There always exists the possibility that we’re too close to it, but we feel pretty strongly that were there more Jay Peakers in the world it, the world, would be an altogether better place. We say this not from a point of posturing, but from a place of pride. We value things that we feel make the communities we live in, better. More special. And inviting more people into that party, be they like-minded or differently ordered, makes the party not only bigger, but better. Jay’ing it Forward, so to speak, isn’t just about doing something nice for someone in an effort to motivate the next nicety, although in terms of outputs, that’s a pretty good one. The slogan also, in its best real-life manifestation, represents the action of taking those things we value--be they big snowstorms and small touches, plates of poutine and below zero windchills, surfable waves and en français, and sharing them with folks who organize themselves along a similar frequency.
You may not even know you need Jay Peak until you find Jay Peak. And maybe that’s how sharing it, the most irreplaceable parts of who we are, can help move us forward.
Our newest campaign, Pass The Jay, builds on the foundation set by Gratitude and Devotion and requires us to find ways to pay forward what Jay Peak means to us and our families, why we all feel the pull to return here, and how our core values align in a way that is both evident and at times very difficult to describe.
It’s a way of seeing the world. A way of being, even. It's our shared grit, spirit and culture.
We’ll introduce programming where we Jay It Forward to guests with free lift tickets, waterpark access, or the odd lodging stay. From there our guests can choose to enjoy the gift themselves or Pass The Jay to another friend or family member whom they think would appreciate what Jay is about.
We’ll be integrating several tag walls where guests can, in real-time, create and post how they Pass the Jay.
Like all our campaigns, Pass the Jay will be a balance between what we can do for our guests to recognize the support and engagement they’ve always shown to us.
We look forward to seeing you this season, out on snow, in the corner pockets of the trees, atop La Chute, or at the bottom of a warm spirit. Let's share the values, that together, define the plainly-stated and hard-to-put-in words parts of our nature as individuals and the fabric we weave together.
