A new strategy was required to reposition this regional ski area in Western Massachusetts and improve financial performance. Two goals were at the heart of the initiative: 1) influencing skiers from the region to opt for Mt. Tom’s convenient location and affordability over the higher slopes and more extensive facilities of the larger ski areas to the north, and 2) enticing customers to increase their visits and spending at Mt. Tom through new offers and promotions.
We began by conducting a mystery shopper comparison with another regional ski area competitor, then provided research and analysis, business and marketing strategy, as well as facilitation and management training. Throughout the two-year engagement, we worked closely with senior management, guided and trained junior managers, and supervised outside consultants.