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build trust and generate excitement. Pro- moting the message that Wachusett has a deep base is especially powerful when guests don’t have snow in their own yards. Webcams. Speaking of visuals, Nub’s Nob has made some recent upgrades and investments into its webcam, which gets the highest volume of website traffic, fol- lowed by the snow report page. The new webcam is a fraction of the cost of the old one, with a much-improved image qual- ity, says Doornbos, providing a clear pic- ture of conditions. Social media has also become an integral channel for sharing conditions. Whiteface Mountain, N.Y., is putting more of a focus and priority on its com- munications through platforms like Ins- tagram and TikTok. Beech has been less consistent with Instagram compared to other communication channels, admits Freeman, so she’s introduced an AI tool to automate daily Instagram posts. Internal comms. Beech Mountain is
also onboarding a new platform, ULLR, for its terrain park reporting. This will allow the park crew to post updated pic- tures of features, snow conditions, and other important information, all in real time. “Our park staff can easily do this from their phones, and the data is auto- matically stored and processed internal- ly, which is a big efficiency boost,” says Freeman. Efficient internal communications are key to ensuring timely updates for the skiing and riding public. “With the introduction of Google Spaces for our operational communication, we’re able to connect with the exact people we need for real-time updates and keep that as efficient as possible,” says Jackie Tal, dig- ital communications blazer at Mountain Creek in New Jersey. Google Spaces is a mobile app for group discussions and messaging, like Slack and other internal comms tools. Mountain Creek uses it to gather info for the morning snow report and, impor-
From an operations perspective, this tool helps plan for snowmaking, grooming, and weather events. It’s also a great tool for marketing and communi- cations—the transparency of sharing a visual of real-time base depths can help Above: Mountain Creek’s daily “Mountain Report” email, as viewed on mobile.
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