Posted by Isolde Decker-Lucke
For those of us who live on the east coast and are looking to ski without getting on a plane, Vermont’s ski resorts offer many options for untouched glades, fresh corduroy slopes, and even the ‘Longest Season in the East’ at Killington Resort. Since Skyhook’s headquarters are located in Boston, we were curious about skiing in Vermont - which resorts were considered a ‘local spot’, where our own Bostonians were favoring, and what else people were interested in. We were also interested in looking at our database and seeing if we could learn anything about the type of people who visit Vermont resorts, and what might draw them to a specific resort. This information can help resorts better understand their customers, where and how to advertise, and drive conversations about potential partnerships, events and offerings to drive traffic and ticket sales.
We analyzed foot traffic over a 23 day period of nine ski resorts in Vermont around the holidays. We then compared the anonymized Mobile Advertising IDs seen at these resorts to our database of location intelligence to learn more about these visitors’ preferences. This analysis is a very basic example of the type of insight that can be found by working with Skyhook.
At Skyhook, our location network and partners provide us with access to massive amounts of anonymous, precise mobile device location data. This data allows us to generate valuable insights into the behaviors of anonymized mobile users as they move throughout their day.
For this analysis, Skyhook initially looked at mobile detection in the mapped out areas of Vermont ski resorts that are larger that 300 acres. We looked at the following resorts’ traffic from December 27, 2019 through January 19, 2020:
The map below shows the homes states of the visitors detected in Vermont's ski resorts. The darker blue indicates a higher percentage of visitors to the resorts.
Vermont Ski Resort Attendance by State Residents
The graphic below breaks down by resort. The percentages indicate the amount of visitors detected at that resort from a certain home state. We can see which resorts saw the highest traffic from local Vermont skiers during the holiday weeks, for example.
New Hampshire Skiers:
New York Skiers:
Vermont Skiers :
New England Skiers:
Overall Device Traffic at Vermont Ski Resorts
The days that the combined resorts saw the highest traffic are listed below, starting with the busiest day from the observed time frame:
Each resort offers unique attractions that will draw different types of visitors. Some mountains pride themselves on the number of trails and skiable acres, while others are focused on backcountry skiing or night skiing. We’ve just touched on the information our location data can provide. A company could dive deeper into foot traffic at resorts across the US and identify if billboards in Boston actually drive skiers to a resort, if night skiing drives a different clientele compared to normal hours, or how multi-mountain passes influence the number of people at a certain resort. Skyhook can provide the location data to help resorts answer those hypothesis.
Find out more about Skyhook’s Geospatial Insights offering!