Transcript
Welcome to our new podcast, The Local Lift. Now, here on the Deep Dive, we usually grab a whole pile of information, you know, break it down and get it right to you. But today, it’s a bit different. We’re kicking off the Local Lift. It’s a special series all about empowering those independent local businesses, uh, community focused ventures, helping them really step up and thrive, not just get by in what’s, let’s face it, a tough market. So, today’s deep dive is focusing on these, well, ingenious strategies that independent location-based recreational businesses are using. We’re looking particularly at ski resorts and how they succeed even when they’re working with a, you know, pretty lean budget. We’ve got a great stack here, articles, research notes, all about high impact, lowcost marketing and uh these collective approaches.
That’s right. And these places, they face some pretty unique hurdles competing against the big guys, the consolidated companies. What’s really fascinating though isn’t just the problems, it’s the solutions. They’re not trying to be the giants. They’re leaning into what makes them different. Things like, you know, authentic real community roots and some surprisingly effective ways of working together.
Okay, before we jump right into those solutions, just a quick but important heads up. This deep dive uses an overview that was specifically produced using Google’s deep research feature. Now, AI is a powerful tool, no doubt, but it’s not perfect. It might sometimes generate content with factual hiccups or, you know, information that could be a bit misleading. So, that’s what we’re here for, to unpack all the nuances for you.
Okay, let’s get into it. So, when you’re independent, every every single dollar, every hour you spend on marketing, it absolutely has to count. Like surgical precision, right? How do these businesses even start building that foundation, especially when money’s tight? Yeah, it’s crucial. And the key for doing this cost effectively is started with what you actually own.
We talk about this earned asset flywheel. The idea is simple.
Your best, most sustainable marketing starts by perfecting the digital stuff you control directly. Your website, your email list, definitely your Google business profile. These aren’t just like separate things. When you get them right, they work together. They build this powerful self-feeding system for organic growth. And that’s before you even spend a scent on ads,
right? Like setting up your command center before sending anyone out makes sense. And our sources are really pointing to the Google business profile, the GBP, as like the absolute cornerstone of that digital base camp. Why is that so critical for a local spot?
Oh, it’s your digital front door, plain and simple. And it’s free. Think about it. Someone searches skiing near me or Maybe snowboarding lessons southern Minnesota, right?
Your GBP is often the very first thing they see in Google search and maps. But just having one isn’t enough. Not even close. Probably the single most overlooked but totally powerful free tool for getting found locally. It’s not just being on GBP. It’s actively responding to every single review, good or bad. That immediate public interaction. It builds trust and shows you’re relevant way more effectively than just throwing money at ads.
That’s a really key point. Active engagement, not just you know, existing online. What else is vital for their GBP?
Consistency. Cannot stress this enough. Your name, address, phone number, NAP. It has to be perfectly identical everywhere online, every directory. Little differences, they don’t just confuse search engines subtly. They actively hurt your local ranking. Makes it harder for people right in your area to find you when they’re looking. And you need a good comprehensive description. Pack it with relevant location-based keywords and visuals. Lots of high-quality recent photos and videos show the place, the ities, the team, and definitely show happy customers having fun.
Okay, so the GBP draws them in. Where do they go next? Usually that’s the website, right? The conversion engine. How does a business on a budget make sure that website actually gets people to, you know, do something?
Exactly. The website is where interest turns into action. First off, it absolutely positively must be mobile optimized. A huge chunk of visitors are planning trips on their phones. No question. Beyond that, it’s all about clear calls to action, CTA. big obvious buy tickets or book now buttons make it super easy for them to take that next step you want them to take.
And it’s not just about the quick sale, right? It’s building that longer relationship, too.
Precisely. You got to capture those leads. Offering something valuable like a 10% discount or maybe a free locals guide to the mountain just for signing up to your email list. That’s a proven way to build that list a massive long-term marketing asset. And for specific pushes like summer activities or a season pass sale, Dedicated landing pages are key. They funnel people straight to that one goal. No distractions from the main site. Much higher conversion rates.
Okay, so GBP and the website work together, but how do you make sure people actually find all this great stuff when they’re searching? That’s where local SEO comes in being that sort of technical backbone, winning the near me searches.
