Last week our principals MJ Legault and Danielle Kristmanson spoke at the North American Ski Areas Association annual convention in San Antonio, Texas. They took along two of our favourite clients, Barrett Fisher, CEO and President of Tourism Whistler and Steve Wright, SVP of Sales, Marketing and Hospitality at Jay Peak Resort. The four of them presented case studies that supported the topic “How to stay true to your brand in challenging times.” Here’s the presentation, for those of you who missed it.
Highlights from the NSAA – End of Season Survey
We attended the NSAA annual convention in San Antonio last week and for those of you who did not attend, here’s a very short recap from the end of season report, as provided by the National Ski Areas Association in conjunction with RRC Associates. Be aware that the full report is a 30 some page affair with charts and much more in-depth analysis. This is a quick overview and stats are all taken directly from their Kottke National End of Season Survey 2011/2012 (April 2012).
Key Highlights of the 2011/2012 Season
- Exceptionally low snow and warm weather drove skier/rider visits down to 51.0 million
- Lowest total visits since 1991/92 season
- Lowest national average resort snowfall since 1991/1992
- Overall national visitation dropped by a projected 15.7% from the prior season (a record year)
All regions had visitation losses
- Particularly difficult was the Pacific Southwest (down 26.3%), Southeast (down 24%), Northeast (down 20.3%) and Midwest (down 18.4%).
- Significant declines also occurred in the Rocky Mountains (down 7.2%) and Pacific Northwest (down 5.7%)
Lowest Average Snowfall in 20 Years
- In an abrupt turnaround, US resorts recorded their lowest average snowfall in 20 years this season, after enjoying their best snowfall in over 20 years last season.
Average days open declined by 7.5 % nationally
- Many resorts opened late and closed early
- 48% of resorts closed early
- Interestingly, despite shorter operation seasons, only 40% of responding areas reported unscheduled midseason closure this season (down from 45% last season).
Snowboarding trended down for the second consecutive season
- Declining to 29.8% of visits (down from 30.4% in 2010/11 and 30.9% the prior two seasons
- A particularly marked decline in snowboarding has been apparent in the Pacific Southwest, where participation has dropped from 46.6% in 2008/09 to 41.7% this season.
Overnight visitation climbed for the third consecutive season
- Rising to 48.5% of visits
- These overnight visits increased on a proportionate basis in all resort regions and across all size categories. This can be somewhat explained by the fact that overnight visitors tend to have longer trip decision lead time than day visitors and are thus less influenced by snow conditions.
Season pass unit sales held steady, season pass visitation rose slightly
- Season pass visits accounted for 38.1% of total visits this season (up from 36.5%)
- Paid visits declined to 51.6% (from 54.2%)
- Season pass sales were flat
- This indicates resilient skiing behaviour on the part of season pass holders who are locked in well before the snow conditions are apparent
Fortunately, seasons such as this one have proved to be historically rare and it should be remembered that the industry has exhibited an ability to bounce back after poor snow years in the past. The long term challenges posed by an aging visitor base, changing consumer demographics and preferences and the ongoing imperatives for the Model For Growth Effort (trial, conversion, retention) are a reminder that our industry needs to continue to be proactive in sowing the seeds for its future success.
Intell: The Origin Report
You can’t take the members of our team to bed with you. But this is the next best thing.
We’ve compiled advice, tips and opinions for the Outdoor Sports and Tourism Industry into one sexy little tome that would enhance any bedside table.
And it’s not just good-looking. It’s got substance too.
To get your hands on a copy, connect with our man, Taylor Donohoe, on 604 992 0922. He’s new. And lonely. And waiting for your call.
Tips for Americans trying to market in Canada
I recently had the pleasure of taking part in a panel presentation at the Vermont Travel Industry Conference. The topic was about Marketing to Canadians and the following is an excerpt of the presentation given by Origin and Steve Wright, VP Sales, Marketing and Hospitality at Jay Peak Resort.
For our American clients and friends, these are 10 simple tips for marketing to Canadians.
WHY BOTHER?
- Canadians seem to have a knack for avoiding recessions
- Consumer confidence is high
- Strong dollar relative to the US
- Lower unemployment than in US
- Record home prices
- Canadians are coming to the US in record numbers
- Between 2010 and 2011, visits to the US by Canadians increased by 11%
- Many US companies don’t think to market to Canadians which means less competition for their attention
Tip 1: Just Market.
Marketing is a must. Word of mouth doesn’t flow as effectively across borders, so start simply: make sure Canadians know that you exist. Understand local/regional media opportunities and readership trends. Understand the micro-geo’s in the cities you’re marketing to. Understand your key competitors in your markets. 
Tip 2: Answer questions before they arise.
Canadian visitors are less aware and less inclined to DIY, so reduce stress of the unknown by developing packages (eg: lift, lodging, lesson). Provide clear details on how to find you and what to expect. Include basic location and contact information, including maps, and provide border crossing requirements, details and tips.
Tip 3: Canadian money is not green.
The hidden costs on shipping, customs and duty are big turn-offs for Canadian online shoppers. You can reduce shopping cart abandonment by highlighting additional costs early. Provide transparent shipping/duty cost charts prior to asking for shipping addresses, personal data, etc. Or go one better. Free shipping makes purchase much more appealing. Be transparent with exchange rates – display your prices in Canadian or offer a currency converter.
Tip 4: Geo-Target or Develop a .ca site
Add geo-targeting functionality to your website to detect Canadian visitors, and create and deliver Canadian content specifically for those visitors, by modifying language, offers, and prices to be Canadian specific. Google looks at server location, so register you site with a Canadian hosting company to improve your Canadian SEO.
Tip 5: Parlez vous français?
Canada has two official languages in English and French. The use of French in Quebec advertising is critical. Avoid online translator applications no matter what. Use professional translators who have experience in your industry niche.
Tip 6: Segment your Database.
The benefits of direct mail are huge in Canada – not only do Canadians have a much higher response rate to traditional direct mail, but there is the opportunity to drop mail in specific areas with minimal postage fees. Be aware of the language laws for postage in Quebec.
Tip 7: Consider behavioral differences.
Canadians spend more time online than Americans do. Canadians shop more online than Americans do. Canadians are less likely to give email addresses than Americans will. Canadians also have different public holidays.
(No President means no President’s Week.)
Also, be aware of the cultural differences between Quebec and English Canada.
Tip 8: Make yourself easy to find.
Telepathy doesn’t work in Canada, either.
Don’t assume Canadians know where you are, or how to get there. And have a toll-free number.
Tip 9: Be welcoming
Tip 10: Anything with hockey tends to work.
Flash Fans: 2012 Budweiser Official Big Game Commercial
For an English copy of the advertising rules and language laws in Quebec, please email mj@origindesign.ca.
Speaking of sustainable design…
we have a new piece of wall art in the Origin Whistler studio.
…the goal of which is to torment the creatives with the promise that, if they get their work done on deadline, they will be let out to play.
But seriously. The wood came from an old Pemberton barn that was built by an immigrant gunsmith from Uruguay in 1946. It sat on the corner of the artisan’s property until recently, apparently hiding a bad-ass rifle collection that has mysteriously disappeared…
Thanks to Elaine Rempel Design, Ars Lignea Woodworking and to our designers, who masquerade as interior decorating consultants when it’s quiet. (And to Jenny, who keeps us organised, hand-framed all the other new art acquisitions, makes sure we don’t run out of coffee, and takes photos when blog posts need them.)
