Heavenly Becomes Worldwide Ski Resort Leader on Facebook

07 March 2012
Resort Surpasses 117,000 Facebook Fans

Heavenly Mountain Resort, Calif./Nev. – March 7, 2012
– With 117,120 fans as of March 7, 2012, Heavenly Mountain Resort is officially the world’s most popular ski and snowboard resort on Facebook.
Through a variety of campaigns and engaging content, Heavenly increased its Facebook fan count tenfold in one year. Almost 40 percent of the overall Heavenly Facebook fan base stems from international countries like Mexico, Brazil, Chile and Germany, with Mexico City providing the largest fan base of any city in the world.
“Our approach to social media and the content we provide through it has evolved over the last year, and the drastic increase of our Facebook fans has really proven that approach is effective,” said Pete Sonntag, Heavenly’s general manager. “Social media is a unique avenue that allows us to continue our stellar customer service once people have left the mountain and returned home.”
Heavenly’s goal has been to facilitate a dialogue between and among fans of the resort by providing unique and relevant content and dependable online customer service.
Heavenly introduced a new program this season called the “Mountain Storytellers,” a group of ski instructors, patrollers, food and beverage employees, snowmakers, and groomers that provide real-time, interesting content for Heavenly’s social channels, told from their unique, authentic perspectives. This behind-the-scenes content ‘lifts the veil’ on what life is like at Heavenly and allows Heavenly’s fans to experience mountain living from wherever they may be located.
“We launched several successful social media campaigns this year, including our Next Heavenly Angel Search and the Highway to Heavenly Weekends,” said John Wagnon, Heavenly’s senior director of brand marketing. “These unique, interactive campaigns are designed to fully connect our loyal fans with the Heavenly brand in a fun and engaging way and establish us as a digital leader in the travel industry.”
Having the largest and most dedicated fan base of any ski resort on Facebook, combined with programs like the Mountain Storytellers and interactive experiences like EpicMix, Heavenly has proven it is a leader in the digital and social landscape of the travel industry. To become a fan of Heavenly, visit www.facebook.com/skiheavenly.
About Heavenly
Heavenly Mountain Resort is a world-class destination offering guests a one-of-a-kind combination of scenic beauty and exhilarating on-snow experience. Heavenly is a subsidiary of Vail Resorts, Inc., the leading mountain resort operator in the United States. One of the largest resorts in North America, Heavenly spans 4800 acres, climbs to Lake Tahoe’s highest elevation at 10,067 feet and features than 94 trails for every level of skier or snowboarder. For more information on Heavenly Mountain Resort, please visit www.skiheavenly.com or call 800-HEAVENLY.
About Vail Resorts
Vail Resorts, Inc., through its subsidiaries, is the leading mountain resort operator in the United States. The Company's subsidiaries operate the mountain resort properties of Vail, Beaver Creek, Breckenridge and Keystone in Colorado, and Heavenly and Northstar in the Lake Tahoe area of California and Nevada, and the Grand Teton Lodge Company in Jackson Hole, Wyoming. The Company's subsidiary, RockResorts, a luxury resort hotel company, manages casually elegant properties. Vail Resorts Development Company is the real estate planning, development and construction subsidiary of Vail Resorts, Inc. Vail Resorts is a publicly held company traded on the New York Stock Exchange (NYSE: MTN). The Vail Resorts company website is www.vailresorts.com and consumer website is www.snow.com.
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Sally Gunter

Senior Communications Manager
Email: sgunter@vailresorts.com
Phone: 9707543001
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