| Mad River Mountain has served Ohio since 1962 and
has built a reputation as one of the premier, small- to mid-sized resorts
in the Midwest. With a history of offering ski programs and specials that
cater to beginner skiers, Mad River wanted to expand its programs to attract
corporations, clubs and other adult-based organizations. To do this, Mad
River developed the Master The Mountain Online Group Sales (OGS) web-based
program. Introduced in 2002, the OGS program, an extension of Mad River’s "Master the Mountain" seasonal group program, provided a shift from a completely labor intensive process of forms and manual data input to a completely automated process. The Master the Mountain program encourages both adults and youths to ski, ride and explore Mad River Mountain in an inexpensive and easy way. Groups of 15 people or more are eligible for MTM OGS membership. Access is granted by the use of a customized group website that uses password-enabled web pages. Group members are able to access discounted seasonal products. The end result is a streamlined process with improved efficiency and minimal new customer acquisition costs. Mad River Mountain recognized, however, that tracking, managing and processing the data generated from the automated, paperless OGS program could be challenging. |
| "In order to ensure the success of our new
program, we needed a system that offered a seamless, end-to-end flow of
guest information, said Samantha Rufo, marketing director for Mad River
Mountain. "After reviewing other industry products, we purchased Siriusware’s
fully integrated ticketing, point-of-sale and guest management system because
we felt their technology and people could provide us with the best integrated
solution on the market." The Salesware system, including Ticketing, Charge Cards and E-Commerce, helps Mad River efficiently track and manage all of resort’s key operations such as ticketing, pass, retail, cafeteria, rental and online sales. Siriusware’s system and technical resources also helped Mad River apply marketing and technology practices innovatively to boost overall program participation. "Nearly 56 percent of Mad River program participants are using the new online system and it’s just in its first year," said Mark Danemann, president of Siriusware, Inc. "With the help of our people and technology, the resort has also seen a 30 percent increase in new business associated with the new OGS programs." Mad River Mountain is also impressed with the results. "We are thrilled with the increase in new business and program participants," Rufo said, "and if other resorts want to do what we did, they need to have a fully integrated, customer based system in place." |
