Storyboard: Skifield plans to broaden its appeal

By SIMON HENDERY

Under new ownership, a South Island skifield seeks to throw off its "extreme" image and attract more premium skiers, especially from the North Island.

The problem: Wanaka's Treble Cone skifield has long had a reputation as a playground suitable only for the serious skier.

Since Tourism Holdings sold the ski area to a consortium of investors in September last year, the new owners have set about changing the field's image and improving its appeal to a more mainstream, intermediate level customer base.

Director Nat Craig said at the same time an upgrading of facilities was helping to pitch Treble Cone at the premium end of the market.

The campaign: Craig said traditionally, about 15 per cent of Treble Cone skiers were beginners, 55 per cent intermediate, and 30 per cent advanced or expert.

While Treble Cone had the bulk of the market's expert skiers, it saw an opportunity to increase its base of intermediates.

The most significant step the new owners have taken to broaden its appeal has been a $2.5 million investment to improve services on the mountain, including upgrading restaurant and bar facilities, re-equipping the ski hire shop and buying $1 million worth of skifield grooming equipment.

That capital expenditure would continue this summer with a further $1.5 million project to modify the terrain of the field. In 2005 the company plans to spend $5 million on a new high-speed chairlift into the upper part of the mountain.

Craig said Treble Cone's "hard-core" image would take time to change - even some Wanaka skiers had never tried the field.

The company had begun a marketing strategy which had several aims, including to attract more North Island skiers, make ski pass pricing more appealing and encouraging skiers to ski later in the year.

The execution: This year the field employed the "Extremely Treble Cone" catch-line which Craig said had been misinterpreted by some in the market and would be modified and "softened" for next season.

This year Treble Cone "took the punt" and raised its prices against an industry trend which has seen cheaper season passes over the past few seasons, a trend which had cut revenue received by all operators.

Rather than simply push prices up, it implemented a range of products reflecting different levels of usage, including a 10-day, 20-day and unlimited days season passes.

About 45 per cent of Treble Cone skiers come from overseas, with a further 30 per cent coming from the North Island, predominantly from Auckland.

Craig said Australian and Auckland skiers tended to come in the July school holidays, although snow coverage was generally heavier closer to the September holidays, when visitor numbers were light.

Treble Cone, along with other tourist groups in the area, will become more active at educating skiers that September is becoming the best time to go skiing. This will include timing more events in September.

The skifield is also opening for summer sightseeing, functions and activities for the first time this year.

Treble Cone