The Top 5 Reasons You Should Be Advertising At Ski Resorts
Ski Resorts

The Top 5 Reasons You Should Be Advertising At Ski Resorts

Targeted advertising means getting your brand in front of consumers that are most likely to need your product or service. Knowing where to place your business ads is just as important as knowing your consumer demographics, behaviors, and previous buying history. Outdoor advertising (or out-of-home) OOH marketing uses digital signage in specific commercial locations and public places that will benefit the local community.

When businesses include informative content alongside targeted promotions, they experience significantly more engagement and consumer recall. Alpine Media Technology is one of those companies who's displays strategically integrate both the content and the brand messaging for their advertising partners.

In essence, the best advertising marries corporate branding and geo-targeting with the right demographics - and that means putting the right signage, in the right places, to catch the attention of the right people.

Ski resorts and ski lift riders are an overlooked community when it comes to targeted advertising, but there are several reasons why you should be increasing your brand recognition within this affluent and active demographic.  Consider these top 5 reason why you should have your brand in front of visitors and lift riders at ski resorts.

Digital signage kiosks at Winter Parks Sunspot Lodge
Skiers and riders take a quick pause to navigate their next run before exiting the Sunspot Lodge at the summit at Winter Park Resort. Alpine Media Technology uses giant TV displays both inside and outside of lodges and shops across the entire ski resort.

1. This Demographic is Paying Attention

Adults ages 16–34 is the demographic most engaged with OOH advertising, which is one of the fastest-growing, non-internet advertising mediums available. When reaching out to Gen Y and Gen Z audiences, you're targeting the largest consumer group in history. These bright and enthusiast adventurers have high incomes because they are on the frontline of technology - but they may also have a shortened attention span.

OOH advertising is effective advertising that only takes 3 seconds or less to present a captivating message. This demographic is paying attention! Just make sure you include a stroke of creativity and engaging graphics when you target this demographic that is very likely to be found spending leisure hours on a ski lift.

Ski chairlift displays from Alpine Media Technology
LiftDigital installed on the Super Gauge Express at Winter Park Resort

2. Travelers are a Major Audience

When you consider that 90% of travelers have noticed OOH in the past month, you'll understand the impact of targeting the ski resort community that originates from across the country. Tourism and traveling are time-sensitive events that encourage instant purchases to document the unique experience or fulfill an unexpected need. And when that product or service is part of a deal or a package, consumers feel they're getting more bang for their buck.

The type of traveler is an important key to purchasing behaviors while away from home. Those that frequent ski resorts take enjoyment from travel and leisure. They also put more emphasis on the quality of products or services over the price tag. Use your out-of-home advertising dollars to target this group of travelers that value physical fitness, luxury amenities, or access to exclusive opportunities.

3. A Demographic That Follows Through Online

OOH advertising is an attention-getter that will have the best results with those consumers that are known to follow through the buyer's journey. More than 40% of skiers and resort visitors have searched for a brand online after seeing an OOH ad. These are powerful numbers and indicate ski resort visitors that enter at the top of the marketing funnel are more likely to make a purchase decision after researching online.

This after all is the goal of your outdoor advertising. You want to engage the consumer to either search for more information or include your business as they evaluate their options. If ecommerce is the holy grail for your company, leveraging OOH signage can be the tool to getting more conversions.

Digital signage kiosks at Mary Jane Lodge
Resort guests view an 8-minute content loop featuring informative information to help them better maximize their time on the mountain. Within 20 feet of gift shops and restaurants at the Mary Jane Lodge @ Winter Park Resort, advertisers can effectively direct consumers to engage with product offers.

4. Targeting Groups With Discretionary Income

It's no secret that skiing is a hobby that demands a certain amount of discretionary income. When you target groups at this level of income, it may interest you to know that 20% of those who saw a directional OOH sign that pointed the way to a business location immediately visited the advertised business. Skiers are an affluent demographic and according to the U.S. Census Bureau 19 percent of skiers have incomes of over $200,000 per year.

