Driving Unprecedented Visitation With Old-Fashioned Family Fun

The Insights

We mined a ton of secondary research, conducted our own primary research, and discovered a few important insights:

• Angel Fire enjoys a considerable advantage in awareness levels versus nearly all other competitive mountains.
• Audiences will travel mainly as families or multigenerationally, between 3–5+ nights.
• Choices are based primarily on price and non-ski considerations.
• Key competitors are perceived as pricier – a potential window of opportunity.
• Respondents like New Mexico for being less crowded, less expensive, and closer to home versus Colorado.
• Of the direct competitors, only Taos, Ski Apache, Crested Butte, and Purgatory are putting sustained efforts behind paid digital targeting potential out-of-state visitors.
• Ski Apache likely targets El Paso, Lubbock, and other markets closer to southern New Mexico, leaving Taos, Crested Butte, and Purgatory as the primary competition (based on awareness levels and marketing efforts).
• Crested Butte and Purgatory emphasize lodging promotions, while Taos focuses on pass sales.