Turning Slopes into Plates: Elevating Mountain Culinary Adventures for Summer Travelers

Challenge

Beaver Creek Resort, widely known for its exceptional ski slopes and winter activities, faced the challenge of driving summer visitation commensurate with its reputation as a premier travel destination in Colorado. The primary campaign goal was to raise awareness and generate interest in Beaver Creek’s summer offerings through a marketing and communications campaign targeting couples, families and groups by showcasing the extraordinary culinary offerings including several Michelin star restaurants available during the summer months.

Approach

The GroundFloor Media team conducted thorough research; analyzed media coverage and social content; engaged with various chefs and surveyed the resort to identify what differentiated Beaver Creek from other mountain destinations. With these insights, we crafted a proactive campaign that included:

Media relations strategy: focused on creating an earned media program to share curated content, increase brand awareness and drive action. This involved proactive outreach to news outlets in Colorado and priority cities, as well as consumer magazines and business and travel media.

Influencer strategy: involved partnering with both local and national social media influencers to extend the resort’s reach through authentic, experience-based content. Influencers were offered exclusive experiences at Beaver Creek, including VIP treatment, personalized tours, culinary packages and access to special events.

Organic social media strategy: developed videos, posts and reels showcasing the resort’s culinary experts and alpine adventures. This content, tailored to Beaver Creek’s social channels, also supported the Vail Resorts team’s organic efforts while providing the paid media team with standout posts for a paid social campaign.

“The campaign successfully elevated Beaver Creek Resort as a premier summer destination, expanding its reputation beyond winter activities. Working with the GroundFloor Media team allowed us to build authentic media and influencer partnerships that will benefit us for years to come. Additionally, the social strategy and reels the team created took us to a new level of highlighting the resort’s unique culinary experiences.”
Clint Huber
Director of Economic Development, Beaver Creek Resort Company

Results

The campaign successfully repositioned Beaver Creek Resort as a premier summer destination, showcasing its exceptional culinary experiences and strengthening its appeal beyond winter activities. Through strategic media outreach, influential partnerships, and engaging social content, the initiative generated over 500,000 views, a 10% engagement rate, and earned media coverage with a reach of over 473 million, solidifying long-term awareness and interest.