Absolutely. For a small ski hill going up against the big chains. Local SEO isn’t just about general keywords. It’s about grabbing that very specific skiing near me intent. Someone ‘s maybe even in their car looking for something fun right now.
So yeah, it involves weaving those location keywords naturally into your website content titles, headings, text, Minnesota ski area, Mano snow tubing, stuff like that.
Then outside your site, getting listed in relevant directories, Yelp, Trip Advisor, others is crucial. And again, that NAP information has got to be identical, perfect match advanced move. Create content specifically targeting regions you draw from, like a blog post, best day trip from Minneapolis, skiing at your resort name, It’s a wider audience looking for exactly that.
Gotcha. So really the GBP, the website, the local SEO, they’re not separate silers. They’re this interconnected system reinforcing each other, building visibility and trust organically before you even think about paid ads.
That’s the engine right there. Good local SEO makes your GBP pop. A great GBP sends qualified local traffic to your website and your website built to convert turns those visitors into leads or customers. It’s a lowcost organic growth machine builds that solid foundation.
Okay. So once that digital base camp is solid, how do these independent businesses keep making waves still on that lean budget? Our sources are really highlighting content marketing, a powerful long game strategy for driving traffic, building authority. What’s the thinking there?
Content marketing is just incredibly efficient. You know, it hits multiple goals at once without needing a massive budget. Drives traffic, sure, but it also builds your reputation as an expert and it directly feeds your SEO. Search engines love highquality content that actually answers people’s questions. If you become that trusted source, you earn those top rankings and get a steady flow of organic traffic. Smart.
And the cornerstone seems to be blogging. Feels a bit old school maybe, but still super effective.
Oh, absolutely. A blog is basically a free platform. Drives traffic, boosts engagement, strengthens SEO. The trick is genuine value. Don’t just post resort news. Become the go-to answer for your customers questions, even the ones they haven’t thought of yet. Think articles like how to prep for your first day skiing. or maybe five surprising things that can ruin your ski day and how to avoid them positions you as the helpful expert, not just a place to ski.
Yeah. And for something like a ski resort where it’s all about the experience, visuals must be huge, right? Text alone isn’t going to capture that feeling.
You nailed it. Visuals are everything. And you don’t need a Hollywood budget. Seriously, smartphones, GoPros, they’re more than capable now. Think short instructional videos, how to put on skis, maybe demos of new features in the terrain park, or behind the scenes stuff, snow making. ski patrol doing drills. It makes the brand human, relatable. Even simple infographics breaking down trail maps or difficulty levels can be super helpful and sharable.
And speaking of visuals and relatability, user generated content, UGC. Our sources call it an authentic marketing army. How do businesses tack into that effectively without breaking the bank?
UGC is pure gold. Seriously, it’s your actual customers creating and sharing their own photos and videos featuring your resort. You get a constant stream of fresh, authentic content that costs you next to nothing. Here’s the kicker. People trust content from other customers way more than traditional ads. How do you encourage it? Run social media contests. Ask people to share their best shot with a fun branded hashtag like #magicn moments, maybe for a chance to win a lift ticket. Create cool photo spots on the mountain. Sometimes just directly asking loyal customers works too. It’s basically turning your happy customers into your best marketers. I remember hearing about one small resort. They saw this huge spike in bookings just from one viral Tik Tok video some local kid posted cost him zero. Got thousands of eyes on them. Crazy potential.
Wow. Okay. So, you’ve got content, you’ve got UGC flowing. Then you move to the social summit. This is about more than just posting updates, right? It’s actual community building.
Yeah, exactly. It’s a shift in mindset. First, pick your platform strategically. For a ski resort, Instagram, Facebook, highly visual, essential, maybe LinkedIn for partnerships, B2B stuff. But once you’re there, it’s got to be about dialogue, not just broadcasting, run polls asking what music people want to hear, ask for feedback on the train park setup, host contests, go live, do a Q&A with the head of ski patrol, or give a virtual tour of the grooming machines at work. Creates that direct connection. And don’t forget to strategically tag loyal fans or local businesses you partner with, expands your reach organically.
And hashtags still important for getting found. How do you use those strategically?
