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To fill midweeks, Mt Crescent smartly caters to a unique group.

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GREGG
BLANCHARD
       

Midweeks, now there’s a nut that’s tough to crack.

And it’s not for lack of trying, I’m sure every resort has tried a dozen campaigns in recent years to try to fill their slopes with M-F skiers.

But I can honestly say I’ve never seen a campaign like the one that Mt Crescent recently put out.

Combining on a Big Trend
You may never heard of Mt Crescent, but sitting just 15 miles from Omaha, Nebraska (population 500,000) they’re perfectly position to capitalize on a big trend: homeschooling.

According to the U.S. Department of Education, when I was born in 1983 only 93,000 kids in the United States were homeschooled. Today, that number is north of 2.3 million.

It’s gone from something nobody did to something a lot of people are doing.

So when you think about the fact that both the parent and the child are not bound by word and school schedules and there are probably thousands of such kids in the Omaha area, this offer from Mt Crescent begins to make a ton of sense.

Because, as you’ll notice in the white area at the bottom, all of those dates are weekdays.

Fighting or Embracing
I’ve talked a lot recently about embracing constraints instead of fighting them, and I think this is the perfect example.

Instead of asking “how do we get working/schooling people to come during work/school hours”, Mt Crescent has simply asked “how do we get as many non-working/non-schooling people as possible to come during work/school hours”. Maybe this can only increase that number but a small handful, but when it comes to midweeks, a small handful can make a big difference.

Nice work, Mt Crescent!


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