New Sales, Marketing exec for Sunday River Resort
Sunday River Resort announced the promotion of Nick Lambert to the role of director of sales and marketing, effective immediately, according to The Ski Channel
Lambert previously served as the brand manager for the Sunday River and Sugarloaf ski resorts. He began working at Sunday River in 1996 in the Newry, Maine-based resort’s sales department.
Eventually, he was upped to the marketing department, and led Sunday River’s advertising and Web development programs. After Boyne Resorts purchased Sunday River and Sugarloaf, Lambert was promoted to brand manager for both entities.
In this area, he developed creative strategies and was responsible for advertising and online marketing initiatives.
Sunday River Resort is a Northeastern ski resort that provides visitors with quality alpine recreational and resort experiences throughout the year. The resort operates year-round and features golf courses, retail shops, restaurants, convention services and lodging properties.
Darcy Liberty, Sunday River’s director of communications, told WinmoEdge
that in this new capacity, Lambert will assume the title from Jim Costello.
“His immediate responsibilities will be to oversee season pass sales, and naturally the budgeting that goes along with that, which are based on skier visits and such,” she said.
Because his previous role entailed brand management, he’ll continue to oversee this aspect of the resort, and will add the sales and marketing duties to his day-to-day tasks.
“We’re definitely delving into a lot of non-traditional (advertising), so he’ll develop the strategy behind our social media outreach,” Liberty said. “And that’s executed by the communications team, which is me – I am the team.”
At this point, Sunday River is working on its summer initiatives, which goes back to the season pass sales that Liberty had alluded to with regard to Lambert’s new position.
“We have a season pass sale that’s going on right now, the first of our 2010/2011 campaign,” she said. “We’ll do an early season pass spring sale, and that sale and the initiatives for that will continue throughout the summer and fall.”
The resort implements traditional advertising as well, including e-blasts and direct mail marketing. Liberty said that Sunday River just recently wrapped up its latest e-blast for its winter audience.
“Then we’ll start soon, not next week but soon, at the end of May, on reaching out to our summer audiences with e-blasts and direct mail and a lot of social media,” she said.
While the bulk of Sunday River’s guests are made up of families from the “drive markets” of Boston, New Hampshire and Vermont, Liberty said that the resort is starting to see a piqued interest from families and other potential guests in New York and New Jersey.
“There are no anticipated challenges right now – we’ve learned over the past couple of years how to budget affectively, so moving ahead we’ll keep that in mind,” she said.
Our source said that the resort’s sole external firm relationship is with Boston-based Blitz, which handles its media buying efforts. She added that additional agency partnerships are possible, but specified that any decisions will be made on a project-by-project basis.
Sunday River is also “absolutely” open to strategic partnership inquiries. Liberty said that the resort’s current partnerships include, but are not limited to, Coca-Cola, Sprint and Jeep.
She said that these are some of the more national partners, and added that the company works with others on a more local, smaller scale, especially with special events that take place at Sunday River.
Sunday River Resort
15 South Ridge Road
Newry, ME 04261
Director, Sales & Marketing