CASE 5:
A SKI RESORT SEEKS
A SUMMER CROWD

ALL PHASES not only builds events, we build solutions. A popular Colorado destination ski resort was looking to drive commerce even after the lifts had closed. ALL PHASES identified the challenges and opportunities for the client to create a new summer identity.

The Resort needed to change the public’s perception that the resort was purely a winter vacation destination. They also needed to create revenue during the summer months for its lodging partners, retailers, restaurants and activity operators. Finally, the Resort needed family-friendly and affordable programming that would invite people to drive from the surrounding counties and major metro area 80 miles away.

A free weekly summer concert series every Wednesday, from June to September, provided the Resort with consistent programming that built positive word of mouth in the surrounding communities. Scheduling concerts on Wednesday evenings drew crowds on otherwise quiet weekdays for restaurants and retailers. The series of events allowed for maximization of talent buying and production budgets.

The Resort drew 28,000 visitors for the summer concert series, while enjoying a surge in positive PR and new coverage of the event. Furthermore, the Resort created a signature summer “brand” that they could build for future success.