Oh, yeah. Hashtags are still vital for discovery. You need a mix. Use the broad, popular ones like skiing or hashtag snowboarding, but also get specific niche hashtags like # train park Tuesday maybe. And location is key for local businesses #manitaskking for example. Plus, crucially create your own unique branded hashtag like # skimmount ko. That’s how you gather all that great UGC in one place. The whole goal with social, it’s about digitally recreating that local kind of insider vibe, reinforcing that authentic independent spirit. That’s your unique selling point against the big guys.
Okay, we’ve been digging into some really powerful strategies here. Building D foundations, engaging communities, ways for independent businesses to really lift themselves up. And if you’re finding these ideas useful for your own local business or you just want to explore more about creating that authentic community connection, we definitely invite you to check out the lift.org. That’s the lift.org. More resources and insights there. Welcome back to the local lift. We’ve covered building your digital base camp, mastering content, getting social. Now, let’s talk email, the power of the inbox. Email marketing might feel a bit, I don’t know, old school to some, but our sources insist it’s indispensable, super cost effective, too. Why is that still true today?
Well, email is direct. It’s targeted, and it’s measurable in ways social media often isn’t. See, with social media, algorithms decide who sees your stuff. Your email list, that’s an asset you actually own and control, right?
Step one, naturally, is building that list. You got to offer clear value for someone to hand over their email, a discount code, maybe that free locals guide we mentioned, entry into a prize draw, something something tangible. Once they’re subscribed, the real work begins. Nurturing. Don’t just blast sales pitches. Send consistently valuable stuff. Preseason updates, exclusive early access to sales, helpful content like snow reports, or even tips on layering clothes that builds trust. You know, turn subscribers into actual loyal fans, maybe even advocates,
right? So, it’s that consistent value, not just constant selling. How do you make sure those emails actually hit the mark and don’t just get ignored or sent to spam?
Personalization is huge. And I mean, More than just using their first name, although that’s a start, segment your list. Group people based on what they like or what they bought before. Maybe send info about advanced clinics only to folks who bought expert lift tickets or family package deals to people who clicked on info about the kids ski school. Makes the emails way more relevant. Boosts engagement like crazy. And don’t stress about the cost of tools. Things like Mailchimp, other platforms, they often have free or really affordable plans perfect for small businesses. Just make sure you use a professional business email address. Looks much better.
Okay, zooming out a bit. The sources mentioned this David versus Goliath dynamic in the ski world. These huge mega passes, epic icon, they dominate. How does a small independent mountain even begin to compete when they can’t offer, you know, 50 resorts for one price or pour billions into upgrades?
Yeah, that’s the million-dollar question, isn’t it?
Yeah.
And the answer is they don’t compete on scale. They can’t. It’s impossible. So, the smart ones, they redefine the battlefield. Instead of quantity of resorts, they compete on the quality of the experience. That’s the key shift. They lean into their natural advantages, usually a more relaxed vibe, less crowded slopes, real local character, that deep community connection. It’s about shifting from just selling lift tickets to offering this whole authentic experience the mega resorts often struggled to replicate.
That’s a really interesting way to frame it, quality over quantity, experience over scale, which leads us perfectly into the Indie Revolution and the Indie Pass. Our sources call this a revolutionary approach to collective marketing. How does this indie pass actually work? What’s in it for the independent hills?
The Indie Pass is frankly brilliant. It was built specifically to help these independent places thrive. The whole model is about shared success, not extraction. First big thing, revenue positive redemptions. Unlike old reciprocal deals where resorts might just trade free tickets, Indie Pass actually pays the resort a percentage of their normal ticket price every time an Indie Pass holder skis there. Get this, 85% of the total pass revenue And it goes back to the resorts, divvy up based on who gets the visits. So every Indie Pass gear is a paying customer for the resort.
Wait, so the resorts actually make money when Indie Pass holders show up? That’s huge compared to just swapping freebies.
Totally huge. Game changer. Second pulled marketing resources. Each resort pays a relatively small annual fee, like maybe $1 to $3,000. But pull all those small fees together, suddenly you’ve got a serious professional national marketing budget. Something no single one of the these resorts could dream of affording on their own. It solves that resource gap. And third, a sophisticated tech platform. They provide really detailed data. Who’s visiting? Where are they coming from? Some Rocky’s resorts found over 80% of their indie pass visitors were from out of state. That kind of insight used to be only for the corporate giants. Helps independents really understand their market.
Wow, that’s incredibly smart on the operational side. But it’s more than just mechanics, right? There’s a marketing genius to it. Selling an identity. What’s the core appeal?
