CASE 4:
A SKI RESORT ROCKS,
ON AND OFF THE HILL

ALL PHASES not only builds events, we build solutions. A popular Colorado destination ski resort was looking to replace a popular, early-season event with a series of exciting, yet family friendly concerts. ALL PHASES identified the challenges and opportunities for the client to create a new winter signature event.

The Resort needed to replace a wildly popular, longstanding event with a new event that would attract locals and college crowds. The Resort needed to drive early season sales in lodging, lift passes, retailers, and restaurants.

The creation of a series of free concerts at the base of the ski hill with some of the hottest indie-rock bands. Artists chosen appealed to a youthful, action-sports oriented crowd, which allowed the Resort to target local and college crowds. The free event allowed guests to use disposable income to purchase lift passes, lodging, food and drink. Furthermore, the consecutive series of events allowed for maximum buying power for talent and production.

The Resort drew an estimated 12,000 visitors during the events. Lodging reservations and lift pass sales enjoyed a surge, and the Resort created a new signature winter event “brand.”  The Resort successfully established itself as THE resort for early season fun.