Page 5 - MDHN 2019 Executive Summary_June

Guests

While the main attraction of our mountains is world class skiing/riding, MDHN harnesses the social and
emotional motivations during the holiday season: cultural experiences of tradition & shows, quality time
with family & friends, an atmosphere of celebration, and the ever-prominent dream of a white
Christmas. Previous years showed that MDHN offered exactly what our patrons were looking for,
whether they knew it or not. Marketing efforts have evolved into a dynamic plan to not only create
awareness of MDHN, but, more importantly, prompt guests to plan SVAM as their holiday destination.
A summary of the multi-faceted efforts includes:

▪ Facebook 118k Reach | 1.7k Response Specific Event and Video Promotion
▪ Instagram 2.2k Engagements

▪ 38k MDHN Landing Page visits, a 112% increase over 2017

▪ Inclusion in over 38 emails October-December with 11mm distribution

▪ Badge drove 58% of visits to MDHN Landing Page

▪ Extensive variety of print, digital, radio, and television promotion

▪ 52 Inclusions with 11 Big Wins
o Total Unique Monthly Visitors: 78,341,690
▪

▪ Decorated Venues: Olympic Village Lodge, Alpine Lodge, Olympic House, High Camp, Village
▪ Signage: Tram Building, Olympic House, Village Light Poles, Village Kiosks and Banners

The broadness of the marketing efforts exemplifies the actual guest experience. For the most part,
attendance and awareness of all MDHN events has continued to escalate, resulting in sold out events and
a packed Merry Wonderland with reportedly high satisfaction and observed overall happiness.

(ref. Analytics, fig. 1)

Low ticket sales were noted for two features shows: Toccata & RJO, and one show, Community
Theater, was cancelled due to null ticket sales. While the premises are multi-faceted, the contrasting
volume in conjunction with financial information has allowed the planning committee to define our
primary audience and identify their demands: families seeking unique, headlining events and activities
on end of week or weekend dates. The (ref. pg. 6) is built with these
lessons in mind.

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