Naches, Washington — People say that honesty is the best policy, but it’s not something commonly seen in the ski industry.
Ski resorts avoid photos of things like rainstorms, icy slopes, and huge lift lines, because it’s not a positive thing for their brand image. Skiers and riders tend to prefer seeing the big powder dump pics and guests getting after it, so that’s what ski areas tend to post about. However, being honest can help maintain a strong brand image. Sorry, I majored in marketing, so I’m using lots of marketing jargon here. A brand image is how customers perceive the firm based on their interactions with it, which is influenced by a company’s marketing tactics.
Last weekend, Washington’s White Pass Ski Area gave a great example of a ski resort being honest with its guests. The Washington ski area saw some major snowfall (two feet) over a two-day period last week, which coincided with the holiday week, which is known for bringing sizeable crowds across the ski industry. The power went out, resulting in the lifts running on back-up generators. This led to some decently sized lift lines.
Last Friday morning at around 10 a.m., White Pass posted on social media, advising that season passholders consider coming another time if they weren’t already at the mountain.
Around an hour later, White Pass ended up clarifying that lift lines had become more manageable.
The ski area did face power issues over the weekend, which included yesterday. However, the power is back on, and White Pass has 100% of its terrain open. Seems like good karma for being honest with its guests.
Image Credits: White Pass Ski Area
