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Tuesday, Jan 08
Warm Weather PR? Ask the Ski Resorts
We were feeling a bit better about global warming a week ago, when things were really cold on the east coast. But now all of a sudden it's almost 70 degrees here in NYC in January again and this makes us feel funny. Naturally, PRNewser reached out to several communications directors of east coast ski resorts this morning to get their take on the warm weather from a PR perspective. Tom Horrocks, Communications Manager for Killington Resort in Vermont was the first to get back to us. Read his take on "warm weather pr" below.
From a PR perspective, what can you do on warm weeks like this to bring people to the mountain? Does the warm weather help attract more people? Fortunately the ski industry got off to a great start on December and here at Killington we have built ample base depths with snowmaking and the generous contributions from Mother Nature to sustain conditions during warm weather periods. That said, the weather does drive market demand. Snow is obviously the message that results in increased hits to our website and calls to our reservation lines. However, the first couple of weeks in January are usually quite in terms of visitation and the expected January thaw has little effect on business levels. During challenging weather times, we focus on our core attributes from a PR perspective, including our elevation advantage (it's colder up here), massive snowmaking operation providing deep base depths and quality snow grooming. In addition, we also add in the many off-mountain activities available for guests, including dining, nightlife, shopping, etc. Email This Post |
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