SAM Magazine—Natick, Mass., Feb. 7, 2024—In an effort to gather data and insights on ski area marketing, SAM and MMGY Origin have partnered to launch an annual survey targeting resort marketers. The responses will inform the Annual Outlook on Resort Marketing report, which will serve as a yearly resource and benchmarking tool for marketing teams across North America. 

The survey aims to achieve a few goals, according to MMGY Origin partner and managing director MJ Legault. “MMGY Origin's hope in providing this annual outlook is to show trends, what marketing channels resort marketers are most interested in, compare the makeup of internal marketing teams, and other useful data and insights,” she said. “We hope the report will allow resort marketers to understand how their resort compares to others of similar size or location in terms of key investments or challenges in marketing. Partnering with SAM was obvious—they are the leading voice for our industry.” 

The survey, released today and linked below, will be open until Feb. 16, 2024. The aggregated results and analysis will be published in the Annual Outlook on Resort Marketing report, due to be available in the spring.

“This will be a valuable resource for marketers at ski areas of all sizes, with the aim of providing industry-specific insights that, until now, haven’t been available,” said SAM editor Dave Meeker. “Marketing is constantly evolving and we hope to identify what has worked, what hasn’t, and how marketers are thinking about the future.

“We hope every ski area in North America can take a few minutes to complete the survey,” he added. “The more responses we get, the more useful and informative the results will be.”

One survey should be completed per ski area. It should only take approximately 10 minutes to answer every question. 

Take the survey here.

Thank you in advance for your time and insights. 

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