Martin Beran's Blog

Well I have started a bit of a hunt to figure out the best resources that ski area marketing people use. My goal is really to identify these websites or magazines or publications or whatever and study the hell out of them. I’m not currently working in the industry so I cannot rely on work to help me develop the skills that I need so I’m seeking other sources (damn leadership and ethics class made sense). So far 90% of my respondents have recommended Ski Area Management, this might surprise you but it is a ski area management magazine

The publish every 2 months and it costs around $10 an issue but they DO have a student discount! Their website has some really good information on it that is free such as their breaking news, events calender and online articles. The online articles look like they are right out of the magazine and only certain ones are available. There is still plenty of good, free information on them though!

I’m pretty poor, always trying to make things work and always keeping an eye out for job openings. So I was pretty stoked to wander across the Ski Area Management classified section. They have a bunch of really ski industry jobs listed ranging from Lift Mechanic at Nashoba Valley Ski Area to Public Relations Manager at Crested Butte.

I was just checking out the article ‘Social Media for Adults’ available on their website. I found that it provided a nice snapshot of what ski resorts are doing with social media. Once again MySpace has been left off the list of social media websites, I was just talking with someone today about putting up a MySpace logo with a X through it… then linking it to FaceBook

If you check this article out be sure to read the stuff after the main article. Some websites are listed to learn more about social media, there are some suggestions about what you can do (my advise, don’t just start doing stuff with it, come up with a goal and a plan first) and there is a great piece by Chris Jarnot, the SVP/COO Vail Mountain. Vail Mountain recently decided to reduce its print media budget by 80%. Check out this awesome video of Rob Katz speaking about what he has observed happening in the industry and how their marketing has changed (its changed massively).

Vail Resort CEO Rob Katz on Ski Resort Marketing and Social Media

Oh and I totally found an error Ken writes:

Vail Resorts CEO Rob Katz, speaking at the Association of Cable Communicators Forum in Denver last fall, said online video has become the most powerful tool in destination ski marketing, especially in the early season. Resort-produced video segments of powder-bashing and skiers flying off cliffs may not typify the abilities of most skiers, he said, but they serve as teasers to get them motivated. Katz dubs these clips “video porn.”

but if you actually watch the video linked above Rob Katz actually says “ski porn” (around 2:30). Ha I knew something sounded weird about video porn… thought it should be snow porn though

wow just realized how the smiley faces look scattered throughout this article…I might just keep with it because I was smiling when I wrote it

Job 1: Assistant Product Manager for Burton

Burton is currently hiring an Assistant Product Manager for their Mens Outerwear Line.  Your role as an Assistant Product Manager at Burton will be the following:

•Assist Category Manager and Business Unit Director by providing strategic direction for the Men’s
Outerwear line.
•Interface and communicate with team-riders, sales reps, key retailers, and various internal and external contacts while incorporating their feedback into the product offering.
•Coordinate conceptualization of marketing material including features, manuals, packaging, and catalog
content.
•Develop and maintain and co-manage crew on written product specifications including BOM’s & reference drawings.
•Manage development timelines and coordinate production planning to ensure on-time delivery of photo shoot samples, sales samples, and production of the men’s technical Softgoods products.
•Build product and components of product to achieve targeted FOB’s goals.
•Represent the outerwear development team at development roundtables, tradeshows, meetings and sales presentations.
•Organize internal and external feedback sessions.

Ideally you have a BA and 3-5 years of experience with development and product management.  If you are close you should apply anyways!  An added plus is that is involves international travel!

Check out the official Burton job posting for the Assistant Product Manager position

Job 2: Canadian Ski Bum

This is less of a job opportunity and more of a lifestyle opportunity.  You will be provided with a full set of snowboard gear, airfare, free accommodation, a limited expense account, a seasons pass to Sun Peaks Resort and more.  Your responsibilities will include social media use (Twitter, Facebook, Youtube and a blog) and participation in media events.

Check out the official listing.

Check out the Rules and Regulations.