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The Resort Video Series I’m Most Excited About: “On the Lift With”

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Alta is amazing. Simple as that.

As you may know, I typically spend my mountain time on a board, but I love the fact that Alta remains skiing only. The vibe, the history, the mountain, it all comes together to create perhaps my favorite resort and brand. There’s a reason i used to sleep in the back of my car at Alta on summer weekends in college: it’s a heck of a place to wake up in.

When Joe Johnson, formerly of Canyons Resort fame, started working with Alta (through his new gig at Outside Media) this season, I was excited to see what he came up with and my wait paid off:

A weekly video of a lift ride interview with the guys and gals who make Alta what it is.

A Turkey
Three strikes (as in baseball), bad. Three strikes (as in bowling), good. I’m speaking of the latter. There are three things I absolutely love about this idea.

I love the simplicity. A ten minute lift ride, a little bit of editing, and a clever title sequence is all that it takes to create this fun, engaging content.

I am a huge believer in content that is released at regular times or intervals. When there is a pattern to what you make, people can make consuming it a habit. Weekly episodes will plant a little seed in the brains of those that watch to keep an eye out for future releases. This seems small, but I really believe it can be a massive boost to content marketing efforts.

And, of course, I love and believe 100% in stories. One story is told by the interviewee as he/she answers questions and the background story is told about the resort indirectly by interviewing someone who makes it run. All tied together by riding a different lift each time. Again, so simple.

Love It
I seriously love this idea. I love how simple it is, how authentic it is, I love the fact that they ride a different lift each time. I love the way Joe gets at the core of the resort, not just the stats and snow, in that first episode and brings out some emotion.

Can’t wait for next week’s.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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