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The Challenge
Daniels Summit Lodge sits at 8,000 feet with something most properties in the area can only gesture at, and almost none of that came through online. The brand felt stuck back in time. The way it behaved across the website and social read as transactional and cold, which was the opposite of what the lodge actually delivers to guests on the mountain.
Underneath the brand problem was a business one. The lodge leaned heavily on snowmobile revenue to carry the operation, which left lodging, dining, and the rest of the amenities underused and the business exposed to a single line. We mapped who the lodge was really for, studied the Heber category and how each competitor was showing up, and found the thing nobody was claiming. Daniels Summit is the only lodge in the market with immediate outdoor access straight from the property door. The brand owned a genuine advantage and was not telling anyone about it.
What We Did
We rebuilt the strategy from the brand down to the revenue model. That started with a sharpened brand strategy and direction that reconnected how the lodge shows up online with what makes it special in person, then carried into campaign planning built to reach audiences beyond the snowmobile crowd and put lodging, dining, and amenities back in front of guests.
On the business side we set the revenue strategy and stood up the Demand System as the engine underneath it, building direct booking infrastructure where there had been none and giving the lodge a way to attract, nurture, and convert guests on channels it controls rather than renting that demand from third parties. The goal throughout was to grow the whole property, not just one season or one revenue line.
The Results
In 90 days, the lodge went from zero direct booking infrastructure to a fully operational system driving measurable revenue.
- $48k increase in direct booking revenue
- 85% direct booking rate
- 12.4x total return on all ad spend
- 34% increase in year-over-year RevPAR
- 3,500 new email subscribers
- 7,100 new Instagram followers
The Challenge
Daniels Summit Lodge sits at 8,000 feet with something most properties in the area can only gesture at, and almost none of that came through online. The brand felt stuck back in time. The way it behaved across the website and social read as transactional and cold, which was the opposite of what the lodge actually delivers to guests on the mountain.
Underneath the brand problem was a business one. The lodge leaned heavily on snowmobile revenue to carry the operation, which left lodging, dining, and the rest of the amenities underused and the business exposed to a single line. We mapped who the lodge was really for, studied the Heber category and how each competitor was showing up, and found the thing nobody was claiming. Daniels Summit is the only lodge in the market with immediate outdoor access straight from the property door. The brand owned a genuine advantage and was not telling anyone about it.
What We Did
We rebuilt the strategy from the brand down to the revenue model. That started with a sharpened brand strategy and direction that reconnected how the lodge shows up online with what makes it special in person, then carried into campaign planning built to reach audiences beyond the snowmobile crowd and put lodging, dining, and amenities back in front of guests.
On the business side we set the revenue strategy and stood up the Demand System as the engine underneath it, building direct booking infrastructure where there had been none and giving the lodge a way to attract, nurture, and convert guests on channels it controls rather than renting that demand from third parties. The goal throughout was to grow the whole property, not just one season or one revenue line.
The Results
In 90 days, the lodge went from zero direct booking infrastructure to a fully operational system driving measurable revenue.
- $48k increase in direct booking revenue
- 85% direct booking rate
- 12.4x total return on all ad spend
- 34% increase in year-over-year RevPAR
- 3,500 new email subscribers
- 7,100 new Instagram followers
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