Trends & Insights

Q: Spring pass sales are up for many, will annual pass sales follow suit?
Q: Spring pass sales are up for many, will annual pass sales follow suit?

For many resorts, spring pass sales are up over last year, but does that mean what we think it means? Are Spring pass sales a solid indicator of annual sales or is it like starting a marathon faster than your normal pace? You'll hit your first milestones earlier, but that may not translate to a …

Q: When is the best time to send email snow reports each morning?
Q: When is the best time to send email snow reports each morning?

Some resorts send at 4:30am, others closer to 9:00, but overall, when is that golden window where email snow reports get the most opens? Or does the time matter at all? That was the question we had this week, so, as you probably guessed, we dug into the data to find an answer. The …

Q: Do season pass deadlines really influence skier behavior?
Q: Do season pass deadlines really influence skier behavior?

It seems the month of March is like a green light for the next winter's season pass sales to begin. Prices are chosen, copy is written, buzz is built and deadlines are set. Speaking of deadlines, that's the one thing almost every resort uses: buy before this day for the best deal. …

Q: How do click rates compare between social media and email messages?
Q: How do click rates compare between social media and email messages?

If I send an email to 50,000 people and I post a the same message to my 50,000 Facebook fans or Twitter followers, how many clicks will I get from each source? Will the inbox and "unread" features of email give it the edge or will sharing, algorithms, and constantly watched streams make social …

Q: How many of your social media fans were destination guests in 2011/12?
Q: How many of your social media fans were destination guests in 2011/12?

For this week's Stash we set out to answer one, simple question - how many of your social media fans and followers were destination guests in 2011/12? More than just male vs. female, not old vs. young, we want to know who these fans are offline and, more importantly, on the balance sheet. …

Q: Can your resort's email subject lines be too long or too short?
Q: Can your resort’s email subject lines be too long or too short?

It's a simple thing, but one that is directly applicable to every email campaign you'll ever create: do recipients prefer a long, medium, or short subject line? Does the number of characters influence the likelihood someone will open your email? Does it make no difference at all? That's the question we wanted …