Lakewood, CO (June 3, 2020) — The National Ski Areas Association (NSAA) presented awards in sustainability, safety, growth and marketing to members with the most innovative and successful programs in each category. The awards were presented at the association’s virtual awards ceremony on June 3, and Ski Utah is proud to announce that two Utah resorts received three awards:
Best #RideAnotherDay Program
Snowbasin Resort, Utah
Snowbasin’s #RideAnotherDay program involved an expanded “Family Zone,” encompassing 777 feet of trails in a high traffic family and beginner area, as well as placing friendly Safety Ambassadors around the mountain. Two-year resort data shows that while ski visitations increased 27%, incidents decreased by 25%, and within the “Family Zone,” 17 total incidents accounted for only 6.46% of all resort incidents.
Best Overall Safety Program (large ski area)
Snowbasin Resort, Utah
Snowbasin developed the #SAFERmtn brand, and employees and guests received messaging related to these tenants: Smart, Alert, Focused, Educated, Respectful. The program featured avalanche dog demonstrations, beacon park training and sign garden discussions, with more than 600 visitors stopping by the #SAFERmtn Base Camp during its opening weekend, over 600 branded buffs and 500 lip balms handed out, and more than 21,000 views across email, earned media, video and social media outreach.
Best Overall Marketing Campaign (over 500k visits)
Snowbird, Utah
Snowbird continues to strike the perfect balance between clever and edgy with its Assume The Risk campaign, showcasing actual warnings and disclaimers found around the mountain. Its various placements generated a 6% year-over-year increase in Google display traffic, double the average CTR on Facebook, a 17x average return on social ad spend for lift tickets and season passes Dec.–Feb., and the second highest newsletter header CTR of the year, all of which led to marked engagement improvements on the website.
