February 10 - Episode 2 - Lonie Glieberman of Mount Bohemia

Today’s guests run one of the most unconventional ski areas in North America, and maybe the most unlikely.

They decided to open an experts-only ski area in the Midwest, tucked deep in the Upper Peninsula of Michigan, with no large population base anywhere nearby. No grooming. No beginners. No rentals. No snowmaking. Just steep lines, trees, cliffs, and lake-effect powder.

Mount Bohemia isn’t just unconventional by design—it’s unconventional by geography. When most people think “Midwest skiing,” they don’t think expert terrain, sustained vertical, or destination travel. And yet Bohemia has built a fiercely loyal following by leaning into exactly those contradictions.

From legendary $99 season passes to reality TV, provocative marketing, and a personality that refuses to be sanitized or corporate, Mount Bohemia has figured out how to sell a remote, extreme, and entirely unique product to the exact right customers.

In this episode, we’ll dig into how Bohemia pulled that off. You’ll hear how focusing on a narrow niche unlocked massive loyalty, why being willing to turn customers away strengthened the brand, and how pricing, community-driven marketing, and radical authenticity helped turn isolation into an advantage.

Whether you’re in the ski industry or running any kind of business, this conversation is about the power of knowing who you’re for, and having the courage to build everything around that truth.

Actionable Marketing Insights – Mount Bohemia Episode

These insights are pulled directly from the Mount Bohemia conversation and are designed to be practical, repeatable lessons ski areas (and other niche businesses) can apply immediately. Each insight reflects how Bohemia built a fiercely loyal following by leaning into what made them different—not by trying to be everything to everyone.

1. Find the Niche Everyone Else Is Ignoring

Insight: Growth doesn’t always come from going bigger—it often comes from going narrower.

Mount Bohemia succeeded by embracing what others saw as a weakness: no beginner terrain. Instead of fixing it, they built an entire brand around expert-only skiing and filled a gap no one else in the Midwest was serving.

Supporting Quotes:

• “We weren’t trying to be a resort for everyone. We built Bohemia for the people who wanted something different.”

• “Once we stopped apologizing for what we weren’t, everything clicked.”

  
  

Action: Identify the audience your competitors underserve and design your product specifically for them.

2. Build a Brand People Love (Not One No One Hates)

Insight: Strong brands polarize—and that’s a good thing.

Bohemia intentionally avoided dilution. By staying disciplined around adventure, wilderness, and escape, they created a cult-like following that actively spreads the word.

Supporting Quotes:

• “If everyone kind of likes you, nobody really loves you.”

• “Our best guests don’t just ski here—they defend us.”

Action: Stop trying to appeal to everyone. Double down on the values and experiences your best guests already love.

3. Play to Your Strengths, Not Industry Norms

Insight: You don’t need to offer everything—just the right things.

No rentals. No grooming. No ski school. Bohemia stripped away anything that didn’t support its core promise.

Supporting Quotes:

• “Every time we added something that didn’t fit, it watered down the experience.”

• “We asked ourselves: does this make Bohemia more Bohemia?”

Action: Audit your offerings and eliminate features that don’t reinforce your primary brand story.

4. Make the Deal Impossible to Say No To

Insight: Value beats price—every time.

The $99 season pass wasn’t about maximizing revenue per guest; it was about removing friction and creating lifetime customers.

Supporting Quotes:

• “The pass wasn’t about making money that year—it was about getting people hooked.”

• “Once they came once, they kept coming back.”

Action: Design one irresistible offer that makes guests feel smart for saying yes.

5. Let Your Customers Help Build the Business

Insight: The best ideas often come from your community.

Bohemia actively uses social media to test ideas—from gym concepts to tiki bars—and adjusts based on feedback.

Supporting Quotes:

• “We throw ideas out there and let the community tell us what sticks.”

• “Our guests feel like they’re building this place with us.”

Action: Use social channels as two-way conversations, not broadcast tools.

6. Authentic Content Beats Polished Promotion

Insight: Real stories outperform perfect ones.

Mount Bohemia TV works because it shows the good, the bad, and the weird—building trust and emotional connection.

Supporting Quotes:

• “People can smell fake a mile away.”

• “We just show what’s actually happening here—and people love it.”

Action: Share behind-the-scenes content that reflects reality, not just highlight reels.

