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Places for Loyal Guests to Connect: Should Every Season Passholder Own a Resort Hoodie?

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As I’ve studied the crossover between social media and guest behavior, all signs seem to point to these new media outlets being a place for loyal guests to connect rather than creating significant numbers of new customers.

But that has value and these channels can certainly increase loyalty. So, in that context of that idea, where else could resorts connect with their loyal guests?

When you take a step back from fashion and look at it with new eyes, you suddenly realize how many people are little more than walking billboards for certain brands.

Even my daughter isn’t immune:

Many thanks again to Baby K Threads for this awesomeness.

But we’re okay with that, perhaps because to us it’s not a message about the resort, it’s a message about us.

Can’t Help but Think
When I think about retail, I can’t help but think about SKI THE EAST. With Alex Kaufman now putting more time toward their cause, you see tweets like this pretty regularly:

They built themselves a strong, ski-focused, regional brand and are maximizing the value they get out of it through retail goods.

That first part sounds familiar, and to places like Cannonsburg, so does the rest.

An Example
Cannonsburg is in good hands in terms of design with Marc Moline. Just check out their line of apparel they launched this fall.

That’s some seriously quality stuff.

People need to buy clothes, a resort like Cannonsburg just uses the value of their brand to give skiers a reason to spend that money with them instead of somewhere else.

Simple, but Big Potential
Let me be clear, I have very little experience with retail, but what experience I do have tells me that strong brands with loyal, passionate customers have room to monetize that brand in channels beyond their core.

To me, resorts could be a perfect fit by not just giving their loyal guests a way to connect with their brand through the clothes that they wear, but perhaps even beyond.

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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