Exactly. It’s unique. Selling proposition. It’s USP. It’s all about the authentic skiing and snowboarding experience. They’re marketing hammers on uncrowded slopes, authentic destinations, appealing directly to skiers, maybe feeling burnt out by the mega lines at mega prices elsewhere. It taps into an emotion and community is a massive part of it. They’ve nurtured this incredibly vibrant online community that Facebook group has like over 14,000 members now. It’s this amazing hub where passholders swap stories, plan trips, basically become passionate ambassadors for the pass and the resorts. That word of mouth is priceless.
And I saw something that seemed totally counterintuitive. They actually cap past sales, scarcity, and preservation in an industry obsessed with growth. Why do that?
It’s a master stroke. Honestly, capping sales sends a powerful message. We’re here to preserve the independent ski experience. They’re actively choosing not to overcrowd these smaller, unique resorts. It shows they value that uncrowded, laid-back feel more than just maximizing short-term profit. Builds incredible long-term trust. both of the resorts who partner with them and the skiers who buy the pass. It turns the pass into this symbol of resistant homogenization. It’s a long play focused on sustainability of the experience.
Okay, let’s bring this down to earth. We need a micro case study. Mount Ko in Minnesota. How does a place like that actually put these strategies into action? Balancing that national reach with local love.
Mount Ko is a fantastic example of what we call dual positioning. They absolutely leverage the Indie Pass. It gives them national visibility, gets them mentions in big ski magazines at attracts skiers from well beyond southern Minnesota. That’s the national reach piece. But at the exact same time, they are executing this incredibly deep hyper local community engagement strategy. They don’t neglect their backyard.
Soass brings in folks from further away and then KO doubles down on the home crowd. How do they build that local connection so strong?
It’s multi-layered. They have real community partnerships working closely with local shops like Shields, Nicolola Bikinski. They’re tight with community groups, the ski patrol, youth race teams. That integration is key. Then look at their targeted community events. It’s genius. Really specific stuff. Homeschool days, military service days, special deals for scouts in 4, even free tubing nights for students from Minnesota State University right there in Mano. They make themselves indispensable to the local fabric. Plus, they act as a regional hub, hosting big events like the Ko Bike Fall Fest, state cycling races. It positions them not just as a winter spot, but a year-round hub for outdoor fun in the region.
That’s a powerful mix. National draw for new cash. Hyper local focus for that loyal base. Now, winter is obviously key, but our sources talk a lot about creating buzz on a budget through offseason revenue. Why is that summer business so critical now for these independent resorts?
Honestly, it’s becoming less of a nice to have and more of a mustave. Diversifying revenue is huge. Makes you less reliant on good snowfall, less vulnerable. Plus, it massively helps with keeping good staff year round. A recent survey showed something like 95% of operators felt summer ops improve hiring and retention. That’s significant. And you’re leveraging assets you already have. The mountain, the lifts maybe for scenic rides, the trails for hiking or biking. The strategic shift is thinking of yourself not just as a ski resort, but as a year-round mountain resort. Broadens your appeal way beyond just skiers.
Makes total sense. So, how do they market that summer side effectively? Still keeping the budget lean. What’s in that summer promotion toolkit?
You lean hard on those lowcost digital tools. Again, your website needs dedicated summer pages. Optimize them for summer keywords. Lift access mountain biking Vermont, scenic churl rides near me, whatever fits. Your email list, even the one built in winter, is perfect for targeted summer campaigns. Maybe offer folks who visit in summer an early discount on next winter’s pass. Smart cross promotion, social media, ideal for showing off the summer beauty, gorgeous photos, videos of hiking trails, maybe a UGC contest for the best summer summit picture. And don’t sleep on free local promotion. Get all your summer events listed on local online community calendars. Free visibility. Partnerships are key in summer, too. Team up with local hotels, B&Bs, restaurants, gear shops. Offer package deals, referral discounts, and don’t underestimate simple old school stuff. A-frame signs advertising a summer sunset happy hour. Maybe a booth at the local farmers market. Get the word out locally. We see success stories. Cabet Peaks boosting summer biz 20% with things like disc golf. Meadows using scenic chairlift rides effectively. Bolton Valley runs comprehensive summer camps. But there’s a cautionary note too, like from Baldi Mountain’s experience, you need internal buyin and solid marketing foundations already in place. It takes commitment.
