Marketing Weekdays

[Bubba]

I think everyone agrees that growth in skier/rider visits would be great for Killington, both the resort and the town. I think everyone would also agree that the growth would be best if it came during the week rather than on weekends, especially avoiding making Saturdays any busier than they are now. And, I think if you look at the decline of midweek skiing, it is the demise of the ski-week vacation in the east that has hurt Killington the most, as well as its condo rental business. If there is one issue I've heard more about than any other from Trail Creek owners, it is the lack of weeknight rentals in comparison to years ago.

So, assuming that the ski week in the east is tough to sell given the competition from the west as well as constraints on peoples time, how can KIllington grow skier visits without making a total mess of the weekends, Saturdays in particular? It seems to me that Killington first has to find a way to keep people here on Sunday nights - to get people to extend one day - on a more regular basis. Yet, except for price discounts, it seems little effort is put into doing so.

It seems to me that marketing is taking the wrong approach. Killington puts some effort into Saturday events but the key might be having Sunday afternoon or evening events such as booking more name entertainment at the Wobbly or, in the spring, name entertainment on the mountain. The acts would be less expensive and more available on a Sunday rather than a Saturday and, by giving people reason to stay over on Sunday evening, they will get more skier visits on Monday as a result. Does this make sense? What would keep you here on a Sunday night besides, of course, a large snowfall on Sunday afternoon?

[iRock]

Well, this is gonna get interesting. I'm already putting the popcorn in the microwave...
Anyway, Mt. Snow in the 1960s used to have a ski-week that included hotel, lift tix, and lessons for just 29$. For 59$ that included food. Killington needs to do the same. Make a deal that is so inexpensive flocks of people will come. Put that deal in place for one season. People will fall in love with the mountain, and return next season, even if the price is more.

[livefast/diefun]

Granted skiing/snowboarding/Killington is already expensive enough to begin with do you think its the dollars and cents that are chasing people away? Or maybe people prefer making weekend trips and not having to burn vaca/sick days in order to partake in the festivities.

I know the hotels definitely vary in price between weekday and weekend, you mention Trail Creek, whats the pricing like during weekday stays vs. weekend stays. With so much to do at Killington I find the condo to be a waste sometimes. Last year I was there for 5 days and brought up some food and beer and was able to use the condo the way it was intended, most of the time I just come up and eat and have a good time on the access road.

I hate to say it but other than snow on a Sunday or a big midweek storm, that's what will get me to stay around or come up. My line of work really hinders me from making mid-week trips although any chance I get to do so I jump on.

(And as I type this I receive a POWDER ALERT! from Killington in my work email. I am miserable sitting here! Haha )

[rogman]

It is easier to keep a customer than to get a new one, so certainly doing things that encourage people to extend their stay is a no-brainer. I suspect they know that; Megnin's pretty sharp and this ain't his first rodeo. That said, I do get frustrated with how they fail at some simple stuff: I've repeatedly suggested they use the white boards at the lifts to promote their entertainment. Their explanation is that it is meant for "customer" communication. Most of the time they are blank, or have the same message for weeks in a row. Is it that hard to list who's at Snowshed, KBL, and Bear? (And, hey, how about sending Joey over to Bear once in a while?)

If you look at the calendar (http://www.killington.com/winter/activities/calendar) there really isn't a lot midweek to keep people around. I don't count the ski-bum race, because that's locals only. So I think your point is well taken. They should look at Sugarloaf's "white, white, winter week" as the sort of thing they could do. Our ski club schedules a week long trip there every year to coincide with that event.

[doofus]

I think that the downturn in housing and cheap airfare has really damaged our midweek business. If one is willing to take a week to ski and can get round trip airfare to Utah or Colorado for under $400 and cheap housing why spend the week in the Northeast when one can spend it in the Rockies? I love skiing at Killington but have to say that when I retire to someplace warmer, if I have to get on a plane to fly to a ski resort it won't be to the Northeast.

With that backdrop Killington has some options. Airfare has skyrocketed in the past few months- $800+ to go out west so from a business perspective people may be more willing to stay home. Here are some things that might be appealing to Regional guests:
1) offer an early AM 1 hour private lesson complementary with the purchase of 5 day midweek pass - Benefits to Killington: introduce the instruction services; Tip Money for instructors; improve skiing experience.
2) Partner with Okemo, Stratton or Sugarbush to offer a 5 day midweek pass that one could use for 1 day at one of the neighboring resorts.
3) Find a way to leverage Pico and open the mountain to 5 day midweek passholders only on Tuesdays- Turn it into a "private Mountain"with limited lifts.

[irab82]

Many years ago, I remember Killington used to offer a 5-1/2 day ticket to entice folks to come up for Sunday afternoon skiing. Maybe they need to think along those lines as part of their lift ticket options, if they don't already. Give Sunday afternoon away with a multi-day midweek ticket. Going back to my college daze, remember lots of activity on the access road for the week or two after the new year. No idea how things are there now but from what folks are saying, doesn't sound the same.

