Lookout Pass brings in crowds

LOOKOUT PASS — For years, skiers, snowboarders and snow lovers have flocked to Lookout Pass Ski Resort, nestled in the mountains of the Silver Valley, even though the destination tucked away on the Montana-Idaho border can seem a million miles from anywhere.

The family-friendly environment and unparalleled snow draws them in, near and far.

But this year, the resort has experienced an even bigger boom.

Call it the California influx.

No, not that type of out-of-state infusion.

More and more visitors are checking in to the resort because of new Marketing Director Chris Barrett, a fast-talking, high-energy southern California native whose pizazz has made Lookout’s numbers pop.

Of course Barrett, who doubles as the resort’s Snow Sports Director and is an avid snowboarder himself, doesn’t take all the credit.

“I’ve traveled all over the world to snowboard. I have never in my entire life been somewhere where the snow quality is at least 9 out of 10 all of the time, it’s incredible,” said Barrett, adding that the snow’s rideable reputation was one of the main reasons he took the job in June. “It’s just amazing snow.”

Getting word out to the rest of the world on the amazing snow hasn’t been easy, but it’s where the So Cal native has shined.

More visitors, especially young people, have been lured to the mountain thanks to the resort’s increased presence online. Social media websites like Facebook and Twitter, which Barrett got off the ground, have helped Barrett blow Lookout’s cover.

“A social media presence was basically nonexistent,” said Barrett, who posts several different posts and pictures daily to the pages. Since Barrett took over as Marketing Director, the resort’s Facebook page has more than quadrupled in fans, going from about 1,000 last spring to just over 4,200 today. “It’s key to have a presence all the time in social media if you want to continue to bring in people.”

Though Barrett said that while social media helps to bring in new visitors, it’s the park’s staff that helps to keep visitors coming back.

“Social media is part of it, but how we treat the guests is what brings them back,” Barrett said. “We can bring them in with a strong social media presence, but we’ve got to get them to come back.”

Either way, the combination has put the resort on track to have its best year ever. An all time December record of nearly 18,000 skiers visited in December, nearly an 11 percent increase over last year. The resort has seen more visitors this season than at this point last year despite a later-than-usual opening this year.

But Barrett has also been able to bring big name sponsors to Lookout, with Red Bull teaming up with the resort in the name of sport. High profile names coupled with the social media presence, and the resort is changing for the better.

“We’re not just a small-town resort anymore,” Barrett said. “We keep it a family-friendly resort, but we’ve also been able to reach out to the younger crowd.”

So what’s that newer, cooler resort look like?

In appealing to the younger crowd, Barrett and the terrain park staff, including Terrain Park Manager Chuck Schmidt, shoot, edit and post videos of snowboarders going through one of the three terrain parks Lookout has to offer. The videos, posted on the skilookout.com website, have received a great response, Barrett said.

Yet, Barrett doesn’t credit himself as the sole engine in the resort machine.

He said he’s had great support from owner Phil Edholm since joining the fleet seven months ago.

“Having Phil support me and trust me with the company has been incredible,” Barrett said. “For him to spend money on me and my ideas is fantastic.”

With the influx of visitors to park this year, Edholm would probably say it was money well spent. Though, Barrett said this year is just the beginning, and many big plans lay ahead, such as new lodges and hotel rooms.

But with all the ideas and videos and online marketing, it always comes back to the snow. It can mostly sell itself, it just needs a little help spreading the word from time to time.

“I really can’t believe how many places I’ve been, but never have I been around snow as perfect as here,” Barrett said. “I’ve snowboarded in Colorado, Utah, overseas and this is simply the best snow around.”