Page 39 - 87553_NSAA_Journal_2019NatlConv_Neat

< Pine Creek, Wyo.—its pristine and uncrowded
terrain is a hidden gem for avid skiers who want “We’re really excited to see where it goes, because we know
to avoid the masses, making it a perfect option we’ve just scratched the surface.”
for a private all-mountain rental. Silverton Mountain in Colorado, typically open to the
public Thursday through Sunday during the season, also has
marketing director for both Pico and Killington, the ski been running a private mountain rental offer. The price is
area began offering full-mountain rentals on Tuesdays and steeper—$9,990 for up to 40 guests, approximately $250 per
Wednesdays five years ago. guest—but then so is the skiing: Silverton is known for some
“It didn’t get any traction at all when we first put it out, of the steepest, most aggressive terrain and deepest snow in
then last fall our press manager put out a new release about the world. It’s so wild there that private guides are mandatory
it and we immediately started to see inbound calls and sales,” for most of the season, and the private mountain rental
Megnin said. “I don’t know if we just needed to pitch it differ- price includes one guide for every eight people in the group.
ently, or if the market for it had changed, or what explains it, (The release and waiver of liability Silverton requires every
but we sold four days—not fully booked out, but a respectable guest to execute specifically warns that guests may die while
showing for the first year of rental activity when we’re closed skiing the mountain’s extreme terrain.)
on those days.” “Having that kind of exclusive experience with a group
The first group to rent out the mountain after the is just a really special thing in this day and age, when some
renewed marketing push was the 360 Adventure Collective, ski areas get super crowded,” said Jen Brill, who co-owns the
the combination of two groups previously known as the ski area with her husband Aaron. “It’s just a really special
New England Sports Representatives (NESR) and the memory maker.”
Eastern Outdoor Reps Association (EORA). Mid-week private mountain rentals have been a growing
“This group had been going to another mountain for its part of the business model since Silverton opened, Brill said,
annual demo day for years, but the appeal of having a private but as the other areas indicated, interest in rentals has really
day really interested them. They’re looking to re-book for taken off recently. And, as with the other mountains offering
next season,” Megnin said. a rental option, Silverton has marketed the private mountain
Pico already has hosted several corporate groups, and experience as a venue for charity fundraisers, staff parties and
inquiries about available rental days for the 2019–20 season corporate events, and wedding parties.
are beginning to come in. Mid-week mountain rentals at “Our goal was to occupy some of that Monday-through-
Pico start at $6,500 for 250 lift tickets, with the two main Wednesday time that we’re not otherwise open in a way that
chairlifts operating. That price includes access to the day gives us a guaranteed price point to justify the cost of staff-
lodge; add-ons include food and beverage, rentals, lessons, ing up to operate on the mountain,” Brill said. “The team
and catering and entertainment for après-ski parties. appreciates being able to work those extra days and the town
“On a busy weekend, Pico can handle 3,000 people or appreciates the extra mid-week business from these guests.”
more, so you’ll really feel the difference when you’re here
on a Tuesday or Wednesday with your group of 250,” said “I think the concept of a mountain takeover is
Megnin. “It’s more or less in its infancy at this point, but really appealing, whether it’s for a branded
there seems to be a lot of interest all of a sudden. For most event..., a big school trip or ski club outing.”
of these we did this year we knew months in advance, but it —Rob Megnin, Pico & Killington Director of Marketing
varies and we can staff up fast enough to do it with as short
as a one-week notice if it isn’t already booked out.” Previous customers for the experience have included
Teton Gravity Research booked Pico on March 27 for its well-known ski and snowboard companies, among others.
TGR Mountain Takeover, a fundraiser for Vermont Adaptive Vans recently celebrated its 50th anniversary with a private
Ski & Sports. After booking the mountain for the day, the mountain rental at Silverton for some of its employees, pro
ski film company (winner of the 19th annual Powder Award riders, and VIP customers, and Mother Nature served up a
for Movie of the Year for its 2018 film Far Out) then turned special 50th anniversary bonus in the bargain.
around and offered its fans a limited number of $100 tickets “They got just about 50 inches of new snow right before
for an exclusive day on the mountain featuring TGR athletes their private day, so it was awesome for them,” Brill said.
Dash Longe and Todd Ligare. “And it was awesome for us because it was right before the
“I think the concept of a mountain takeover is really SIA Tradeshow [in Denver], so the word of mouth was
appealing, whether it’s for a branded event like the TGR day, incredible. Everyone I talked to at the tradeshow was like,
or even for a big school trip or ski club outing,” Megnin said. ‘I’d ask you how your season is going, but we already heard

CONVENTION 2019 | NSAA JOURNAL | 37