes operations for the day to the general public and reserves the entire place for the company. That big a picnic means $130,000 for Skibowl.
When smaller companies converge on Skibowl for their outings, the operation can handle up to six picnics a day. And if a company doesn’t have the budget for spending, say, $20 per employee, Skibowl will offer employees a discount on activities for a specific day—all at no cost to the company. And Skibowl management will design a picnic “schedule” for a company based on its employee demographics.
“This allows us to cater to everyone,” says Norton. “We really can bring in activities that meet everyone’s needs, and that’s what sets us apart.” Skibowl’s current crop of 27 summer adventures include, horseshoes, interpretive mountaintop hikes, horseback riding, mountain board rentals, powered skateboards, miniature golf, batting cages, frisbee golf and assorted children’s play stations. This summer they’re adding an indoor skate park and weight room for fitness-minded guests.
The food service can prepare a wide variety of menu items, but Skibowl has found most people are satisfied with just “grabbing a hamburger because they want to get out there and do everything.” And in case you thought a resort had to offer all manner of adventures, Norton said one of the most popular packages is its “Old Fashioned Picnic” with bingo games and potato-sack races.
During the summer, the area sees about 200,000 visitors. It has increased revenue per visit and the average customer visits two or more times during the summer. Skibowl charges its regular summer visitors from $1 to $25 for individual activities and also has packages from $15 to an all-day pass of $25.
“The company picnic has definitely become a profit center for us,” says Hanna. “And it helps us get through the occasional low-snow year so we can keep management and staff throughout the year for our ski operations as well as our Summer activities.”
Equipment checklist for 4,000
Tents for seating and food service:
- Three 40 feet by 60 feet
- One 60 feet by 60 feet
- One 40 feet by 80 feet
- Four 20 feet by 30 feet
- Three 10 feet by 20 feet
Additional Equipment:
- 350 tables and 1,500 chairs
- Chafing dishes, condiment dispensers and baskets
- Two PA systems
