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Just last year, there were 53.6 million snowsport visits across the country, according to the National Ski Areas Association. Those visits occurred at the approximately 470 ski resorts in operation in the United States, which accounted for more than $3 billion in revenue between 2008 and 2013, according to The Statistics Portal. So if you're part of this industry, it's important to develop and implement a solid marketing strategy using multiple channels of engagement to help your business thrive in any season. Here are 10 impactful marketing strategies for ski and snowboard resorts.

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1. Send personalized promotions via email.

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Staying in touch with current and prospective customers, whether it's through a newsletter or sending a thank you email after a customer's visit, can help drive more bookings. In fact, nurturing your leads—walking them through the booking process with email marketing or even phone calls—can increase sales by an average of 20 percent, according to a DemandGen Report. And personalizing your emails with a special offer could increase those numbers ever more. Issue special promo codes via email or snail mail to customers in your database around a particular theme, such as a new guest invitation or a holiday special, so that the customer is more inclined to make a reservation. Use an online booking system, such as Peek Pro, that allows for easy redemption of promo codes so customers can enjoy a streamlined booking process.

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2. Send snow updates via text message.

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Retailers are already taking full advantage of text message marketing (SMS marketing) to drive sales. Cellit reviewed more than 1,100 campaigns by national retailers and found that SMS has eight times the response rate of email. As a ski and snowboard activity operator, you can encourage past and prospective customers to stay in touch by signing up for text alerts from your company. Keep them engaged by sending relevant updates, such as snow conditions, events on the ski grounds, and promo codes or other special offers.

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3. Connect with travel bloggers.

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Share insider information about some of your most popular trails or details about ski and snowboard experiences you offer throughout the year on a company blog. Sharing this type of content will not only engage some of you site visitors but may also encourage travel bloggers and visitors in the area to blog about your offerings—or try them out and write about them for their audience. Other ways to connect with bloggers: send a company representative to events to network and promote your company, or invite travel bloggers to an event you're hosting or for a complimentary day at your venue.

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4. Host seasonal events.

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Whether you manage a full-service ski resort or a smaller snowboarding operation, host special events around major holidays to catch the wave of visitors in town over the holiday season. For instance, run Christmas specials and promote these holiday packages and add-ons through your website and marketing materials. Make use of an online booking system that allows you to include add-ons at checkout for packages that might include upgrades and specialty services, such as one-on-one instruction with a ski instructor or a discount on gear you sell at your ski and snowboard store.

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5. Take advantage of Facebook.

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Maintain an active Facebook presence to share information about your ski rentals, weather conditions, and any special events or activities you're hosting. Facebook can be a valuable communication tool for skiing and snowboarding enthusiasts since it serves as the perfect platform for sharing photos and videos about your destination in real-time. You could also make use of a Facebook tab that allows for online bookings.Ethan Austin, director of marketing at Sugarloaf Ski & Golf Resort, explains how Facebook has been such a valuable part of the company's marketing strategy. In a podcast, Austin explained that the resort's Facebook following is now one of the largest among all New England ski resorts. The company posts captivating content every single day, has a full-time videographer on staff to capture high-quality videos to share, and even has a snow reporter to come in and share current weather conditions with photos and videos of the area.

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6. Share video demos and tutorials for beginners.

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First-time skiers and snowboarding enthusiasts may appreciate a quick introduction from the pros. Share short videos of what to expect at your venue and an introduction on how to use basic gear and equipment. How-to videos are viral by nature—the latest Google Data reveals searches related to "how to" on YouTube are growing 70 percent year over year, indicative of consumer trends to seek out ways to learn new skills. Post your videos on YouTube and share them on your website, blog posts, and across social media to attract more prospective customers.

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7. Stay in touch with a seasonal newsletter.

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Email newsletters can be a very effective way to promote your message. The experts at Convince and Convert reveal that people who buy products marketed through email spend 138 percent more than those who did not receive email offers. In addition, 44 percent of email recipients made at least one purchase based on a promotional email. This means that many of your email recipients may be willing to book a reservation just by clicking through an email offer they received. Send a newsletter to your email list every month informing them about the latest developments at your destination, to share skiing and snowboarding tips from the pros, and to promote any specials and packages you are running at the time.

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8. Run "bring a friend" offers to build your customer base.

