The use of RFID and the embrace of technology is also allowing Vail to turn its skiiers into marketers. As Rob Katz, CEO of Vail Resorts explains: “We decided that we would use our mountain photographers to take pictures of our guests, but first, because we have an RFID chip in every single pass, we could scan the pass, take the photo, and then that photo would show up in this person’s account online right away. And instead of charging for that photo, we gave the photo to the guests for free so they could share it on Twitter or Facebook.”
“And our view on photos and using this kind of customer-facing technology was that, if a guest wants to have a photo of themselves at our resort, and they want to put that on Facebook, then that’s the best advertising we could ever get, and we really shouldn’t be charging the guests for that. We should promote the guests to do that. And obviously when we did this, and then removed the fees and allowed them to do it for free, we saw an explosion in the number of photos that were being posted about our resort by our guests on Facebook and Twitter.”
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