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Ski Resort Marketing

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Ski Industry, We Have a Problem…with the Marketers You Want to Hire

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August 15th, 2012By: Gregg Blanchard

Take a look at the requirements for these two jobs that I recently added to the job board.

Job One – experience in:

  • Email marketing
  • Social media
  • Google Adwords
  • Google Analytics
  • Create Artwork for print, web and multimedia (brochures, menus, signs, bookelts, training materials, decals, etc.)
  • Flash and Javascript
  • WordPress (self hosted plugins)
  • PHP, HTML, Dreamweaver, CSS
  • Video editing (final cut)

Job Two – experience in:

  • Social media
  • Blogging platforms
  • Email marketing
  • Google Analytics
  • Google Adwords
  • HTML5, CSS3
  • Photoshop & Dreamweaver
  • Javascript, Mysql, ASP, XML

Can you guess the job descriptions? Both could easily be “Graphic Designer” or “Online Marketer” or “Web Developer”. Instead, one was “Marketing Communications Specialist”, the other was “Interactive Manager”. Photoshop, Final Cut, XML, ASP? Since when did marketers need to be fluent in five coding languages and part time designers on the side? Do you want to hire a designer, developer, or marketer?

Am I the only one that think’s it is silly to pay $3,000,000 for a ski lift but have one employee making $50k a year to do 10 different jobs in the marketing office?

Resorts are investing a lot of money in improvements, expansions, and renovations. I think the time is approaching that we consider investments in specialized marketing talent. Let me explain.

I Don’t Get It
There are many important roles at a ski resort, but marketing is right up there with the most critical. When Mammoth Mountain closed June Mountain, the town kept shouting that, it not so many words, it might not have happened if their marketing had been better. Right or wrong, marketing pays the bills.

So, when I pull up to a resort and there are 10 employees telling me where to park but I know that they have a marketing team of only three people, my confusion can’t be helped. Three people are waiting to scan my pass at each lift but one guy is supposed to design, code, deploy, analyze, and improve the email campaigns around managing social media, writing website copy, planning media buys, creating daily social content, and monitoring/creating/optimizing PPC campaigns?

It just doesn’t add up.

What I’d Do
Instead of hiring one person for these marketing positions I’d hire two. I’d hire a marketer and a designer/developer. I believe a marketer who has time to focus on his job and do it well will more than pay for the salary of the extra position.

What I keep seeing is marketers who have just enough time to deploy campaigns, but almost no time to analyze performance data on those campaigns until after the season is over. When that cycle is shortened so marketing is optimized in real-time, throughout the season, I believe it will pay off in spades and the resort that invests in this extra marketing man power will see a greater ROI than any lift upgrade will ever achieve.

Now, you smaller resorts are in a tough spot. You can’t have a marketing team of 5-10 people. You’re lucky if you get an intern to help out for a few months a year. If I were you, instead of trying to do everything a 10 person team does, I’d pick my battles. Find your most effective channels and focus on optimizing those. If you suck at video marketing, don’t do it, a photo is great and takes 1% of the time. If you don’t have time to update 3 social networks, don’t.

Here’s the Thing
The thing is, the guys that can wear all those hats? They exists. There are many are these crazy talented guys and gals in the ski industry right now. Take a step back for a second and look at how talented they are in each of those areas without being able to specialize. Now imagine what they could do if you took a few things off their plate and gave them more time to innovate and be amazing at one thing.

I’ve imagined it many times and I like what I see.

So, focus on your key channels and rock them by investing in (or focusing on) specialized talent. That’s what I’d do.


  • tendersandtrails

    I'm also pretty fed up with the fact that you won't make it through HR's cut if you don't have a marketing, communication, or PR degree. So what if you have all the skills they're looking for, the on the job experience to back it up, and the willingness to learn everything and anything! That lack of that specific degree (and in my replaced, replaced with an engineering degree) pretty much throws your resume into the trash pile immediately. Not cool at all.

    • http://www.slopefillers.com GreggBlanchard

      That's a great point. As someone that holds a degree in marketing, I can that that they are getting more and more overrated, especially from those schools that still fail to teach web marketing principles. It's not easy to replace four years of focus on one subject, but it's not impossible either. Not all “marketing experience” is created equal, but If I had to choose between hiring someone that was on a 3 man marketing team (so I knew they were actively involved in key roles and not shoved off in a corner to create links for SEO) for two years and someone with a four year marketing degree, all other things equal, I'd choose the one with experience.

      • tendersandtrails

        That's what I'd hope for. Experience over the degree, but it just doesn't seem to be getting past HR. It's concerning to know that the industry rather hire some person with no skills and some theory over real life experience.