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Increase your customer base by letting your existing customers do some of the marketing for you. Tim Warren of Travel Business Success references a study from Nielsen that reveals 92 percent of consumers trust word-of-mouth marketing the most. He also emphasizes the importance of having "social proof"—a measure of your company's impact on others.As a ski and snowboard activity operator, you need to generate social proof in the form of word-of-mouth referrals, positive reviews posted online, and any positive content surrounding your business to acquire new customers. Running a "bring a friend" offer by extending a deep discount on a second booking or running a 2-for-1 booking deal for a short period of time can help with this strategy.

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9. Get on the social media bandwagon.

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Facebook isn't the only platform to engage past and prospective customers. Generate buzz about you company by sharing videos, photos, and updates on Twitter, Instagram, or sharing brief updates on micro-video sites like Periscope. Social media sites can complement your marketing strategy by giving you another outlet to share content about your business. Whether this is in the form of behind-the-scenes footage of your team preparing for a ski event or a step-by-step guide on how to choose the right snowboard, start creating and sharing content to engage fans and followers in new ways. Ski and snowboard activity operators can share images of current snow conditions, beautiful photos or short videos of the landscape, or short video captures of customers enjoying an activity.

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10. Become an authority on skiing and snowboarding in the community.

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Develop a strong presence in the community by hosting educational workshops about skiing and snowboarding techniques, gear, and other details for area residents that may enjoy these adventure activities as a hobby. Become an authority by positioning your owners or lead tour guides as educators about the sport and the industry, answering questions about the sport on your blog, posting video tutorials, and sharing insights via social media for the audience at large. All of these activities can help to set your company apart from the competition and attract more guests. From sending snow updates via text message to running exclusive promotions and offers, there are several ways to reach out to your target customer and book more reservations each season. Use these marketing tips and strategies to generate more bookings for your ski and snowboard activities business.

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Read about King's Landing and their experience moving onto the Peek Pro booking system

Today’s world is unpredictable. Every day we face unique challenges that need to be confronted head-on. This can become overwhelming, and we find ourselves facing a number of questions. ‍

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How can I maximize revenue in every step of the customer journey?

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How can I talk to my customers, quickly and powerfully?

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How can I grow my customer base and scale my operations?

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‍Peek launched over 700 updates to help operators thrive during the pandemic. Now we’re thrilled to unveil a special update with even more new features and tools to help you answer these questions and more.

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Introducing Peek Pro 7: the most advanced operating system for experiences, giving you the tools to be unstoppable.

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7 ways to achieve unstoppable growth:

1. Say Hello to Memberships

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Your loyal customers represent a steady revenue stream that returns to your business again and again. Why not take advantage of their customer loyalty by offering them a membership?

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Here are some the benefits of Peek’s brand new memberships feature:

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Maximize Revenue  

• Generate a dependable, steady stream of income from your most passionate customers.
• Launch a marketing campaign in May to boost cash-flow at the start of your season.

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Flexible Configuration

• Create unique memberships that work for your business. Peek’s flexible configuration rules allow you to customize everything from duration and pricing, to imagery and description.

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Customer Loyalty Rewards

• Hold onto your most frequent guests by offering them exclusive access to unique benefits and perks.

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Total Back Office Control

• Easily track and download member information and membership revenue with new back-office reporting.

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With Peek Pro 7, setting up Memberships is easy. If you’re already using Peek, you can find detailed instructions here. If not, set up a call with our sales team here to find about memberships and more.

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What are some examples of membership programs I could offer?

2. All Together Now

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New to Peek Pro 7, your customers now have the ability to view and interact with important booking details through Customer Portal! This customer-facing feature allows your customers to easily access all their booking information in one spot, and make any necessary changes prior to the start of the activity.

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These self-service tools enable you to spend less time manually updating bookings and more time focusing on creating the best experience possible for your customers!

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Your customers can seamlessly access their Customer Portal through one of three ways:

• In the booking widget after a purchase has been completed
• In an automated email triggered at a time of your choice
• Via SMS text message

With Customer Portal, you control the information that your customers see prior to their booking. Customize your Customer Portal by designing your own unique layout that reflects your company’s branding and values. Once you’ve chosen your theme, select which actions you’d like to include:

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‍Top Tip: Include a customer testimonial or a highlights video so customers know what to expect and get excited for your experience!

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‍Learn more about how Customer Portal can help you share the most important details with your customers and save time on manual back-office tasks in this Helpdesk article.

3. Instant Connection

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Drive demand and broaden your customer base with direct integrations to your favorite resellers, using new industry-standard technology OCTO.

