In a recent incident that has led to many baffled social media posts, Vail Resorts east coast properties, Stowe and Okemo, sent out emails to guests proclaiming advertising sunny conditions despite the harsh reality of devastating floods on the ground. This ill-advised messaging highlights the disconnection between communication strategies and the real world.

The emails...

On July 14th, both resorts sent out an email blast to their mailing lists, inviting guests to enjoy the beautiful sunny conditions they could expect to find on visiting. Unfortunately, this message couldn't have been further from the truth, as the state of Vermont has experienced serious flooding recently and both resorts were affected, particularly Okemo.

... Okemo a few days ago

In a quickly issued apology, Stowe guests were informed that this was simply a scheduled email but it is perhaps another a sign of the attention to detail with which these mega resorts companies are run.

The recent Vermont floods have wreaked havoc on the state, leaving communities grappling with the devastating impact of torrential rains and rising water levels. Okemo and nearby town Ludlow were some of the worst hit. According to a recent report by The New York Times on July 12, 2023, the situation has escalated to a critical level as heavy rainfall continues to inundate the region, leading to flash floods and overflowing rivers. The floods have caused extensive damage to homes, infrastructure, and agricultural lands, disrupting the lives of thousands of Vermont residents and prompting authorities to declare a state of emergency. Many ski resort towns have been affected.