The Peaky Grinders
August is upon us, and the height of summer can mean only one thing for the team at Trampoline: ski season. Our crew keeps cool in the hot months by staying waist-deep in powder photos. We’re working through new concepts for Crotched Mountain, celebrating the incredible project underway at Hunter North, and sinking our teeth into restaurant branding for the new Carinthia Base Lodge at Mount Snow.Peak Resorts has presented incredible, creative opportunities to build placemaking campaigns. Seven unique properties spread throughout the Poconos of Pennsylvania, the Catskills of New York, the Green Mountains of Vermont and the Presidential Range in New Hampshire, each with their own dedicated pass-holders and visitors.
Over the past three seasons, we’ve worked to create systems and messaging that positions each of these properties as a worthwhile destination, and beyond that—a guaranteed good time.Peak has been ahead of the curve with their family of mountains, launching the Peak Pass that offers cross-mountain access to their northeast properties, as other privately held resorts have had to band together with competitors on offers like the Max Pass or IKON.The Peak Pass continues to be a hot ticket on the east coast. Sales in advance of the 17/18 season doubled at the Boston Ski Show in November, and at the close of their 145 operating days, Peak announced a 47% increase in their student Drifter Pass unit sales. College kids are hopping lifts left and right.Peak continues to invest in bricks-and-mortar improvements and marketing to share their new experiences. We’ve retired the Best-in-Show ADDY Award Winning advertising for Hunter Mountain and will launch a new Direction for the resort this fall. We’re working closely with the design team at Mount Snow to offer an evolution of their We 🖤Snow™ campaign. Crotched will reveal an Outta This World digital campaign in the coming months and the Get At It™ message for Attitash Mountain is working hard to entice skiers into the White Mountains.
In a July press release, Peak Resorts reported a 9% growth in revenue during the 4th quarter, with an E.B.I.T.A. increase of 4%. Shareholders are squarely in dividend territory, and skiers and riders are loving the improvements, and unique recreation experiences available at each property.Peak Resorts employs a team of marketing pros who are largely responsible for their marketshare in the east. Our agency has worked to provide the different mountain marketers with the tools and brand structure to create repeat impressions that showcase the best of each place. From there, Jack, Liz, Katie, Thad, Megan, Doug, and Greg go to work—shaking stories and press out of the trees like so many glade skiers.We're lucky to work with outdoor adventurers who love design as much as finding their line.
Cheers to Peak on the upward momentum—literally in the case of Hunter (new chairlift)—and we’re de-misting our goggles as we look toward another incredible season.