As many Tellurider’s blissfully transition into summer after an winter season that was underwhelming in terms of snowfall, a silver lining has appeared with news of skier visitor numbers. The 2014/2014 ski season saw a record 478,000 skier visits to the Telluride Ski Resort, trumping the previous record of 454,000. Telluride Ski & Golf President & General Manager Greg Pack enthusiastically delivered this news to Telluride Town Council this week. Despite the lackluster snow conditions, Pack emphasized that Telluride is growing in popularity and commented, “Telluride is sexy right now”.
The resort adopted some very specific marketing strategies aimed at boosting skier visits this past winter. This included targeting specific demographics such as Australia and South America for the month of January, which tends to be a quieter month for domestic skier visits. Targeting skiers in Dallas was also a priority, and included a big push to get flights into Montrose, and working with ski shops in preferred zip codes to promote Telluride. Drumming up skier visitors was another successful strategy that say increased visitors from Farmington, Durango and Phoenix.
All of these efforts combined paid off, and Pack, along with the Telluride Ski Resort is no doubt thrilled with the results. Pack has been at the helm of Telski since the latter half of 2013, and his hands on approach to management is clearly paying off.
Pack also referenced some improvements that are being made for summer adventures in Telluride. This includes improving beginner and intermediate mountain biking trails as well as adding a zip line, and focusing on marketing weddings and conferences. No doubt these additions will only enhance Telluride’s appeal as a prime summer mountain destination for families.
As I sit here in Telluride, on April 24, it’s dumping outside. Oh, the irony! Let’s hope the 2015/2016 ski season in Telluride is another record breaker! It sure does make for a great winter season when everyone in town is busy and prospering. It also helps when it snows, so we’ll keep our fingers & toes crossed for a healthier winter season next time.
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