NJ Resort Marketing Report: The Snow Must Go On
Snow days, in most instances, means that there is nothing open and no one is working. But some businesses, like the ski/snowboard industry, thrive on snow days. This industry can be a curse or a blessing depending on the weather, but when that weather comes, you have free PR all over the news. For NJ Resort Marketing professionals, this is called a win-win.
“Snowmageddon” or “Snowpocalypse” is what some news stations report when the snow starts to roll in. Skiers and riders, who know they won’t work, prepare their gear. The mountains hop onto social media reporting how much snow is coming in with the forecast. All other big businesses are closed, so what else are you going to do?
The mountains capitalize on good snow, like the snow we have received in the Northeast this week. Snow=$now for these brands that make money when other businesses close – and they make it known all over the internet. We hear about the impending snowstorms from the mountains themselves through their own online and social channels – and through local news, weather media and ski / board sites like OnTheSnow.com.
How do these businesses capitalize on the weather? Go check out your local mountain’s Facebook page before, during, and after a storm. Notice the difference in their posts, the amount of posts per day, and the content they’re posting. Most mountains have live feeds or will post a snowy picture. Whatever the video, picture, or post may be, they shine brightest during the storm.
Not only do the mountains benefit from the snow, but so do the surrounding towns. Restaurants, gear / rental shops, hotels and other “tourist” based businesses make sure to be open during these storms, because they know that people will be arriving right as that mountain opens. NJ Resort Marketing can be a risky business, especially with the warmer weather the past few winters. But when that nor’easter runs shuts down many year-round industries, these brands thrive.