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Octo is an industry standardization protocol for sharing booking and availability information with large reseller platforms; Peek is a founding member of the OCTO development committee and we are working with other platforms across the travel industry to solidify this as the industry standard.

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Configure your products to resell with partners that fit you. Send custom API keys to any resellers, or set up one of our new integrations with TourDesk, Tiqets, Klook, and many more.

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‍Here are some of the benefits of Peek’s ‍Reseller Hub:

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All-in-One Integration Management

• Manage all your reseller activity directly from Peek Pro, from product migration to sales revenue.
• Access all your bookings in one place and see the big picture when it comes to your business.

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Streamlined Configuration

• Setting up an activity on Peek Pro’s Reseller Hub is easy and can be created for both rentals and activities.
• Package all your activity and rental information into a format that directly integrates with 15 resellers (and counting!).
• This is a one-time process that can be applied to all connections instead of configuring these settings for every reseller.

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Reseller Reporting

• Use Reseller Reports to analyze all bookings and commissions from connected resellers.
• Identify trends and useful insights by tracking booking quantity and purchase size.

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Complete Control

• Choose which ticket types, time-slots and durations can be sold by your resellers.
• Customize rules for each reseller to maximize revenue; allow your most valuable resellers to sell more tickets.

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Currently working with a reseller that doesn’t have a direct Peek Pro integration? Not a problem: easily share Peek Pro’s API documentation to start working towards building a connection.

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With Peek Pro’s Reseller Hub, you have the power to effortlessly integrate with your favorite resellers. Check out how you can start setting up your reseller integration in this Helpdesk article.

4. Talk Less, Say More

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Communication is crucial when it comes to providing a superior guest experience. Peek Texting enables automated text messages to US & Canada-based customers, ensuring your guest stays informed at every step of their experience. Provide them with the most up-to-date information by sending out meeting points, weather updates and reminders.

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‍How can I use Peek Texting?

• Booking Confirmation

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Keep your customers informed quickly and efficiently. Once a booking is made, automatically send a text confirming their reservation and share all key information needed like activity time, meeting location and any other details.

• Smart Reviews

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Capture more five-star reviews by sending a follow-up text once an activity ends! With Peek Texting,  you can enable automated texts to send following the completion of an activity. These texts will link out directly to your review form to guarantee all customers have the opportunity to write an amazing review!

• Activity Reminder

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Trigger automated text messages to go out 24 hrs before an activity to cut down on no-shows and late arrivals, and make sure your customers stay up-to-date with important info.

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Set up Texting in minutes using Peek’s optimized default text template, or create an original template and put your own unique spin on it! Learn more about seamlessly communicating with your customers using Peek Texting in this Helpdesk article. With Peek Texting, you can ensure there’s never a miscommunication!

5. All Hail Scale

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Peek Pro 7 not only gives you the software tools to be unstoppable, but also helps you obtain the necessary capital to take your business to the next level. With Peek Capital, you can get a business loan from approved lenders ranging from $1K to $5M at the most competitive rate. As travel returns to pre-pandemic levels, now is the time to invest and make the most of the impending flush of customers.

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Accessing capital opens up a range of possibilities for growth and taking your business to the next level:

• Add more products and experiences to your offering
• Hire more tour guides and staff
• Invest in your brand and new marketing strategies
• Cover unexpected costs that may arise
• Purchase new equipment

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While other loan processes can be challenging and prolonged, Peek Capital works with lenders to fast-track your loan. Filling out an application takes around 15 minutes and you could get access to funding in as soon as 24 hours after approval. Peek’s lending partners work with you to find the capital option that’s right for your company and can provide the  growth opportunities to take your business to the next level. Learn more about Peek Capital and easily apply for different funding options here.

6. The Price is Right

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Peek’s advanced dynamic pricing functionality gives you the tools to drive additional revenue and demand based on your customers’ behavior.

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Attract more customers on slower days and boost profit on your busiest. Set up your pricing to reflect expected demand for your most popular times of the year, as well as slower periods.

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To get started select your rule, create the specifics and then apply to your different activities. Take advantage of some of the use cases below to maximize revenue and ensure no ticket goes unused:

Maximize revenue on busy weekends

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• Does your business get super busy on the weekends? Set up your dynamic pricing in advance so that your weekday tickets differ from weekend prices. Creating a weekend rule ensures a revenue boost for when customers inevitably book on Saturday and Sunday.

