Posted November
2015
What if Ski
Towns were like boy bands...
Which name would best describe
your favorite mountain community? Before you laugh…think about
it… in some ways this makes sense. Boy bands all have similar
foundations built on catchy pop tunes, good chorography and a
lot of people working behind the scenes to make it all work.
Think of it in the same way ski resorts are built on the
foundation of mountains, snow and a lot of hard work from local
residents and small businesses. What distinguishes one from the
next is how they position, promote and manage their bands or
brands.
No Direction
Many of these towns and resorts may
have popular names or be a BIG brand resort you recognize. As
far as the snow sports industry is concerned mountains and snow
are the common foundation upon which they made their names and
built their reputations. Identity crisis has hit these
locations. Sometimes visitors and residents are even confused if
they live in a retirement community, a corporate resort, a real
estate investment or a community.
Second home owners, corporate
takeovers and reduced local business presences have diluted the
atmosphere that once was a vital component to building
relationships with visitors and being able to provide a higher
caliber experience based upon that familiarity year after year.
Today that’s not the case. Seasonal workers at soulless
corporate resorts, hotels and retailers has increased employee
turnover season after season. Along those lines more and more
small local businesses are now owned by people who don't live in
the town anymore.
Like many disasters this begins with
the best intentions. Unfortunately, the wants and needs of the
many and the future are often dismissed or pushed aside by the
greed of the few with the money to do what they want, regardless
of future consequences and repercussions inflicted upon the
many. Local politics and growing divides between resort
corporations and communities often leaves residents and visitors
either scratching their heads or with a bad taste in their
mouths wondering whose hidden agenda is really at work. This is
what you get with No Direction.
Right Direction
These places are easy to identify,
but seem to be getting more difficult to find. You like the
people, the mountain, the snow, the food, the options and
atmosphere making you feel invited and welcome…it's a place that
makes feel you got the best experiences for the price… therefore
you will recommend it to family and friends, while looking
forward to your next visit. These communities the locals,
visitors and corporations have found and maintain a delicate
balance enabling them to coexist and thrive in the same
environment.
The same balance applies in the
economic landscape here too. Local employees who are part of the
community year-round have a higher level of knowledge and
expertise that results is a higher caliber of service and
experiences for visitors. Relationships are built on solid local
recommendations from ski shops to restaurants one visitor at a
time, day after day, season after season. This type of service
comes from dedicated people who take pride in both themselves
and their community. The result is a lower employee turnover
rate translating into better customer services and a higher
level of guest satisfaction, ultimately influencing repeat
business.
That same balance extends to the time
honored traditions of working hard and playing hard in the
mountains with the abilities and opportunities to know when it
is time to do both. At the end of the season in these resort
communities no one wants it to be over… and everyone is
squeezing in one more last turn and hoping for just one more day
or weekend of fun in the sun with their friends at their
favorite places until next season! Congratulations… this is the
Right Direction!
Wrong Direction
These places are everywhere and easy
to identify. You don't feel anything other than an expensive
tourist trap with a cold corporate presence designed to maximize
profits at any and all costs. You're surrounded by $20
hamburgers and $8 Beers. Here everyone is complaining about
something, and its usually money. Visitors are complaining about
limited options, poor service and high prices, while workers
complain about high rent, low wages and poor tips.
One of the most frequently asked
questions of employees at any resort is "what place to you
like?" or "where do you go?" If the answer is "I don't go out in
town" or
"I can't afford to go out"
chances are in a resort where the service employees are only
good enough to work there not eat or drink there…even with an
the employee discount. One way you can tell these places is
everyone is in a hurry to get in and get out, while trying to
spend as little as possible because the perception is that
everything is extraordinarily over priced.
This is the profits first and
everything else after corporate strategy that has been
alienating the vast majority of locals and visitors who cannot
get good service at fair prices. Today at these resorts you
better have a connection or its likely you won't get what you
paid for. These "local"
connections are often one
local taking care of another local…and that can be the
difference in being able to afford to go out on your night off
or living the dream on mac n cheese at home.
Perception is reality. If locals
can't afford to eat or drink there, and the vast majority of
customers are offended by the extraordinarily high
prices…corporate profits may be high, but most customers feel
exploited and disappointed. One indicator of these destinations
is how the end of the season is perceived and managed by the
locals, businesses and resort corporations. If the few employees
that are left are frustrated and angry about having to work, the
season pass holders and residents are either staying away or
leaving early… and local businesses are shutting down early or
are already closed for the season… You're certainly headed in
the Wrong Direction!