This past week, an ad appeared in the PACKET for a position at White Hills that would focus on marketing the facility. That, coupled with the Town's pronouncement that it would renew efforts to build a Winter Tourism Strategy, started me thinking about some of the tangible things we could do as a community to take better advantage of the tourism opportunity. (I use WE because we own the WHITE HILLS RESORT so its future affects us).
I call my suggestions: "Strategic Doing".
As alluded to above, I would, first and foremost, like to see and hear what we commonly call “the hill” re-branded as a “Resort”. The term Resort is much more encompassing than “hill” and indicates a broader range of winter activities including Downhill, Nordic, Snowshoeing, Snowmobiling, Socialization, Food, etc.
More schools, colleges and sporting groups should receive a stronger focus in direct communications.
In the US, at the Disney parks, each user is asked for their email and postal code. Workers at the registration could easily collect that. Like Disney, we could use that information to track usage, and more importantly, use that address to generate a timely email to the customer thanking him/her for coming and asking them about their experience. If this feedback is interpreted and used, we could learn a lot and use it to help develop a better user experience.
The use of traditional media is very important to White Hills Resort’s continued success; however the opportunity to leverage social media has not been well exploited: both by White Hills and by the Town.
As of Aug. 31, 2012; White Hills has 2054 Facebook followers and 208 followers on Twitter. This means that you have ready and direct access (via smartphones) to over 2000 people who are receptive to any messages (and any surveys) that White Hill’s sends out. Further, accessing them is free and you can track their take-up on any given message.