Advertising 2004/05 Key Messages/Themes Awareness vs. Direct Response Advertising Recap 2003/04 Media Plan Online Advertising Schedule

Key Messages and Themes Lodging Convenience Slope side Nightlife “Get-away” Vacation Planning Online booking convenience Expert assistance 800.MAMMOTH Value Packages Mid-week Deals Lifestyle Amenities Property affect Shopping and dining Ski Industry Conditions Youth Action Sports Features Events Pro Athletes Mammoth Vibe Family Complete Vacation Experiences for the whole family Lessons Activities Convenience Value Meetings and Conferences Retreats Events Team Outings Weddings Banquets

Awareness vs. Direct Response Awareness Collateral Winter and Summer Travel Brochures Sponsorship Co- branded Messaging Advertising Some Billboards National Mainstream Publications (Ski, Skiing) Direct Response Collateral Activity-specific brochures Trail Maps Rate Sheets Rack Cards Rave Cards Postcards In-house Ad Posters Flyers Letters/Newsletters Advertising Conditions Ads Package Ads Radio Events Direct Mail Sales Campaigns (MVP)

Awareness vs. Direct Response Awareness Campaigns Focus towards first-time guests Best suited for wide-array communications beyond regional Excellent opportunity for establishment of branding and destination campaigns Direct Response Campaigns Leads to “immediate” ROI providing a clear path from the consumer to the product Involves less planning effort on the part of the customer Provides opportunity to cross-promote specific businesses or activities Presents a more “focused” opportunity within a well-defined market or segment Direct Response Campaigns Lead Directly To ROI

Advertising Source Recap 2003/04 Call Center (June 03 – Present) What prompted you to call 800.MAMMOTH? Website-8,122(64%) All magazines- 19(.15%) All newspapers- 45(.35%) All radio- 83(.66%) Billboards- 109(.87%) Travel Brochure- 52(.41%) MLVB Guide- 49* * Collateral produced by town for comparison

Media Plan – Strategy Seasonal Awareness, Incremental Responsiveness Early season awareness push in the mainstream and national markets as well as several carefully targeted direct response campaigns both early and prior to the start of our season. As the season progresses we will shift to heavier reliance on direct response campaigns for immediate ROI and to increase skier visits during white space, events and other opportunities.

Media Plan – Publications

Online Advertising Measure and leverage online marketing programs Skiing – focus on conditions, features and products (passes, etc.) Lodging – focus on value, loyalty programs and amenities Put programs and features in place to increase the total number of unique visitors to MammothMountain.com Take online advertising opportunities “beyond banners” Drive and leverage PR placement opportunities with “context-pertinent” advertising Develop custom landing pages to retain context from advertising placements outside MammothMountain.com Seek targeted placements in newsletters or advertorials Carefully develop content matching demographics of advertising target markets and segments Focus on Outdoor Enthusiasts Target regionally focused websites with high-traffic. Seek out websites matching specific geographic regions and specific target audiences.

Online Advertising Develop Ad Campaigns that drive online revenue directly and that are trackable or measured through response and conversion metrics. Search Engine Optimization / Placement Google Ads ProgramVertical Banner or Advertorial OnTheSnow.comVertical IntellicastHorizontal SnowForecastVertical

Schedule - Collateral

E-Marketing Plan 2004/05 Key Messages/Themes Branding vs. Direct Response Media Plan

FY 03_04 Recap Traffic SMS World/World Res 2002/03 Room Nights /04 Room Nights (-1670) 2002/03 Revenue-592, /04 Revenue-722,061 (+22%)

Customer Feedback (SMS World) How would you rate your online booking experience? 51% -excellent 36%-good 8%-fair 5%-poor Would you book online from MammothMountain.com again? 100%-yes FY 03_04 Recap

Development Strategies In Context sales and high traffic opportunities. Products or packages for sale on website with opportunity for guest to “buy now”. Opportunities for cross-sell or conversion within or adjacent to conditions access. Persistent Sales/Packages Create vacations in every visit Develop guest loyalty programs which reward guest with online specials and incentives. Tracking and refinements on continual basis Track conversion through and direct mail campaigns. Match customer spending habits “in-resort” to those online. Study usage through detailed reporting. Clean capture and management of guest information

Goals 1. Reduce Call Center Volume (limit volume to appropriate audience) 2. Increase online revenue Increase average time spent on site. Last year – This year - At least 3 new products for Winter 04/05. Ski School, Lodging Layout content to create “halo effect” purchase opportunities 3. Provide seamless customer experience Enhance and improve SMS World reservations. Increase reservations last year – this year Conduct all retail through Sirius To provide seamless customer experience/end to end tracking Clean data capture across all channels online. 4. Demonstrate effective cross-selling of businesses. Use call center experience to provide intial cross sell data (use value pass proven methodology)

Passes-MVP, Season Passes Lodging-SMS World/All Properties Packages-SSF, SPF, Lift and Lodging Gift Certificates-TBD Sports School-Group lesson reservations only Retail-Open to Mammoth shops inventory E-commerce Products

Ecommerce Cross Sell Visually depict cross sell oppty