Mount Snow Resort

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Mount Snow in Southern Vermont is the closest big mountain resort to the major metropolitan areas in the Northeastern US. The resort had lost much of its allure, its brand essence forgotten by all but its most loyal customers – a result of little new investment in facilities or marketing in over a decade.

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.