Selling Snow

Andrew Zwicker
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  • MARKETING
  • UPDATED WEEKLY

Welcome to Selling Snow, the podcast for ski industry pros,  marketers  or anyone who wants to learn more about marketing in the ski business. I’m your host, Andrew Zwicker, with 25 years in and around marketing skiing, and this show is all about learning from the best in the business, so  you can up your marketing game,or just get a peek behind how ski resort marketing works. Our first episodes include hilarious and candid conversations with Michael J Ballingall of Big White, Lonie Gleiberman of Mount Bohemia, Marin Kejvel of Ski Cape Smokey, Jeff Penseiro of Baldface Lodge and Jason Levinthal of J Skis. Every episode tells the backstory on the guest, their ski area or ski business. Then it does a deep dive into how they market and sell their product from spectacular failures to keen wisdom and insights that you can use today to up your own marketing game. Grab a hot chocolate, sit back and enjoy conversations with some of the best on how they are selling their ski business, because there's no business like snow business on Selling Snow.  

  1. Ep.17 - Justin Modroo of Beartooth Basin on How To Nourish The Soul Of Skiing

    2D AGO

    Ep.17 - Justin Modroo of Beartooth Basin on How To Nourish The Soul Of Skiing

    I am so excited about today’s episode. I’ve been hearing about this summer-only ski area near Yellowstone for years and have always been intrigued. Today, we head high above the tree line to one of the most unique ski operations around. The only summer-only ski area in North America, Beartooth Basin. No hotels. No village. No snowmaking. No high-speed lifts. Just 500 feet of steep summer snow, two diesel-powered platter lifts, and a community of skiers who are absolutely obsessed with the place. Our guest today is Justin Modroo, the General Manager of Beartooth Basin, a ski area that operates for only a few weeks each year, but has become one of the most legendary hidden gems in skiing. In this conversation, Justin shares how Beartooth survives with a short summer season, why they intentionally cap skier numbers, how they built a cult-like following without traditional marketing, and why authenticity and community might matter more than luxury amenities in the future of skiing. This episode is a reminder that sometimes the most important thing a ski area can sell isn’t convenience, size or amenities, it’s soul. Plain and simple fun. So let’s head up the Beartooth pass, get our costumes on, hit the mandatory drop in and ski every day like it’s closing day in our conversation with Justin Modroo from Beartooth Basin. Get all 12 Actionable Insights from this episode at www.sellingsnow.com

    1h 12m

  2. MAY 11

    Ep.16 - Noel Landry of Mt. Buller, Australia on Running A Ski Area Like One Long Event

    Today, we’re heading down under to the Victorian Alps,  three hours outside of Melbourne, Australia to a fascinating ski resort model built on collaboration. My guest today is Noel Landry, a Canadian-born ski patroller turned Olympic event operator turned ski resort GM, who now oversees one of Australia’s most collaborative and community-driven mountain operations. In this episode, we dive into what Noel calls “running winter like a 121-day event,” and unpack how Mt Buller operates within a complex mix of private ownership, government-managed infrastructure, community stakeholders, and independent businesses, all while a ski area with some of the best advanced terrain in Australia. We talk about: Why Australian skiing is completely different from North America, How Mt Buller markets the entire resort community together, The challenge of converting snow players into lifelong skiers, Lessons from the events world that apply directly to ski operations, and why collaboration might actually be the greatest competitive advantage a resort can have. There’s a ton of operational and marketing insight packed into this one. So let’s head up to the village in the clouds, and in some creamy down under snow under the gum trees with Noel Landry of Mt. Buller. We pulled 12 Actionable Insights from this episode that you can use to up your own game. Find all 12 at www.sellingsnow.com

    1h 12m

  3. MAY 4

    Ep.15 - Evan Kovach of Mountain Creek Resort, New Jersey on Pre-Sell, Pricing Smart, and Winning the Never-Evers

