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When It Dumps, Social Media Is Great Marketing Tool For Ski Resorts

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A skier at Steamboat on Tuesday (credit: CBS)

A skier at Steamboat on Tuesday (credit: CBS)

STEAMBOAT SPRINGS, Colo. (CBS4) – They’ll enjoy back-to-back nights of heavy snowfall in some areas of the mountains Tuesday night.

Steamboat Ski Resort reported 24 inches of fresh snow in 24 hours. That’s really good news, because when there’s big snow business really picks up because of social media.

While the powder piles up, many people head to social media, and that’s just how the resorts like it because it’s free marketing.

“I thought we were only going to get a few inches and we got way more,” a skier said.

“It’s the Steamboat Surprise that we love to wake up to,” another said.

“It gets deep, so bring your snorkel,” said yet another.

While forecasts called for less than a foot, skiers and snowboarders woke up to far more snow in Steamboat Tuesday morning.

“In the morning, went up to the top and got some good fresh snow; it was pretty cold, though,” said Nico Farrell, who was visiting from California.

Legendary local Billy Kidd, Steamboat Director of Skiing, had to do some business research first thing in the morning.

“The powder research was outstanding. We got 24 inches, and it’s that real light fluffy stuff that we call champagne powder.”

The surprise dump has helped spur business during a normally slow time of year.

“The old adage is that the snow makes the phones ring, and that’s still true today,” Loryn Kasten with Steamboat Ski Resort said. “Our (reservation center) operation has had numerous phone calls. And then with the technology the way it is, the Web traffic has just spiked today.”

The popularity of social media has helped push business at ski resorts across the state.

“It’s the greatest marketing tool that we have right now, is the social media where other people get to boast about how great the snow is and how deep 24 inches is; and how much fun they’re having,” Kasten said. “So it’s a great opportunity for us.”

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