Page 4 - MDHN Executive Summary 2018_Addendum Attachment

Introduction…

Y ears in Review

Since commencing in 2016, Merry Days & Holly Nights (MDHN) has established itself as a beloved
tradition in the hearts and schedules of our mountain patrons, making Squaw Valley | Alpine Meadows
home for the holidays. This highly energetic two-week plus holiday series of events is jam-packed with
fun and entertaining activities for visiting guests, outlying community, & staff alike. Having
immediately recognized the potential to add value to guest/employee experience as well as generate
revenue, the head elves have set specific goals and objectives each subsequent season to ensure MDHN
reached maximal potential.

Year one posed goals of Targeted Marketing Efforts and Enhanced Connectivity between the Village
and the MDHN holiday headquarters, Merry Wonderland. Year two MDHN echoed and added volume
to the positive sentiment with enhancements such as: Inclusion of Alpine Meadows, More Santa, More
Village Activities, and a Timely Marketing Plan. The event series continued to grow drastically in
popularity and attendance, making the prerogative goal of Event Management priority. 2018 bore the
creation of varying levels of planning committees, showcasing an inter-departmental cohesion and
synergy. The stage was set for paramount expectation and satisfaction, as these guest comments
demonstrate:

“This place is just like Disneyland, so much to do and everyone here is so friendly and helpful!”
-Father, complimentary cocoa in hand, watching his children enjoy Santa’s Story Time
“We have been all over this region and have never seen Christmas decorations as beautiful as this place!”
-Couple touring the Ice Garden

After just three years, Merry Days & Holly Nights at Squaw Valley | Alpine Meadows is considered one
of the region’s most captivating holiday traditions! The planning committee is pleased to realize that we
may now enter a period of refinement. With a solid reputation and brand, we will target energies into
offering an event series that, amidst all other objectives, is sustainable and profitable in real time. Three
years of trial has demonstrated which events can endure as worthwhile offerings and which shall be
absolved into memory, allowing all efforts to coalesce into the accomplishment of our Mission.

Mission

To develop a Holiday Celebration at Squaw Valley | Alpine Meadows that welcomes and entertains
families and guests. To design a program that establishes Squaw | Alpine as a desirable Holiday
Destination Resort, drive revenue at peak times, and build community rapport.

- 1 -