Winter Park: Reinventing an Icon.

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

With nearly 3,100 skiable acres, and as the fourth largest ski area in the state of Colorado. Skiers both nationally and locally perceived the resort to be only two ski and ride experiments: family friendly Winter Park and the more challenging black diamond Mary Jane side. We needed to make people aware of the expansiveness and diversity of terrain just waiting to be explored at Winter Park Resort.

Modern Consumer Insight

Winter Park is a vast, complete, big-mountain Colorado ski resort where anyone can find and fulfill their spirit of adventure outside of the gnarly and nice perceptions — but they weren’t getting credit for it. We completely reimagined this resort icon and with the foundation of the core product truth introduced The Seven, proving that the resort isn’t two experiences, it is actually seven distinct territories.

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