Thinking

RECENT INSIGHTS

What adaptive skiing teaches us blog image

What adaptive skiing teaches us

Posted on

A recent pro bono engagement with Mount Snow’s adaptive ski program reminded us of a few central (but not always visible) truths regarding the ski resort industry. And life in general. If ever there was an industry that needed to adapt to change, it’s the ski resort industry Climate change. The slow eclipse of Baby […]

Read the full article 

How Ski Resorts Can Carve Up The Millennial Market blog image

How Ski Resorts Can Carve Up The Millennial Market

Posted on

Keep calm and market on. We all know Millennials relate emotionally to technology, embrace social media, deplore debt, value principles, and desire experiences over material possessions. But it’s time to go deeper – especially if you’re in an industry that’s struggling with the handoff of a generational baton. Like ski resorts. There’s been widespread concern […]

Read the full article 

Millennials and Sustainability: Handle with care. blog image

Millennials and Sustainability: Handle with care.

Posted on

Be careful when serving up sustainability as marketing content Millennials like causes and communities. They’re environmentally sensitive. And they value meaningful experiences over material possessions. All of which indicates that destination brands seeking to grow a base of millennial consumers should position environmental values front and center, right? Not so fast. First, millennials are savvy […]

Read the full article 

Ski Resorts' Key To Millennials: Micromarketing blog image

Ski Resorts’ Key To Millennials: Micromarketing

Posted on

Ski Resorts’ Key To Millennials: Micromarketing Micromarketing used to mean tightly defined geographic targeting at the zip-code level. But we’re changing that definition as of this blog. Micromarketing in our view is also small-batch marketing, qualitative in focus, still tightly targeted but focused on small experiences – and it’s a great way for ski resorts […]

Read the full article