Increase last-minute bookings

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• Sell every ticket with Peek’s Last Minute Availability dynamic pricing rule. Offer last-minute discounts to fill open spots in activities as you get close to the start of an activity. Your last seats are the most profitable as you’ve already met your fixed costs so this is a great way to maximize revenue and overall bookings.

Boost demand for quieter timeslots

• Early bird or night owl? If your activity is more popular in the evening, set up a rule that offers your morning hours at a discounted rate. Choose your desired time range for the advanced pricing rule and watch as you increase morning bookings.

Check out our Helpdesk article to learn how you can easily set up advanced dynamic pricing to maximize revenue and boost demand!

7. The More You Know

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Peek Pro 7 offers even more customizable reporting options to help you explore, analyze, and share real-time insights easily and drive better outcomes that benefit your business. Some of the new reporting functionalities available in this update include Membership revenue & member data, Custom Question breakdowns and additional Reseller reports.

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Here’s a reminder of some of the most helpful business intelligence reports accessible on Peek Pro:

Manifest Based Sales Report

• See total sales broken down by activity and start time for a custom date range to see which activities are your biggest sellers at different points in the year.  
• You can also add additional purchase types such as add-ons and tips to get a more granular understanding of additional revenue from each activity.
• Use this information to identify trends and optimize your marketing campaign calendar.

Mobile vs Web Online Sales Report

• Get an in-depth look at whether your customers are booking from their mobile device or planning in advance from their desktop computer.
• If you're getting the majority of bookings from mobile, it might be a sign to optimize your booking flow and site for mobile usage rather than desktop.

Resellers Report

• Track the bookings and commissions of all activities sold through your connected resellers. Use this report to see which resellers are most successful, break this down by the number of bookings and purchase sizes  
• Use these insights to determine cut-off limits for your different resellers. For example, if one reseller tends to get more high-value bookings you may want to increase the number of tickets they can sell per time slot.

Sales Day by Weekday

• You can see which days of the week are busiest and generate the most revenue for you.
• Configure your Advanced Dynamic Pricing rules based on the findings of this report. If certain days of the week attract a higher number of customers you may want to increase prices to drive demand to quieter days.

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Peek Pro’s reporting system not only is key for tracking the different metrics of your business, but it provides information fundamental to making the most important decisions. Discover more of Peek Pro’s advanced reports in this Helpdesk article.

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Peek Pro 7 is so much more than your average software update. These new tools build on an already state-of-the-art product, allowing you to further maximize revenue, communicate powerfully with guests and scale your business.

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Already using Peek Pro? These tools are available to use today! If you’re not yet using Peek Pro, schedule a free demo to see how Peek can help you be unstoppable.

For rental business owners, potential profit is just as vital as the thrill of providing unforgettable experiences. In this article, we'll uncover the real numbers behind equipment rental business earnings.

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How much can you really make? 

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We'll break down revenue per product, explore strategies to boost profits, and provide tailored insights for your niche. Whether you're an established operator or just starting, this article is your guide to maximizing equipment rental business profits.

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What is the Profit Potential for Recreational Equipment Rental Businesses?

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To provide clarity on potential earnings in the equipment rental business, we've outlined product-specific revenue per hour.

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Kayak Rentals: The profit potential for kayak rentals can vary widely. On average, kayak rentals can bring in anywhere from $15 to $50 per hour per kayak. During peak seasons and in popular tourist destinations, kayak rentals can generate substantial profits.

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Jet Ski Rentals: Jet ski rentals tend to have higher profit margins compared to other watercraft rentals. On average, you can charge between $75 to $150 per hour per jet ski. This means that a well-managed jet ski rental business can make a significant income during the season.

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Bike Rentals: Bike rentals can also be profitable, especially in areas with high tourist traffic. Prices for bike rentals typically range from $10 to $30 per hour per bike. The profitability will depend on the number of bikes you have available and the duration of the rental season.

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Watercraft Rentals: For general watercraft rentals, profitability can be substantial, with hourly rates ranging from $50 to $150, depending on the type of watercraft and location.

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Insurance Plans For Rental Businesses

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To protect your equipment rental business, it's crucial to invest in comprehensive insurance plans. Insurance helps mitigate risks associated with damage, theft, and accidents involving rented equipment. 

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The cost of insurance can vary based on factors like the type and value of equipment, location, and coverage limits. On average, insurance costs for equipment rental businesses can range from $480 to $660 annually, depending on the extent of coverage needed.

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How to Balance Risk and Profitability in Rental Operations?

