(B2+) Data-Driven Decisions

TRANSCRIPT
Data-Driven Decisions

NARRATOR:
At first glance, a ski resort might seem like a traditional, low-tech business. But today, even small resorts are using data and technology to become more efficient. Black Mountain in New Hampshire is the state’s oldest ski area and is independently owned. Its operations are now powered by advanced digital tools. Its new owner, Erik Mogensen, is using his software company to handle everything from ticket sales and lesson bookings to equipment rentals and touchless payments. His systems are modernising the resort while collecting valuable data that helps improve operations.

SOUNDBITE -  Erik Mogensen:
“When you don't have data to fall back on and you don't have a marketing plan to fall back on, you're just kind of, like, hoping that it snows one day. And hoping that it snows is not a business plan.”

NARRATOR:
In other words, relying on luck is not a sustainable strategy. Mogensen’s team examines data to understand customer behaviour and make better business decisions.

SOUNDBITE -  Erik Mogensen:
“A lot of general managers will go out and look how many rows of cars are parked and that's kind of how they tell how busy they are. We really want to look at transactional data, down to the deepest level. When are people buying hot dogs and hamburgers, right? How do we staff the cafeteria and at what time?”

NARRATOR:
By analysing real-time sales data, the resort can plan staffing levels more effectively, reduce waste, and deliver a better customer experience. And while independent ski areas can’t match large corporations in size or equipment, Mogensen believes technology helps them compete more effectively.

SOUNDBITE -  Erik Mogensen:
“Vail and Alterra and the large operators, they can do a lot of things at scale that we can't. They can buy 20 snow cats at a time, ten chairlifts. Those type of things. We can't do that. But we're really nimble here at Black.”

NARRATOR:
Being nimble means being flexible and able to adapt quickly — an important advantage for smaller businesses. But it’s not only independents who are using technology to get ahead. At Colorado’s Vail Resorts, one of the largest ski companies in the world, data is central to the business model. They use Bluetooth technology to track guest movements and manage crowd flow. By collecting and analysing this information, the company can predict lift-line wait times and show them on digital screens and mobile apps.

SOUNDBITE - John Plack:
“Our company is a wildly data driven company. We know a lot about our guest set. We know their tastes. We know what they like to ski. We know when they like to ski. And we're able to use that data to really improve the guest experience.”

NARRATOR:
Both large and small operators are learning that data is key to making better decisions — whether it’s planning staff schedules, reducing wait times, or keeping customers satisfied. And for small resorts like Black Mountain, data-driven technology may be the best way to stay competitive, sustainable, and ready for the future.