Failure to communicate

Canyons, one of our local resort is badly in need of a refresher course when it comes to good business practices and modern communications. Late summer, when it announced its ski pass program, the resort was boasting about its two brand new high-speed chairlifts and a more streamlined access to its gondola. It also wanted to be seen as the next local alternative to Deer Valley, the resort voted #1 in North America by the readers of Ski Magazine. It wanted to do so because Talisker, its owner, is into luxury real estate and can't stand being perceived as the #3, low-life resort in Park City. So it raised its pass price, bundled it with numerous services season pass holders had no need for, and tried to use “smoke and mirrors” to hoist itself to a higher standard, and hopefully pass Park City Mountain Resort for #2.

It didn't happen that way as it never does because Canyons failed on a few basic business principles. First, it didn't manage customers expectations by announcing a date without being sure it would meet it, then it failed to communicate by letting its pass-holders know first about the delay and then it allowed for two many debate before it came with a remedy to its problem. After all that snafu, Canyons remains well settled in its long-time #3 position in the Park City market and will first to learn about running the resort decently before ascending into the kind of glory it aspires to. Canyons has the best ski mountain, its service remain largely below par, but if you love skiing this is a wonderful place to recreate. Some marketing folks will never understand how to position their product!