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Balancing risk and profitability in rental operations involves careful planning and management. This includes maintaining equipment, implementing safety measures, and setting appropriate rental rates. By maintaining a balance between risk and profitability, you can ensure the long-term success of your equipment rental business.

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How To Increase Business Profitability?

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To increase the profitability of your equipment rental business, consider the following strategies and examples:

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Maximize Equipment Utilization: To make the most of your equipment, ensure they're rented out as much as possible. For instance, if you own a kayak rental business near a popular lake, consider offering guided tours, group packages, or evening rentals throughout the day to keep your kayaks in constant use.

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Enhance Customer Experience: Improving overall customer satisfaction is essential for repeat business and positive word-of-mouth. Train your staff to provide exceptional service, offer safety demonstrations, and provide complimentary gear like life vests and paddles to ensure a hassle-free and enjoyable rental experience.

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Increase Rental Rates Strategically: Adjust your pricing strategy to maximize revenue while staying competitive. For example, if your jet ski rental business experiences high demand during summer weekends, consider increasing rates during peak hours or on holidays when demand is at its peak.

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Optimize Marketing Efforts: Use online advertising and social media to promote your equipment rental business with visually appealing content and clear calls to action, encouraging potential customers to make bookings. 

As a rental business, it is also recommended to forge partnerships with local businesses for cross-promotion and increased visibility. You might also want to join local events and festivals during peak season to advertise your rental business. 

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Manage Cash Flow Wisely: Create a cash reserve for off-season periods, allowing you to cover expenses during slower months without impacting your profits. These strategies, when implemented effectively, can help you achieve higher profitability for your equipment rental business. Continuous evaluation and monitoring of your operations are essential to measure the impact of these strategies and make adjustments as needed.

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Conduct Regular Property Maintenance: Regularly inspect and service your equipment to prevent breakdowns and extend their lifespan. Likewise, invest in the upkeep of your rental equipment, ensuring it remains clean, safe, and visually appealing to attract and retain customers. Well-maintained assets not only reduce repair costs but also enhance your business's reputation, leading to increased bookings and profitability.

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Implement Online Booking Systems: Consider implementing an online booking system that allows customers to reserve equipment conveniently from their smartphones. Additionally, employ GPS tracking systems on your rental vehicles or watercraft to optimize logistics, monitor usage, and ensure the safety of your equipment. 

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These solutions, when implemented effectively, can help you achieve higher profitability for your equipment rental business. Remember that continuous evaluation and monitoring of your operations are essential to measure the impact of these strategies and make adjustments as needed.

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Key Takeaways

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• Profit Potential for Equipment Rental Businesses: Understanding the profit potential for different equipment types is essential. Kayak, jet ski, bike, and watercraft rentals can yield varying profits, with jet ski rentals typically having higher margins.

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• Insurance for Protection: Investing in comprehensive insurance plans is crucial to protect your rental business from damage, theft, and accidents. On average, insurance costs for equipment rental businesses range from $480 to $660 annually.

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• Strategies for Increasing Profitability: To boost your equipment rental business' profitability, focus on maximizing equipment utilization, enhancing customer experiences, strategically adjusting rental rates, optimizing marketing efforts, and managing cash flow wisely. Regular property maintenance and implementing online booking systems can also contribute to higher profits when executed effectively.

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Learn How Holloways Marina Uses Peek for Automation

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Frequently Asked Questions

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Do equipment rental companies make money?

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Yes, equipment rental companies have the potential to make money. The profitability of an equipment rental business depends on various factors such as location, the types of equipment offered, pricing strategies, demand, and effective management. When properly managed and in the right market conditions, equipment rental companies can generate significant revenue and profit. However, like any business, success depends on factors like cost control, marketing, customer service, and adaptability to market changes.

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How much does it cost to run an equipment rental business?

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The cost of running an equipment rental business can vary widely, with annual expenses ranging from $13,000 to $50,000 depending on factors like, business registration, insurance, maintenance, staffing, advertising, and equipment value.

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Can a rental business be more profitable than a retail business?

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In certain situations, a rental business can be more profitable than a retail business. This profitability hinges on factors like lower overhead costs, consistent asset utilization through repeated rentals, market demand for temporary use items, longer asset life cycles, and the flexibility to adapt to changing market conditions. However, it's important to remember that the profitability of any business, whether rental or retail, depends on effective management, competitive pricing, marketing strategies, and location, and it ultimately varies based on specific circumstances and the ability to meet customer needs and expectations.

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Read about Dylan's Tours and how they became one of the largest operators in San Francisco