Friday Forward - Hostility & Hospitality (#467)
Businesses thrive when they put their customers and partners first, not their finances
Last week, the Utah ski resort Park City Mountain (PCM) experienced a poorly handled ski patrol strike that threw the mountain into chaos. I happened to be skiing at another mountain nearby and had several friends express their frustration; it was also a frequent topic on the chair lift. PCM’s leadership’s mishandling of the labor strike had angered locals, customers and employees alike.
Unfortunately, that error was the latest in a series of management missteps since Vail Resorts took over PCM in 2014. Vail was once the envy of the skiing industry, known for its innovative subscription strategy and a dual focus on culture and hospitality.
Unfortunately, Vail seems to have lost its way in recent years, with its stock dropping 50 percent from its all-time high in 2021. In its quest for growth and profit maximization, Vail appears to be less focused on delivering a high-quality experience, which is the core of hospitality. This change has steadily eroded trust and loyalty among employees, customers, and the communities where Vail Resorts operates.
I’ve seen firsthand how, in Park City, Vail has lost the community’s support as frustrations have reached a boiling point. Trust is so damaged that more than one local suggested to me that Vail will have to sell PCM, as they cannot rely on the community to provide necessary approval for changes and improvements to the mountain.
Just as I was hearing about this PCM snafu, I released my second podcast interview with Jesse Cole, the owner of the Savannah Bananas.
The Bananas, baseball’s answer to the Harlem Globetrotters, have had a meteoric rise under Jesse’s leadership. In just a few short years, he and his team transformed an unknown, struggling collegiate summer baseball team into an international sensation, and they did so by obsessively focusing on one thing: delivering a fun, rewarding fan experience.
When Jesse first joined me on Elevate back in 2022, the Bananas were already quite popular. However, he was preparing to risk that success by making a bold decision: ditching the traditional baseball team that helped make him famous to go all-in on a new version of baseball he and his team invented: Banana Ball.
This was a big risk. However, Jesse was adamant that Banana Ball would create an even more extraordinary experience for fans and allow the Bananas to reach even greater heights.
He was right. In just a few short years, the Bananas have expanded to a small league of five Banana Ball teams—the Savannah Bananas, the Party Animals, the Firefighters, the Texas Tailgaters, and The Visitors. They’ve also become an international phenomenon, filling stadiums around the world with fans eager to experience Banana Ball. The Bananas now have a ticket waiting list of over two million people, and they have more TikTok followers (six million) than any Major League Baseball team.
Jesse’s success with the Bananas should be taught in every business school in America. While he looks eccentric in his ever-present yellow tuxedo and top hat, he and his team are thoughtful, innovative business strategists. Every decision they make is guided by one question: "Is this good for our fans?"
The Bananas have eliminated ticketing fees, included food in ticket prices, paid taxes on behalf of their customers, and avoided sponsorships that don’t enhance the fan experience. They also test new ideas every night and consistently assess what works and what doesn’t, fanatically embedding iteration into their culture and constantly capturing data on the fan experience.
During my recent conversation with Jesse, one principle stood out: he and his team treat financial success not as a goal, but as an outcome of their primary priority of creating a joyful fan experience. This was a sharp contrast with Vail Resorts, who seem to be losing sight of their customers and suffering financially as a result. For a hospitality company, it’s ironic that the very towns and communities they rely on for success have become more hostile than hospitable to them.
The Bananas are a classic example of how doing the right thing for customers can create a virtuous cycle of loyalty and growth. Customers will happily open their wallets for an exceptional experience, and that often yields better financial outcomes than astute financial management.
If you’re looking for inspiration on how to run a customer-centric business, I highly recommend listening to my conversation with Jesse Cole. It’s a thoughtful exploration of how bold decisions and a commitment to values can transform a business and create something truly special.
Quote of The Week
"Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them.” - W. Edwards Deming
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How interesting. I must admit I did not know about Banana Ball and I am certainly not on the waiting list for tickets! The notion of having a fabulous time first and perhaps winning the game second is an approach that should be more widely adopted. I remember my joy as a boy being taken on my birthday to watch the Haarlem Globetrotters. Marvellous entertainment but nothing to do with sport!
Thank you, Bob for sharing your podcast with Jesse Cole. A must listen for any business owner!
Having read both of his books I was curious as to what was happening with the Bananas now.
Not surprising of their continued success. Listening to your podcast is like getting an MBA in marketing! Please keep up the good work!