Revelstoke.

What a brand, what a place, what a mountain. If there’s one resort that keeps climbing my priority list, they’re it. Pretty soon, it won’t have any higher to go.

But it’s not just the skiing that’s intrigued me, it’s their summer offering as well.

Specifically, The Pipe.

Good morning! The Pipe is open from 8.30am to 8.30pm today. Why not join us for breakfast and a ride? #RidethePipe pic.twitter.com/VquyE5EvfG

— Revelstoke (@revelstokemtn) July 24, 2016

Now, true to the headline of this post, let’s dig deeper into this interesting correlation between one piece of content that has gone ballistic and a number to describe its popularity that is just as incredible.

Let’s start with the latter.

*Notice* we are experiencing high volumes on The Pipe, please expect wait times of up to 4 hours.

— Revelstoke (@revelstokemtn) July 30, 2016

We are experiencing long waits today of 4 hours so please be prepared.

— Revelstoke (@revelstokemtn) August 5, 2016

Now, before we go any further can I point out something?
August 5 is a Friday.

So how did this happen? How did a summer attraction at a winter resort manager to create 5-hour lines on a Friday in August? Well, one thing that didn’t hurt is this video.

Now viewed over 422,000 times, this video was launched in March and only gained momentum leading up to the official opening of The Pipe on May 21.

I think nearly every stop of this was brilliantly played by Revelstoke. But specifically on four points.

First, they went with an upgraded coaster. Rather than something that looks like an actual roller coaster, they chose a style that makes you feel like Leia ripping around the Forest Moon of Endor.

Second, they went all-in on the coaster. Not just a dawdle down a beginner run, the thing is almost a mile long and drops nearly 1,000 feet. And they placed it so the views showcased the best of the resort.

Third, they didn’t show too much. No top-to-bottom POV, they held back enough in their launch video to make sure that the only way to experience the whole thing was to actually come and ride the whole thing.

Fourth, they didn’t hide their wait times.

*Notice* currently a 3.5-4 hour wait time to ride The Pipe. Pop into Rockford Bar & Grill for a drink or some tasty treats from 2pm til late

— Revelstoke (@revelstokemtn) August 3, 2016

It's another beautiful day in Revelstoke! We currently have an 1.5 hour wait time for The Pipe so please be prepared for a busy day up here!

— Revelstoke (@revelstokemtn) August 13, 2016

It's another beautiful day in Revelstoke! We currently have an hour wait time for The Pipe so please be prepared for a busy day up here

— Revelstoke (@revelstokemtn) August 7, 2016

On the one hand this is a smart way to set visitor expectations before they are unpleasantly surprised after a long drive.

But it’s also a powerful display of social proof. Why are there not just hundreds of people waiting to ride this coaster, but hundreds of people doing so knowing full well they’ll have to wait four hours?

Powerful stuff.

Perfect Storm
It’s been incredible to watch.

Even more fascinating is that it almost seems they’ve backed off their marketing. Very few new photos, very little in the way of actually telling people to try it.

The product is amazing, the launch was just as good, and the momentum is incredible. Fun to watch.

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.