SAM Coverage
Marketing
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TV Blitz Lures Sliders
This article describes how the Oregon Snowsports Industry Association turned a $25,000 windfall from great attendance at their consumer show into two of the…
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Letter to the Editor
John’s letter is in response to Chris Brink’s Speak Out from May 2000. John’s argument is that the industry would be well-served to help…
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Letters: Snow Monsters
A letter of support and encouragement to other ski areas from George Willett, president of Mount Showdown, Mont., to use the Snow Monsters ski…
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SUVs Take On Ski Resorts
As SUV makers tap into the wintersports market, Lake Tahoe ski areas are getting great publicity and nice cars to drive in this cross-marketing…
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Passport Programs Growing
This article reviews the multitude of passport ski pass programs designed to get school kids onto the slopes.
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Seth Says: It’s the Message Not the Medium
This article promotes the premise that smart advertising makes the difference. Seth takes a look at ads that stick out and ones that fade…
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OpSki Takes Aim at the Military Market
This article explains the OpSki organization and its ability to help ski areas reach a valuable source of skiers, Army, Navy, Marine Corps and…
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It’s Not, “Ski It to Believe It”
Shoup says when approaching the new national initiative discussed at Ski Industry Week (aimed at lapsed and infrequent sliders) it’s important not to forget…
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Ski Marketing Conundrum
David’s accompanying piece to Rick Shoup’s piece on avoiding past marketing mistakes explains that any marketing intitiative needs to fit with “some emerging realities”…
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Letters
Jeff Theobald on snowboard benches, Cliff Wordall on the new marketing initiative,corrections re: March 1999 Idea Files piece on lifting frames and March 1999…
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The Revolution in New Media
Bob’s article explains the pitfalls and opportunities in marketing using the Internet, a slew of new consumer magazines and inexpensive cable television programming. The…
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Take the Luge Challenge
Pat’s piece describes the Bell Atlantic marketing ploy to raise awareness and money for USA Luge. Six eastern ski resorts took part in the…
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Reader (Dis)Service Cards
This article explains how Steamboat’s management took planning steps to speed up reporting of reader service cards from consumer magazines. Because of a variety…
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Travel Industry Recommends Aggressive Sales Tactics
Tips on using the vast array of traditional avenues of the travel industry. Direct contact with the customer via the Internet is not enough.…
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Letting Customers Do the PR
Waterville Valley, N.H.’s Stacy Senger decided to promote the area’s new detachable quad by throwing a contest asking skiers to “NBame the Quad.” The…
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Seth Says: Whiskey Bottle Marketing
Seth’s buddy, Slats Grabski, holds forth on how ski business works, taking into account IPOs, marketing programs and staying afloat by trimming costs.
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Getting Kids: It Won’t Be Easy!
A cautionary note based on societal dynamics as the ski industry seeks market growth, and a call for realistic goals in the pursuit of…
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A Boomer’s Plea
The author, a baby boomer himself, comments on the current emphasis on youth marketing and explains how and why ski areas should be marketing…