        I looked at going back and trying to get a marketing/communication/PR degree, but the classes just seemed too redundant or simple. After spending time in this industry, the classes I wanted were high level things like analytics, user sociology, big data, design thought process, and stuff like that. The extremely simple "Welcome to Marketing" just won't cut it!

        • http://www.slopefillers.com GreggBlanchard

          Completely agree. Once you've been in marketing for a year or so, those entry level classes seem laughably basic. It's a tough situation for sure.

  • Pat Morgan

    #nailedit

  • http://Liftopia.com Ron Schneidermann

    I agree with Pat (who also happens to be one of those crazy talented marketers you talk about) – great post and spot on. With the right hires, a good lean marketing team with a focus on analytics and data driven decision making will more than pay for itself. Good news is more and more ski areas are starting to get this fact and the ones that do will have a huge advantage over their competition.

    • http://www.slopefillers.com GreggBlanchard

      Thanks for the feedback, Ron, and glad you agree. I think you guys are being a huge influence in selling this idea of data-driven marketing to resorts and what it can do for a bottom line. I think part of the reason some resorts only hire 1-2 guys to do 3-4 jobs is because they think of “doing marketing” as simply deploying campaigns. The more “doing marketing” is thought to include the data and analysis side, the better.

  • http://www.joe-art.com Joe Myers

    Dude, I’ve been saying this for years. But $50K? Sadly, at most resorts the person wearing all these hats is lucky to make $35K. That’s messed up. And that’s why so few people stick around from year year. The job is awesome an they want to do it well, but it’s tough to live on.

    Big props to the marketing grunts who figure this all out and juggle it well. It doesn’t go unnoticed.

    • http://www.slopefillers.com GreggBlanchard

      You're totally right, Joe, and that's just highlights the problem even more – that higher ups don't see the real value these guys are providing for the resort.

    • Libby Dowd

      Hell yeah Joe…..we know it

  • http://www.bellacoolahelisports.com Tim

    You nail it again Gregg! And just when you learn the latest social media platform, something else comes up…you're always learning. I think resorts have been getting away with lower wages because it's "about the lifestyle"., and there's always someone willing to do the job.

    • http://www.slopefillers.com GreggBlanchard

      Awesome point, Tim. And like Joe said, the lifestyle and skiing are enough motivation for a couple of years but hard to justify for more than that, so they move on and take all their resort-specific marketing lessons with them. The resort spends a bunch of cash to hire and train the “new guy” and the cycle begins again.

  • guest

    consider the choir preached to.

    • http://www.slopefillers.com GreggBlanchard

      I'm guessing you don't realize how resort people read this blog whose titles don't include the word "marketer" :)

      • guest

        pretty much don't want to speak my mind knowing that some people will read it who could conceivably put 2+2 together :)

        • http://www.slopefillers.com GreggBlanchard

          Fair enough :)

  • http://www.mediawithak.com Alex Kaufman

    In some locales this lag in realistic job roles and slow evolution is the result of a flawed org chart that have Marketing reporting to some other group before it gets to the top (typically finance).

    Mountains that get Marketing out from under "administration" or "finance" org charts and give it a seat at the big table will see it keep up better and become a more informed organization from the top down. Marketing departments are the strategic/competitive eyes and ears. This info should not be kept down below.

    Accountants cannot properly represent and speak for the overall evolution and speed of marketing at the "senior" level on marketing's behalf. They're not bad folks and their job is of utmost importance, but it's like asking HR to report on ticket yield. In some spots, it's in the accountants personal interest to keep their purvey larger to maintain their title or scope of relevancy.

    This is not a widespread issue, but some locations still struggle with it, and others that dealt with it in the past and have solved, take a few years to fully embrace the change.

    Mountains that have a solid Marketing > GM > Ownership relationship in place can evolve more effectively than those with a divergent layer in between. This is key for having buy in for evolution in hiring.

    • http://www.slopefillers.com GreggBlanchard

      Awesome perspective, Alex, thanks. Hadn't considered the org issue, but makes a ton of sense.

  • Doc Tulin

    Right on AK – you nailed it! Resorts want marketing to get it all done, but are not willing to show the respect by placing them at that "big table," much less paying them a salary they can live on respectably in return for all their hard work and dedication!

    • http://www.slopefillers.com GreggBlanchard

      Amen, Doc.

  • http://halleyobrien.com halleyobrien

    It’s interesting to think about which came first – applicants that possess an array of marketing skills or the laundry list job descriptions applicants are trying to satisfy. I’m thinking the former.

