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that Butternut partnered with L.L. Bean to offer $25 lift tickets on Fridays. “The partnership with L.L. Bean has been incredi- ble. Their commitment to helping people enjoy the outdoors year-round aligns perfectly with our mission to keep skiing accessible,” he says. And a new partnership this year with Ikon Pass offers But- ternut as a bonus mountain. “Our partnerships with Ikon and Freedom Pass [added last year] have added value to our season pass by allowing pass holders to experience other great moun- tains for free or at half price,” adds Mahon. Beech offers weekday and local specials that have helped “build a culture where Beech is a vibe that people want to be part of, and these offerings make it easier for beginners and locals to try skiing and riding in a low pressure setting,” says Freeman.
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Ski Butternut, Mass., is leaning into affordability in its marketing campaign.
IS AI HELPFUL? Given their focus on authenticity and emotional marketing, resorts are taking a slow and cautious approach to AI. It’s main- ly in the background and used to improve efficiencies. Despite the potential benefits of AI, resorts are keen to preserve the gen- uine on-the-slopes experiences their guests value most. “We use it to help generate reports, ramp up SEO on the website and create better meta descriptions,” says Holiday Val- ley, N.Y., marketing director Dash Hegeman, who adds that the essence of skiing and snowboarding is rooted in authenticity and passion. “The best way to showcase that is to capture it in real time, out on the slopes, with real people. Faking that with AI-created images and videos takes away from that sense of realness,” he observes. A supporting tool. Salmon echoes that, calling AI “strictly a supporting tool” that helps Alyeska with small tasks like orga- nizing ideas, drafting early versions of copy, or assisting with research. “AI can help us work faster, but it doesn’t replace our judgment, our understanding of our guests, or the real stories that happen on this mountain every day,” he says. Cranmore has added the Get Ski Bot chat feature to its website and is partnering with Bland AI phone services to help guests get quick answers while reducing call volume. “These tools support our team, but they’re not a replacement for our staff,” says Deschenes. Connection first. Ski area marketers are tapping into a deep- er sense of connection through authentic storytelling to reach new audiences or to reignite the emotional bond that keeps loyal clientele coming back. It’s all about sparking that feeling of why they fell in love with skiing or snowboarding in the first place.
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