[Stormchaser]

Market weekday on hill activities pre-sold with package deals. The more inclusives, the better. A week long vacation at Killington includes:

1.) 5-7 day lift and lodging (and rentals if needed)
2.) Monday evening sleigh ride around the mountain for the number in your party
3.) Tuesday night Ledgewood Yurt dinner (less expensive version of Saturday night dinner) for the adults in your party (childcare available).
4.) Tubing for everyone in your party all day and night on Wednesdays
5.) Wobbly admission for number in your party on Thursdays
6.) Special departing dinner/buffet on Fridays at Ovations
7.) Hotel/Condo valet service (snow cleared and car warm at the front door when you want it).
8.) Free ice skate and sled rentals.

[steamboat1]

3 & 4 Day Killington Ski & Stay Free Midweek

Experience the best of Killington, midweek! Arrive Sunday, Monday or Tuesday night for three nights of lodging and three days of skiing for the price of two -- your third night and day are FREE! Or arrive Sunday or Monday for four nights and days for the price of three -- your fourth night and day are FREE! Available for arrivals Nov. 25, 2012 through April 9, 2013, non-peak. Advance reservations required, packages must be booked at least 24 hours before arrival.

*Package Details: Package requires arrival Sunday, Monday or Tuesday for three nights with a 3-day lift ticket beginning Monday, Tuesday or Wednesday, or arrival Sunday or Monday for four nights with a 4-day lift ticket beginning Monday or Tuesday. Rates are based on availability, may vary by season and other restrictions may apply. Not available for arrival Dec. 23, 2012 - Jan 1, 2013 and Feb. 17-21, 2013.

If you have difficulty finding the accommodations or dates that you require, please call us at 1-800-621-MTNS

Available arrivals include November 25, 2012 - April 9, 2013 (non-peak*)

[steamboat1]

Killington Ski Week
5-Day Killington Ski Week

Our best value, the 5-day, 5-night Ski Week let's you get the best of Killington at the best price! Arrive on Sunday and depart on Friday for midweek skiing and riding at Killington. And you ski free on the Sunday afternoon of your arrival! A mid-winter package starts at $83 per person, per night; early/late season starts at just $80 per person per night.

KIDS SKI FREE! Kids ages 6-12 ski and ride free when parents pre-purchase prior to arrival a 5-day or longer lift ticket! Offer is not valid when any of the days are a Peak day: Dec 24 - 31; Jan 19-20; Feb 16-23, 2013. One free child per paid parent. Kids ages five and younger always ski and ride free when accompanied by an adult.
SKI FREE SUNDAY AFTERNOON

Receive FREE skiing Sunday afternoon beginning at 12:30 p.m. when you purchase a 5-day Ski Week lift ticket.

*Package Details: Minimum five nights lodging, arriving Sunday and 5-day lift ticket beginning Monday are required for package rates. Rates shown are based on four people in a 1-bedroom condominium and do not include tax or service fees. Other room types and occupancies are available at varying rates. Rates are based on availability, may vary by season and other restrictions may apply.

If you have difficulty finding the accommodations or dates that you require, please call us at 1-800-621-MTNS.

Available from Nov. 25, 2012 - April 14, 2013
Killington Ledgewood Yurt - Save 15%

Looking for a unique dining adventure while staying here at Killington? Start your evening with a snowcat driven sleigh ride to the remote location of the hand-crafted Ledgewood Yurt. Your 5-course dining experience at the Yurt will provide an unsurpassed mountain resort vacation experience. Plus, with the purchase of this package, you'll receive a code to save 15% off your Ledgewood Yurt reservation. Please see Activities / Dining options for more information and Yurt schedule.

From $80 per person, per night (early/late season) and $83 per person, per night mid-winter, non-peak*

[Bubba]

3 & 4 Day Killington Ski & Stay Free Midweek

Experience the best of Killington, midweek! Arrive Sunday, Monday or Tuesday night for three nights of lodging and three days of skiing for the price of two -- your third night and day are FREE! Or arrive Sunday or Monday for four nights and days for the price of three -- your fourth night and day are FREE! Available for arrivals Nov. 25, 2012 through April 9, 2013, non-peak. Advance reservations required, packages must be booked at least 24 hours before arrival.

*Package Details: Package requires arrival Sunday, Monday or Tuesday for three nights with a 3-day lift ticket beginning Monday, Tuesday or Wednesday, or arrival Sunday or Monday for four nights with a 4-day lift ticket beginning Monday or Tuesday. Rates are based on availability, may vary by season and other restrictions may apply. Not available for arrival Dec. 23, 2012 - Jan 1, 2013 and Feb. 17-21, 2013.

