Environment Scanning ∘ February 7 – February 20

Local News

January Home Sales Show Historic Increase

•  Nearly 100 homes were sold in Harrisonburg in the month of January 2020, a 32% increase from sales in January 2019. 
• This increase may be attributed to a national and local housing shortage, low interest rates, a strong economy, and consumer optimism.
• New families populating the area could result in a larger presence of guests at Massanutten Resort or more season pass holders.

Shenandoah Aims To Attract More Tourists

• The Page Valley Arts Council, a group that promotes tourism within the Shenandoah Valley, is hosting events to attract people to the area and boost the town’s profile. 
• Attractions such as Music and Art in the Park, Ghost Walks, and a community yard sale aim to entice people to visit the Shenandoah region. 
• More tourists in the area will provide business to small and local businesses, such as restaurants, shops, and hotels.
• As Massanutten Resort is located in the Shenandoah Valley, it will benefit from the increased amount of visitors in the area and can also contribute to the efforts of recruiting people to come.

Social Media

MASSANUTTEN PRESENTS PALE FIRE TAP TAKEOVER – Facebook

Massanutten Resort is partnering with Pale Fire Brewing Co. for an all-day tap takeover. This is great way for the brewery to gain more exposure and potential customers and is a way for the resort to promote the Shenandoah area. By drawing tourists, resort patrons also provide business to companies nearby, tying into the article mentioned above.

RECOMMENDED ACTIVITIES AND TIPS TO BETTER YOUR STAY AT MASSANUTTEN RESORT – Blog

This blog promoting Massanutten Resort is a great way to gain exposure. The blogger has credibility among parents, especially mothers. Her recommendations may heavily influence families’ decisions of whether or not to come to the resort or what to do when there.

MASSANUTTEN’S 3RD ANNUAL SNOW MOON FESTIVAL – Facebook

With an arctic plunge, brunch, live music, tap takeovers, fireworks, and a torchlight parade, this event will draw young people and families alike. It is a great way to showcase the variety of activities that the resort is able to host, while profiting and raising money for charity.

Industry News

Cold air arrives just in time to salvage Presidents’ Day weekend for skiers in the Mid-Atlantic

• Ski resorts, from Pennsylvania to Virginia, are producing extra artificial snow due to the cold weather that is moving down the east coast.
• Snow loss, due to rain and melting during President’s Day weekend, is being countered by over three inches of natural snow has fallen at the high country ski areas.
• Conditions for skiing in the Mid-Atlantic will be ideal over the next few days due to cold temperatures, wind, and increased snow production.
• With these optimal conditions, Massanutten Resort attendance can be expected to increase this week.

What’s New in Ski Country This Season

• Ski resorts are improving their technologies to attract millennials and Gen Xers, groups who are typically less interested in skiing and snowboarding than previous generations. 
• Faster chairlifts, more modern accommodations, radio-frequency identification (RFID) lift passes and apps that provide challenges and awards while on the slopes are all technologies that have been implemented so far. 
• Airline corporations and bus services are providing transportation directly to popular ski resorts.
• As Massanutten Resort has been open since 1973, some of its facilities and machinery may be outdated and be unappealing to younger people. 

Advisory

The boom in home sales provides an opportunity for Massanutten to target local families to purchase season passes. Massanutten should continue partnering with local establishments for events to do its part in boosting tourism around Shenandoah. With the weather being in prime ski condition, more people will be hitting the slopes. While the resort has started increasing its snow production accordingly, it needs to ensure that lifts and facilities are working properly and are fully staffed to account for the spike in patrons. It should also take inventory of outdated machinery around the resort and make plans to update them.