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Random
It just happened again.

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A few months ago I wrote about a video Alta produced called “Snow and…” that, at least in my flawed opinion, was one of the smartest and most intriguing concepts in resort marketing.

It was smart because it allowed pros to be relevant and interesting not just to semi-pros and season pass holders, but to just about everyone.

But it was intriguing because it implied a message that is rarely spoken aloud among core skiers. It suggested that there was something Pep may prefer to do over skiing. That no matter how passionate he was about a sport, there were people who were always going to win in an either/or situation.

Now, Pep has company.

Catch that quote near the end?

“Somehow, kind of like you made more room in my belly for yourself to grow, you’ve managed to expanded our capacity to enjoy the simple things.”

And here’s the important part…

“In those moments I realized I’m having just as much fun as I would be skiing on a powder day.”

It happened again. A pro admitted there’s something equal to or better than skiing. By so doing, Pep and Ingrid’s voices went from relevant to a select group of core skiers to relevant to virtually every resort guest.

Because in that moment these pros weren’t just pros, they were people.

The Truth
I think I notice this stuff in part because it’s something I completely agree with. As I said back in 2015:

“I love being a dad and I love doing things with my family and I love both much, much more than skiing. So even with the greatest offers, I may still not act until doing so doesn’t mean leaving them at home.”

When given the opportunity and context to admit it, most people feel the exact same way. There’s a long list of things they love to do, and then there’s family. People. Friends. Children. Parents.

The good news for us is that the long tail of interests among our guests is hard to segment for, but family? Well, that’s just about universal.



  • Greg Wright

    “Skiing with my daughter is more fun than skiing with my buddies on a powder day…”

    It’s one of notions that I had to personally experience to believe. I’ve been fortunate to have amazing ski experiences all across the world. And when I heard a dad (who also has traveled around the world to ski) tell me “the best ski days of my life are with my kids” I had my doubts. But now, after teaching my 4-year-old daughter how to ski, I know without a doubt, that the best ski days of my life are yet to come.

    I think that skiers like Pep are in an amazing spot to tell the story. Maybe with people like Pep as the center of the narrative, people won’t necessarily have to personally experience it. I’d believe just about anything that guys says in regards to skiing.

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