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Love on the Lifts, Ain’t No Surprise Ski Dating’s Catching On

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“Once again, I’m skipping the complex for a day to highlight an example of marketing simplicity. No game changers, just simple ideas with simple, fun results.”

Bill Murray once said that there are two kinds of people in this world: those who like Neil Diamond and those who don’t (blank). If you would describe yourself as the latter, please forgive one of the former who, in a fit of a title creativity, couldn’t help himself. Love on the lifts, also known as ski speed dating to most parties involved, is something I highlighted around Valentine’s earlier this year.

At the time, I thought Saddleback was the only resort daring enough to give it a whirl. This may shock you, but I was mistaken. This singles-focused idea is catching on. As far as I can tell, there are at least three other resorts giving it a whirl:

The Appeal
Truth be told, I don’t think I ever would have participated in such festivities, but my survey sample of one is hardly representative. Speed dating is something many bachelors and bachelorettes enjoy, or maybe just prefer over other methods. Either way, when you give die hard skiers a chance to speed date, ski, and check off that all important box (is she/he a skier?), you’ve got a solid combination to start with.

The Deal
From what I can see, there is no extra charge to ski date at any of these resorts. Nothing extra is required besides a double (love) chair (not to be overlooked), two lines (one for guys, one for gals), and a few marketing materials to get the ball rolling (local outlets seem to eat this stuff up).

It’s not going to turn the resort around but it’s seems like a simple way to accomplish three things:

  1. Cater to an often overlooked group
  2. Sell extra passes
  3. Keep the brand and experience fun and laid back

If you really want to get some exposure, why not try partnering with someone like eHarmony. You’re bound to get many more headlines, and skiers, when you get a dating brand on board. While you’re at it, why not send participants a follow up email a few weeks later with information on your summer, mountain-top weddings? ;) Or not…

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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