CASE STUDY: National Media Relations & Reputation Management: Bloomberg Ski Industry Feature

The Mountaineer chairlift at Attitash Mountain debuted in January of 2024 and was installed to replace the "dreaded" Summit Triple.

Challenge

Vail Resorts faced significant reputational risk as Bloomberg prepared a national feature on the ski industry's shifting dynamics. The story centered on the company's aggressive acquisition of smaller Northeast resorts and the subsequent public outcry over deteriorating guest experiences, understaffing, and infrastructure issues at properties like Attitash Mountain. This created a potential crisis communications challenge: a global publication was poised to amplify a narrative of corporate neglect, potentially alienating over 2 million Epic Pass Holders and damaging the brand's core strategy of using these local resorts as a "feeder" network. As communications manager, I faced the challenge of protecting brand reputation while ensuring both executives and community members were represented in the final narrative. The objective was to secure balanced, credible coverage that not only presented Vail's business strategy but also authentically addressed the community's legitimate grievances, thereby protecting the brand's long-term value.

Action

I orchestrated a multi-faceted media relations strategy that was comprised of extensive background research, multiple levels of collaboration within the enterprise and community to secure interviews and media prep, all to ensure the final story was both nuanced and representative of all perspectives.

• Executive Preparation: Developed comprehensive briefing materials for senior leadership, including the CEO, with key messaging and anticipated questions to address. This ensured executives were prepared to articulate the company's "feeder" network strategy and a commitment to new infrastructure investments and wage increases to address public criticism.

• Executive visibility: Positioned the CEO and Mountain Division VP as authoritative voices in a global outlet.

• Community Engagement: Proactively facilitated community interviews with Bloomberg reporters, connecting them to local stakeholders and community leaders. This demonstrated a commitment to transparency and ensured the story included firsthand perspectives on the challenges and recent positive changes, such as the replacement of the long-dreaded "Summit Triple" lift at Attitash.

• Community credibility: Secured the inclusion of three local perspectives, demonstrating transparency, credibility, and authenticity.

• Strategic Liaison: Served as the central liaison between reporters, corporate leadership, and community members, managing all coordination, interview scheduling, and message consistency. This hands-on approach ensured a smooth process and mitigated the risk of miscommunication, while maintaining a balanced flow of information to all parties.

Result

The Bloomberg feature, “Vail Resorts’ Epic Pass Chilly Introduction to New England Skiing,” presented a balanced view of corporate strategy and community sentiment. Executives were positioned as responsive leaders, while local voices reinforced authenticity. By ensuring both perspectives were included, I shifted the narrative from one-sided criticism to a credible, nuanced national story. The piece reached Bloomberg’s global audience of 300M+, safeguarded the brand’s reputation, and demonstrated Vail’s ability to address criticism proactively.

Impact

By aligning corporate strategy with community voices, I helped Vail Resorts navigate a high-stakes national media feature while protecting brand reputation in front of a global business audience.