These are individuals that are loyal to their sport and can become loyal customers for your business. Don't neglect the fact that 46 percent of skiers are female, so you have a wide opportunity at one location to use OOH advertising to engage both consumer genders that have the income to make spur of the moment purchases. 

5. A Group That is More Likely to Visit In-person

When you grab the attention of travelers that are 'in the moment' with directional OOH, you can expect marketing results that outperform traditional advertising methods. Consider the 74% of consumers who visited a business after seeing a directional OOH ad - and they made a purchase. Ski resorts are filled with travelers who have a need to know - where to go, what to expect, and how to get there. Directional OOH is the answer for ski lodge visitors that are more likely to visit in-person after learning about your business in an out-of-home advertising campaign.

Discover what Alpine Media Technology can do for your ad agency portfolio when you offer your clients a digital out of home (DOOH) platform like no other. Check here for availability and available DMAs.

Statistics provided by Out of Home Advertising Association of America

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Frequently Asked Questions

If you are hesitating, do not worry - we are here to explain
everything you might want to know. Let us help!

What is the Alpine Media Platform and why would I need this at my resort/park?
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The Alpine Media Platform is a simple to use yet comprehensive guest engagement (and staff communication) platform that helps ski resorts, theme parks, amusement parks, water parks, museums, aquariums, and other attractions build, launch, simplify, measure, and maximize their guest engagement strategy.

The Alpine Media Platform is a leading resort software and app solution with a range of tools, including event planning, real-time operations reporting (e.g. lift & trail status or attraction status), base area maps with POI details, F&B menus, live vehicle/shuttle tracking, emergency alerts, notifications, and much more. The Alpine Media Platform consists of a custom mobile app specific to your resort (Android and iOS), digital signage (ranging from a 10in ticket window display to an LED 'jumbotron' of any size) and an intuitive, easy-to-use content management system (CMS) to control all your content.

We already have a mobile-responsive website, why would I need this?
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Mobile responsive websites are awesome and every organization should start there, but what happens when you need to get an urgent message out to all of your on-site guests? Is all the content on your website accessible when guests do not have an active internet connect? Do you have full control over the content on your website or do you have to rely on your web developer?

Moreover, we all know that every guest is different and how they decide to interact with your organization/brand varies widely. The Alpine Media Platform automatically 'pulls in' existing information about your resort and distributes it to additional channels (digital signage, mobile app, and text [coming soon]) for guests to consume wherever and whenever they want. In addition, our APIs make is simple for your team to 'pull' information from the Alpine Media Command Center CMS and show it on your website. You decide if you want to manage content through your website or through the Alpine Media CMS.

Synchronizing all of your resort information across the various channels should not require duplicate entry; it shouldn't require someone running all over the place updating USB thumb drives; and it definitely shouldn't require waiting in the IT queue for content change requests.

How long will it take you to get my resort set up?
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We make every effort to get your resort activated within 2 weeks.  Most of the time, we'll have your digital signage solution up and running within 72 hours from receiving all the necessary resort information including contact information, design guidelines, logo, existing data feeds, and admin users.  As soon as we activate your resort, you will have the ability to add and control all of your content and more.  From there, it's up to you how quickly you want to roll it out to various locations. In fact, many of your resort partners start with general information displays across their resort and then continue to customize and add additional locations (e.g. F&B menus, ticket pricing & availability, in-room media for on-site lodging locations).

How much does the platform cost?
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We offer four different plans, Green (digital signage only), Blue (digital signage + custom mobile app), Black (digital signage + custom mobile app + shuttle tracking and point of sale integration), and Double-Black (full customization of the platform). Plans start as low as $500/mo depending on the scope. The best part about the pricing of our software solutions is that there are no limits on the number of users and virtually all of the new features we develop are added to your plan at no additional cost. We hate getting "nickel and dimed" and we promise not to do it to you.

Schedule a demo to see the complete platform and get a customized proposal.