Problem:Willamette Pass had a bad winter. Low snow, frustrated season pass holders, refund demands. The brand took a hit, and Willamette Pass’s reputation was damaged.
Insight: What most don’t know: Willamette Pass runs year-round. Summer brings mountain bikers on those same ski lifts, hikers on world-class trails. A whole second season completely ignored by customers and by the brand itself.
Idea:Reframe Willamette Pass as it as a year-round mountain destination.