    • http://www.slopefillers.com GreggBlanchard

      You may very well be right. Some gal shows up with a skills list a mile long and suddenly that becomes the expectation.

  • burritosandsnow

    The most important post of our generation….

    • http://www.slopefillers.com GreggBlanchard

      That's a bold statement, but let's at least hope that this gets people talking about it. Something needs to change.

      • burritosandsnow

        Haha .. maybe a bit of hyperbole but yes a huge problem in the resort industry right now. It also filters down into some of the smaller companies as well who want to try and find a do it all guy on the cheap. If the average salary of an established social media coordinator is 35k (thats outside the industry) and a web developer run 50k what makes a company think they can get both for 30k. Honestly even if you do get that would you want it? You know the adage "you get what you pay for".

    • LibD

      It is a great post if you stay in the industry….you just gotta know there are sacrifices. We all make choices….and can fight for change

  • GuessWho

    Here is my perspective. (For what is worth!) I absolutely love wintersports… So much that I competed on three World Championship teams and three Olympic teams in Alpine Skiing. Won a few medals too… After retirement, I went to school for, you guessed it; a degree in marketing. I immediately moved into work for a private company owning 4 mountains at the time.

    I was charged with looking at top line performance and business development. There was little to no marketing support ($) for any new programs or new thinking. So, being somewhat goal oriented; I went and created programs, integrated ski school, analyzed our customer base, sourced sponsors, bought media, produced media, implemented the programs, trained staff, DELIVERED the programs, reported, reported and reported again. (Have to say, I loved every minute of it.)

    This is where I preach to the choir. There was not any way to make a decent living in that role. So sadly, I have an Olympic gold medal, a marketing background and I work outside the industry. That is unless anyone is hiring, as I would gladly come back in!!!

    • Biff

      Hey "D" I rarely comment on these items but as you mention this hits way too close to home. It boils down to the fact that the higher you get in the ski industry the less "fun" factor is there. Because of that you end up with what were once passionate snow sports enthusiasts that are now "locked to the desk" because of the number of items that have been piled on that desk.

      As much as I need a full-time job right now and with all of the experience I have in the ski industry it's a shame that this industry is not even on my radar.

      The very sad story to all of this is I never see this changing…….

    • mjeckley

      As you well know that is the sad but true state of this whole industry. The majority of the people who love it the most can rarely afford to work in it, unless they are willing to forgo the nicer things in life… I have many of those skills listed for the job openings… "when you pay with peanuts… you end up with monkeys working for you…"

  • http://rallyinteractive.com Thomas

    Bode, is that you?

    • GuessWho

      Nope. Bode has a lot more medals than I do!

      • http://www.slopefillers.com GreggBlanchard

        As the admin, I can see your email address so I know your true identify, but I'll keep it on the down low :)

  • GuessWho

    Thanks Gregg! Someone will figure it out. Its all in the data!

  • http://www.SkiButternut.com Matthew Sawyer

    Now if we could only get the right people to read this!

  • Boomer

    Is that Dianne Roffe commenting above??? Gold in Lillehammer, Norway…1994!!!

    • GuessWho

      Bingo

  • http://www.5691gerg.com Greg

    Greg I think youre spot on –> "focus on your key channels and rock them by investing in (or focusing on) specialized talent."
    Add that to Ron's suggestion –> "a good lean marketing team with a focus on analytics and data driven decision making will more than pay for itself."

  • AFrischmon

    Hmmm! Interesting article and comments. I own a ski area (small resort in the Midwest) and I do the marketing, and mgmt and hiring and risk managment, fry burgers, work in rental, teach lessons and sell tickets. Sometimes all in one day!

    Personally I prefer to hire experience over a degree.

    Good luck to all of you marketers out there – don't give up on the ski industry! But I have to say at least in the Midwest it is highly unlikely that anyone will ever do just marketing – but doing other things ie, rental, tickets, lifts, teaching lessons – reminds you why we love the sport so much. Most people aren't in the ski industry to become rich, we're in it because we love it!

  • Mr. Moguls

    GREAT post Gregg.

    Hey Guess Who: I might be looking for some serious help in sales and marketing (more sales than marketing) in the industry. Wanna chat?

    • GuessWho

      Always willing to chat. 717-977-3226

  • GuessWho

    Yes. Would you believe I actually work on the data analytics side of marketing? Everything in the retail world has moved to mixed channel customer centric marketing. I would like nothing better than to help see additional individualized marketing in the ski industry, but it is not for everyones budget.
    What I do allows me to ski for work and fun. I need some family time now as my son is 4 and enamored with terrain parks..

