Freddie Peyerl, Gerrit VandeKemp, and Jeff Connors are on a roll. Their company, Alpine Media Technology, recently raised a million dollars to bring its digital guest engagement technology to ski resorts, including to chairlifts and gondolas. I’ve been following this project (with a dose of skepticism) since it launched and got the chance to catch up with the founders as LiftDigital’s first winter season wraps up.
Peter: What are your backgrounds and how did you guys come up with the idea for digital screens on chairlifts?
Gerrit: Our backgrounds are in Pharmaceutical & Biotech Consulting (Peyerl), Financial Services (VandeKemp), and Aerospace Engineering (Connors). So, we are definitely newcomers to the ski industry. The three of us were on a ski trip together, and a simple discussion on the growing presence of gas station media systems led to a weekend long brainstorming session surrounding the idea that digital information systems on chairlifts could provide a great number of benefits to maximize guest experiences. Ironically, our idea was hatched while skiing the very same resort we are now wrapping up our beta test on – Winter Park.
Peter: Your trial included displays on some of the Super Gauge Express chairs. How did it go this season?
Gerrit: Our beta test has surpassed all expectations, and a lot of the credit for this has to be given to the entire team at Winter Park. From Executive Management all the way to Lift Operations, we have benefited from an “all hands on deck” approach to making this season a success.
Peter: What do ski area operators like about the technology? What about the skiing public?
Freddie: For operators, it’s all about communication with resort guests. Our digital information system starts with LiftDigital, the restraint bar platform, and extends out onto indoor & outdoor kiosks around the mountain as well as a mobile app catered and branded specifically for each resort. These collective elements provide resort operators the opportunity to communicate real time information to guests including lift open/closed status, emergency notifications, lift line wait times, resort events and more. Our objective goes way beyond providing maps to guests – we want to help resorts provide their guests with as many resources as possible to maximize their time on the mountain. Consumer feedback from our beta test in Winter Park has supported our belief that we are accomplishing this, as resort guests have been very excited about the new access to information.
Peter: Your non-digital competitors are probably on less than 10 percent of American chairlifts. Why do you think that is?
Gerrit: Plastic map systems on chairlifts were definitely a novel breakthrough when they came out, and useful at that. But, advances in digital trends over the last decade have shifted the approach & strategies of marketing teams, ad agencies, and brands to gravitate more towards digital connection with consumers. Map systems would have probably achieved significantly more than 10 percent market share with a better head start over digital advancement. This is where we feel our company is primed to sync with current trends and partner with a high volume of resorts going forward.