Mt. Rose to the Core

In the ever-changing and uber-competitive ski industry, playing to, and listening to, your core audience is a power move. Mt. Rose ski resort in Lake Tahoe recently partnered with Trampoline to cultivate a brand strategy around what its users (pass holders, ticket purchasers, and employees) love most about the place. 

Boasting 1,200 acres, 1,800-vertical feet, and a base elevation of 8,260', Mt. Rose is an "icon of the Reno/Tahoe region", with strong local vibes, varied terrain, supreme snow coverage, and ease of access. To assess what really sets the resort apart from others ahead of proposed future expansion, we began with uncovering key audience feedback.

To that end, Trampoline created and designed table tents to be placed throughout the resort complete with a QR code for users to access a customer survey. The survey questions were created utilizing the cumulative results of a TestBounce™ brand discovery session Trampoline held with resort stakeholders. Customers were also given the incentive of winning a free season pass or bundle of ski tickets if they filled out the survey, which ultimately brought in over 1,000 responses.

With the responses collected from Mt. Rose's core user audience, Trampoline and the stakeholders can move forward in creating a refreshed brand identity, which will define core brand values and guide priority investments for the resort's next phase of growth.

How do you know if your logo is working? It’s as simple as asking around. Our experience has been that organizations are reluctant to do so, because opening a brand identity up to subjective feedback can mean a loss of control. But, with new data, marketing departments can make new decisions, and allowing an audience to inform the mission and message of a brand they use can build loyalty and ownership into the future.