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Bonanza Photo - Jen Schmidt Instructor Megan McInally and her pupil Brian Wigbe ride the conveyor belt with Diamond Pete Thursday afternoon.
Ask any of the staff members at Diamond Peak Ski Resort, and most will tell you it's a different place - with different being a good thing.
Whether it's a more friendly staff, smaller ski and snowboard classes or a less-crowded mountain, their positive excuses to choose Diamond Peak over the other Tahoe resorts are a plenty.
And, of course, there's Diamond Pete.
"Oh yeah, Diamond Pete goes out and skis with the kids; Kids can relate to him," said Milena Regos, marketing coordinator for Diamond Peak. "He's going to go out there with Santa on the 23rd, 24th and 25th, handing out candy canes and things to the kids.
Whether it's a more friendly staff, smaller ski and snowboard classes or a less-crowded mountain, their positive excuses to choose Diamond Peak over the other Tahoe resorts are a plenty.
And, of course, there's Diamond Pete.
"Oh yeah, Diamond Pete goes out and skis with the kids; Kids can relate to him," said Milena Regos, marketing coordinator for Diamond Peak. "He's going to go out there with Santa on the 23rd, 24th and 25th, handing out candy canes and things to the kids.
"The kids just love him."
Diamond Pete, a human-sized penguin, is Diamond Peak's mascot and is one of the many elements Regos and other staff are implementing in the mountain's new marketing plan for the '07-'08 season.
Dubbed "Your Tahoe Place ... For Kids," the plan is aimed at children, whether they are from Incline, the Tahoe Basin or the San Francisco Bay area, in an effort to attract kids -and their parents - to Incline Village's lone ski mountain.
"If we can turn people on to skiing when they're in their very early years, chances are they're going to be skiing for life," said Ed Youmans, Diamond Peak general manager. "If we get a 15-year-old to ski for the first time, they might not pick it up. This is really going to help recruit the next generation of skiers at Diamond Peak."
There are two statistics from last year's season that stick out from the rest when marketing plans for this season were discussed, Youmans and Regos said.
Diamond Pete, a human-sized penguin, is Diamond Peak's mascot and is one of the many elements Regos and other staff are implementing in the mountain's new marketing plan for the '07-'08 season.
Dubbed "Your Tahoe Place ... For Kids," the plan is aimed at children, whether they are from Incline, the Tahoe Basin or the San Francisco Bay area, in an effort to attract kids -and their parents - to Incline Village's lone ski mountain.
"If we can turn people on to skiing when they're in their very early years, chances are they're going to be skiing for life," said Ed Youmans, Diamond Peak general manager. "If we get a 15-year-old to ski for the first time, they might not pick it up. This is really going to help recruit the next generation of skiers at Diamond Peak."
There are two statistics from last year's season that stick out from the rest when marketing plans for this season were discussed, Youmans and Regos said.
First, nearly one-third of all lift tickets sold last season - 32 percent - were to children. And second, 91 percent of all visitors last year brought with them at least one family member.
"We're trying to plant that seed, growing the next generation of riders," Youmans said. "The most important thing here is the little ones are the ones convincing the parents to come too. Parents aren't going to want to take their kids somewhere where they're going to be bored."
The marketing plan reveals five ultimate goals to reach by the end of the season. They are: Position the resort as the place to bring one's family to experience winter, snow, skiing and boarding; provide superior customer service via a new customer service program; position the resort as the most family-friendly mountain in Lake Tahoe; position the resort as the best place to learn how to ski or snowboard; and create measurable programs.
To achieve those goals, Diamond Peak staff hired representatives from EXL Media to advertise the mountain's marketing plan. Billboards, radio spots and television commercials are among the marketing ploys being used.
"We're trying to plant that seed, growing the next generation of riders," Youmans said. "The most important thing here is the little ones are the ones convincing the parents to come too. Parents aren't going to want to take their kids somewhere where they're going to be bored."
The marketing plan reveals five ultimate goals to reach by the end of the season. They are: Position the resort as the place to bring one's family to experience winter, snow, skiing and boarding; provide superior customer service via a new customer service program; position the resort as the most family-friendly mountain in Lake Tahoe; position the resort as the best place to learn how to ski or snowboard; and create measurable programs.
To achieve those goals, Diamond Peak staff hired representatives from EXL Media to advertise the mountain's marketing plan. Billboards, radio spots and television commercials are among the marketing ploys being used.
Two commercials, which star only Incline Village youths, are displaying on select TV stations in Incline, the Tahoe Basin and the Bay area. They are showing on channels that children most watch, according to various statistics.
"The kids absolutely love the TV spots," Regos said. "They feel like they are little stars."
Regos said the billboards should be going up any day now in the Bay area.
The whole goal of the marketing plan is to get kids to see the advertisements, then convince their parents that Diamond Peak is the right choice, Youmans and Regos said.
"These are the people we have fun here, the kids. We really feel it is the culture of Diamond Peak," Regos said. "We're very kid-friendly, and it seems like (the marketing plan) is being received very well by our staff and the community."
"The kids absolutely love the TV spots," Regos said. "They feel like they are little stars."
Regos said the billboards should be going up any day now in the Bay area.
The whole goal of the marketing plan is to get kids to see the advertisements, then convince their parents that Diamond Peak is the right choice, Youmans and Regos said.
"These are the people we have fun here, the kids. We really feel it is the culture of Diamond Peak," Regos said. "We're very kid-friendly, and it seems like (the marketing plan) is being received very well by our staff and the community."
