Beyond the Slopes: Why the Smartest BC Resorts Are Selling the Whole Winter Story

As the leaves turn and a chill fills the air, most British Columbia resorts are gearing up for one thing: ski season. But with unpredictable snow forecasts and a new kind of traveler emerging, betting your entire winter marketing strategy on the slopes alone is a gamble.

At Summit Cut Media, we've been doing our research. The smartest BC resorts and lodges are pivoting their approach. They're moving beyond the single-minded focus on powder days and are instead selling the entire winter escape — the story, not just the sport.

This is a strategic, narrative-led approach that positions a property as the ultimate destination, regardless of the snowfall.

The Big Chill: A Strategic Imperative for Winter Resorts

The truth is, winter tourism is thriving, but the game is changing. Recent data shows a rise in visitor numbers, especially from international markets, but the modern traveler is looking for more than a ski pass. They are seeking longer, more meaningful experiences that are less dependent on the weather.

This is where your marketing has to evolve. A video that just shows a skier on a pristine run is a one-dimensional asset. What happens when the snow is thin or the weather is mild? The savvy resort owner knows they need to showcase the full spectrum of their property's winter magic. This is the new frontier of tourism content creation British Columbia.

The Winter Story: From Adventure to Tranquility

Your property has a captivating winter story waiting to be told. It’s a story of a cozy fireplace, the quiet magic of a starlit sky, and the simple joy of sharing a warm meal with loved ones.

Our narrative-led approach helps you tell that story:

• The Serene Escape: We can create a film that captures the tranquility of a spa day, the calming atmosphere of a yoga session, or the breathtaking beauty of a snowshoe through a quiet forest. This sells wellness, not just a workout.

• The Culinary Journey: We can tell the story of your food and beverage program — the chef’s passion for local ingredients, the warmth of your on-site pub, or the simple pleasure of an après-ski hot chocolate by the fire. This sells an experience, not just a meal.

• The Human Connection: We can focus on the authentic moments: the quiet laughter of a couple on a horse-drawn sleigh, the community feel of an outdoor skating rink, or the wonder in a child's eyes as they see their first Northern Lights. This sells a memory, not just a moment.

By broadening your appeal, you tap into a new, high-value audience who might not even be skiers. You become a destination for a winter getaway, a holiday retreat, or a wellness escape.

More Than a Video: A Strategic Winter Asset

In a season defined by unpredictability, a narrative-led video is your most powerful asset. It works 24/7 to build brand trust and inspire bookings, showcasing a full-spectrum winter experience that transcends the weather forecast.

This is more than just cinematic videography; it's a strategic investment in your brand's future. It's about ensuring your BC resort marketing is resilient and compelling, regardless of what Mother Nature delivers.

Don't let your winter story be limited to the slopes. Let's work together to capture the complete picture of your brand and invite travelers to experience a winter they'll never forget.

Ready to tell a story that goes beyond the forecast?

• sources

  • Destination BC, 2025, “Destination BC Launches 2025 Ski Marketing Campaign in California” - "The BC ski industry... represents: $2.15 billion in direct revenue... [and] 12,930 full-time jobs across the province."

  • CTV News, 2025, “Despite warming temperatures, Canada and Quebec winter tourism not declining yet” - "The mild weather and the later arrival of the snow were responsible for a 13 per cent drop in the number of skiable days... resulting in an average decline in the number of skiers of around 10.6 per cent."

  • Yukon.ca, 2025, “Market Updates 2025” - "Canadians are also showing a strong preference for longer, more meaningful trips... Wellness tourism is on the rise, with travellers seeking destinations that offer relaxation and mental well-being."