7. Embrace Personality (Even If It’s Weird)

Insight: Memorability matters more than polish.

From ABBA buses to unapologetic humor, Bohemia leans into quirks that guests remember and talk about.

Supporting Quotes:

• “If it makes people laugh or shake their head, we’re probably doing it right.”

• “Boring is the real risk.”

Action: Identify one brand behavior that’s uniquely yours—and lean into it.

8. Growth Takes Patience

Insight: Great niche brands aren’t built overnight.

It took nearly 10 years for Bohemia to break even, but consistency and belief in the vision paid off.

Supporting Quotes:

• “There were years where it made no financial sense—but it made sense long term.”

• “If you believe in the idea, you have to give it time.”

Action: Set expectations for long-term brand building and measure progress beyond short-term profit.

9. Community Can Be Stronger Than Proximity

Insight: Remoteness isn’t a deal-breaker if the experience is worth the journey.

Bohemia overcame distance by creating something guests couldn’t get anywhere else.

Supporting Quotes:

• “People don’t mind driving far if they’re driving toward something special.”

• “Distance became part of the story, not a problem to hide.”

Action: If you’re remote, stop apologizing for it—and start making it part of the appeal.

10. Focus on Experience, Not Just Skiing

Insight: The mountain is only part of the product.

Nordic spas, après culture, and social spaces turned Bohemia into a destination—not just a ski hill.

Supporting Quotes:

• “Some of the best memories happen when the skis come off.”

• “We’re selling a feeling, not just vertical feet.”

Action: Look for non-ski experiences that deepen emotional connection and year-round value.

11. Viral Marketing Starts With Early Believers

Insight: Word of mouth compounds over time.

Bohemia grew by converting a small group of passionate early adopters who brought their friends.

Supporting Quotes:

• “Our first guests were our loudest marketers.”

• “Once the right people found us, everything accelerated.”

Action: Identify your superfans and give them stories worth sharing.

12. Accept Your Weaknesses—And Own Them

Insight: You don’t have to fix everything.

Instead of fighting distance, crowds, or missing amenities, Bohemia openly acknowledges them—and builds around them.

Supporting Quotes:

• “Trying to be perfect is how you lose your soul.”

• “We’re honest about what we are—and what we’re not.”

Action: Be honest about what you are not and focus energy on what you do best.

13. Fun Is a Serious Business Strategy

Insight: Fun creates loyalty.

Bohemia’s success is rooted in not taking itself too seriously—while still taking the guest experience seriously.

Supporting Quotes:

• “If we’re not having fun, the guests won’t either.”

• “Fun isn’t fluff—it’s the product.”

Action: Ask regularly: are we making this fun for our guests—and for ourselves?

A stunning ski resort surrounded by snow-capped mountains.

Understanding Your Audience

Before diving into marketing tactics, it’s crucial to understand who your audience is. Ski resorts typically attract a diverse range of visitors, including:

• Families: Looking for a fun and safe environment for children.

• Young Adults: Seeking adventure and nightlife.

• Couples: Interested in romantic getaways.

• Ski Enthusiasts: Passionate about skiing and snowboarding.

  
  

Creating Customer Personas

Developing customer personas can help you tailor your marketing efforts. Consider the following when creating your personas:

• Demographics: Age, gender, income level, and location.

• Interests: What activities do they enjoy? Are they looking for relaxation or adventure?

• Pain Points: What challenges do they face when planning a ski trip?

  
  

By understanding these aspects, you can create targeted marketing messages that resonate with each group.

Crafting a Compelling Brand Story

A strong brand story can differentiate your ski resort from competitors. Your story should reflect your resort's unique features, history, and values. Here are some elements to consider:

• Heritage: Share the history of your resort and its connection to the local community.

• Unique Selling Points: Highlight what makes your resort special, such as exclusive slopes, family-friendly amenities, or eco-friendly practices.

• Emotional Connection: Use storytelling to evoke emotions and create a sense of belonging among your guests.

  
  

Example of a Compelling Brand Story

Imagine a ski resort that was founded by a family passionate about skiing. They built the resort with the goal of creating a welcoming environment for families. Their story emphasizes the importance of family bonding and creating lasting memories on the slopes. This narrative can be woven into all marketing materials, from website content to social media posts.

