The "New" Killington Brand

[Bubba]

Taken from this week's Mountain Times column where people allegedly ask questions and get answers.

Question: With the new owners of Killington (Killington/Pico Ski Resort Partners and SP Land Company), what are the goals for the Killington brand? Historically, the Killington ski area has been known as the "Beast of the East," with some associated qualities (first to open, last to close, snowmaking from open to close, most terrain open early and late, high energy social environment, etc.). What does the resort want to be known for as it moves through its next phase growth?

Answer from Chris Nyberg, Killington/Pico Ski Resort Partners: Thanks for the great question!

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park) and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

[johnny the jibber]

go big?

[Bubba]

go big?

Nowhere else

[Mister Moose]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park) and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

Definitely not a vision guy. Most of what he's articulating is pablum. It could be any resort he's talking about... just look at what you have when you take out the name Killington:

Our goal is to have the (insert name here) Resort represent improved service, improved product and better overall experience. We aim for (insert name here) to be a destination in and of itself, not just in New England. We aim to have (insert name here) represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of [our] upgrades support this branding strategy (list examples) and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. (insert name here) has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing (insert name here) and plan to continue to provide a quality product.

Well, except the line about "to be a destination in and of itself, not just in New England." I'm not sure any ski resort in New England can do that, including Killington. Sure, you get some Brits and some Virginians, but it's not your bread and butter.

So what we have for the new and improved Killington brand is 95% pablum and 5% unachievable pipe dream. Your brand should differentiate you, not get you lost in the crowd. I'd be a seller of this stock.

[ski the trees]

agreed - heavy on the corporate talk and light on vision (really none at all). they really need to decide who their target audience will be and brand accordingly. if they are going to be all things to all people, then go ahead and say it! they're probably the only resort in the northeast that could pull it off.

I always used to tell people at killy's there is "something for everyone"...

[BoozeTan]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park, and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

Notice he called it a snowboard park, so all you two plankers stay out

[SkiDork]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park, and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

Notice he called it a snowboard park, so all you two plankers stay out

good one...

[RustyK]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park, and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

Notice he called it a snowboard park, so all you two plankers stay out

good one...

Remember when Bear had that snowboard area and it said NO Skiers?

The boarders always got pissed at me and one little kid tried to knock me down.
Way to segregate the customers again!

[JerseyGuy]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park) and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

We really have no idea what the hell we're doing with the whole “Who are we? What are we doing here?” thing, so we’ll just keeping pulling makeshift “strategies” out of our big collective Powdr-y ass as we “move forward”. Let’s see… we’d like our customer service to suck somewhat less, so that’s one thing. Less crappy snow would be a plus, too. Say, did you know I used to be a groomer guy? Yes? No? Anyhoo… we want people to come to Killington without knowing what else there is to see and do in Vermont or even all of New England. Especially not at Mount Snow or Okemo or Stratton. (Stupid Mount Snow.) We, uh, want, um, Killington to be a place people want to come. (Hmm… I’m running out of steam, here.) Oh, yeah – we spent some money this year! We put in a new lift and Burton’s doing their Stash park thing, which I think is just for snowboarders, but I could be wrong – hell, I have been before! Ha ha ha ha! Now, this’ll all take a while, but in the long term, it’ll all be much better for whoever we sell this dump to. I mean – you. (Of course, in the long term, we’ll all be dead, but… what are ya gonna do?) We’re still a big-ass mountain, so we got that going for us. And, um, this year we decided to print a bunch of brochures BEFORE the season starts, so yeah, we’re like a real grown-up company these days. Go Big! Nowhere Else! Come spend your kid’s college education fund here and maybe this time you won’t regret it!

So... that’s all I got. Is this interview over? God, I hate public accountability, even if I’m only dealing with that kneepad-wearing suck-up from the little local rag. Wait, is the tape recorder still on?

[The1ThatGotAway]

The Killington brand continues to evolve. With one operating season under our belt, we will continue to articulate the branding strategy as we move forward. Our goal is to have the Killington Resort represent improved service, improved product and better overall experience. We aim for Killington to be a destination in and of itself, not just in New England. We aim to have Killington represent a ski resort that is high on the list, in terms of quality skiing and amenities. Some of initial infrastructure upgrades support this branding strategy (e.g., new Skye Peak Express lift; improvements at Bear Mountain, including The Stash snowboard park) and we will continue to upgrade our existing infrastructure going forward. It is a multi-year process, but we believe that resort visitors will enjoy the multiple enhancements this coming season. Killington has unique advantages in terms of its overall size, and the variety and challenge of its terrain, and we will continue to leverage these distinct qualities. We have already released our winter planner and 2008-09 trail map (months earlier than what has been done in the past), and the message on these materials is “Go Big.” We aim to validate people’s decisions for choosing Killington and plan to continue to provide a quality product.

