Kelly's Blog: Calling all passholders!

Saturday, February 23, 2013

Several years ago we worked with an advertising agency to help us better understand our brand.  Good and important process to go through.  For the most part you rediscover all the stuff you already knew about yourself.  The easy part is listing your strengths and the harder part is admitting to your weaknesses.  There were a few aha moments and there were a few spotlight moments, too.  Stuff you know about yourself but never took the time to think about its significance.

For instance, we know that Mount Snow has a very loyal season passholder base.  In fact, on any given day you visit Mount Snow, 1 out of 3 skiers is a season passholder.  That passholder number is stonger early and late season.  And breaking it down even more, that number is stronger in the mornings and midweek.

The ad agency summed it up with one word, multi-generational and I have been throwing that term around ever since.  Here's an example - when I first came to Mount Snow I was a part time development coach.  The kids I had in my group are now grown, married and bringing their kids to Mount Snow.  Or when I realized that some of the kids that my husband  coached in the 80's, were coaching my kids coaches in the 90's.   All of you passholders have similar stories.

During our American Skiing Company years I worked in marketing and spent a good deal of time learning not only the Mount Snow brand, but that of the other ASC mountains.  Not every mountain is as "multi-generational" as Mount Snow.  We have a very loyal core, which makes us feel a lot like an extended family or club.  We were often compared to Sugarloaf and their Sugarloafer cult-like following.  I'm kind of proud of that as a sense of belonging has many benefits.

Over the years I've had the pleasure of getting to know many of our passholders and I often ask, "how do you do it?"  I know the demanding lives you have back home and I am in awe that you load up the car every Friday and make the trek up with kids, dog and friends. You ski your tails off, find time for apres ski (that is another thing that the ad agency told us - we are social - no duh!) and then do it all again the next day.  Loyalist?  How about fanatics!

In truth, I have a soft spot for our passholder customer base.  Your opinion is high on my radar because you know better than anyone what the Mount Snow brand is - you're living it.

I hope you have participated in one of our Passholder Appreciation Weekends.  If not, please join us next weekend.  We have a lot of fun and share a lot of information.  Here's the low down:


Limited Edition Mount Snow Poster – just stop by the Season Pass office and show your pass Saturday 3/2 OR Sunday 3/3 (While supplies last)

• AM Express
8:00am – 11:30 am
• Pass Holder Raffle - Win Prizes
3rd floor of the Main Base Lodge show your pass, get 5 raffle tickets plus enjoy coffee, juice and pastries

• Wine and Cheese Q&A Session with Mount Snow’s Senior Management at the Grand Summit Hotel

11:00am – 6:00pm
• Free Tubing for Pass Holders

Limited Edition Mount Snow Poster – just stop by the Season Pass office and show your pass Saturday 3/2 OR Sunday 3/3 (While supplies last)

• Passholder Uphill Challenge –Skin, snowshoe or hike to the summit and if you beat first chair of AM Express on foot, you win a prize!  You must obtain an Uphill Pass by Saturday from the season pass office to participate.

• AM Express

10:00am – 2:00pm
• Free Race Gates for Pass Holders on Charlie’s Chase

11:30am-1:30pm: Weiner roast at the bottom of Charlie’s (free dog, chips, drink)- served by SLT – must show your pass

11:00am – 5:00pm
• Free Tubing for Pass Holders
*plus s’mores at the top of the tubing hill

To stay in the know year round, I would  encourage you to join our Season Passholder Forum - you can ask questions, share concerns or just post your favorite Mount Snow photos.  Some of the recent posts include Devo Race Results, Friendliest Liftie and Summit Lodge Bathrooms.  Mount Snow management (me too) check the forum daily and try to answer all of your questions and concerns.  There have been many suggestions, made by passholders, that we were able to implement, sometimes on the same day.

To register, go to the Mount Snow homepage and in the bottom right hand corner, under SOCIAL, click on Fan Club.  Have your season pass handy to register.

Next weekend, March 2 and 3, all season passes are valid.  Yup, midweek passes can ski the weekend!  I hope you can join us.  I will leave you with all the words, that the ad agency used in our branding exercise, that remind me of you:  social, honest, progressive, family, diverse, approachable, fun and of course....multi-generational.  What did we miss?

I dug this pass out of a box - 1988. How far back do your passes go?
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