Perisher's 'Rad Dad Day': Marketing Gimmick or Genuine Family Fun?

Perisher Targets Fathers with Nostalgic Ski Day

Perisher ski resort in New South Wales is attempting to capitalise on Father's Day with a 'Rad Dad Day' event on September 7. The resort's marketing team has cobbled together a series of dad-themed activities, seemingly designed to appeal to middle-aged nostalgia and loosen wallets during what's typically a slower period in the ski season. While the concept might generate some social media buzz, it's worth examining whether this represents genuine value for families or just another thinly-veiled ploy to boost lift ticket sales.

The front valley at Perisher Ski Resort. © SnowStash

The centrepiece of Perisher's Father's Day offering is a 'Double Denim Dad Run' starting at 10:30 am from the Blue Cow Terminal. Participants are encouraged to don their best (or worst) denim outfits, with the dubious honour of 'best-dressed dad' winning either a pair of Black Crows skis or a Burton snowboard. While free gear is always welcome, one has to question the practicality and safety of skiing in jeans.

Following the run, Perisher is hosting a 'Rad Dad Party' on the Blue Cow Deck, featuring a DJ spinning 'classic pub rock', a bar, and giveaways. The resort is also touting '20-hour slow-cooked beef brisket rolls' as a culinary highlight, though this is dependent on weather conditions.

Perisher's marketing team has been quick to point out that August has delivered some of the best snow conditions in years, with up to 40 centimetres of fresh snow forecast this week. While good snow is certainly a draw, it's worth noting that early September can be hit-or-miss for snow quality in Australian resorts.

The updated trail map of Perisher © Perisher Ski Resort

While Perisher's 'Rad Dad Day' might offer some kitschy fun for families already planning a ski day, it's unlikely to be a major draw in itself. The event feels more like a hastily assembled marketing exercise than a thoughtful celebration of fathers.

For families considering a Father's Day ski trip, it's important to weigh the potential entertainment value against the significant cost of lift tickets, equipment rental, and on-mountain dining. Perisher's regular pricing remains some of the highest in Australia, and there's no indication of any Father's Day discounts.

In the broader context of the global ski industry, these types of themed days are becoming increasingly common as resorts struggle to differentiate themselves and drive midweek or shoulder season attendance. While not inherently negative, skiers and riders should approach such events with a healthy dose of scepticism, focusing on snow conditions, value for money, and genuine family enjoyment rather than marketing gimmicks.