21 Sep New ORDA/ROOST survey results will guide Whiteface Mountain marketing efforts
Sept. 2017 – Wilmington, NY – For 27 consecutive years, readers of Ski Magazine voted Whiteface Mountain #1 in the East for off-hill activities. The magazine also named it #3 overall in eastern North America, #5 for challenging terrain, and #3 for apres-ski opportunities. The survey results are found in Ski Magazine’s yearly Ski Resort Guide: Best of the East.
The survey asked respondents a series of questions to rate factors that affected their decision when planning a ski trip, and to gauge their satisfaction level with their experience at the mountain and with off-hill activities.
The findings were based on a survey of 195 skiers and riders who had visited Whiteface Mountain.
Before using this information for marketing/planning purposes, the Regional Office of Sustainable Tourism (ROOST) and the Olympic Regional Development Authority (ORDA) sought to confirm the findings by collecting a larger sample of Whiteface skiers. ROOST queried followers of Whiteface’s Facebook page, while ORDA sent surveys to their mailing list, which combined, yielded 297 respondents. The ROOST/ORDA findings strongly resembled the magazine’s results.
ROOST, as the destination marketing organization, and ORDA as the manager of Whiteface and the Lake Placid Olympic Facilities, will use the information to help construct a plan that will attract visitors and better promote the product to them.
“This information ensures we will make informed decisions when constructing a marketing plan for skiing and riding at Whiteface Mountain, as well as for the surrounding region,” said James McKenna, CEO of ROOST.
“By continuing to work together we are stronger, and a unified message will help bring more winter business to the entire Adirondack Region,” said Mike Pratt, president of ORDA.
Both the Ski Magazine survey and the subsequent ROOST/ORDA survey indicates that the snow quality and terrain challenge are of upmost importance when planning a ski trip. Whiteface Mountain delivered on terrain, and skiers/riders were highly impressed with the mountain’s scenery.
And while Olympic heritage and global sporting events scored 5 out of 10 (with 10 the highest) in importance when planning a trip, once they were here, it added significantly to their experience, scoring 8 out of 10 on the satisfaction scale.
The ROOST/ORDA survey delved further into off-hill activities by asking those surveyed which activities they participated in while visiting WhitefaceMountain. Going to a brewpub was #1, sightseeing and touring was #2, and the touring the Olympic Jumping Complex came in third.
Ski Magazines’s 2018 ski resort results are due to be released later this fall.
The results of the ROOST/ORDA survey can be viewed at roostadk.com/research.