SAM Coverage
Marketing
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Peer Reviews 2025-26
Industry marketers extend kudos to their peers’ 2025-26 marketing and comms efforts. Since 2021, we’ve asked resort marketers across snow country to give kudos…
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Marketing the Magic
Resorts are embracing emotion-driven marketing, inspiring guests via video, social posts, and unique mountain activities. Ski resorts are adapting marketing strategies to connect with…
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The Power of Personality-scaping
How to turn your mission, voice, and story into a mountain brand that stands apart in a world of sameness. For guests traveling from near and…
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The Dos and Don’ts of Flash Sales
How to create urgency and FOMO, drive volume and revenue, and make your customers pay more attention. There are a couple of universal truths…
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Best and Worst in Marketing 2024-25
A mix of inspired brilliance and uninspired misses round out a comparatively less splashy year in ski area marketing. The relative lack of buzz…
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Peer Reviews 2024-25
Resort marketers gives props to other ski areas’ 2024-25 marketing efforts. Each year in the May issue, we invite resort marketers to extend kudos…
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Grandma’s A Ripper, Too
Why and how to embrace intergenerational participation in resort marketing. Visitation to ski resorts worldwide is composed of six (soon to be seven) generations.…
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Party Time
Unique events drive business in the early and late season. In December 2023, when Jay Peak, Vt., unveiled its first WinterShine event—a month-long celebration…
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Another Bluebird Day
Best practices in snow reporting, as told by an OG snow reporter who used to walk uphill both ways…in the snow. The snow report…
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Best and Worst in Marketing 2023-24
Fun and funny, low-key and serious, tone-deaf and forgettable, and everything in between, our panelists explain the various marketing efforts that stood out to…
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Outlook on Resort Marketing Report
SAM and MMGY Origin partnered to produce a new survey and report aimed at providing resort marketers with annual benchmarks for their efforts. North American…
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Western Mountain Destination Bookings Decline with Snow Levels
SAM Magazine—Winter Park, Colo., Feb. 15, 2024—Hotel bookings at mountain destinations in the western U.S. have dropped to a 30-month low, while room rates…
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Nathan Hakseth Promoted to GM at Wild Mountain
SAM Magazine—Taylor Falls, Minn., Feb. 7, 2024—Wild Mountain snowsports manager Nathan Hakseth has been promoted to general manager of the Taylor Falls, Minn., ski…
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NY AG Asks Court to Compel Sale of Shuttered Toggenburg Mountain
SAM Magazine—Fabius, N.Y., Jan. 31, 2024—In a new court filing, New York Attorney General Letitia James has said the owners of Toggenburg Mountain in…
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Heavenly Launches Probe After Guest Gets Stuck Overnight on Gondola
UPDATE: SAM Magazine—South Lake Tahoe, Calif., Jan 31, 2024— Following an internal investigation, Heavenly COO Tom Fortune has taken responsibility for the circumstances that led…
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Consumer Shows: Growth-Bound with Snowbound
There’s a new sheriff in Showville, and he wants to reshape the place. Raccoon Media Group has brought its entertainment-oriented consumer show format to…
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Better Branding
How to keep or grow your brand’s position in a market of like competitors. For all ski areas, staying ahead of trends with your…
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Donald Koch Promoted to GM of Hidden Valley Ski Resort (Mo.)
SAM Magazine—Wildwood, Mo., Jan. 3, 2024—Longtime operations leader Donald (DJ) Koch was promoted to general manager of Hidden Valley Ski Resort, following former GM…