Sun Valley Resort
It's difficult to have a bad day skiing or boarding in Sun Valley. With its miles of perfectly groomed runs, bowls of powder and new terrain park, Sun Valley is the quintessential retreat for any skiing and/or boarding enthusiast. Although blessed with a variety of terrain and exceptional amenities, the number of skier days continues a ten-year decline towards irrelevancy. Which begs the question, "Who are they, and why aren't they coming?"
Noot Group was charged with answering those questions. So we set out by executing man-on-the-street interviews encompassing the Rocky Mountain drive-to market. The challenge was to discover and identify current skier trends, behavioral insights and real perceptions of Sun Valley. To attract and charm our target audience we outfitted our research crew with uniforms that displayed fun, inviting messaging. And by placing our researchers in strategic locations, curious crowds soon gathered to share their points of view.
The research initiative was a great success with final analysis becoming the foundation for a strategic roadmap, which will help guide Sun Valley Resort through future branding efforts.