May 2020

FEATURED STORY

The Road to Recovery

It will be an entirely different market once the nation, and resorts, open for summer and/or winter activities. This guide to the future outlines the most likely route to a successful reopening. Hint: think locally. If your job title has “marketing” in it, and you’re feeling paralyzed by the uncertainty gripping the ski industry in the midst of the COVID-19 crisis, you’re in good company. The crystal balls of even the most seasoned ski area marketers are clouded. While each day reveals more information, it also raises more questions about how to transition our marketing from crisis management to business recovery. Little about the future is certain, but a model for recovery is e...

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Gregg Blanchard, Mary Walsh, Bill Benneyan, Dave Amirault, Dave Meeker, and Sarah Wojcik May 2020

Marketing

Best + Worst in Marketing 2020

This annual exploration of the creative successes and occasional failures spotlights the highs and lows of the past season's marketing efforts.

Andrew Bethune May 2020

COVID19 Pandemic

The Road to Recovery

It will be an entirely different market once the nation, and resorts, open for summer and/or winter activities. This guide to the future outlines the most likely route to a successful reopening. Hint: think locally.

Ratnik mid-e Baby Snow Giants on towers.

Yaroslav Stanchak May 2020

Snowmaking

Quid Pro Snow

Advances in snowmaking technology have boosted snowmaking efficiency by up to 75 percent and reshaped the industry. An industry veteran gives context to the state of the art.

The Yeti’s Snow Parks namesake mascot poses for a photo op at the new tubing hill built at the seldom-used East Resort as part of the new, multi-activity snow play area there.

Jennifer Rowan May 2020

Pay to (Snow) Play

What if we threw out our ideas about how people should play in the snow and let them decide for themselves? A game-changing experiment at Mountain High, Calif., provides clues.