I’ve watched a dozen resort marketing teams build ski resort content calendars that live in a spreadsheet for two weeks, then die. Beautiful templates, zero utility.
Here’s a different approach: a content calendar built around the actual rhythm of the ski season, with specific content types for each phase.
Why Most Content Calendars Fail
The typical mistake: creating one massive content calendar for the entire year. New Year’s Day content looks exactly like February 14th content, which looks like July 4th content. Generic.
Reality check: ski season has phases. Each phase has different audience needs and different content opportunities. A calendar that ignores these phases will feel tone-deaf and underperform.
The Five Phases of a Ski Season
Phase 1: Pre-Season Hype (August-September)
Goal: Build anticipation. Remind lapsed guests you exist. Update your audience on capital projects and new terrain.
Content rhythm: 3 posts/week across all platforms.
What to post:
- Construction progress reels (“Chair 7 project update”)
- Equipment announcements (“This year we’re using..”)
- Staff behind-the-scenes (“Meet our new avalanche team”)
- Season pass comparisons (educational, low-pressure)
- Mountain condition forecasts (set expectations early)
- Early-bird ticket promotions (organic reach, genuine Ikon pass urgency marketing tactics)
Platform priority: TikTok + Instagram. YouTube for longer-form project updates.
Phase 2: Opening Countdown (October-Early November)
Goal: Convert seasonal pass holders and weekend warriors. Drive ticket sales.
Content rhythm: 5-6 posts/week. Email: 2x/week.
What to post:
- Opening day countdown (daily 7-3 days before)
- Helmet cam runs on opening day (authenticity wins here)
- Lift line testimonials (“Real skiers, real feedback”)
- Mid-week vs. weekend breakdowns (help guests choose low-crowds times)
- Beginner-friendly run guides (“Where to start if it’s your first time”)
- Weather updates (hyperlocal, urgent)
- FOMO content (“Line was 40 minutes at 10 AM”—document the buzz)
Platform priority: Instagram Reels + TikTok (daily). Email to pass holders (2x).
Phase 3: Holiday Push (November 15 – December 31)
Goal: Capture the gift-buying season and holiday travel plans.
Content rhythm: 6-7 posts/week. Email: 2-3x/week (Thanksgiving, Black Friday, New Year).
What to post:
- Gift guide content (“Gift passes to the skier in your life”)
- Black Friday/Cyber Monday content (drive urgency)
- Holiday event coverage (tree lighting, New Year’s Eve parties)
- Family-friendly content (parents, grandparents planning trips)
- Travel planning guides (“Best weeks to visit if schools are closed”)
- Festive atmosphere footage (decorated lodges, holiday lights)
- New Year resolution content (“New skier in 2026?”)
Platform priority: Instagram (gift guides, stories). TikTok (events, FOMO). Facebook (older audience targeting).
Phase 4: Mid-Season Retention (January-February)
Goal: Keep the momentum going. Combat the January-February slump. Reengage lapsed visitors.
Content rhythm: 4-5 posts/week. Email: 1-2x/week.
What to post:
- Pow day celebrations (your best performing content)
- Athlete spotlights (interviews with patrollers, instructors, guides)
- Community challenges (“Tag 3 friends you want to ski with next week”)
- Technique tips (beginner → advanced)
- Event coverage (tournaments, races, film festivals)
- Weekend preview content (weather, vibes, predicted crowds)
- Throwback content (“Remember this run? We miss you.” → re-engagement)
Platform priority: TikTok + Instagram Reels (algorithm loves consistency). Snapchat if your audience skews Gen Z.
Phase 5: Late Season Urgency (March-April)
Goal: Squeeze the last of the season. Create urgency. Plan the bridge to summer activities.
Content rhythm: 3-4 posts/week. Email: 1x/week.
What to post:
- “Last chance” messaging (season passes, discounted tickets)
- Spring skiing vibes (longer days, warmer temps, slushy mornings)
- Summer activity previews (mountain biking, hiking trails, lifts running)
- End-of-season gratitude posts (thank you videos from staff)
- Next season teases (“Mark your calendar: Early season pass sales begin…”)
- Season recap content (best moments, community highlights)
- Summer event announcements (shift the conversation)
Platform priority: Email (captured audience, decision-makers). Instagram Stories (urgency in ephemeral format).
The Weekly Content Mix Template
Pick one mix per phase and repeat it every week:
Pre-Season / Late Season (lighter traffic):
- Monday: Behind-the-scenes/staff spotlight
- Wednesday: Mountain or infrastructure update
- Friday: Community or event preview
Opening / Holiday / Mid-Season (heavy traffic):
- Monday: Motivational/community content
- Tuesday: Technique or educational
- Wednesday: Event or promotion
- Thursday: Athlete spotlight or interview
- Friday: Weekend preview or FOMO content
- Saturday: Real-time event or powder day coverage
- Sunday: Recap or Sunday Funday community vibe
The Email Cadence
Pre-Season: 1x/month
Opening-Holiday: 2x/week (Tuesday for mid-week reminder, Thursday for weekend planning)
Mid-Season: 1-2x/week (focus on what’s happening this weekend)
Late Season: 1x/week (urgency messaging)
The Tools to Make This Stick
Use Beehiiv for email scheduling + analytics. Use a simple Google Sheets calendar for content planning. Use Make.com to auto-publish from a single platform across TikTok, Instagram, and Facebook.
The moment your calendar becomes manual (posting to each platform separately), it dies. Automate the distribution, keep the strategy human.
Your Template (Download & Customize)
We have a free skeleton template available for resort marketing teams. It includes:
- Weekly content mix templates for each phase
- Email subject line formulas (tested across 50+ resorts)
- Monthly planning checklist
- Platform-specific copywriting tips
Download our free resort content calendar template.
Copy it into your Google Drive, customize the dates and promos, and run it for one full season. By next year, you’ll have actual data on what works for your community.