Leveraging Digital Marketing

In today’s digital age, having a strong online presence is essential for ski resorts. Here are some effective digital marketing strategies:

Search Engine Optimization (SEO)

Optimizing your website for search engines can help potential guests find you more easily. Focus on:

• Keyword Research: Identify relevant keywords that potential visitors might use to search for ski resorts.

• On-Page SEO: Optimize your website’s content, meta tags, and images to improve search rankings.

• Local SEO: Ensure your resort appears in local search results by claiming your Google My Business listing and encouraging guest reviews.

  
  

Content Marketing

Creating valuable content can position your resort as an authority in the ski industry. Consider:

• Blog Posts: Write articles about skiing tips, local attractions, and seasonal events.

• Videos: Share videos showcasing the resort, including slope conditions, amenities, and guest testimonials.

• Guides: Create downloadable guides for first-time visitors, including packing lists and travel tips.

  
  

Social Media Engagement

Social media platforms are powerful tools for engaging with potential guests. Focus on:

• Visual Content: Share stunning images and videos of your resort to capture attention.

• User-Generated Content: Encourage guests to share their experiences on social media and feature their posts on your channels.

• Contests and Giveaways: Run contests to increase engagement and attract new followers.

  
  

Building Partnerships

Collaborating with local businesses and influencers can enhance your marketing efforts. Here are some partnership ideas:

Local Businesses

Partner with local restaurants, shops, and attractions to create package deals. For example, offer discounts on ski passes when guests dine at a nearby restaurant. This not only benefits your guests but also strengthens community ties.

Influencer Collaborations

Identify influencers in the skiing and travel niche who align with your brand values. Invite them to experience your resort in exchange for coverage on their platforms. Their authentic reviews can reach a wider audience and build credibility.

Enhancing Guest Experience

A positive guest experience can lead to repeat visits and referrals. Here are some ways to enhance the experience at your ski resort:

Personalized Services

Offer personalized services such as customized ski lessons or tailored dining experiences. Understanding guest preferences can make their stay more enjoyable.

Feedback and Improvement

Encourage guests to provide feedback during and after their stay. Use this information to make improvements and address any concerns promptly. Showing that you value guest input can foster loyalty.

Utilizing Email Marketing

Email marketing remains a powerful tool for engaging with past and potential guests. Here’s how to make the most of it:

Building an Email List

Collect email addresses through your website, social media, and during guest check-ins. Offer incentives such as discounts or exclusive content to encourage sign-ups.

Crafting Engaging Newsletters

Send regular newsletters featuring:

• Upcoming events and promotions.

• Tips for planning a ski trip.

• Highlights from recent guest experiences.

  
  

Segmenting Your Audience

Segment your email list based on guest preferences and behaviors. This allows you to send targeted messages that resonate with specific groups, increasing engagement rates.

Measuring Success

To ensure your marketing strategies are effective, it’s essential to measure success. Here are some key performance indicators (KPIs) to track:

• Website Traffic: Monitor the number of visitors to your site and their behavior.

• Conversion Rates: Track how many website visitors book a stay or sign up for newsletters.

• Social Media Engagement: Measure likes, shares, and comments on your posts.

• Guest Feedback: Analyze reviews and feedback to identify areas for improvement.

  
  

Staying Ahead of Trends

The ski industry is constantly evolving, and staying ahead of trends can give your resort a competitive edge. Here are some trends to watch:

Eco-Friendly Practices

More travelers are seeking sustainable options. Implement eco-friendly practices such as recycling programs, energy-efficient facilities, and promoting local products.

Technology Integration

Consider integrating technology to enhance the guest experience. This could include mobile apps for booking, virtual tours, or interactive maps of the resort.

Wellness and Relaxation

With an increasing focus on wellness, consider offering spa services, yoga classes, or wellness retreats to attract health-conscious guests.

Conclusion

Boosting your ski resort marketing strategy requires a multifaceted approach that includes understanding your audience, crafting a compelling brand story, leveraging digital marketing, building partnerships, enhancing guest experiences, utilizing email marketing, measuring success, and staying ahead of trends. By implementing these strategies, you can attract more visitors and create lasting memories for your guests.

Now is the time to take action. Evaluate your current marketing efforts and identify areas for improvement. With the right strategy, your ski resort can thrive in today’s competitive landscape.