Yesterday I talked about a survey that ROOST did to tease out both interest and insights from the folks in their database would might consider relocating to the area if certain criteria were met.
One of the reason I like this went as follow:
“The wave of organic interest will fade, but ROOST now has priceless intel to generate their own demand going forward.”
A lot of things have an inflated level of demand. Skiing very much included. There is a group of people who have been interested in skiing, but hadn’t given it a go. They look like normal folks on paper, but this year’s first-timer guests are helping us identify who is who.
Now, backcountry skiing has certainly grown in interest, but it’s also been a tricky thing to balance for some resorts especially in a year like Covid.
They want to foster a new way to experience skiing to get folks more hooked on the sport, but they can’t afford to have 200 of these people taking up limited parking at the mountain during a capacity-restricted winter season.
Want to #earnyourturns this winter? A-Basin full-season passholders get a discount on day passes at Bluebird Backcountry the ski area with no lifts. Passholders: Check your email for info on how to save on your one-day pass! pic.twitter.com/L8utCu8H2P
— Arapahoe Basin (@Arapahoe_Basin) January 6, 2021
It let’s Arapahoe Basin continue to foster their brand around pure, simple skiing without having to tax their already pushed-to-the-limits parking infrastructure.
A simple partnership, but a slick one.
Nice work by both teams to make this one happen.
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