Using the power of social media, Spencer helped Holiday Valley reach an untapped, youth-driven market with the Ultimate College Pass.
A premier four season destination on the East Coast, Holiday Valley has built its reputation on constant reinvestment, over-the-top customer service, and offering a product no one else in the area can. Through its 60 years of operations, the Valley has continued to benefit from its proximity to major population centers, a thriving village and the high probability of lake effect snow. With 60 trails, over 700 snowmaking guns and multiple high-speed lifts, it is safe to say Holiday Valley can run with the big dogs.
A declining number of younger skiers and snowboarders led a brain trust at the Valley to develop the College Pass — under the umbrella of the recently rebranded ‘Ultimate Passes’ — which would allow college kids to affordably come and ski and ride. With pricing at $199 for unlimited nights and $299 for unlimited nights and weekdays, the only requirement was that someone was in some form of higher learning. The overall goal of the campaign — besides increased revenue — was to capture that younger market, showing them all the Valley had to offer and keeping them as customers past college.
Using social as the primary point of attack, Spencer combined a multitude of visual content, youth-language copywriting and off-site events to not only create a buzz about the College Pass, but to hit conversion numbers as well. From ’15-’16 to ’16-’17, College Pass numbers doubled. And from ’16’-’17 to ’17-’18, College Pass again saw a healthy uptick. In addition to a heavy increase in revenue, Spencer took Holiday Valley’s Instagram from 11,000 followers to 19,000, Facebook likes from 75,000 to 81,000, and Twitter followers from 9,000 to 14,000.
Niki Klein - Holiday Valley Sales Director
Due in a large part to the social media marketing efforts of Spencer we saw tremendous growth in our college pass market. Over the last two years we have seen over a 100% increase in sales, more engagement through our social media channels, and an increase in click-thrus to our ecommerce site. I see the growth continuing this year and into the future. With Spencer directing these social media efforts we have found a way to speak their language and to create hype in what was once a stale market.