Tourism Mount Washington
Tourism Mount Washington has leveraged destination marketing dollars in a big way this year...
By partnering with Mount Washington Alpine Resort, they were able to participate in both Tourism BC’s Destination Marketing Program as well as the Canada West Ski Areas Association’s marketing programs.
This enabled both Tourism Mount Washington and the Resort to participate in large marketing programs such as the Global TV daily snow report and a poster program aboard BC Ferries, among others.
The Association also ramped up its use of social media, much like the Resort did, and it has proven effective. In late winter - early spring they participated in Tourism Vancouver Island’s “Go Vancouver Island” campaign, targeting the Alberta market.
This included television coverage and Tourism Vancouver Island-focused video clips. “We’re getting a really positive response to that as far as destination awareness,” Nicholson said.
“These partnerships and burgeoning numbers of visitors from Alberta, Ontario and the United Kingdom are proof that the investment Tourism Mount Washington has made is paying off,” Nicholson added. “None of these things happen overnight.”
Another benefit the Resort saw this year was an increase in the number of nights of stays. More people stayed for three nights or more than they have over the past couple of winters, she said.
Nicholson and the Board continued with plans to increase internal marketing by putting out a twice-monthly newsletter, Community Peaks, to keep members apprised of activities.
They also sent out regular information bulletins to hotel concierges in the Comox Valley and Campbell River to let them know what was happening throughout the Resort’s season.
At the most recent Homeowners’ BBQ, members passed the hat to raise funds for the Mount Washington Volunteer Ski Patrol. Board Chairman Tobin Leopkey presented a cheque to the patrol for just under $1,000 at the end of the season.
Membership has held steady for Tourism Mount Washington, with 443 members at last count prior to the Marmot’s press time. Nicholson is negotiating with various businesses for benefit packages, hoping to add tangible benefits to membership.
“We’re still hoping to grow,” Nicholson said. “We’re still hoping the Resort community will recognize the benefits and importance of a resort association in building a vibrant community.”