Margie Bootenhoff

"I have yet to see a ski resort that did not have significant revenue opportunity in their lift ticket and season pass lines of business. We always talk about that money left on the table. It's there."

Margie is a business planning executive specializing in pricing, lift revenue maximization and marketing in the destination mountain resort industry. Adept at recognizing key revenue opportunities and developing the products, pricing, processes, distribution and organizational alignment necessary to reach defined financial objectives.

Over 15 years experience has developed a broad and deep understanding of the ski resort industry. Clients include small to large ski resorts in Colorado, Wyoming, Canada and the Mid-Atlantic. Margie has called Summit County, Colorado her home for almost 30 years.

Margie's History:

• Owner and Founder, Clarity Marketing, Colorado
• V.P. Marketing Keystone Resort, Vail Resorts, Colorado
• Director of Marketing, Keystone Resort, Ralcorp Resorts
• Phi Beta Kappa Graduate, Bachelor of Arts, University of Arkansas

Wenda Huseman

"Deep customer insight is a powerful competitive advantage. A strategic, well executed research program can provide pragmatic, actionable insights that lead to a sound marketing strategy and to bottom line profitability."

Wenda is a general management and strategic planning executive with functional expertise in marketing. She has fourteen years of progressive experience in the mountain resort industry with proven success in creating, positioning and pricing products and services to drive revenue growth and profit contribution.

Enjoying city life as well as the great outdoors, Wenda is fortunate to call Denver, Colorado her home and now engages in high return consulting projects.

Wenda's History:

• Principal Consultant, Clarity Marketing, Colorado
• V.P. Sales & Marketing, Intrawest/Copper & Winter Park, Colorado
• Corporate Advertising Manager, Vail Resorts, Avon, Colorado
• Account Coordinator, McConnaughy Stein Schmidt Brown, Chicago, Illinois
• Bachelor of Arts, University of Iowa, Iowa City, Iowa

We help ski resorts of all sizes maximize the potential revenues from their lift tickets and season passes. From over 30 years in the ski industry, we have developed a process that uncovers hidden revenue opportunities.

Our process is based on a thorough analysis of a resort's current lift ticket pricing, year over year performance, competition, customer segments and customer price sensitivity. From this analysis we produce a comprehensive plan to maximize future revenue and action plans to realize the resort's potential.

Do you have concerns about any of the following pricing or product issues?

• Taking another retail window price increase, especially in this market? Will you lose volume if you do?
• Are you concerned that even though you take price increases, your overall ticket yield does not improve at the same rate?
• Do you have too many ticket products? Is it confusing to your staff and to your guest?
• How should you handle pricing in FY 10 when you expect another year of low demand?
• Pricing is sometimes emotional rather than fact-based

Clarity Marketing approaches all of these issues through the same disciplined, fact-based approach.

• Understand and monitor you competition
• Know the right things about your customer
• Leverage your POS system and research
• Create the right tools to track and forecast your business
• Take price opportunity in season. It is not too late to make changes to FY 10 pricing.
• Change your company culture. Make pricing a priority from executive level to the front line.

There is still significant opportunity to impact FY10 pricing, ticket yield and revenue.

Contact Margie Bootenhoff by phone at (970) 468-2985,
by email at margie@claritymarketinginc.com,
or come to session at the 2009 NSAA
National Convention, "Maximize Revenue with Disciplined LIft Ticket Pricing".