Paramount+ Brings “The Lodge” to Palisades Tahoe — But Is Experiential Marketing at a Ski Resort Worth the Investment?

In an era where every brand is chasing attention and engagement, experiential marketing has become a favorite tactic for companies looking to break through the noise. Paramount+ is betting big on this approach with “The Lodge,” an immersive pop-up at Palisades Tahoe, designed to bring fans into the worlds of hit shows like 1923 and SpongeBob SquarePants.

But when the novelty wears off, one big question remains: Is it worth it?

The Promise of Experiential Marketing

The theory behind experiential marketing is appealing:

• Create a memorable, physical connection between consumers and your brand.

• Encourage social sharing to amplify reach organically.

• Drive brand loyalty by offering exclusive, emotional experiences.

It sounds great in pitch decks — but the reality is more complicated, especially for a streaming platform trying to make waves at a ski resort.

The Cost of Immersion

Experiential activations like “The Lodge” aren’t cheap. From custom set designs and staffing to themed beverage creation and swag production, the costs add up quickly — often hitting hundreds of thousands of dollars, if not more. In return, Paramount+ is essentially renting attention for a limited audience — visitors to a single resort over a short period of time.

For a subscription-based streaming platform, this raises critical questions:

• How many of these visitors aren’t already Paramount+ subscribers?

• How many will convert to paid subscribers because of the experience?

• Will the investment pay off in long-term brand affinity, or will it be forgotten once the vacation ends?

Right Audience, Wrong Place?

Skiers and snowboarders are a niche demographic, and while they skew toward higher incomes (a positive for subscription platforms), they’re also at the mountain for the sport — not necessarily for entertainment tie-ins. Sure, a cozy cabin and free swag are nice bonuses, but are these visitors actively thinking about what to stream next after a day on the slopes?

There’s also the question of show alignment. Western drama fans drawn to 1923 may not overlap much with SpongeBob enthusiasts — meaning the thematic mashup could confuse the narrative, diluting the impact for both audiences.

Measuring the ROI Black Hole

The biggest challenge with experiential marketing, particularly in non-digital environments, is measuring success. Yes, Paramount+ can count foot traffic and Instagram posts, but how do they tie those metrics to actual subscriptions or retention?

Without clear data pipelines linking the experience to conversions (e.g., promo codes, QR-based sign-ups), experiential activations can become feel-good branding exercises rather than measurable performance plays.

Could the Spend Be Better Allocated?

For the same price as a single experiential activation, Paramount+ could fund:

• A hyper-targeted digital campaign aimed at known streaming enthusiasts.

• Partnerships with influencers who already have strong, engaged audiences in key demo segments.

• Expanded content production to keep current subscribers engaged longer — arguably the real key to streaming success in an oversaturated market.

Is There Still Value?

To be fair, experiential marketing can work — particularly if the goal is to build buzz, generate earned media, and reinforce brand identity. It may be less about direct ROI and more about shaping how the brand is perceived: premium, creative, fun, and culturally relevant.

But for Paramount+, operating in an industry already under pressure to prove profitability and subscriber growth, the question remains: Is this splashy pop-up at a ski resort a smart, strategic play — or just another expensive stunt?

The Verdict: Worth Watching, But With Skepticism

“The Lodge” is undeniably creative and will likely get some press coverage and social buzz. But whether it moves the needle where it matters — subscription growth, retention, and brand stickiness — is far less certain.

As streaming platforms face increasing pressure to justify every marketing dollar, Paramount+’s foray into the snowy slopes of experiential marketing could become a case study: either a shining example of outside-the-box thinking, or a cautionary tale of misaligned spend.