Public relations plays a central role in the success of winter festivals at ski resorts across North America and Europe. According to the National Ski Areas Association, ski resorts that incorporate seasonal festivals into their winter programming see an average 23% increase in visitor numbers compared to non-festival periods. The strategic use of PR helps these resorts build anticipation, drive ticket sales, and create lasting connections with both local communities and destination visitors. From media relations to influencer partnerships and vendor collaboration, a well-executed PR strategy transforms a standard winter festival into a must-attend seasonal celebration that benefits both the resort and its surrounding community.
Building a Strong PR Foundation
The foundation of successful winter festival PR starts months before the first snowfall. Research from Event Manager Blog shows that 78% of successful festival organizers begin their PR campaigns at least 6 months before their event date. This lead time allows for proper media relationship building, content development, and strategic partnership formation.
Media outreach requires a systematic approach focused on building genuine relationships with journalists and publications. Start by creating a detailed media list targeting local news outlets, travel publications, winter sports magazines, and lifestyle blogs. Each outlet should be researched to understand their coverage areas, editorial calendars, and preferred contact methods.
Press releases remain a valuable tool, but their effectiveness depends on timing and content quality. According to Cision’s 2023 State of the Media Report, 76% of journalists prefer receiving press releases that include multimedia elements such as high-resolution images and video content. When crafting press releases for winter festivals, focus on unique angles that set your event apart from typical seasonal celebrations.
Creating Newsworthy Stories
Media coverage depends on presenting compelling narratives that resonate with both journalists and their audiences. Successful winter festivals generate coverage by highlighting unique elements that make their events newsworthy.
For example, the Ullr Fest in Breckenridge, Colorado, consistently generates national media coverage by celebrating the Norse God of Snow with the world’s longest shot ski attempt. This combination of local tradition, world record attempts, and visual appeal creates multiple angles for media coverage.
When developing story angles, consider these proven approaches:
- Historical significance or milestone anniversaries
- Notable performers or special guests
- Unique cultural elements
- Community impact and charitable components
- Environmental initiatives or sustainability practices
Developing Local Vendor Partnerships
Local vendor partnerships strengthen winter festivals by adding authentic regional flavor and community connection. The Vermont Ski Areas Association reports that festivals featuring local vendors see 45% higher food and beverage sales compared to those relying solely on resort offerings.
Successful vendor partnerships require careful planning and clear communication. Start by establishing vendor criteria that align with your festival’s theme and quality standards. Create detailed agreements covering logistics, space requirements, insurance needs, and revenue sharing arrangements.
Consider implementing a vendor selection process that prioritizes:
- Product quality and uniqueness
- Local reputation and following
- Operational capability
- Social media presence
- Sustainability practices
Social media serves as a critical PR channel for winter festivals. According to Sprout Social, winter sports enthusiasts are 72% more likely to engage with social media content featuring festival activities compared to standard resort promotions.
Create a comprehensive social media calendar that builds excitement before, during, and after the festival. Include:
- Behind-the-scenes preparation content
- Vendor spotlights
- Artist/performer features
- Weather updates
- Schedule highlights
- Live event coverage
- Post-event recap content
Working with Influencers
Influencer partnerships have become increasingly important for winter festival promotion. A study by RhythmOne found that ski resort influencer campaigns generate an average earned media value of $8.50 for every $1 spent.
When selecting influencers, prioritize authenticity over follower count. Look for content creators who:
- Have genuine connections to winter sports or mountain culture
- Demonstrate high engagement rates with their followers
- Create high-quality visual content
- Have experience with event coverage
- Maintain professional communication standards
Successful media relations require consistent effort and professional execution. According to Muck Rack’s State of Journalism report, 91% of journalists prefer email pitches over other contact methods.
When reaching out to media contacts:
- Keep initial pitches brief and targeted
- Include relevant background information
- Offer exclusive angles or access
- Provide high-quality visual assets
- Be responsive to follow-up requests
Crisis Communication Planning
Every winter festival needs a solid crisis communication plan. The International Association of Ski Areas reports that 65% of winter events face at least one significant operational challenge each season.
Develop response protocols for common scenarios:
- Weather-related cancellations or modifications
- Safety incidents
- Vendor issues
- Transportation problems
- Health concerns
Measuring PR Success
Track key performance indicators (KPIs) to evaluate PR effectiveness:
- Media coverage volume and quality
- Social media engagement metrics
- Ticket sales patterns
- Vendor satisfaction ratings
- Attendee feedback scores
Digital Asset Management
Professional visual content management supports effective PR execution. According to HubSpot, press releases with images get 92% more views than text-only versions.
Maintain an organized digital asset library including:
- High-resolution event photos
- B-roll footage
- Logos and brand assets
- Previous coverage examples
- Vendor profiles
Conclusion
Successful winter festival PR requires careful planning, consistent execution, and strategic relationship building. Focus on creating genuine connections with media partners, local vendors, and influencers while maintaining professional standards in all communications. Track results carefully and adjust strategies based on performance data.
To get started:
- Develop a detailed PR timeline working backward from your event date
- Create a comprehensive media contact database
- Establish vendor selection criteria and partnership guidelines
- Build an influencer outreach strategy
- Prepare crisis communication protocols
- Set up tracking systems for key metrics
Remember that successful PR campaigns build momentum over time. Start early, maintain consistent communication, and focus on creating authentic connections with all stakeholders. With proper planning and execution, PR can transform your winter festival into a standout seasonal celebration that benefits your resort and community.
