December 14, 2005
Driving Sales
Mohawk Mountain Ski Area in Cornwall CT, joined the web craze in 2002 – they asked a local teacher to build them a website so they could sell season ski passes on line as well as provide directions and ski conditions to potential visitors.
The original site was difficult to navigate and the online store was not prominent enough to warrant a single purchase in 2 years. The conditions page took so long to up date that often times the conditions changed before they could make the change to the site.
Intelihosts.com created a site that allowed the mountain management to change the conditions in minutes and even allowed for listings trails open and current snow making. Intelihost also made it possible for visitors to purchase season passes and promotional packages of lift tickets online and the management had complete control of the store.
We launched a new www.mohawkmtn.com web site on December 23rd 2004, by Christmas Eve Mohawk Mountain had sold 5 lift ticket packages and one season pass for an average order value of $200.00. In the spring of 2005 the mountain began to put some skis up for sale on the site…this quickly led to sales and the average order value increased to $450.00. This increased the sale of skis that the mountain typically sold at the end of the year by 100%, as once the mountain closed skis were no longer sold.
Typically season passes did not even begin to get sold till the leaves changed on the trees when weekenders and locals alike would visit the area and make their purchase IN PERSON. This summer beginning in June we saw activity on the site…from the middle of June to mid August website sales was at $20,000.00…to date season pass sales and web purchases are over $35K.
This shift in revenue will allow the mountain to make improvements in the pre-season and add to the advertising and marketing budget to increase sales "in-season".
Are these sales they would have made just earlier in the year? We don’t know. We do know that by January 1 they stop selling season passes. In January we will up date this case study and report incremental sales and will determine if ticket packages continue to sell throughout the season.
$0 to $35K in 8 Months!!!
The original site was difficult to navigate and the online store was not prominent enough to warrant a single purchase in 2 years. The conditions page took so long to up date that often times the conditions changed before they could make the change to the site.
Intelihosts.com created a site that allowed the mountain management to change the conditions in minutes and even allowed for listings trails open and current snow making. Intelihost also made it possible for visitors to purchase season passes and promotional packages of lift tickets online and the management had complete control of the store.
We launched a new www.mohawkmtn.com web site on December 23rd 2004, by Christmas Eve Mohawk Mountain had sold 5 lift ticket packages and one season pass for an average order value of $200.00. In the spring of 2005 the mountain began to put some skis up for sale on the site…this quickly led to sales and the average order value increased to $450.00. This increased the sale of skis that the mountain typically sold at the end of the year by 100%, as once the mountain closed skis were no longer sold.
Typically season passes did not even begin to get sold till the leaves changed on the trees when weekenders and locals alike would visit the area and make their purchase IN PERSON. This summer beginning in June we saw activity on the site…from the middle of June to mid August website sales was at $20,000.00…to date season pass sales and web purchases are over $35K.
This shift in revenue will allow the mountain to make improvements in the pre-season and add to the advertising and marketing budget to increase sales "in-season".
Are these sales they would have made just earlier in the year? We don’t know. We do know that by January 1 they stop selling season passes. In January we will up date this case study and report incremental sales and will determine if ticket packages continue to sell throughout the season.
$0 to $35K in 8 Months!!!
