Talking Tourism Monthly Column in the Cook County News Herald.
Originally published: December 2018
Talking Tourism: What Shoulder Season? | by Amanda Plummer, Guest Services Director & Marketing Assistant at Lutsen Mountains (Guest Author)
Even though our slopes have been open for a few weekends now, this time of year our community takes a collective deep breath as the pace slows down and the seasons change, this is known to most as a shoulder season. A shoulder season is a travel season between peak and off-peak times, a season that many in travel and tourism have come to greatly appreciate and anticipate. At Lutsen Mountains however, our shoulder season lasts exactly three weeks, and even during that time while we may not have guests onsite the action behind the scenes outpaces even summer.
While thoughts of winter are in the back of our minds year-round, the moment the temperature drops we hit high gear as we prepare our slopes for our winter enthusiasts. First up is our snowmaking and maintenance crews, working around the clock to combine the powers of man and machine to create the core of our business, SNOW. We often post through social media to #thankasnowmaker and I know I don’t do it enough myself. What they create is magic and without it we wouldn’t be able to operate from mid-November through May which is an amazing season in the Snowsports industry! But a larger than life pile of snow isn’t all it takes, first we need to get people to start thinking about winter which can be hard to do when they are thinking of turkey and stuffing which is where marketing comes into play. This time of year, we work to increase our digital reach and our share of the winter market through social media, email and our website. The more eyes we have on Lutsen and our snowmaking now, the more skiers and riders we have as we get into the full swing of operations.
Once they are ready to book, they head online for their ski & stay package. We partner with fifteen area resorts from Schroeder to Grand Marais to offer discounted rates when lift tickets and lodging are bundled together. These partnerships are crucial to winters in Cook County as we all work together to fill our lodging spaces as well as secure the commitment from customers for their time spent on the slopes, in our shops, and in our restaurants. With nearly 100,000 skier visits each season, the ripple effect of these guests and the jobs and families they support become a key economic driver in the community.
As the shoulder season fades, peak season is just around the corner (daily operations resume Friday, December 14th) and our team of 50 core employees has grown to 150 including our seasonal staff to meet the added demands of peak winter. While there is a ton of work behind the scenes, in the end, we are sharing an active winter lifestyle, creating memories and building family traditions. See you on the slopes!