We talk a lot about snow-proofing comms plans for our ski resort clients.

Every resort has a snow hype machine, some run more efficiently than others but they all produce visitation when conditions are right. “White Gold” and all.

When it doesn’t snow, that’s when the real comms work starts. There are still plenty of stories to tell, but they require more nuance, more depth, more-buy-in. They’re harder to tell, but they’re more impactful.

Mike Imes has been working this angle for a while (two seasons) for client Big Bear Mountain Resort. It’s a wonderful read, and a good example of the value of PR in helping to create differentiation when the easy narratives aren’t available.

Read more here

Real estate is a crucial piece of the profitability puzzle for many ski resorts, even in the era of Ikon and Epic. PR is largely slept on as a tactic in the space, but the crucial third-party endorsement it provides gets the phones ringing faster than anything you can pay for. This piece certainly did.

Read more here