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for unique proprietary events, not cookie-cutter experiences.” While the resort hosts the typical assortment of events
In that respect, Human Movement collaborates with throughout the year that are designed to get maximum
resorts to create experiences that are unique to their brand, participation out to the mountain, its largest event is Music
Suffolk says. Some of these lower-volume, higher touch- on the Mountain, purposely capped in attendance to
point event brands that he’s talking about include successful protect the guest experience and maintain an intimate feel.
events series such as the Under Armour Trail Running Series, Now in its fifth year, this annual concert event brings top-
the Subaru Winterfest, and the Fjallraven Classic trekking name acts to the slopes for one night a year. This year’s head-
event (a multi-day hiking and mountaineering event and lining act was country superstars Big & Rich, and although
outdoor exploration). Each, while pulling smaller numbers, ticket sales were limited to only 2,500, costing a mere $40
offers participants a multi-faceted experience that is authentic each, the resort was able to raise more than $100,000 after
both to the host location and the sponsor’s brands, and that production expenses to help fund future development and
promotes connections to the outdoors, which aligns with programs at the mountain. This was done primarily through
our core winter branding. This sales of sponsorships among
change in strategy is a big the local community, says
pivot for a company that was Jeff Staley, the resort’s gen-
accustomed to producing and eral manager. That’s a pretty
executing events that attracted RESORTS ARE ALREADY impressive feat for a resort of
a few million participants per DIALED IN TO THE any size, let alone for one with
year. In other words, they are full-time year-round staff of
not focusing on the high- benefits about 10 people.
volume model for promoting “First and foremost our
unique events. of hosting strategy [for events] is to make
But Suffolk says he truly VARIOUS TYPES a profit that justifies the time
believes this is the best direc- OF GATHERINGS TO and energy it takes to plan and
tion for his partner brands increase visits put on the event,” Staley says.
moving forward. “We’re still “One of the common miscon-
creating events you want to Courtesy of Snowshoe Mountain Resort in different ceptions with being a nonprofit
brag to your friends about. seasons. organization is that our goal
We’re just building them to is not to make a profit. This
a more focused customer couldn’t be further from the
group,” he says. truth. We run our events and
A lot resorts are killing it when it comes to creating their business like any other business. The difference is that we
own focused, themed events. About 8,000 people recently reinvest 100 percent of the profit back into the facility and
attended the 4th Annual Mac and Cheese fest at Copper programs. If we’re going to spend X dollars on producing
Mountain, Colo.—two days of sampling different versions an event, then I want to make sure that we’re going to at
of the dish (courtesy of restaurants throughout Summit least make X times 2 dollars in return.”
County), eating contests, live music, and other activities. But given all of the ski industry’s insights and expertise
Food tickets were $1 each, with four to seven tickets required with hosting and promoting unique events, the question
for each sample. On a smaller scale, Bear Creek Mountain remains as to what is on the horizon for the next Tough
Resort, Penn., just hosted its first-ever Food Truck Festival, Mudder or Wanderlust, or how to replicate the stunning
featuring 30 food vendors, live entertainment, a beer garden, successes of Snowbird’s Ocktoberfest without being a copycat.
and lawn games—all for $5 ($8 at the door); free for kids Given the infamously capricious and ever-changing attitudes
12 and under. The resort sold about 1,500 tickets. of Millennials, what is the next successful event-driven busi-
Yet another resort that is adhering to the quality-over- ness model that will capture their fascination—and wallets?
quantity strategy is Detroit Mountain Recreation Area
in Minnesota. Owned by the town of Detroit Lakes Hugh Reynolds is the vice president of marketing and sales
(population 9,165) and operated by a not-for-profit man- for SNOW Operating, which works to help increase trial
agement group, Detroit Mountain’s mission is to serve and conversion rates industry-wide through their acclaimed
the community by offering year-round mountain-based Terrain Based Learning™ and Conversion & Growth resort
recreation and entertainment. partner programs.

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