RENTAL _ >>
days and likes the convenience factor of renting, says PGRI chief marketing offi- cer Christian Knapp. The Convenience Factor That’s what inspired the Gore-Tex pro- gram: “Convenience plays such a huge factor for guests that are traveling from other parts of the country, who are expe- rienced skiers/riders and really appreci- ate the high-quality/performance of our gear,” says Dave Newey, market develop- ment for W.L. Gore & Associates, makers of Gore-Tex. “It just doesn’t make sense to own gear the rest of the year because they go on one big trip per year out west.” Snowbird’s Fields echoes that: “This (outerwear rental) offers the ability to travel light and still use the latest and greatest gear.” Experience improvements. Having a high-performance jacket is just as important as skis and boots, says Newey. “It’s an extension of having the right gear. Your clothing really matters as it can really impact your day.” “We were able to make the begin- ners’ experience better because they didn’t have to wear improper gear on a rainy day,” says Carolyn Stimpson, COO of Wachusett, a small but busy area close to Boston that gave the Gore-Tex pro- gram a try starting last December. The program was a revenue source, she adds, noting that a discount coupon also helped to translate some rentals into outerwear sales. “For the first year, we did great,” says Stimpson, citing Wachu- sett’s proximity to a large customer base, including many who are just learning to ski as well as international visitors look- ing to get out on the slopes. Wachusett customers were able to reserve outerwear online along with other rentals like boots, skis, and snow- boards as well as the Wach-U-Need Starter Pack, which includes “dress-for- success on the slopes” items such as handwarmers, socks, gloves, and goggles for $64.95 adults, $34.95 kids. How On Demand Works Gore-Tex On Demand is a revenue-share program with no upfront cost to the resorts. Rental teams work with Gore to determine the correct amount of inven- tory for each location. Gore provides the
“Honestly, the biggest lift for Snowbird came from our marketing team. Part of the agreement is also to create space for a light footprint of Gore-Tex marketing on our home site, social media, etc.” The Southeastern Model Gore-Tex isn’t the only game in town, of course. A handful of resorts have appar- el rental programs that pre-date On Demand. North Carolina’s Cataloochee Ski Area is one; the area has been offering rental apparel for more than 20 years, and on a large scale. General manager Travis Worrell notes that rental apparel is one of the area’s top revenue sources, after tick- ets, F&B, and ski/snowboard rentals. Cataloochee’s primary market is north Florida and metro Atlanta. “These folks typically don’t have winter cloth- ing,” says Worrell, adding that custom- ers usually drive to the resort, showing up in blue jeans and cotton. “Providing weather-resistant clothing is crucial to the guest experience.” A mature business. Rental bibs and jackets can be reserved online and picked up in Cataloochee’s designated 1,200-square-foot rental apparel area. Each piece rents for $19, or $30 for a combo set. On busy days, guests typically rent more than 1,000 pairs of pants, Wor- rell says. Gloves and other accessories are sold near the rental area. While Cataloochee has been stock- ing Boulder Gear apparel, employees recently tested Turbine jackets and pants, and the resort plans to switch to the brand. Worrell says it’s similar in price point and has a two-year payment term. Overall, Cataloochee keeps its rent- al garments in rotation for three years. Shrinkage prevention. Worrell says the rental shop typically gets all the cloth- ing back, but if renters neglect to return something, they can be tracked down: each garment has a barcode that inte- grates with Cataloochee’s e-commerce and rental management system, so the resort has all the customer information. Other Approaches Jackson Hole/Mammut partnership. At the high end of the resort spectrum, Jack- son Hole Mountain Resort, Wyo., has a relatively small outerwear rental service stocked with Mammut apparel, to offer
A Wachusett, Mass., mannequin wearing Gore-Tex invites customers to “rent me.”
clothing, plus the physical and digital tools to promote the program—includ- ing merchandise racks, signage, and digital assets. Gore also takes care of cleaning, inspection, and repair by work- ing with local services. The garments. The program offers different types of jackets, including a fully-insulated two-layer Gore-Tex jack- et and a three-layer Gore-Tex Pro shell with some insulation in strategic spots. The recommended price for a jacket and a pant rental is $40-$45 each. It’s fashionable, says Newey. He coaches ski racing at a local mountain in the Adirondacks and asserts that the pre- mium pieces are so stylish anyone will be happy wearing them on the slopes. And it’s durable. The garments have been purpose-built for rental and can with- stand its rigors. “Even garments that have been in service look brand new,” he says. Of course, it also gives snowsports users the opportunity to try out the latest Gore-Tex products with all the bells and whistles of a pro-level kit—and if they wish, renters can buy the gear, as with other gear demo programs. Turnkey. “Gore conveniently places ID Tags and UPCs in low-key, but easy- to-reach locations so that scanning can be done while the guest is wearing the outerwear,” says Fields. Gore provided a fit assortment in sizes from XS to 3XL, and the resort received no fit complaints from guests. It also had no issues with damaged or unreturned gear. “This was a turnkey product for us in exchange for revenue sharing and usage data,” says Fields, who added that it was a very simple internal integration.
Made with FlippingBook Digital Proposal Creator