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Blog > Series > Who should be blogging – Part 6. Ski Resorts

Who should be blogging – Part 6. Ski Resorts

Peter F, 27 June, 2005 0 Comments

If you’re in the business of providing access, training or service to
an audience that is passionate about their pursuit, you should be

Let’s say you run a ski resort. (It could be a windsurfing camp or a
golf club or a go-kart track. But it’s really hot outside, and I’d much
rather think about snow right now.) In all likelihood you have a great
deal of competition for your consumer’s attention and wallet. Can you
imagine if there was a way for you to

    • engage your customers throughout the year


    • tell your story in a limitless forum


    • get buy in on upgrades to your facilities


    • convert them into raving evangelists


    • earn their loyalty


    • boost your existing website traffic


    • dramatically strengthen your brand’s value


Of course there is, or this would be a rather pointless article.

Back in the good old days, I spent about five years living in Whistler.
I worked for the mountain in a variety of roles, ultimately ending up
as a minor level honcho. Suffice it to say I know a little bit about how
ski resorts market themselves. Marketing dollars are as scarce as snow
in July (attention souther hemisphere readers: work with the metaphor please).

This is one of those cases where blogging is just a total no-brainer.
You have an audience who is greedy for news and in love with their
sport. You’ve got a business with lots of great stories. Weave the two
together, and get ready to watch the fireworks.

If I were still in the ski business, I’d be using my blog to:

    • follow the cutting of new trails and other off-season expansion


    • tell some of the history of the mountain – how the trails got their names, etc


    • highlight key staff members, like the lifty who’s been there for 40 years (in fact, I might even name the blog after him)


    • announce snow’s first fall


    • talk about the run of the day


    • interview the local pro for tips


    • describe new items on the chalet’s menu


    • give special warning of upcoming sales


    • describe the latest high end rental or demo gear


    • conduct blog-specific contests (ie on a Monday, start giving clues
      to the location of a secret envelope containing two free tickets. Give
      clues throughout the week, and announce the winner the following Monday)


    • etc etc ad infinitum


If I were still in the ski business and was working at a larger
resort, I’d make this a full time position. I’d make sure the blogger
spent at least a part of each day on the hill (tough job, I know). I’d
make him go though lessons, spend a day in the kitchen, ride with a
groomer, and generally learn all he (I’m imagining myself in the role,
hence the masculine pronoun!) could about the resort’s operations.

I’d also give him a good measure of autonomy, so he could be the
people’s representative in the company. This goes for all blogging
ventures, but especially so in a business like skiing or golf where the
participants tend to get a little over passionate about their pursuit.

Suffice it to say I’ll be calling my friends who are still in the ski
business to do what I can to get them blogging. Think I can talk them
into giving me the job? Kidding! Sort of.


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