Ski Resort

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... ~ HarvardBusinessSchool 9-395-019 Rev. January 24, 1997 Steamboat Ski & Resort Corporation As Charlie Mayfield, vice president of Marketing for Steamboat Ski & Resort Corporation (SSRC) in Steamboat Springs, Colorado, looked out of bis office and saw the lines at the ticket windows on a warm, sunny day in March 1993, he smiled to himself. SSRCwas having its best year ever and had maintained its position as one of the premier North American ski resorts. SSRCwas not, however, immune to the difficulties faced by the ski industry. First, Mayfield was concerned about the trend among customers of coming to Steamboat and other ski resorts and spending fewer of their vacation days skiing on the mountain, preferring instead to…show more content…
While the vast majority of visitors came to Steamboat during the ski season, people also traveled there during the summer to enjoy a variety of outdoor activities and festivals. SSRC's promotional materials emphasized the town's western heritage as well as the friendliness of the local inhabitants, the plentiful snowfall, and the family atmosphere. Innovative programs such as "Kids Ski Free," which offered free lift tickets to children (ages 12 and under) of adults staying in qualified lodging establishments and purchasing multi-day lift tickets, reinforced the resort's image as an outstanding value, particu1arly for families. Survey results and comments from competitors and others familiar with the industry confirmed Steamboat's attractiveness as a friendly, family-oriented, western town (see Exhibit 1). During the 1991-92ski season, skier days at SSRC totaled approximately one million, a 2% decrease from the previous year. Steamboat's percentage of the Colorado market decreased by 3% during this same period. Exhibit 2 summarizes Steamboat's historical Colorado market share. Management projected approximately 1.04 million skier days for Steamboat's 1992-93season. Resorts like Steamboat, which attracted visitors from outside the home state who were likely to stay two or more nights, were called in
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