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Marketing

year after year to ski by day, soak in the hot springs late in
the afternoon, and then relax in a top-end hotel or Rocky
Mountain cabin at day’s end.
For last season all of the program partners reported a 28
percent increase in revenue derived from the campaign over
2015-16. Online ads generated 923,855 impressions resulting
in 1,435 website visits—a 0.16 click-through rate compared
to the national average of 0.06. Visits to the Ski, Swim, and
Stay page on Sunlight’s website grew by 24 percent, netting
26,833 page views.

BEST ‘BRING A FRIEND’ CAMPAIGN
PICO MOUNTAIN, VT.

Pico Mountain asserts that word of mouth is one of the
best ways to grow skiing and snowboarding, and the
resort is an excellent example of how to walk the talk.
Like many other areas, Pico partners with local schools
to develop winter sports programs, participates in Learn RESEARCH SHOWS THAT
to Ski and Snowboard Month in January, and also offers THE YOUNGER THEY START,
a great incentive for its Bring a Friend campaign: a free
lift ticket for anyone who brings along a friend or family THE GREATER THEIR
Sunlight Mountain Resort continues to master the art of part- member to purchase a First Time Ski & Ride package at
nering with local businesses to develop packages that families LIFETIME SPEND
simply can’t refuse. the resort. But Pico took its Bring a Friend initiative to an Photo: Jennifer Langille
even higher level during 2016-17, offering the deal for the With a full line of kids products and teaching tools designed
entire season. to make the learning process easier anywhere, Burton Riglet
Not only that, but rather than limit the promotion to Snowboarding helps get the youngest of kids started.
guests, Pico also offered Bring a Friend incentives to all part-
time as well as full-time employees. Staff members received
two complimentary learn to ski/ride packages to give away to
someone else (lesson, rental, and a lift ticket for the learning
area). As well, season passholders were offered discounts on
First Time Ski or Ride packages, which they could share
with dependents, including grandchildren (and with no
proof of relationship required).
As for results, Pico has seen consistent participation
in all of these avenues for connecting people to skiing and
snowboarding. The resort sold 626 First Time Ski/Ride
packages—72 of which were the result of the Bring a Friend
program. A total of 27 employees earned Bring a Friend
redemptions, and 53 season pass discounts were applied to First
Pico Mountain Time packages. or visit the Burton booth at the National Convention.
LEARN MORE
contact resortinfo@burton.com
“We are encouraged by these results, and will
continue to use these programs to grow skiing and
snowboarding,” said Rob Megnin, Pico’s director of
Pico Mountain rewards not only guests but also employees who
Bring a Friend to the resort, and it does so for the entire season. marketing, sales, and reservations. “We were introduced
Here, on-mountain signage promotes the offer. by our friends and family and will continue to do the Photo: Greg Comollo
same for others.”

58 | NSAA JOURNAL | SUMMER 2017 BURTONRIGLET.COM