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« Previous Story | The Industry Report Home Page | Next Story » August 17, 2007 Marketing To The 'Go Anywhere' Global Skier Countering this desire to find "something different" is the globalization of the ski industry. This has gathered pace more rapidly and more recently, thanks in part to the involvement of global brands in resorts worldwide and in part to the digital communication revolution of the past decade. Indeed, it has made all ski resorts equal, wherever they are in the world, albeit with some a little more equal than others. Ski resorts all over the world now can be reached by skiers all over the world. All who can click a mouse can find information on any resort in the world and probably be booked on a plane to be there within the day. It also means that resorts are slowly losing their regional characteristics and all striving to reach the best international standards in all respects.
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August 16, 2007 U.S. Ski Clubs, Other Skiers Add Up To Euro Mixed Bag
Ski clubs aren't giving up the ship, so to speak, but the numbers of trips and those taking them are declining. The 42-club Eastern Pennsylvania Ski Council is offering seven Euro trips this winter, down from 14 the year before. Still, two years ago, the number was zero. Kitzbuehel, Zermatt, Davos, Tignes, Val d'Isere, and Andorra are getting Quaker State nods with packages priced at $1,500-2,000. Far West Ski Council has a trip to France's Three Valleys, but the westerners are avoiding staying in pricey Courcheval or Meribel. Home for them is a three-star hotel in La Tania. Price is $1,395 with optional add-ons to Aix en Provence and Paris. Heck has long been a devotee of add-ons and has written numerous pieces making the case to skiers that they will soon forget the name of their favorite run in St. Moritz, but always will remember the extra time spent in Salzburg or Vienna.
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New LG Ski TV Network Raises Bar
"We're offering resort partners the most cutting edge HDTV entertainment system on the market," Bob Corrao told The Industry Report Thursday. "LG Ski TV Network will enhance the visitors' experience and serve as a revenue enhancement tool." Corrao, a long-time marketing partner with the NBA and NHL, is CEO of Sports Impact Publishing. His company publishes Rinkside and Courtside Magazines for season ticket holders. His Ski Impact subsidiary has provided "weather boards" to ski areas since 1964, and has morphed into Ski TV.
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Ski Utah Big Winner In Marketing Sweepstakes
The State's Cooperative Marketing Program provided $2.25 million in matching funds to cities, counties, travel regions, and nonprofit destination-marketing organizations that show what the Board believes are reasonable prospects of gaining a return on investment. "We are sure this funding will enable us to have a strong impact on the success of the coming season," Ski Utah President Nate Rafferty told the Salt Lake Tribune. "Our plans greatly complement those of the state and will help to enhance the appeal of Utah as a tourist destination."
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August 03, 2007 An IR Exclusive: New Owners At Sunday, 'Loaf? No, Not Boyne
Yes, Boyne USA is about to close on its purchase of the New England destinations probably early next week, but there's a new wrinkle: The Industry Report has learned, but cannot "formally" confirm pending SEC filing, that CNL, the Florida-based Real Estate Investment Trust that reportedly provided the financing for Boyne to purchase the resorts, will be standing behind the signing table. There apparently are some remaining issues before closing, but they are expected to be resolved and not become deal-breakers. CNL will, almost simultaneously with Boyne's closing, purchase the two popular eastern destinations and lease them back to Boyne to operate, as the CNL-Boyne relationship currently works at Brighton, Utah, and Cypress Mt., B.C. The deal comes hot on the heels of CNL's purchase of So. California's Mountain High. (Boyne was not involved in that one.)
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Something In The Air? Here's The Rest Of The Story
But, we can report today there are no visible signs of trouble in the deal, presumably just dotting and crossing legal "i's and t's." However, the clock toward snowfall is ticking. "This is not a simple transaction, but from what we know on the Kettler side, everything is still progressing," Hidden Valley's Keith James told The Industry Report this week. James added that the resort is proceeding toward the season as normally as possible, but conceded that everyone involved is "well aware of the calendar."
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Travel Symposium Adds Fall Forum At Breckenridge MTS is piloting a Mountain Travel Fall Forum Tuesday, Oct. 2, 2007 at Beaver Run Resort in Breckenridge, Colo. A successful start would likely mean adding more Fall Forums in future years. Registration opens Aug. 13 at http://www.mountain-travel.net/fall_forum/. Ralph Garrison of MTS told The Industry Report that national-level speakers, research presentations, and small group workshops are now being finalized.
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SIA Programs Expand Markets: Taps Into YMCA
The pitch was to get YMCAs in alpine locations to get involved in SIA's Winter Feels Good and Winter Trails programs. Winter Feels Good is a grassroots program promoting health and fitness and targeting "adult influencers of children." Winter Trails is a learn-to-snowshoe and cross country ski demo event held each January. "We made several excellent connections and one great tie-in," Tarallo told The Industry Report. She said YMCA Camp Jewell, operated by the Greater Hartford YMCA in Conn., plans to stage a Winter Trails event. Jewell is arguably the top Y camp in the country.
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