At CRPP, with ski instructors and race coaches on staff, skiing and boarding is not a sport – it’s a lifelong passion. Triple Peaks owns Crested Butte Mountain (CO), Okemo Mountain (VT) and manages Mount Sunapee (NH). CRPP has worked with Triple Peaks since 2000 on many projects.
Most recently, CRPP provided the research behind TP’s Blue Ocean Strategy efforts to win skiers back who lapsed, win skiers over who vacation at competitive areas and win new skiers and boarders – those who are active in related sports but don’t ski or board.
Blue Ocean Strategy suggests companies not compete with rivals but look, instead, to untapped market spaces and create/capture new demand in the marketplace.
Areas for research investigation among just non-skiers/boarders included: primary reasons for not skiing/boarding; ranking reasons for not skiing/boarding; input on an ideal vacation/getaway; the market for new/first time ski/board visits; Triple Peaks awareness and perceptions; market for new/first time visits to a Triple Peaks resort; demographics/psychographics.
Focus group sessions were held in Boston, Fairfield (CT) and Dallas among all three market segments. Surveys were conducted among all three segments in radius defined market areas surrounding each of the three resorts.
Other corporations have called on CRPP for market research support including: Ford, McDonalds, Harlem on the Hudson Theatre, Alliance Laundry Systems / Speed Queen, Aetna, United Technologies, Northfield Savings Bank, Northeast Utilities, Raymarine, Inc., Resort Inns of America, DOW Chemical, The Minnesota Historical Society and Shell Oil.