Project Details:
Developing the summer operations for a world-class ski resort to create year-round activities.
How Did We Help
Select Contracts undertook substantial Market Research to understand both the winter and summer markets to create a unified vision for year-round operations. A Four-Season Strategic Plan was developed that included thematic zones surrounding the resort’s four central summer operating lifts.
The Brief
Jackson Hole Mountain Resort (JHMR), located on the edge of Grand Teton and Yellowstone National Parks. This world-class top ski resort that hosts over 700k skiers a year sensed a greater opportunity to capitalize on the massive summer visitation to the area. JHMR engaged Select Contracts with our expertise in Mountain Resort Development and four-season play to provide a plan to unlock this potential.
There are already several summer offerings for visitors, but JHMR felt there wasn’t a unifying vision of what the future would look like for these visitors and how that aligned with the strong winter brand. As a result, Select Contracts needed to understand the differences between the summer visitors to those who visited in winter. Mainly what motivated them and what the best ways to bring them into the big mountains in an authentic way that met their level of “adventure.” A unifying masterplan and supporting financial case was needed to lead growth into the future of the four seasons resort,
Our Approach
Select Contracts conducted thorough Market Research of all the available information on summer visitors in the region, most of whom are motivated by Teton and Yellowstone national parks. In addition, we analyzed the current summer financial results to understand where the existing momentum was and how guests were reacting to the summer experiences already on the mountain.
We required intensive collaboration with the client to understand the winter brand to fully comprehend the core of the brand’s reputation and ongoing leadership in the skiing industry. The purpose of that was to ensure that the summer experiences designed would positively impact rather than detract from the existing success.
Select Contracts quickly discovered that the JHMR property was rich with opportunities to create powerful four-season experiences for leisure and lifestyle market segments. As a result, a Four-Season Strategic Plan was developed that included thematic zones surrounding JHMR’s four central summer operating lifts.
The Result
We produced a cohesive strategy that will see growth across the mountain in every guest segment, from accessible sightseeing to hard-core mountain biking and everything in between.
There is an emphasis on solid and authentic family adventure offerings that will differentiate from nearby competitors who have a long history of addressing the summer family adventure market. In addition, we put forward a compelling overall business case for new investments that will help diversify the overall annual resort’s operations to become a true four-season resort.
After senior leadership and ownership adoption, the plan is now moving into the development phase with the schematic and detailed design of specific attractions and mountain zones. Sign up to our mailing list to keep up to date with this exciting project.
2022 Update
Our work with JHMR has continued throughout 2022 on a variety of projects that were conceived in the Four-Season Strategic Plan (FSSP).
After a rigorous design process throughout 2021, the summer of 2022 saw construction begin on a 25,000 sqft playground located at the mid-station of the Sweetwater Gondola. This playground is aligned with the FSSP for this zone, offering activities for younger children with the intention of providing more family-friendly activities. Work will continue in 2023 to add signage, theming and landscaping. We look forward to the Grand Opening of this attraction set for Summer 2023.
Throughout 2022 Select Contracts Project Managed the design process of new on-mountain wayfinding and interpretive hiking experience. This involved the management of all content creation through collaboration with subject matter experts, artists and designers. The goal of this project is to educate visitors on the incredible high-alpine environment present at JHMR and the impacts of human activity on these sensitive ecosystems.
Finally, the summer of 2022 saw our conceptual vision for a spectacular hiking viewpoint come to life. This viewpoint, a short hike from Rendezvous Peak, provides spectacular views of Cody Peak and expansive views of the valley below.
