Sugar Bowl Resort

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Created: 06/12/11
Last Edited: 02/11/13
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Description
Saint Pierre successfully repositioned the historical Sugar Bowl Resort by creating a new strategic brand platform, the creative direction and compelling marketing communications responsible for exceeding season pass sales forecast by 16%, skier visits by 23% and total revenues by 21%.

We're honored to be working with Sugar Bowl for our third consecutive year.
  • Sugar Bowl Resort
    Integrated Branding
  • The End of An Identity Crisis
    Sugar Bowl is a medium sized alpine ski resort in the Lake Tahoe region, and is well known for its long history, significant advanced terrain, high annual snowfall and for being one of the closest ski areas to the San Francisco Bay Area. Opened in 1939, Sugar Bowl was the first ski resort in California to install a chairlift and the first on the west coast to install a gondola lift.
     
    The Problems
    The 72-year-old brand was experiencing an identity crisis, and it showed. Sugar Bowl struggled to find its voice, and was lacking a consistent message. Marketing communications were devoid of emotion, and dwelled on the negative aspects of skiing and snowboarding. The resort was trying to be everything to everybody, attempting to compete with the bigger, flashier resorts in the area instead of focusing on who they really are and what people love about them.
     
    The Solution
    Saint Pierre Creative took an honest look at the resort’s core values and key differentiators, and incorp
    orated them into the brand repositioning. We researched and clearly identified the customers with the highest potential and crafted a consistent, emotion-centered brand message to capture their attention. The Brands Standard Guide developed for the resort ensures a creative, coherent look and feel, as does the new photography developed specifically for Sugar Bowl.
     
    The strategic, new brand ecosystem, targeted to Sacramento and Bay Area skiers and riders, increased year-to-date paid skier visits by 23%, increased season pass visits by 38%, and boosted total revenues by nearly 21%. The effort was awarded ADDYs in the categories of Integrated Branding and Newspaper Campaign. 

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