Mt Bachelor did something very simple last year with their season pass sales. They created a 2012/13 Season Passholder Report. The report is still up this year and, as many resorts’ season pass sales ramp up, wanted to dig a little deeper on what they did.
It’s a PDF (which I’ll talk about at the end), so let’s tackle it page by page (excluding the first and last – cover and credits).
Why I Like It
I think I like it because it reminds me of an idea I had a while back about season launches that involve a big keynote with every player at the resort getting a chance to “launch” all the stuff they’ve been working on over the summer. This includes stuff like:
So much of the message – the connection to higher ups, the long term view, the FAQs, holding out prices until the end – is such a smart idea. It’s the content that makes big product launches exciting to watch.
True, the medium is not the best. Seeing the link with “.pdf” at the end doesn’t exactly overwhelm the clicker with enthusiasm, but it’s a great way to test out the idea and gauge the response. For that reason, I like that PDF but would also love to see it take on a new, more engaging form.
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