Now Whiter and Brighter

Mount Snow is Now Whiter and Brighter, thanks in part to $3.5 million in snowmaking technology and a new branding campaign created by Smith & Jones of Troy, New York. Capitalizing on Mount Snow's reputation as a quirky, upbeat resort, the brand consultancy developed a multi-media integrated campaign that brings the mountain's personality to life. Smith & Jones rejuvenated the Mount Snow positioning to reflect a resort mountain offering an invigorating yet laid back Vermont mountain experience.

"As soon as we got into this project, we could see that Mount Snow had a heart and soul that was different," commented Patrick Reilly, Illuminator at Smith & Jones. "The people who ski, snowboard and work there have a certain way of thinking and living. When contemplating the best way to let everyone know how much capital and energy Peak Resorts and the Mount Snow staff are investing in making this the best season ever, we made sure their brand truth resonates in everything we do to market - both on and off mountain."

Peak Resorts purchased Mount Snow in April. The new owners have invested more than $6 million into the resort during the off-season, including the purchase of 101 energy-efficient fan guns from SMI Snowmakers. Cold temperatures and the significant upgrade in snowmaking technology have combined to give the resort its earliest opening since November 7, 1998. In fact, Mount Snow was the first ski resort to open in Vermont this season.

“Call it a renaissance,” says Mount Snow General Manager Kelly Pawlak. “Guests who had been watching us make snow all week were calling and emailing with their praise, and we were so excited to tell them that it was finally show time.”

Peak Resorts operates 11 ski areas and 2 golf courses in 6 states. Peak Resorts Inc. is committed to building an enhanced resort experience at each of their properties.