WINTER PARK CASE STUDY


Problem:

People had an outdated perception of the resort, which was to view it as just two ski and ride areas: easy-peasy Winter Park and challenging Mary Jane.

INSIGHT:

Opportunity to shift the outdated perception people had of the mountain and  re-position the resort as the most inclusive, big-mountain experience in Colorado, where anyone can find and fulfill their spirit of adventure.

 

Solution:

Winter Park Resort is not just one, not two, but seven distinct territories that local and destination skiers and riders never imagined they’d find among the two extremes of Winter Park and Mary Jane. Meet “The Seven Territories”: Winter Park, Mary Jane, Parsenn Bowl, Vazquez Ridge, The Cirque, Eagle Wind, and the Terrain Parks. We sent a message to skiers and riders everywhere that with seven territories to explore, Winter Park Resort always delivers an experience that’s “More Than You Imagine.”

Results:

  • Winner of the 2013-2014 best overall marketing campaign in the ski industry by the National Ski Areas Association
  • Double digit increase in skier visits
  • Double digit increase in season pass sales

 

Winter Park: Seventy Five Years of Imagining More

Winter Park: The Seven Territories