The 'Proof is in the Shot': Why Vail's New Pivot is Years Behind Authentic Storytelling
Weather UnFiltered with Mike Bettes and Dr. Rick Knabb, chatting on Sierra Storms, Patterns and #StokeLevel
Buenos dìas, my friends, Cup'O'Joe in hand, #StokeLevelSolid.
There's a definite feeling of change in the air, and it's not just in the weather patterns we're tracking.
That same feeling of a major shift is happening over at Vail Resorts. Rob Katz, the architect of the Epic Pass, is back in the CEO seat, and he's facing a very different landscape than the one he helped create.
In their recent fiscal year-end earnings call, Katz was refreshingly straightforward. He acknowledged that pass sales growth is "limited" (unit sales are down 3%) and that total skier visits actually declined 3% across their North American resorts last season.
His diagnosis? "The way we're connecting with guests has not kept pace with the rapidly evolving consumer landscape."
Having worked inside the Vail Resorts system right here in the Tahoe Basin, I can tell you he's right. But the problem is deeper than he might think.
His new plan is to pivot from their old email marketing engine to social media and influencers. But that email engine isn't just "no longer as effective," it's lost. It's completely lost on the "core" skier and rider who just sees it as noise, and it's totally lost on the "never-ever" guest who has no connection to it.
And the #Epic brand itself? Humbly, it's become old and tired. It's a logo, not a feeling.
This isn't a new problem. This challenge of "how to connect" is something I've been tackling my whole career.
I was at KirkwoodMtn years ago, and my good friend and a truly incredible marketer, Tim Cohee, and Kirkwood were facing this exact hurdle every single day. We were being massively out-spent and completely drowned out by the overall Sierra marketplace.
How do you cut through that noise? How do you prove your experience is better when your ad budget is a fraction of your competitors'?
Tim's concept was simple but revolutionary at the time: ‘WhaPow’—we would film every day on the mountain. Seven days a week. Rain, snain, snow, or pure, deep #KirkwoodMtnCeriftiedColdSmokePOW. We showed the real conditions. We showed the fun. We showed the people.
Our philosophy was: The proof is in the shot. The proof is in the video. The proof is in the #POW.
It wasn't about a discount or a corporate logo. It was about showing up, being authentic, and sharing the #Stoke. And, it worked.
What Vail is just now pivoting to—this idea of authentic, social connection—is the very thing we've been doing for years. That concept of "daily proof" is more critical now, in this crowded digital blizzard, than ever before.
Court Leve is an award-winning photographer and videographer based in Truckee, California, with over 20 years of professional experience. Originally from Missouri, he moved to Truckee in 2001 and has since built a distinguished career capturing stunning visuals across a wide range of commercial, portrait, and corporate event projects. His work has been featured in regional, national, and international publications, and his assignments have taken him to remote and breathtaking locations, as far as 63° south to Antarctica and 80° north to Svalbard. In addition to his expertise behind the camera, Leve is an FAA-licensed and insured Part 107 drone operator, allowing him to deliver striking aerial perspectives. Dedicated to giving back, he regularly volunteers his services for non-profits and supports local artists and business owners by creating compelling story profiles several times a year.
And this is what Court and I do.
We bring that "proof is in the shot" philosophy to any business, big or small.
This is where video is the key. It's the only medium that cuts through the mire. It's the proof.
We are the boots on the ground. Court Leve Productions is the modern version of that "WhaPow" crew, ready to bring your authentic message to life by capturing the real, human moments that define your brand or cause.
Cooper Marketing & Media then builds a mindful, data-driven strategy to connect with your audience and carry that message effectively, within your budget. Whether it's a small project, a medium campaign, or a full-scale production, we have the model to make it work.
We believe every business, every 501(c)(3), every city, and every agency has an authentic story. It's just a matter of showing up consistently and sharing it.
If you're feeling like your message is getting drowned out, or you're ready to show your 'proof,' give Court or me a call. We're here to help.
Court Leve: C: (530) 448-1029 | E: Contact@courtleve.com
Coop: C: (530) 307-9264 | E: Coop@Coopermarketing.org
Stay'nThirsty for POW
Coop | RS#69
