At Crested Butte, Colorado, management decided not to charge for lift tickets for the first three weeks of the season. In lieu of lift revenues, the resort made profit-sharing plans with stores in the community. The result was record crowds and full booking for the entire 18 days of the promotion. This article explains how and why it worked.
Lessons Learned From Giving It Away
At Crested Butte, Colorado, management decided not to charge for lift tickets for the first three weeks of the season. In lieu of lift revenues, the resort made profit-sharing plans with stores in the community. The result was record crowds…
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