We really have no idea what the hell we're doing with the whole “Who are we? What are we doing here?” thing, so we’ll just keeping pulling makeshift “strategies” out of our big collective Powdr-y ass as we “move forward”. Let’s see… we’d like our customer service to suck somewhat less, so that’s one thing. Less crappy snow would be a plus, too. Say, did you know I used to be a groomer guy? Yes? No? Anyhoo… we want people to come to Killington without knowing what else there is to see and do in Vermont or even all of New England. Especially not at Mount Snow or Okemo or Stratton. (Stupid Mount Snow.) We, uh, want, um, Killington to be a place people want to come. (Hmm… I’m running out of steam, here.) Oh, yeah – we spent some money this year! We put in a new lift and Burton’s doing their Stash park thing, which I think is just for snowboarders, but I could be wrong – hell, I have been before! Ha ha ha ha! Now, this’ll all take a while, but in the long term, it’ll all be much better for whoever we sell this dump to. I mean – you. (Of course, in the long term, we’ll all be dead, but… what are ya gonna do?) We’re still a big-ass mountain, so we got that going for us. And, um, this year we decided to print a bunch of brochures BEFORE the season starts, so yeah, we’re like a real grown-up company these days. Go Big! Nowhere Else! Come spend your kid’s college education fund here and maybe this time you won’t regret it!

So... that’s all I got. Is this interview over? God, I hate public accountability, even if I’m only dealing with that kneepad-wearing suck-up from the little local rag. Wait, is the tape recorder still on?

[JerseyGuy]

The irony of Paul cut-and-pasting the "broken record" image I'd long ago placed on his repeated, drooling attempts to invite me out to his favorite gay biker bar is exquisite...

So when's Biden dropping out of the race, again? Care to enlighten us? Oh, and how's your wife doing these days? Are you gonna write another furious post and then delete it... but, oops, not before I have a chance to see it and save it?

[icedtea]

The irony of Paul cut-and-pasting the "broken record" image I'd long ago placed on his repeated, drooling attempts to invite me out to his favorite gay biker bar is exquisite...

So when's Biden dropping out of the race, again? Care to enlighten us? Oh, and how's your wife doing these days? Are you gonna write another furious post and then delete it... but, oops, not before I have a chance to see it and save it?

^ Political Forum.

[Mister Moose]

I just heard a radio ad for the Okemo/Stratton/Sunapee pass for $659. Which makes me think, hey, I haven't heard a Killington ad.... and guess what. Okemo says pass sales are up 5%, Killington says they are "a little bit soft."

So I go over to the Okemo site to remind myself what pass they are talking about (A blackout pass) and I see this:

Oct 11, 2008
2nd Annual Parrothead Party
Location Jackson Gore Base Area
Description Margaritiville has changed zip codes and is now located at Okemo Mountain Resort’s Jackson Gore. That’s right! Okemo Mountain Resort presents it’s 2nd Annual ParrotHead Party at Jackson Gore on Saturday, October 11th 2008. It’s a FREE Party featuring the sweet sounds of the islands - J-san & the Analogue Sons and Changes in Latitudes. The party will start at 1pm - r*in or shine.

There will be Booze in the blender, beer, wine and soft drinks to wash down the lip-smacking barbecue prepared by the Jackson Gore’s Coleman Brook Tavern. Admission to the Parrothead Party is absolutely FREE! Every musical set is a party with beach balls, conga lines and leis galore.

Plus, family activities including hay rides all afternoon, a night hike followed by marshmallow roasting in the evening, and pumpkin carving and decorating on Sunday, plus a "Raptor Encounter" by the Vermont Institute

So Killington charges you to attend a brewfest where they run out of beer and have Joey Leone, and Okemo has 2 bands and you get in free to their Parrothead party.

I'm guessing Okemo has the planning and resources to make sure they don't run out of margueritas.

[Gangsta Rider]

I just heard a radio ad for the Okemo/Stratton/Sunapee pass for $659. Which makes me think, hey, I haven't heard a Killington ad.... and guess what. Okemo says pass sales are up 5%, Killington says they are "a little bit soft."

So I go over to the Okemo site to remind myself what pass they are talking about (A blackout pass) and I see this:

Oct 11, 2008
2nd Annual Parrothead Party
Location Jackson Gore Base Area
Description Margaritiville has changed zip codes and is now located at Okemo Mountain Resort’s Jackson Gore. That’s right! Okemo Mountain Resort presents it’s 2nd Annual ParrotHead Party at Jackson Gore on Saturday, October 11th 2008. It’s a FREE Party featuring the sweet sounds of the islands - J-san & the Analogue Sons and Changes in Latitudes. The party will start at 1pm - r*in or shine.

There will be Booze in the blender, beer, wine and soft drinks to wash down the lip-smacking barbecue prepared by the Jackson Gore’s Coleman Brook Tavern. Admission to the Parrothead Party is absolutely FREE! Every musical set is a party with beach balls, conga lines and leis galore.

Plus, family activities including hay rides all afternoon, a night hike followed by marshmallow roasting in the evening, and pumpkin carving and decorating on Sunday, plus a "Raptor Encounter" by the Vermont Institute

So Killington charges you to attend a brewfest where they run out of beer and have Joey Leone, and Okemo has 2 bands and you get in free to their Parrothead party.

I'm guessing Okemo has the planning and resources to make sure they don't run out of margueritas.

Are you gonna wear your Killington Refugee shirt?

[Mister Moose]

Are you gonna wear your Killington Refugee shirt?

I'm not up this weekend. If I was, I'd likely go check it out. There's other shirts out there that could attend though.