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bob Visitor	How can I find more ski customers? - 2006/06/14 19:07 It seems like all we do is try harder to get less customers. Any suggestions for finding more people willing to ski?
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Re:How can I find more ski customers? - 2006/06/14 19:20 Without knowing all your specifics it will be hard to give you the full answer you would like. However, here's a good rule of thumb:

Understand your customers better than your competition.

You've heard before that information is power. That concept applies to knowledge of your customers. These days, no one wants to be considered the "average" customer or the "typical" customer--just like you probably don't want to be considered an average of typical ski area.

Ask yourself these questions:
1. What sub-grouping of your skiers enjoy your slopes/facilities the most?

2. What sub-grouping of your skiers are most critical of the area?

3. What proportion of your skiers do those sub-groupings constitute?

4. What sub-groupings of your skiers do you most want to attend to in order to boost skier visits and revenues?

The answers to the above questions should help you pinpoint your best customers. Market to them. Keep them happy. The rest should take care of itself.

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Karra Visitor	Re:How can I find more ski customers? - 2006/06/14 19:23 Soooooooooooooo??? What exactly does that mean? Is there a specific example that will make your suggestion a bit clearer for me?
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Re:How can I find more ski customers? - 2006/06/14 19:34 Customer feedback can be classified in two ways:
-customer satisfaction
-customer importance

For example if customers rate your food & beverage service low in satisfaction and low in importance, than you may not want to put that on the top of your list to fix. But if the majority of your customers state that food and beverage service is very important to them, you probably want to fix that pronto.

Overall, looking at recent ski industry research and customer priorities, baby boomer's, women, and men between the ages of 25-35 are prime markets. Here are some simple and inexpensive ideas to implement at your area:

1. Consider leagues and/or special promotions to baby boomer's.

2. Encourage staff to be more friendly and helpful to women skiers. Give them tips how to do that and follow up to see that they are doing well.

3. Try to make your non-prime times more affordable while not compromising peak slope time.

4. Consider initiating a customer loyalty or frequent skiing program.

Let us know how it works out!

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