    Imagine a ski area that is a 90-minute drive from 20 million people. It sounds like a dream on the business side. But imagine, literally millions of those have never skied before, and there is a massive volume of competing entertainment options. In this episode of Selling Snow, we’re heading back to the East Coast and the hills of New Jersey. Coming off one of their all-time best snow seasons (Yes, New Jersey beat out many iconic western ski areas for snow this year), we sit down with Evan Kovach, General Manager of Mountain Creek Resort, one of the highest-volume ski areas in North America, sitting just outside New York City and serving millions of potential guests. And what’s fascinating about their model… is that it’s not built on powder days or destination travel. It’s built on the science of selling, introducing new skiers to the sport, having an epic terrain park scene, and being the alpine backyard for the New York metro area. We get into how they: Pre-sell 60–70% of their business before the season even starts Use pricing and inventory to actively shape demand Turn night skiing into a massive growth engine And most importantly… how they attract and serve the never-ever skier—the people who are choosing between skiing, the movies, or staying home Because if you want to grow your ski area in today’s market, you don’t just need more skiers… You need a better system for creating them. Now let’s head through the Lincoln tunnel and down I -80 for a chat with Evan Kovach at Mountain Creek Resort, New Jersey. We pulled 12 Actionable Insights from this episode. You can find all of them at www.sellingsnow.com

    1h 3m

  4. APR 28

    Ep.14 - Scott Turlington of Tamarack Resort on going from Full Reset to Record Revenue

    Imagine building one of the first new ski areas in North America in years, and just four years in, almost having the whole thing collapse, only to re-emerge years later and realize a slightly adjusted version of the original vision? This week, we’re off to Tamarack Resort in Idaho, a mountain that didn’t just get built from scratch, but had to rebuild itself after hitting some serious turbulence. It's a fascinating deep dive into one of the most unique comeback stories in the ski industry.  We sit down with CEO Scott Turlington, who’s been part of Tamarack’s journey from the very beginning, through the early vision, the 2008 financial crisis, and then returned to lead the resurgence that’s turning heads across the industry. This conversation goes way beyond lifts and snow. We get into what it really takes to rebuild trust with your audience, how to position a resort that’s both destination and local, and why marketing is less about flashy campaigns and more about consistently delivering on your promises. There are lessons here for anyone in mountain ops, marketing, or really any business trying to grow in a competitive space. So let’s get on our blue jeans and head out to the mountain on the shores of Lake Cascade for a chat with CEO of Tamarack Resort, Scott Turlingon. We pulled 12 Actionable Insights from this episode that you can use to up your own game. Find all 12 at www.sellingsnow.com.

    1h 3m
  5. Ep.13 - Cindy Dady and Travis Baptiste of Sunlight Mountain on Hot to Make Skiing Fun and Affordable Again

    APR 20

    Ep.13 - Cindy Dady and Travis Baptiste of Sunlight Mountain on Hot to Make Skiing Fun and Affordable Again

    What if the future of skiing isn’t bigger, flashier, or more expensive—but actually simpler, more human, and more affordable? In this episode of Selling Snow, we sit down with Travis Baptiste and Cindy Dady from Sunlight Mountain Resort, a fiercely independent ski area in Colorado that’s quietly rewriting the playbook. While much of the industry is chasing scale, Sunlight is doubling down on community, experience, and value and it’s working. You’ll hear how they’re attracting loyal destination visitors from unexpected markets like Florida and Texas, convincing folks on the front range to go a bit further, why they’ve resisted raising prices even after major capital investments, and how their “vibe-first” philosophy is turning first-time guests into lifelong advocates. If you’re wondering how smaller or independent resorts can compete and win while updating infrastructure without raising prices, this episode is for you. Now let’s hop in the hot springs and then head up to Sunlight Mountain for a chat with CEO Cindy Dady and Marketing Manager Travis Baptiste. We pulled 12 Actionable Insights from this episode to help you up your own marketing game. Find all 12 at www.sellingsnow.com.

