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Jay Peak
Project type
Posters, Social
“We aren’t for everyone” is a point of pride at Jay Peak Ski Resort.
Or at least, it used to be. But starting around 2010, the original tiny hotel was bulldozed and turned into a year-round family resort.
Jay Peak was loved by advanced New England skiers for the challenging terrain, minimal accommodations, and serious atmosphere.
Changes like the 50,000 square foot indoor waterpark caused Jay Peak’s core audience of serious skiers to voice their displeasure.
Some things haven’t changed. For northeastern U.S. skiers, Jay Peak was never further than 6-7 hours of driving away. A small sacrifice to reach the consistently powdery conditions.
They recorded an eyewatering 475 inches of snow in 2024-25, making it clear the mountain is the same beast it has always been.
The hotel and crowds changed, but the mountain is the same. We could win them back.
