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Salmon also plans to bring mountain operations, patrol, grooming, and snowmaking teams further into the spotlight. “Their expertise, commitment, and lived connection to the mountain give us a powerful storytelling foundation rooted in authenticity,” he says. Palisades Tahoe is using a mix of video in its campaign this winter. There’s more short-form video that helps people plan their day, more behind the scenes with the crews who shape the resort, and more stories that show the emotional arc of a season. The “Love Letter from Palisades Tahoe” video is one exam- ple of a high production value piece that fits the resort’s strat- egy to connect emotionally with skiers and get them pumped to visit the resort. APPEALING TO TARGET MARKETS Ski area marketers believe that a good first impression for beginners and younger guests can create early, positive associa- tions to cement brand loyalty before they’ve built comparisons elsewhere. In an industry driven by passion and tradition, earn- ing trust early is probably one of the most powerful strategies a ski area can have. Connecting to beginners. Beech Mountain, N.C., is focused on growing its beginner network. “We’re taking a very inten- tional approach to beginner outreach by shifting our market- ing to feel more approachable and community driven,” says marketing director Talia Freeman. “Instead of relying on pol- ished athlete imagery, we are highlighting regular people, kids, locals, and new skiers and riders so guests can see themselves on our mountain.” As part of this, Freeman says Beech is creating a video series that follows beginners and local families as they learn to ski and ride. “It shows the real process, the learning curve, and the fun in a way that feels honest and relatable.” Alyeska is intentionally growing its new-participant seg- ment, too. “We’re leveraging our instructional programs, turn- key rental experience and approachable terrain for early skill development,” says Salmon. “Our strategy is to position Alyes- ka as both a bucket-list destination for seasoned riders and a supportive, progression-focused mountain for those still build- ing their confidence.” Reaching Gen Z. The push to reach Gen Z is a priority for some resorts. Sugarbush, for example, revamped its pricing strategy for that age group. The Sugarbush For 20s pass is back for 19–29-year-olds at a cost of $569 with zero blackouts. At Ski Butternut, Mass., “We’re especially focused on Gen Z and Millennials who tend to ski less frequently than previous generations,” says marketing director Dillon Mahon. The area has increased its focus on social media storytelling to help on that front and to build brand affinity. PROMOTING AFFORDABILITY Making it easy to decide to go skiing by offering some good deals is a tactic many ski areas are utilizing—an especially valu- able approach amid the headlines of astronomical lift ticket prices. And the deals often reinforce the feeling of connection. “Butternut’s core message remains consistent: Butternut is the Berkshires’ affordable family ski area,” says Mahon, noting
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