Episode 8. Kendra Scurfield of Sunshine Village

Crafting an Iconic, Authentic, Believable Brand. The Banff Sunshine Village marketing playbook.

It’s common and great advice that great ski area leadership should make sure they still spend lots of time on the mountain. Now… Imagine…you actually grew up on the mountain, and you’re now one of the Vice Presidents at that same resort? A Mountain your grandfather bought in the 80’s, and despite being one of the top ski areas in North America, it’s still family-owned nearly a half-century later.

Today, we’re chatting with Kendra Scurfield from Banff Sunshine Village—one of North America’s most iconic and stunningly beautiful ski resorts. This episode is all about what it really takes to build a brand that feels authentic, consistent, and worth coming back to.

We dive into how Sunshine protects its identity in a competitive destination market, the perks and challenges of family ownership, and why sometimes saying no is just as powerful as saying yes when it comes to brand partnerships and new trends. 

If you care about brand clarity, differentiation, and evolving without losing what makes your resort special, this one’s for you.

We pulled 12 actionable insights from this episode.

1. Build a Brand Voice That Feels Human

The Insight

Ski resort brands work best when they sound like a real person, not a corporation.

The Sunshine Village Story

Sunshine intentionally writes from the perspective of a 45-year-old dad who loves skiing and is trying to make a family ski day work for everyone—kids, spouse, and himself. 

How Sunshine Village Uses It

Their marketing tone is described as “quirky mom-and-pop meets world-class.” The voice balances expertise with approachability, making the resort feel welcoming rather than intimidating.

How Other Ski Areas Can Use It

• Define a clear brand personality (who your resort “is” as a person).

• Train marketing and social teams to write in that voice consistently.

• Avoid generic corporate messaging — audiences respond to authenticity.

2. Focus Marketing on the Broad Middle of Skiers

The Insight

Marketing should prioritize the largest attainable audience, not just expert skiers.

The Sunshine Village Story

Sunshine found their best-performing content year after year is not extreme skiing but intermediate skiers cruising scenic runs with good snow. 

How Sunshine Village Uses It

They intentionally avoid over-indexing on extreme terrain imagery because it can intimidate most guests.

How Other Ski Areas Can Use It

• Audit your imagery — is it mostly extreme terrain?

• Feature approachable skiing experiences more often.

• Show real guests enjoying normal runs, not just pro-level moments.

3. Don’t Chase Trends—Protect Brand Identity

The Insight

Chasing social media trends can dilute a resort’s identity.

The Sunshine Village Story

Kendra notes that many resorts overuse Instagram trends and viral formats that don’t match their brand. 

How Sunshine Village Uses It

They evaluate content through one key filter:“Does this represent who we are as a resort?”

How Other Ski Areas Can Use It

• Create a brand filter for social content.

• Only participate in trends that fit your voice and guest experience.

• Prioritize long-term brand equity over short-term virality.

4. Emotional Connection Drives Destination Travel

The Insight

Destination ski travel decisions are driven by emotion and aspiration, not just features.

The Sunshine Village Story

Marketing aims to create the feeling:“Holy crap, this place is real.”

How Sunshine Village Uses It

Campaigns focus on:

• mountain immersion

• scenery

• sense of wonder

How Other Ski Areas Can Use It

• Highlight how the resort feels, not just statistics.

• Design marketing around memorable moments, not infrastructure.

• Sell the experience narrative, not the lift count.

5. Local Markets Are the Foundation of Destination Resorts

The Insight

Strong destination resorts still rely heavily on nearby population centers.

The Sunshine Village Story

Sunshine describes itself as a “hybrid destination resort.” Calgary (90 minutes away) is the core day-trip market that sustains the business. 

How Sunshine Village Uses It

They market differently to:

• Calgary locals

• international destination visitors

How Other Ski Areas Can Use It

• Segment marketing into local vs destination audiences.

• Protect local loyalty even while growing tourism.

• Ensure pricing and products still serve your home market.

6. Create Experiences for Multiple Guest Types

The Insight

Great resorts design different experiences for different visitor motivations.

The Sunshine Village Story

Sunshine positions itself as the “Goldilocks Resort — something for everyone.”

Example segments they design for:

• families

• luxury travelers

• hardcore skiers

• beginner guests

How Sunshine Village Uses It

They offer distinct experiences such as:

• ski school + daycare

• terrain parks

• luxury dining

• extreme terrain like Delirium Dive

How Other Ski Areas Can Use It

Build defined guest journeys for:

• families

• beginners

• advanced skiers

• social groups

Each segment should see themselves in your marketing.

7. Real-World Activations Cut Through Marketing Noise

The Insight

Physical brand experiences drive engagement more than digital campaigns alone.

The Sunshine Village Story

They placed a chairlift seat in a Calgary shopping mall during December, encouraging guests to take photos. 

How Sunshine Village Uses It

The activation generated:

• social sharing

• guest interaction

• brand visibility outside ski season

How Other Ski Areas Can Use It

Consider:

• chairlift displays

• snow installations

• ski simulators

• urban pop-ups

Bring the mountain into the city.

8. Controversial Social Content Isn’t Always Bad

The Insight

Negative comments can still mean successful content.

The Sunshine Village Story

A playful “body-swap” video received criticism online but generated over 100,000 views and increased website traffic. 

How Sunshine Village Uses It

They evaluate performance by:

• reach

• shares

• views

—not just comments.

How Other Ski Areas Can Use It

• Don’t panic over negative feedback.

• Focus on engagement metrics, not sentiment alone.

• Accept that algorithms reward conversation.

9. LinkedIn Is an Underrated Channel for Ski Resorts

The Insight

LinkedIn can be a powerful platform for ski industry storytelling.

The Sunshine Village Story

After increasing activity on LinkedIn, Sunshine saw strong engagement from people seeking ideas, creativity, and industry insights. 

How Sunshine Village Uses It

They share:

• marketing insights

• resort stories

• industry ideas

How Other Ski Areas Can Use It

Post content about:

• operations

• innovation

• sustainability

• leadership stories

LinkedIn reaches industry partners, investors, and professionals.

10. Authenticity Beats Perfection

The Insight

Guests quickly detect inauthentic marketing.

The Sunshine Village Story

Kendra notes that guests can “sniff authenticity a mile away.”

How Sunshine Village Uses It

They emphasize:

• real guests

• real experiences

• real mountain conditions

How Other Ski Areas Can Use It

• Use less staged imagery.

• Highlight authentic moments.

• Let staff and guests tell real stories.

11. Observe Guests Instead of Assuming What They Want

The Insight

The best marketing insights come from watching guests on the mountain.

The Sunshine Village Story

Kendra spends time observing:

• where guests ski

• how they move around the resort

• what food and experiences they choose. 

How Sunshine Village Uses It

Observations guide:

• storytelling

• guest segmentation

• marketing messages

How Other Ski Areas Can Use It

Encourage marketing leaders to:

• spend time on lifts

• watch base area flow

• talk with guests

The mountain itself is the best focus group.

12. Be Proud of What Makes Your Resort Unique

The Insight

Resorts shouldn’t copy competitors — they should lean into what makes them different.

The Sunshine Village Story

Kendra compares resorts to local coffee shops vs Starbucks. Travelers prefer experiences that reflect the local culture and personality. 

How Sunshine Village Uses It

They celebrate:

• family ownership

• quirky personality

• Canadian mountain culture

How Other Ski Areas Can Use It

Identify and amplify:

• local culture

• unique terrain

• community identity

Use other resorts as inspiration — not templates.