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Corporate Mission


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#1 Overall Resort in the East SKI Magazine Reader Survey 2021

Three seasons of three mountains at Smuggs.

Smugglers' Mission Statement

Employees with Smugglers’ pride assuring the Smugglers’ experience our guests expect, competitively, profitably, and with corporate integrity.

Quality Goals
To continually improve the Smugglers’ Notch guest experience in a way that causes our guests to want to come back and recommend us to others.

To continually improve our working environment in terms of compensation, career opportunity, safety, fun and corporate integrity that makes our employees want to stay and recruit their friends and families for employment at Smugglers’ Notch.

To continually be a positive force in our community and considered a business of highest ethics and corporate responsibility by our neighbors, our suppliers, and other competition.

To continually improve our return for investors compared to alternatives of similar risk.

We Want You Back

Corporate Pillars
FOCUS ON FAMILY – The Best Resort for Family Fun – Anywhere.

SERVICE – Uncompromising commitment to the principal of “We Want You Back” and serving every guest as a special guest rather than one of many.

EMPLOYEES – Each of us can say: “I am respected and appreciated.” Each of us can say: “I show respect and appreciation” for others.

COMMUNITY – To provide a visible and measurable contribution to the well-being of our community.

INVESTMENT – Safety is first, we perform preventive maintenance and followed by investment in the guest experience consistent with remaining a sustainable business.

COMPETITION – We will be the best at whatever we decide to pursue. Our wits and wisdom will drive our innovation with foresight. We are the Kingbird. (The little birds that chase the hawk away from their nest by being more agile.)

ENVIRONMENT - We will always be a proactive advocate for sustainable environmental practices. We will lead our advocacy by example.

Brand Pillars
Family fun for fun-loving families. (And family–friendly for friendly families.) Families choose Smuggs for a uniquely Vermont fun family experience.

Casual, kid-friendly informal atmosphere. We avoid unnecessary rules and a highly structured environment and we focus on relationship building.

Friendly and helpful staff. Staff likes working at Smuggs and they share that positive feeling with guests.

Quality programs and facilities to enable a fun experience. Infrastructure is designed and implemented to be of the quality necessary for people to focus on the fun.

Progressive and respectful. Have enlightened sustainability and accessibility (Smugglers’ Notch Adaptive Program, SNAP) practices, and understand family goodness.

Family-run, privately owned. Can be independent and do things differently and do different things to create a unique Vermont fun family experience.
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#1 Overall Resort in the East

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