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CONTENTS

WINTER 2017 Features

PG. 22
SMALL BUT MIGHTY: HOW RESORTS ARE DRIVING BIG

MARKETING WINS WITH TINY SETS OF DATA

BY GREGG BL ANCHARD
Big data has its place when it comes to helping you understand your customers and their consumerism. But you already have a lot of time-sensitive,
useful information based on a lot of little details—and you don’t have to dig very deep to find them.

PG 28 PG 32 PG 38 PG 46
NSAA ECONOMIC DOWNHILL MOUNTAIN GROWING MANAGING &
ANALYSIS RESULTS: BIKE PARK OPERATIONS: SNOWSPORTS IN MOTIVATING
A QUICK OVERVIEW OF FULL-SERVICE PARKS THE AGE OF THE THE MILLENNIAL
THE 2015/6 SEASON ARE RIGHT ON TRACK MILLENNIAL EMPLOYEE
BY DAVE BELIN BY KEVIN JORDAN BY HUGH REYNOLDS BY L AUR A MORIART Y
The ski industry had a solid year The emergence of mountain We know a lot about Millennials; Millennial employees may not
financially in 2015/16 but, not bike parks at ski areas may still the challenge is to create always do things conventionally,
surprisingly, the performance be relatively new, but resorts are snowsports experiences that but given the right motivation
varied somewhat by region. This quickly moving from offering a few appeal to their affinity for they can bring exceptional
preview of the final figures indicates dirt trails for hard-core enthusiasts authenticity, altruism, risk- qualities to the job, including
how the industry fared from the toward a more full-service MTB aversion, social interaction, and technological savvy, open-
perspective of revenues, expenses, experience for a growing and more thriftiness—all those reasons why mindedness, efficiency, and a
profits, and other measures. diverse rider profile. they’ll fall in love with the what. willingness to collaborate.