Ep.15 - Evan Kovach of Mountain Creek Resort, New Jersey on Pre-Sell, Pricing Smart, and Winning the Never-Evers

Imagine a ski area that is a 90-minute drive from 20 million people. It sounds like a dream on the business side. But imagine, literally millions of those have never skied before, and there is a massive volume of competing entertainment options. In this episode of Selling Snow, we’re heading back to the East Coast and the hills of New Jersey. Coming off one of their all-time best snow seasons (Yes, New Jersey beat out many iconic western ski areas for snow this year), we sit down with Evan Kovach, General Manager of Mountain Creek Resort, one of the highest-volume ski areas in North America, sitting just outside New York City and serving millions of potential guests. And what’s fascinating about their model… is that it’s not built on powder days or destination travel. It’s built on the science of selling, introducing new skiers to the sport, having an epic terrain park scene, and being the alpine backyard for the New York metro area. We get into how they: Pre-sell 60–70% of their business before the season even starts Use pricing and inventory to actively shape demand Turn night skiing into a massive growth engine And most importantly… how they attract and serve the never-ever skier—the people who are choosing between skiing, the movies, or staying home Because if you want to grow your ski area in today’s market, you don’t just need more skiers… You need a better system for creating them. Now let’s head through the Lincoln tunnel and down I -80 for a chat with Evan Kovach at Mountain Creek Resort, New Jersey. We pulled 12 Actionable Insights from this episode. You can find all of them at www.sellingsnow.com