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2. The family that skis together bitches at each other. The family that skis together goes broke together. 3. WHAT FAMILIES WANT Time together Time to relax Time to make memories 4. The family that skis together enjoys life together. Kristen Lummis braveskimom@braveskimom.com http://braveskimom.com/ @braveskimom 5. FAMILY SKIERS: A SNAPSHOT Women make the majority of purchasing decisions for their families, including decisions about vacations. 60 percent of skiers & snowboarders are male.* Children aged 6-17 make up about 30 percent of all skiers and boarders.* *Snowsports Industries America, 2012-13 Market Intelligence Report 6. Families who live near enough to the mountains to ski every week throughout the season; purchase passes for their families; enroll kids in season-long programs Families for whom a ski trip is a vacation taken once or twice a year; they are looking for skiing and lodging deals and dont have passes. TWO SKIING FAMILY TYPES 7. MY SKIING FAMILY Mara Gorman maragorman@motherofalltrips.com www.motherofalltrips.com www.backtoski.com @motherofalltrip / @back2ski 8. SOME FACTS ABOUT MY SKIING FAMILY One parent learned to ski as an adult Mom grew up skiing, but stopped as a young adult and didnt resume for 20 years Cost of skiing is an issue Time off from school is an issue Where we live is an issue WE ALL LOVE TO SKI! Were on the mountain at least 10 15 days a season. 9. Brian Halligan, Director of Sales, Okemo Mountain Resort bhalligan@okemo.com/@OkemoBrian Jodie Silva, Vice President, Marketing and Sales, Winter Park Resort jsilva@winterparkresort.com Anne Haight, Sales and Marketing Director, Silver Star Mountain Resort ahaight@skisilverstar.com/@annieandretti 10. What have you done at your resort to connect with families? What can you do better? In your experience, what brings families back? 11. We will be Vermonts four- season mountain resort, providing unsurpassed value while creating family traditions. It all starts with a resort that is operated by a family who raised their children on snow. Tim and Diane Mueller's reputation for creating excellence in family experiences sets Okemo apart from other resorts. The couples personal touch is everywhere and is one of the reasons why the resort is a family favorite. CONNECTIONS: OKEMO 12. CONNECTIONS: WINTER PARK Season of the Seven 2013/14 Brand repositioning Big mountain skiing with seven distinct experiences Changing perceptions and creating new ones 13. CONNECTIONS: WINTER PARK Making brand connections through a Territory A Territory is an experience that includes terrain, products, services, events, etc. Awareness through Sof7 website and interactive media Engagement through contests and events Instahunts Season of the Seven Selfies 7 Must-dos of each Territory FLAIK reward program Creating Brand Ambassadors by Territory 14. CONNECTIONS: SILVER STAR Introduced My1Pass My1Pass lift tickets and season passes include alpine skiing, Nordic skiing, snowshoe trails, skating and tubing Engaged local families; made skiing affordable Inexpensive Fri. & Sat. night skiing, rentals, meals, and lessons Loyalty card with an incentive to return for a full day Exceptional service Entire team plays a role: Parking attendants, waitstaff, liftees, ticket checkers, instructors Make every guest feel welcome Still to do: Improve arrival atmosphere Provide a larger inside gathering area (day lodge) 15. What do you think adds value to a family ski vacation? How can you help guests get the most out of the vacation experience? What can resorts offer to enhance the guest experience? 16. VALUE: WINTER PARK Kids COMP Get a FREE Kids Winter Park pass (12 and under) with the purchase of an Adult Winter Park pass (Value up to $219) Kids ski free with the purchase of a nights lodging Bundle lift, lesson, and rentals at a discounted rate Galloping Goose Lift ($10) Sorrenson Park ($10) Ruby Hill (Free terrain park for city of Denver) 17. VALUE: SILVER STAR All-inclusive products offer the BEST value. In various destination markets, we extend various EB offers to our wholesale partners Kids 12 and under SKI FREE. Kids 18 and under STAY FREE. FREE rentals and group lessons, in conjunction with FREE nights/days: Buy 10, get 4 FREE For 2014-15 day tickets and season passes, maintained child (6-12 yrs) and youth (13-18 yrs) pricing (sustain future growth). Offer more activities For the coming winter season, we have negotiated one FREE bowling game (3rd party ownership) for all My1Pass season pass holders. 18. VALUE: OKEMO Free skiing and riding for children ages 6 and under. Six free beginner surface lifts - three at the Okemo base and three at the Jackson Gore base (available when Snow Stars is not in session). Free lodging for all children ages 12 and under at Okemo Mountain's deluxe slopeside condominium accommodations and the Jackson Gore Inn when sharing a unit with their parents. Young Adult lift ticket category for ages 13-18 that offers a significant savings compared to adult ticket pricing. Okemo was the very first resort to offer this innovative pricing model. 19. What can resorts do to lower the hassle factor and simplify family skiing? What can resorts do to make the family ski vacation more enjoyable? 