Mount Snow Resort
In the Spring of 2007, Mount Snow was purchased by Peak Resorts, a company that runs a number of successful ski resorts in the Midwest. Peak Resorts made a major commitment to turn around this perception, investing $6 million in facility improvements that first year alone, including $3.5 million for new snowmaking, to improve the on-mountain experience for skiers and boarders.
The primary marketing objective was to re-establish the personality of the Mount Snow brand. However, Peak Resort's huge capital investment presented a once in a lifetime opportunity. The challenge was to reintroduce the brand AND find a way to make skiers and snowboarders fall in love with the snowmaking equipment AND see ROI in year one.