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Success with Local, Lift Ticket Partnerships

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This post isn’t just a story about me, but it’s close. You see, on a powder day, Brighton, Utah is my #1.   There is so much snow and terrain, that even when night skiing starts around 4pm, there are still fresh tracks to be claimed.  However, for all the times I have gone night skiing (at least 50, if not more), not a single time have I paid full price for my lift ticket.  I’ve never even put down 75% of the cost.  It’s always half price. 

Now, powder aside, when I would eat fast food in high school I didn’t choose golden arches, kinds, or cute red-headed girls. We would “hit up the AC” (we thought we were cool and/or hardcore) and grab our greasy goods at Arctic Circle. For one reason: spend $5, get a Brighton 2-1 night pass.

On the way to work and around town, my radio would usually be glued to X96. The music wasn’t really my style, but every now and again on a cold, wintry Friday night, a Brighton Night Pass was 2-1 when you flashed your ultra-exclusive (we told ourselves it was) X96 Freeloader card at the ticket window.

Now, I am from Salt Lake City. I’m not from Albany, Des Moines, Greenville, Boston, or Boulder which means I don’t know how common these types of partnerships are in other parts of the country and world. What I am trying to say, is that my spending habits and riding habits were altered during my crazy, mixed-up teenage years because of two simple, local partnerships that Brighton formed with a local fast food joint and a radio station.

Even now, I’ll be filling up my car at a totally different (and slightly more expensive) gas station for the next month to snag a discount ticket to one of the most breath taking resorts in the world (the marketing director of this resort asked me to not name names because it is so successful they don’t want too much attention).

Local partnerships are a great way to leverage local brands, get involved in the community, and simultaneously drive tickets sales. Beautiful.

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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