Aspen Skiing Co. likes social media’s status
Special to The Aspen Times
Aspen, CO, Colorado
ASPEN – The talk was social media and marketing to skiers in the Digital Age, at Tuesday’s Aspen Business Luncheon at the Hotel Jerome.
“This explosion of social media is really a huge gift for us,” David Perry, Skico senior vice president, mountain division, said at the luncheon, which Aspen resident Todd Shaver hosted. “It’s the great equalizer. You don’t have to have the money, you just have to have the expertise to compete and speak directly to our customers.
“That’s a huge advantage to us. The fact that you can deliver rich content, pictures, videos, information straight to individuals – just what they’re looking for – works for skiers.”
There’s good reason Skico is investing in social media: It’s the No. 1 activity on the web, evidenced by 700 million people on Facebook; it’s also Google’s top driver of weekly traffic 3.5 billion conversations occur daily; 90 trillion emails are sent annually.
Within 24 hours of posting Aspen’s early opening, the Skico received 200,000 impressions.
“The power of social media is there,” added Christian Knapp, Skico vice president of marketing.
Skico uses such platforms as Instagram, Flicker, Vimeo, YouTube, a blog on Tumbler, Google+, and Foursquare, a geolocation band service where friends can follow your hotel check-in.
On Foursquare alone, Skico has 9,300 followers, more than its Twitter following. All told, the company has 41,830 followers from Facebook, Twitter and Foursquare. The company plans to launch a new app in December (“by the time Highlands opens,” according to Knapp) called the LivePass Mobile App. In February, Skico will launch a new website.
Skico’s old marketing slogan was “Come Live the Experience.” Now it is, “The Pinnacle Adventure and Cosmopolitan Mountain Living.”
“It isn’t just what we do, it’s who we are,” Knapp said. “People identify with being boarders and skiers.”
With research claiming that ski resorts are extremely capital-intensive, second only to airlines, it might explain why Perry said: “The health of the tourism economy is what I think about when I go to sleep at night.”
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For the first time ever last season, skier visits generated by ski passes exceeded skier visits from single- and multi-day lift ticket sales at U.S. resorts, according to a study for National Ski Areas Association.