Vermont Ski Areas Recognized with National Awards
Vermont ski areas were among those recognized when the National Ski Areas Association (NSAA) presented its annual awards in sustainability, safety, growth and marketing to members with the most innovative and successful programs in each category. The awards were presented at the association’s virtual awards ceremony on June 3.
Sugarbush Resort received the award for Best Guest Safety Program in recognition of its efforts during National Safety Month, January 2020. The resort team handed out “Real Powder Hounds Know the Code” cards for kids, as well as offering participation in sweeps with ski patrol, breakfast with the patrol team, “Shrediquette” for terrain park features, and Know the Code posters. By the end of January, more than 500 stamp cards, 110 Powder Hound T-shirts and 500 Know the Code buttons had been distributed as part of Sugarbush’s safety awareness initiative.
In the marketing category, Jay Peak Resort received two awards: Most Unique Campaign and Best Overall Marketing Campaign (under 500k visits).
The former recognized Jay Peak’s Recruitment Campaign targeting employees. Through print, TV and radio creative, the ski area focused on employee recruitment, engagement, recognition and retention with key elements important to ski area personnel: competitive wages, benefits, staff housing and culture.
The latter was earned by Jay Peak giving thanks to its guests, community and employees through a thoughtful and well-executed Gratitude Marketing Campaign under the tagline “We’re us because you’re you.” Multiple facets — ranging from portraiture and an art exhibit, to TV and print placements, and even giveaways and events — radiate on-brand authenticity, and the results agree: 15-percent increase in lift ticket revenue, 12-percent increase in ski school revenue and 8-percent increase in total revenue.