  • GuessWho

    BTW. Thank you for keeping me connected to the industry. Dig your humor too.

  • proskibum

    Thanks for writing this article Gregg and getting this topic out in the open, I think a lot of us always thought this was the case but nice to see it's not just "our mountain" with this philosophy.

    I too am one of the lone marketers who wears ten or more hats, talents in sales, design, coding etc, working for silly wages and have been in the game long enough now, as well as high enough in management that I'm considering a move outside the industry so that I can both have a more comfortable life, as well as actually be able to ski & enjoy the winter. The Mountain Collective pass may actually have tipped the scales a bit :)

  • Kathleen

    Problem? Apparently we are clear on that facet of the discussion… looks like we now have to work on solutions. Our mountain has been acutely tuned into employees who come our way with big dreams and big ideas. Our goal is to give those dreamers an opportunity to collaborate on programs and events on a small mountain stage. We recognize that retaining the best will cost us and thus far we've been able to get creative about keeping talent on hand through special contract employment etc. The benefit to both individual and ski area has been solid and we plan to continue growth in this area to help meet demand for compelling ski area marketing (on a shoestring budget of course). Examples of this coop have been Rhythm 'n Bruise snowboard event with Zak Basher & the Cummins Brothers and Cash Quad with Wes Vimont & Tyler Forman.

    • http://www.slopefillers.com GreggBlanchard

      Kathleen, thanks so much for the feedback and I'm psyched to hear about your approach at White Pass. That's definitely an exception to the rule and it looks like it is paying off for your resort. Keep it up!

  • Kathleen

    We have the benefit of being a small, independent ski area which allows us to be agile in this dynamic market place. Plus, GM Kevin McCarthy allows us to keep it fun for both our riders & our crew… and guess what? Fun sells!

  • Brian C

    Gregg…I follow daily, but had yet to post….then I came upon this post. No doubt a subject that many have to contend with, but I assure everyone that there are companies out there where you can carve out your niche and be compensated for it as long as your niche is delivering a positive ROI. Marketing is no longer a fly by the seat of your pants enterprise…and in my opinion due to the market I advertise in…you have to be well-versed in both new and conventional advertising…conventional advertising is not dead it just needs balance. Most of my proving is all about metrics and the more you can provide your EVP, your GM and/or owners the better understanding they will have of your work. Gregg – you know first-hand what I ask of Ryan Solutions, what we're using to drill-down into the core of our database and guest research surveys. We all wear 10 hats and have 32 balls in the air at one time, but that my friends is the joy of this position.

  • http://www.propellermediaworks.com Dave Gibson

    Wow. Hot topic. Good. Couldn't agree more with everything said.

    One suggestion that I'm surprised not to hear yet (unless I missed it), is to outsource more to specialist contractors or companies – whether for the strategic work, the analysis, or the tactical. Who really needs a PHP developer on payroll? Yes, this is a self-serving suggestion – as we provide online marketing and web development (cheap plug). Just as Brian C mentioned- he relies on Ryan Solutions to do his heavy data lifting. Perfect example of a skillset that few resorts can afford (or find) in-house – but who add tremendous value. I'd suggest that resort marketers focus on finding good partners like Gregg and Corey.

    I think these marketing teams can offload many duties to specialists to get the skills and service they need but without adding to fixed overhead. Doing so is a good way to free up in-house marketers to get more strategic too.

  • Greg W.

    Your office is most likely steps away from a chair lift. Quit your bitching.

    • http://www.slopefillers.com GreggBlanchard

      If by "steps away" you mean "in a strip mall the next town over", then yes, that would be true :) Either way, it's as close as I've ever worked to a mountain. I'm a lucky man.

Industry Social Snapshot

Totals and averages from all North American ski resorts' social media activity.
total views new yest mo grwth
39,927,723 0 1.26%
total fols/+1 new yest mo grwth
37,517 25 3.26%
avg score was yest 7-day
43.93 44.00 -0.38
total fols new yest mo grwth
340,026 232 2.56%
total page likes new yest mo grwth
257,589 90 0.57%

Resort Social Dashboard

View any North American resort's social media performance & compare them to other mountain resorts.

About: Gregg Blanchard

SlopeFillers is run by marketer and skier / snowboarder, Gregg Blanchard. He loves writing in 3rd person, meeting the talented people who read this blog, pretending to be a web developer, and eating reuben sandwiches. Need more dirt on Southern Edwards, Colorado's most famous ski marketing blogger taller than 6'?
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