20. FUN: SILVER STAR Make having fun easy! All-inclusive ticket alleviates the reaching for the wallet syndrome. Make getting around easy! Effective in-resort signage; knowledgeable and friendly staff. Easy to travel village (i.e. flat). Complimentary snow host tours (alpine, Nordic, and snowshoe). Offer lots to do! Mini Zs, bowling, tube park, skating, snowmobiling, sleigh rides, nightly activities for the kids movie nights, climbing wall, craft making. Happy kids = happy holiday for all 21. FUN: OKEMO Hot Dog Hill terrain park Mountain Coaster Tubing Park Ice House Snow Fun Playground Pools Smores 22. FUN: WINTER PARK Less Hassle Custom rental measurement and delivery Advance pick-up of rental equipment Max 4 half-day ski lessons that start at 11:45 am Family Easy Start lift, lesson and rentals for a family of 4 Willies Cab picks up at gondola and drops off at Kids Center Red Ryder wagons for easy towing 23. FUN: WINTER PARK Less Hassle = More Fun Ski School Coca Cola Tubing Hill Sorenson/Discovery Park Mini Rail Jams Ice skating Smores by the fire Kids Night Out Winter Park Willie Resort Animation Holiday/special events 24. How can resorts reach families and communicate effectively with them? 25. COMMUNICATE: OKEMO Continually review our guest profiles Target specific email to families Radio ads targeted to moms 26. Digital Householding Target household members based on one users cookie. Since skiing is such a group activity, often it takes multiple members of a household to come together on a decision on where to ski Affinity Groups Target guests based on a multitude of data points: Past behavior, age and gender, location, and interests both self identified and inferred. High school targeting Target high school sports websites that both teens and parents visit to find directions to games and check schedules and scores. Radio Younger skewing stations utilized a mix of stations to target both adult contemporary (parents) and alternative (teens) stations in the market. Co-sponsored a large concert with over 8 bands that held 20,000+ people in the 13-24 crowd. Sales Channels Denver Public Schools City of Denver owned venues Snowball events Public Relations Family blogs COMMUNICATE: WINTER PARK 27. COMMUNICATE: SILVER STAR Word of mouth is paramount. Make it easy for families to find unbiased reviews and information (Trip Advisor, Yelp, etc.) Provide easy-to-find key information on your website. Engage your social media audience and bloggers via Facebook, Twitter, Instagram, and YouTube. 28. Bloggers who write about family skiing: Mother of all Trips: motherofalltrips.com Brave Ski Mom: braveskimom.com Pit Stops for Kids: pitstopsforkids.com The Vacation Gals: thevacationgals.com Ciao Bambino: ciaobambino.com The Kid Project: kidproject.org The Travelling Mom: travellingmom.ca Additional online resources that reach families: Back to Ski: backtoski.com Trekaroo: trekaroo.com Epic Moms: epicmoms.com Snowmamas: snowmamas.com All Mountain Mamas: allmountainmamas.skivermont.com Find & Go Seek: findandgoseek.net/ 29. Additional information from John McColly, Chief Marketing Officer, Mountain High/Stevens Pass 30. What have you done at your resort to connect with families? What can you do better? In your experience, what brings families back? 31. CONNECTIONS: MOUNTAIN HIGH Mountain High made a strategic decision to attract families in Southern California. Started by trying to think like a mom. Asked what would this experience be like if I had a four-year-old with me? Made it easier for parents and kids to get on the hill. Enlarged the Childrens Learning Center. Initiated a Burton Learn to Ride program 32. What do you think adds value to a family ski vacation? How can you help guests get the most out of their vacation experience? What can resorts offer to enhance the guest experience? 33. VALUE: MOUNTAIN HIGH Flex Tickets. Can be purchased in blocks of 4 or 8 hours. The time doesnt start until you hit the turnstile. Includes night skiing. Key: Users always get the full value of their ticket, even if the family arrives late. Point Tickets. Work like a debit card. Buy a certain number of points (200, 500 or 1,000 point increments. Each time you board a lift, points are deducted. Key: Point tickets are fully transferrable so parents can share a single ticket. Unused points carry over throughout the season. Kids 6 & under are Free. Free season pass for 5th Graders. Family lesson packages. A free ticket on your actual birthday. Discounts for Police, Fire and Military. 34. What can resorts do to reduce the hassle factor and simplify congestion points such as tickets, rentals, & lessons? What can resorts do to make the family ski vacation more enjoyable? 35. FUN: MOUNTAIN HIGH Alternative activities to keep everyone active and involved: snow forts, tubing, etc. Kid-oriented activities and events: Arts & crafts, safety videos, hot chocolate Burton Youth Learn-to-Ride for ages 4 and up. Childrens Academy for kids ages 4 to 9. Freestyle camps for kids ages 10 to 12. Blue Angels Youth Ski and Snowboard Winter Camp. 36. How can resorts reach families and communicate effectively with them? 37. COMMUNICATE: MOUNTAIN HIGH Built a campaign to attract families. This included emphasizing family- friendly upgrades through traditional advertising, family-oriented press releases, and a social media campaign. Worked with key bloggers to spread the family-friendly word. Provided season passes to give away. This campaign made an impact with lots of social media activity and immediate feedback and comments. Grassroots promotion, utilizing social media and word-of-mouth, has a big impact. 38. John McColly, Chief Marketing Officer, Mountain High/Stevens Pass. john@mthigh.com