    1h 1m
  6. Ep.12 - Steven Wright of Jay Peak on How Jay Peak Rebuilt Trust and Record Revenues

    APR 16

    Ep.12 - Steven Wright of Jay Peak on How Jay Peak Rebuilt Trust and Record Revenues

    Jay Peak, in Northern Vermont is known for two things: incredible terrain and an absurd amount of snow. But behind that reputation is a much more complex story. After emerging from a high-profile SEC scandal and ownership shakeup, Jay Peak has rebuilt trust and driven record performance—not by chasing premium pricing or polished positioning, but by doubling down on volume, value, and authenticity. In this episode, we sit down with GM Steven Wright to break down how that strategy actually works—from pricing and packaging to filling shoulder periods and building a brand guests believe in. If you’re trying to grow visits and revenue in a real-world operating environment, there’s a lot here worth paying attention to. So grab your pow skis and your bathing suit and let’s head up to Northern Vermont for a chat with President and GM of Jay Peak Steven Wright. We pulled 12 Actionable Insights from this episode to help you up your marketing game. Find all 12 at www.sellingsnow.com

    1h 9m
  7. Ep.11 - Brendan Hickey and Grace Hornbeak of Mt. Shasta - How to win with honesty and keeping it real.

    APR 6

    Ep.11 - Brendan Hickey and Grace Hornbeak of Mt. Shasta - How to win with honesty and keeping it real.

    What if the most powerful thing you could do as a ski area… is just tell the truth? This week on Selling Snow, we head to Northern California to a truly magical place in the shadow of a massive volcano, to return to the roots of what makes skiing fun. In the Northern California region, lovingly referred to as “Almost Oregon,” we connected with  Brendan Hickey and Grace Hornbea from Mt. Shasta Ski Park—an independent mountain that’s carving out its own unique lane in a world of mega passes and crowded resorts. We get into how they’ve built a brand around being approachable, affordable, and human—and why leaning into honesty, instead of hype, is actually driving stronger connections with their guests. Because at the end of the day, what people really care about, is having fun with friends, being outside in a spectacular location, and feeling something real. From turning fixed-grip chairlifts into connection time… to building tight-knit communities through twilight skiing… to showing up authentically in their content—this episode is packed with ideas and learning  for ski areas that want to stand out by being themselves. Grab your crystals, watch out for bigfoot, UFO’s or Lemurians, and let’s head to Mt Shasta Ski Park in Northern California. We pulled 12 Actionable Insights from this episode you can use to up your own marketing game. Find them all at www.sellingsnow.com

    1 hr
  8. Ep.10 - Jim Quimby and Ethan Austin of Saddleback - How To Rebuild From Closed to #1 In The East

    MAR 30

    Ep.10 - Jim Quimby and Ethan Austin of Saddleback - How To Rebuild From Closed to #1 In The East

    Today, we’re heading into the wilds of Western Maine to a true gem of a ski area. It’s always had great skiing. It hasn’t always had operating lifts, but over the last five years, the big mountain Maine skiing local legend is getting noticed. Saddleback Main is a mountain with one of the more unique stories in the industry. Closed for five years, brought back to life during COVID, and now… somehow, just a few seasons later, named the number one ski area in the East. But what makes this conversation so valuable isn’t just the comeback story. It’s how they did it. From rebuilding core infrastructure, to positioning against mega resorts, to creating a product that people genuinely feel connected to—this episode is full of practical insights that other operators can actually use. So put on your earflap toque, watch out for moose, and come get some East Coast Powdah with Ethan Austin and Jim Quimby of Saddleback, Maine.   We pulled 12 Actionable Insights you can use to up your own marketing game. Find all 12 at www.sellingsnow.com

    1 hr
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About

Welcome to Selling Snow, the podcast for ski industry pros,  marketers  or anyone who wants to learn more about marketing in the ski business. I’m your host, Andrew Zwicker, with 25 years in and around marketing skiing, and this show is all about learning from the best in the business, so  you can up your marketing game,or just get a peek behind how ski resort marketing works. Our first episodes include hilarious and candid conversations with Michael J Ballingall of Big White, Lonie Gleiberman of Mount Bohemia, Marin Kejvel of Ski Cape Smokey, Jeff Penseiro of Baldface Lodge and Jason Levinthal of J Skis. Every episode tells the backstory on the guest, their ski area or ski business. Then it does a deep dive into how they market and sell their product from spectacular failures to keen wisdom and insights that you can use today to up your own marketing game. Grab a hot chocolate, sit back and enjoy conversations with some of the best on how they are selling their ski business, because there's no business like snow business on Selling Snow.  

Information

  • Creator
    Andrew Zwicker
  • Years Active
    2K
  • Episodes
    18
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    Selling Snow

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