If you have difficulty finding the accommodations or dates that you require, please call us at 1-800-621-MTNS

Available arrivals include November 25, 2012 - April 9, 2013 (non-peak*)

That's my point. They're trying to entice people based on price rather than on having a more concrete attraction to stay. By providing some reason to stick around on Sunday night or to be here other nights midweek, i.e. name entertainment, they might not have to discount anywhere near as much.

[steamboat1]

That's my point. They're trying to entice people based on price rather than on having a more concrete attraction to stay. By providing some reason to stick around on Sunday night or to be here other nights midweek, i.e. name entertainment, they might not have to discount anywhere near as much.

Being a weekday skier myself I can tell you that entertainment has absolutely nothing to do with why my friends & I ski weekdays. I haven't been in the Woobly or Pickle Barrel in 30 years except one evening for dinner in the Woobly 2 years ago. Won't be doing that again anytime soon either.

[Bubba]

That's my point. They're trying to entice people based on price rather than on having a more concrete attraction to stay. By providing some reason to stick around on Sunday night or to be here other nights midweek, i.e. name entertainment, they might not have to discount anywhere near as much.

Being a weekday skier myself I can tell you that entertainment has absolutely nothing to do with why my friends & I ski weekdays. I haven't been in the Woobly or Pickle Barrel in 30 years except one evening for dinner in the Woobly 2 years ago. Won't be doing that again anytime soon either.

Well, what do you think would cause people to stay over one or two extra nights besides a deep discount? What's the hook?

Another thing I think is needed is some kind of "business center" like they have in most hotels, so people can get stuff printed off their laptops or faxed/scanned for work. Lots of people might consider staying if they knew they could also get work done effectively while they're here. There's generally free wi-fi available but the rest of the normal busineess needs are nowhere to be found, at least not easily. I suspect the Grand and a few other hotels might have them but not the condos, and I don't think most condos would put in their own equipment for use by guests.

[rogman]

That's my point. They're trying to entice people based on price rather than on having a more concrete attraction to stay. By providing some reason to stick around on Sunday night or to be here other nights midweek, i.e. name entertainment, they might not have to discount anywhere near as much.

Being a weekday skier myself I can tell you that entertainment has absolutely nothing to do with why my friends & I ski weekdays. I haven't been in the Woobly or Pickle Barrel in 30 years except one evening for dinner in the Woobly 2 years ago. Won't be doing that again anytime soon either.

Kzone (and forums in general) are a niche market; the patrons they represent are highly motivated, well informed, and passionate about the sport. The reason to go after them directly isn't because they represent a significant percentage of the skiing and riding population, but rather because of their multiplier effect. Most of the people on this board interact with many other skiers/riders and have an outsized influence on their decisions. Mike has definitely refined the Killington message to appeal to the forum market segment. That's a significant change, and will pay long term dividends.

Targeting midweek to forum dwellers is a bit of a waste: while there are those that are looking for a total "entertainment" package, most place a far greater emphasis on the actual skiing experience, rather than on the other amenities, whether it's sleigh rides, dining, or the bar scene. However, most of us talk to people that are looking for a different balance. When your friends talk about Okemo, Sunday River, or Sugarloaf, and how "their" destination offers X,Y, and Z, it would be nice to be able to say, "Killington has something like that...", rather than talking just about terrain and snow making.

[steamboat1]

When your friends talk about Okemo, Sunday River, or Sugarloaf, and how "their" destination offers X,Y, and Z, it would be nice to be able to say, "Killington has something like that...", rather than talking just about terrain and snow making.

What more would you want K to offer? They're already known for the best night life on the east coast. They already offer sleigh ride dining to the yurt or a snow cat ride to Devils Fiddle. Not only that but I think they already offer the most dining options of any other ski area with the exception of Stowe. They have a tubing park that's open till 8pm everyday except Sun. Only thing they might need is a sports complex with indoor pool & hot tubs plus a gym & sauna. They already offer this in the Grand but the sports complex at Pico is a little far I think. The other areas you mentioned can't hold a candle to what Killington already offers in apre ski options.

[rogman]

When your friends talk about Okemo, Sunday River, or Sugarloaf, and how "their" destination offers X,Y, and Z, it would be nice to be able to say, "Killington has something like that...", rather than talking just about terrain and snow making.

What more would you want K to offer? They're already known for the best night life on the east coast. They already offer sleigh ride dining to the yurt or a snow cat ride to Devils Fiddle. Not only that but I think they already offer the most dining options of any other ski area with the exception of Stowe. They have a tubing park that's open till 8pm everyday except Sun. Only thing they might need is a sports complex with indoor pool & hot tubs plus a gym & sauna. They already offer this in the Grand but the sports complex at Pico is a little far I think. The other areas you mentioned can't hold a candle to what Killington already offers in apre ski options.

Fair enough. How does Killington's marketing of midweek packages stack up against the local (i.e. not western) competition? Are they marketing to their strengths, which in my mind is the single 20 something post college crowd with a lot of disposable income?