Board members met today as the majority of conference attendees arrived.
Scott McGee and Chris Frado welcomed alll attendees. Seth Martin gave a general history of the Ranch ( should be posted soon) then Dick Taylor spoke about his history in the sport and how he helped build the first trails on the land.
First impression of the ranch, stunning. A luxury Colorado experience. Check it the Devils Thumb Ranch page.
I didn’t take notes this day, sorry. I did, however, take some photos of the torch lite parade and some of the amenities.
The general consensus was that TIME is the most valuable resource to customers so they need to feel like they’ve spent it appropriately. (like having fun or releasing stress)
Groomers and Snow cat makers got in on the Green Conversation
Manufacturers are improving efficiency of machines
Local manufacturers are benefiting from oil prices and weak dollar
Piston Bully and Prinoff both talked about the need to properly train operators to reduce waste in running the machines. Don’t idle your cats!
We all had an opportunity to participate in a clinic or just go for a ski. Below are some of the grooming machines being demoed and some of the ski equipment reps working their magic.
(Panel: Cara McDonald, Jonathan Wiesel, Benjamin Sadavoy, Roger Lohr and Holly Johnson, facilitator.)
The talk started off with one important point – Journalists want their lives to be made easy!
Cara McDonald
Cara then went over her top tips to pitching a regional magazine. She’s the editor of 5280 Magazine – http://www.5280.com/
Make it timely – Magazines need a minimum lead time of 12 weeks
Make it personal – Find the direct appropriate contact at the magazine and drop a brief, personal email introduction. No generic email blasts!
Keep it Focused- Be specific and show exactly what the story is for the magazine you want to reach
Be prepared- Have a general media, an about us web page and a beautiful and functioning website. Ideally have an area for media to find out details on your operation quickly and easily
Speaking of Photography – Have a variety of high resolution photos for the publication
Be receptive – Have a clear contact in your organization who handles media and focuses on maintaining those relationships.
Be Proactive – Reach out, pitch and suggest stories. Don’t wait for publications to find you.
Know your audience – Read the magazine you’re pitching, learn what departments your ideas fit into.
It’s the job of a journalist to look for stories, they like the help you give them when you send them a great idea. Start building a media list today and keep it segmented. A local tourism board is a great way to start making contacts. Lastly, have thick skin. You wont always be successful.
Roger Lohr from xcskiresorts.com wants cross country areas to start pushing the recreation and travel related side to their business, not just high end racing. Pitch him a story about why he should visit you.
Jonathan Weisel of Nordic Group International echoed the above mentioned points and really encouraged areas to actively pursue a PR plan. It worked for him at Royal Gorge.
When Bob and Suzanne bought the ranch, it was in need of some love, both physically and in the business sense. Suzanne and Holly capitalized on the spectacular amenities and the unique Colorado experience that sets Devils Thumb apart from other resorts. By looking at the experience through the customer’s point of view and integrating departments to better market a Devil’s Thumb experience, Suzanne and Holly have communicated the riches of the natural Front Range Landscape to thousands of visitors.
Promotions were done through limited print ads, whatever they could afford, and a strong local and eventually international PR pushes. Holly gave some great advice, she said, “if you want your story told, you have to be the one telling it”.
Bob and Suzanne have committed to creating more than a ski resort, they’re building a legacy. The passion and commitment to that legacy is apparent the first time you step foot into one of their buildings.
Interesting notes from Suzanne about adding a Spa to your facilities:
John’s presentation focused on some finer points of trail building. To be nice to the environment, trail builders should use everything, make them permanent where possible and take great care by installing flat bottomed ditching. All shoulders should be seeded immediately
John also talked about the importance of naming trails. He said, ” The best sign is the one that gets stolen the most. I hope to get his slide show loaded up, John send it to me if you want it here!
Cara McDonald
Benjamin Savadoy
