Lead Forensics

Reinventing
an icon.

Winter Park Resort

Two mountains make up this resort: Winter Park with its easy groomers and Mary Jane with its expert terrain. For decades, visitors would ski one mountain without realizing the other had so much to offer, inadvertently pigeon-holing themselves into skiing half the resort.

Challenge

Though Winter Park is a vast, big-mountain Colorado ski resort where anyone can find and fulfill their sense of adventure, they weren’t getting credit for the 3,100 skiable acres of diverse terrain. We needed to shift long-standing perceptions of what the resort had to offer in order to introduce visitors to the full experience.

Solution

We created a multi-faceted plan to encourage visitors to consider Winter Park Resort through the “More Than You Imagine” campaign. Over five seasons, we reimagined the entire guest experience, from staff name tags and restaurant menu items to retail gear and on-mountain signage. The result? New visitors, new perception and new energy for a 75-year-old resort icon


Results

5

Consecutive seasons of YOY gains against pass sales, visitation, ROI, CPA and CPC


29%

Increase in sales


16%

Increase in season pass sales