Okay, this is all fantastic insight. So, what does it mean for you listening? How can you actually put this stuff into practice and really lift your own local business? Let’s lay out an actionable blueprint for growth.
Right? Let’s make it concrete. We’ve broken it down into a 90-day action plan for quick wins and then a one-year strategic roadmap for building that longer term moment. them. So, weeks one and two, all about that foundation. Audit your Google business profile. Seriously, go through it. Update photos, hours, description, and crucially respond to every single review you haven’t yet. Also, take a hard look at your website’s homepage. Are the CTAs clear? Does it work flawlessly on mobile? Fix what’s broken?
Nice quick hits right away. What about weeks three and four?
Get that content and email machine started. Put an email signup popup on your website. Remember to offer something valuable in return and publish your first two blog posts. Focus on answering common customer questions or solving a problem they might have. Then weeks 5 through 8, activate your community. Launch a simple user generated contest on social media. Use a fun branded hashtag and identify three potential local business partners, maybe a nearby cafe, hotel, gear shop, and reach out to them about cross-promoting. Finally, weeks 9 to 12 are about listening and local visibility. Send out a short survey to your email list. Ask them what they want, what they like, what could be better. and make sure all your upcoming events, big or small, are submitted to every relevant local online community calendar you can find.
That’s a great manageable 90-day sprint. Lots of impact potential there. And looking further out, what does that oneear strategic roadmap involve?
Okay, quarter one, get strategic with content. Develop a full year-long content calendar. Plan out themes, blog posts, social campaigns. Consistency is key. And maybe launch a simple customer referral program. Reward customers for bringing in new ones. Quarter two, big picture thinking. Do a deep dive investigation into joining a collective pass like Indie Pass. Does it make sense for you? Also, finalize your summer operating plan maybe centered around one major community event you host. Quarter three, execute. Run that summer marketing plan hard. Actively push for online reviews specifically about the summer experience and launch your winter season pass sale early, maybe with an early bird discount to lock in revenue. And quarter four, it’s all about analysis. Dig into all the data you’ve gathered over the year. Website traffic, past sales figures, email open rates, summer visitor counts, survey results, what worked, what didn’t. Use those insights to refine your entire strategy for the following year, continuous improvement.
So, it really is about being proactive, looking at the data, constantly tweaking. What’s the core philosophy here? You called it the independence mindset. What does that really mean for long-term success?
Yeah, it boils down to maybe five key ideas that really set successful independence apart. First, embrace Face your identity. Don’t try to be a cheap copy of the corporate giants. Your unique terrain, your local vibe, your independent spirit. That’s your superpower. Own it. Lean into it. Second, community is your moat, your strongest defense, your biggest asset, and your connection to your local community. Nurture those relationships, partnerships, events, just being a good neighbor. It provides stability. Third, collaborate to compete. Don’t go it alone. Leverage collective power. Alliances like the Indie Pass, partnerships with other local businesses. Find strength in numbers. It’s smart. not week. Fourth, think year round. Stop thinking of yourself as just a winter business. That mountain is a 12-month asset. How can you use it? Hiking, biking, events, food, and beverage. Become a year- round destination. And finally, number five, let data be your guide. Track what you can. Website analytics, email stats, sales data, customer feedback, reviews. Use that information, even if it’s basic, to make smarter decisions. Don’t just guess. Businesses that truly understand their customers win.
Wow, what a fantastic deep dive. Just so many powerful strategies for independent businesses. Not just to get by, but to really thrive and in turn lift up their whole communities. We’ve covered so much that digital base camp, content, community, collective action, thinking year round, it really paints a positive picture, a strong blueprint for success, even on a tight budget. It feels really optimistic for local businesses.
And it really leaves you with a key question, doesn’t it? In this world that seems increasingly focused on just scale and, you know, making everything uniform, how can you leverage your own authenticity? How can you use those deep community connections you have and smart collaboration to build an experience that’s so unique, so special that that becomes your ultimate competitive edge.
That’s a great thought to end on. Really something to chew on. For more insights on building your own local lift and helping your community rise, please do visit us at the localift.org. Again, that’s the lift.org. Thank you so much for listening to the local lift podcast.