I’ve been super impressed with what Matt Peterson has been doing at Boreal. He’s got a great a great approach to marketing and, by golly, the dude just gets stuff done.
His latest campaign, however, may be one of my favorites.
The idea is called Go Time Tickets™ and here’s a quick overview from Matt’s LinkedIn post about this (which, let’s be real, you should probably just read instead of reading my version of the story):
“With Go Time Tickets, you buy online, select your start time, arrive, and get contactless mountain access. It offers ultimate freedom and flexibility while ensuring everyone can enjoy the mountain safely. And don’t worry. Everything you love about Boreal, including all of its resort services and facilities are still open. Tickets and entry are limited but prices gradually decrease throughout the day, so take a minute to check out Go Time Tickets early and often to get the best deal. The mountain is ready. We’re just waiting for you to tell us when.”
We’ve had half day tickets, morning tickets, super tickets, 2-hour tickets, you name it. But anything less than a full day (or super ticket, day + night) forces a skier into buckets that may not fit their behavior:
Can’t come until 10:30am?
Either buy a full day ticket and not get 90 minutes of value or just don’t come until later.
Can’t come until after lunch?
Same story, but with a half day ticket. You still aren’t getting the full deal.
But you’re fighting against old behavior and habits and ideas about tickets like this, so one of my favorite parts about all of this.
Matt gave it a name.
A name that could help it stick, help if feel different, bigger, better, and more special. A name that could be built on and redefine how people think about all those “other” tickets.
It reminds me a bit of Vail’s Epic for Everyone which is nothing more than having 2-packs and 3-packs and 4-packs of tickets, etc. to fill all the gaps between day tickets and passes. But because it has a name, because of the message, it feels different and it breaks through the perceptions people have built in their brains around old products.
Thinking about the data this campaign will generate and the dynamic pricing that can be applied as that data comes in gets my nerdy juices flowing in all the best ways.
Matt even said in the comments of his post that:
“We’ve been live with GTT since Nov 20 and it’s really been fascinating to see which tiers sell out fastest. It’s not always what you would expect.”
I love the
Now, you might be asking yourself how many people would come and buy a ticket from 3-4:30? Now, I can’t speak to how many would PAY, but I can tell you there are plenty of people who will ski from 3-4:30 if given the chance.
Because Alta used to have a thing called Ski Free After 3 and of the 6-8 times I took them up on this, I was always surprised by how many fellow late-dayers did the same.
I think this is a really, really clever idea
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