Best + Worst in Marketing 2020

Most years, we begin this review by reminding readers that every facet of marketing is changing at a breakneck speed, and it takes a mountain of effort for marketers to keep up. Is that also true of this past year? Did some new technology or social media channel make waves (TikTok does NOT count)? Compared to other years, 2019-20 was a time for marketers to get in their groove instead of chasing what’s next.

At least, that’s how it appeared to our contributors. This year’s list has a mix of creative efforts in traditional marketing. Products, tributes, and partnerships were prevalent, too.

These observations serve as a reminder that a brand is impacted by much more than just how it’s presented in advertising and social media. Marketing is as much public relations as “buy now.”

Speaking of reminders, this collection of opinions is completely and utterly subjective. Our merry band of contributors spent the last year or so observing what resorts put out to the public, and wrote about what they saw. We at SAM provide them no criteria other than a word count and a plea to be constructive. This is intended to be a fun learning experience for all. Hopefully it gets you thinking, and maybe gives you a chuckle.

This is not a poll, survey, or ranking of any kind. We don’t hand out trophies. Still, if your efforts got some love from one of our keen-eyed experts (which include Gregg Blanchard, Mary Walsh, Bill Bennegan, Dave Amirault, Dave Meeker, and Sarah Wojcik) you have our permission to brag about it.

Since it’s impossible for our group to see every bit of resort marketing out there, please let us know of any efforts you saw, or were a part of, this past winter in the article’s comments section.

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General

Best Use of Snow
Mountain High, Calif.

If there is one asset our industry has an abundance of, it’s snow. Of course, we’d like folks to enjoy snow on skis or a snowboard because lift ticket sales pay the bills. Learning to ski or ride is difficult, though, and it’s expensive, which is why a lot of non-skiing would-be snow seekers—or the NSWBSS—aren’t typically keen on visiting mountain resorts. Near Mountain High in SoCal, droves of the NSWBSS would drive an hour or two from home to park on the side of the highway just to play in the snow. That’s commitment—and a business opportunity. The NSWBSS not only inspired Mountain High to introduce a pay-to-play snow experience that has nothing to do with skiing and riding—and generates millions in revenue—but also to rebrand itself as “Southern California’s Gateway to Winter.” The time has come to get creative with how you profit from your snow like Mountain High did. —DM