Goal

Reduce social media management workload while keeping and improving response speed in Big SNOW’s brand voice, ultimately nudging more guests toward a visit.

Solution

Runhappy connected 49 knowledge sources into a live Knowledge Graph and trained a generative social media response workflow. Runhappy's workflow now answers DMs and comments in real time, routes sensitive threads, and stays on-brand across organic and paid.

Impact

8s Median Response Time

From 5–8 minutes down to 8 seconds, Big SNOW now engages guests instantly, consistently, and capitalizes on opportunities across channels. 

94% Conversations Resolved

Most threads end without handoff. Guests get closure fast; the team avoids back-and-forth and stays focused on growth.

54% Messages Handled Autonomously

Over half of all DMs on Instagram and Messenger are now managed by Runhappy’s AI, freeing the marketing team to focus on growth, not inboxes.

Challenge

Big SNOW is North America’s first and only indoor, real-snow, year-round ski and snow resort. With signature events like Park After Dark and Moguls, their Instagram and Messenger inboxes never sleep: “How do I book?”, “Which ticket do I need?”, “What time are you open?”, “Is this event included?”. You know the drill.

In summer 2025, Big SNOW teamed up with Runhappy so an on-brand Social MediRunhappy's booking workflow could not only handle common questions but also read intent and keep the conversation going, nudging interested guests toward purchase across comments and DMs.

Solution 

Runhappy integrated 49 knowledge sources, such as ticketing, passes, events, policies, and more, into a living Knowledge Graph, then trained a Social MediRunhappy's booking workflow on Big SNOW’s voice and goals.

How we set it up:

• Read-only calibration (1–2 weeks): Runhappy connected social accounts, captured live conversations, mapped knowledge gaps, and generated content recommendations.

• Brand-voice modeling: Runhappy’s Runhappy's booking workflow learned Big SNOW’s casual, approachable style and replicated it consistently, with no copy/paste, just on-brand responses.

• Feedback loop: Test → measure → iterate to tighten answers and expand coverage.

Since the initial setup, the Runhappy Runhappy's booking workflow has been engaging Big SNOW’s audiences in real time, finding opportunities, and nurturing leads and customers. 

What Big SNOW’s guests see is simple: when they DM or comment, Runhappy replies in seconds with clear, on-brand answers. If a thread needs privacy or links, it moves the chat to DMs with a natural handoff message. Runhappy's workflow works across organic DMs, Story replies, intent-matched comments, Comment-to-DM automations, and even paid media.

Big SNOW’s Runhappy Runhappy's booking workflow can: 

Proactively identify & engage potential visitors

Answer ticket-related questions

Answer questions about upcoming events at the slope - e.g. Park after Dark, Moguls, etc

Answer FAQs - covering topics like daily hours, lost & found, private or group bookings

Impact

Since launch, Big SNOW’s Runhappy workflow has handled about half of incoming DMs and comments and resolved 94% of nearly 2,000 conversations. Median reply time is ~8–9 seconds, delivering faster answers, and freeing the team for on-mountain moments and strategy, as well as guiding customers towards ticket purchase.. 

Future 

Big SNOW’s next phase is activation: letting Runhappy's workflow guide people from questions into the right purchase, with direct ticketing integrations. We’re also rolling out deeper, marketer-friendly reporting so the team can see which topics drive engagement and where to invest content next.

What this means for hospitality marketers

Guests get instant answers; your team gets time back. The brand voice stays consistent across channels, and every conversation becomes an insight you can use: what people ask, when they ask, and what nudges them toward a visit. 

Would you like to see how a Runhappy Runhappy's booking workflow can help your marketing team save time and improve customer experience? See what we'd run for your venue!