Five Questions with a Ski Resort CMO
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Mammoth Mountain Ski Resort is squarely in the hospitality industry, but its new CMO, Erik Forsell, has spent his career in action sports — and he says that gave him an edge in landing the job.
“They wanted to bring in somebody not from hotel and tourism, but someone who understood the connection to sport and what it does emotionally,” he explained. So after two years, Mr. Forsell left his gig as VP-marketing at Asics and headed over to the Southern California resort.
Milking an emotional connection with guests is key for Mr. Forsell, who’s shaking up Mammoth’s marketing initiatives with a campaign that relies on visitors sharing personal stories through social media. He’s further emphasizing socialization with a redesigned app that includes a Find A Friend feature to locate potential ski buddies on the slopes. And while Mammoth has 1.3 million annual visitors, making it the third-most-visited ski resort in the U.S., Mr. Forsell is trying to raise that number by inking partnerships with Alaskan Airlines and United to increase flights coming into Mammoth.
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