Jaypeak Resort

Jay Peak Website

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In Origin’s decade-long relationship with Jay Peak Resort, we have been responsible for several of its website iterations. As the resort has grown, its website has scaled to accommodate new amenities, new features and new guest expectations. This year, guest feedback on the navigation and information architecture of the existing site, told us that it was time for a new site to represent the brand, guide the user and remove friction from the experience.

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Like all good clients, Jay had really well established objectives for their new site. The primary areas of focus for the redesign were aligned with the organization’s business priorities of showcasing culture, guest satisfaction and increased efficiency.

Culture

  1. Capitalize on social content and provide a vehicle for fans to view and share content by other fans.

  2. Balance brand content and tactical content with a goal of finding a middle ground.

  3. Differentiate the resort and position it as a one of a kind experience in the NorthEast.

 

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Guest Satisfaction

 

  • Provide guests with real time information (timely news, alerts and closures, restaurant hours, etc)

  • Provide the right content to the right users (new users and potential guests require branding and dreaming content  while season pass holders and second home owners require news, weather and updated content)

  • Ensure guests have easy and up to date access to all Jay Peak’s events and schedules in one place

 

 

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Efficiency

  1. Improve efficiency and streamline marketing department’s time managing the promotional, seasonal and dynamic content.

  2. Reduce frequency of calls to the call center by 10%.

  3. Centralize guest data, pulling in multiple data feeds into one.

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