SAM Coverage
Marketing
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Playing it Safe
The Bureau of Labor Statistics reported that in 1998, 1.7 million injuries and illnesses resulted in lost work time for businesses. Wrist and knee…
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Ski Racing And Sports Marketing
In response to a SAM editorial in the September issue titled “What has sports marketing got to do with the ski consumer and the…
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Sia Grants Program
by Bob Rief, GM Karhu Outdoor Division; Chairman, SIA Marketing Committee (See Reports item, page 18) The SIA Grants Program is based on lessons…
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Ski Reports: Whom Do They Serve?
by L. Dana Gatlin When I first proposed the story on radio snow reports that Ski Magazine published last December (“Does Truth Take a…
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My Life As An Audit Spy
This past winter, I conducted quality and service audits at 15 ski areas throughout the United States and Japan. For each visit, I called…
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Last Year’s “Ethics Problem” Has Become “What Ethics Problem?”
Area flyovers, trail counts increasing overnight, exaggerated ski report conditions, stuffed ballot boxes … Does the U.S. ski industry have an ethics problem? Problem?…
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Sports Marketing, The Industry And The Ski Consumer
What has sports marketing got to do with the ski consumer and the ski industry? What do Franz Heinzer, Kjetil Aamodt, Tomas Fogdoe, Anita…
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Offbeat Advertising: A Campaign That Worked
One magazine page stood out from last season’s abundance of virtually interchangeable ski area advertising that featured gorgeous skiers on great snow under cornflower…
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Buzz Words Highlight Travel Symposium
“Synergy” and “quality control” were last year. The 410 people who attended the 18th Annual Ski Travel Symposium at Vail this April exchanged a…
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Our Future Is Kids
In all the hi-tech marketing capabilities of segmentation, zip code targeting and psychographics, perhaps we forget one very basic fact, which, if the coinage…
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Ticketing And Access Control
As John Dendy, ticket manager of Red River, New Mexico, puts it, “the day of selling tickets out of cigar boxes has long past.”…
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Ticketing And Access Control
As John Dendy, ticket manager of Red River, New Mexico, puts it, “the day of selling tickets out of cigar boxes has long past.”…
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Rethinking Ski Resort Brochures
The ski industry’s major, first-of-its-kind effort in the late 1980’s to promote skiing in the U.S. boasted an impressive $5 million war chest. That…
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A Tale Of Trail Inflation
The quake in central Vermont was not detected by seismographs, but the aftershock rocked ski areas all over the state and into neighboring ones,…
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Clean Up Our Act And Clean Out The Stables
In a survey conducted by New England Ski Areas Council (NESAC) this past fall at some consumer ski shows, respondents were asked about the…
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Reaching Ski Clubs
One in every eight skiers belongs to a ski club, according to all the Skier Opinion Surveys conducted since 1988. Estimates made by The…
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Lessons Learned From Giving It Away
It was a simple but revolutionary concept: don’t charge for lift tickets. For the first 18 days of the 1991-92 season, Crested Butte Mountain…
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Getting And Keeping Senior Skiers
Attracting, restoring and preserving older skiers has been a constant theme of ski industry marketing and promotion. But little has been done in an…