Jay Peak Resort Wins SMART Award for Creative Marketing
April 16, 2018
Vermont Tourism Summit Honors Jay Peak’s Campaign Aimed at Employee Attraction and Retention
April 16, 2018 (Jay, VT)- Jay Peak Resort has been awarded the Vermont Tourism Summit’s SMART Award for Creative Marketing in Tourism. The honor was bestowed on the resort during the 35th Annual Vermont Tourism Summit held at the Equinox Resort in Manchester, VT from April 11-12. The event was attended by travel industry veterans from around the state including Wendy Knight, Commissioner of Vermont’s Department of Tourism and Marketing.
“The primary focus of marketing our destinations and attractions is to potential out-of-state and international visitors, for obvious reasons,” said Knight. “Jay Peak’s campaign took a different direction: its community. They looked hard at what makes an organization successful—its people— and invested considerable energy and resources in a creative campaign aimed at the people in its surrounding communities to showcase the resort’s compelling suite of benefits available to all who joined the Jay Peak team.”
The SMART Award honors a tourism-related business and recognizes its ongoing commitment to Vermont’s tourism industry through creative marketing. Jay Peak received the prestigious accolade for its marketing campaign designed to attract and expand a talented workforce.
“It’s both rewarding and humbling to see your team brought into the spotlight, especially by our peers in the Vermont travel industry,” said Steve Wright, Jay Peak’s General Manager. “In order for our guests to have happy memorable vacations, it’s imperative to have an engaged team where everyone feels valued. That is the greatest competitive advantage we can create as an organization because it translates into great guest experiences.”
Jay Peak’s recruitment campaign centered around an ever-expanding benefits offering. The resort began the program in June 2017 when it announced it was building a new 12-plex of mountain cottages dedicated to employee housing right in its Stateside base area. That was followed by the renovation of the neighboring Inglenook Lodge, a resort-owned property, to expand its employee housing capacity to close to 150. Subsequent offerings were rolled out including a partnership with a local organic farm to promote healthy food choices and the establishment of a $1 million revenue pool to be used for wage increases and bonus programs across all employee categories. The programs were packaged and promoted across print and digital mediums and resulted in a meaningful increase of new hires.
“Employees are the foundation of who we are and how we succeed as an organization,” continued Wright. “Without them, there is no Jay Peak.”
For the latest news on Jay Peak, visit jaypeakresort.com