ROUNDUP
OPTIMISM REIGNS AS 2025 APPROACHES
After last year’s often challenging weather, resorts are looking for a rebound.
By Linda Goodspeed
director at Shawnee Mountain, Pa. “Liv- ing in the Mid-Atlantic region, we’ve learned to embrace the challenges of variable weather. We’re well-accustomed to shifts in winter conditions, and rath- er than seeing mild winters as a setback, they help us stay proactive.” Snowmaking Was Key Greek Peak. Last year’s weather chal- lenges underscored just how critical snowmaking has become. Thanks to a $3.5 million, five-year capital improve- ment program, Greek Peak, N.Y., had a 111-day season that ran from November into April—down three days from the previous season, but up seven days from the prior year. The upgrades included expanded and more efficient snowmak- ing, upgraded lifts, expanded lighting, new trails, and a new rental fleet. “Investments like these are significant, and they’re part of what has made Greek Peak a regional skiing destination for so many years,” said Wes Kryger, president. “Our focus continues to be on the moun- tain and the overall guest experience.” Mission Ridge. Big snowmaking investments enabled Mission Ridge to hit its target opening date (the week- end after Thanksgiving) for the eleventh time in the last 12 years. “We’ve been leading the way in snowmaking since the ’70s,” Hickok said. “We’ve always loved it, understood its value, even at a time when many thought it was a bad word. We’re the only area in the state with top-to-bottom snowmaking. Regardless of the forecast, we start making snow November 1.” Hickok said Mission Ridge has also greatly expanded its night skiing (“sec- ond most vertical night skiing in the country”), and is adding a couple of big
Although visitation nationwide end- ed up strong last season, in some re- gions, it never completely recovered from the slow start. The snow was absolutely dismal in the early sea- son, particularly in the Midwest, New England, Mid-Atlantic, Pacific North- west, and northern Rockies. PNW and New England eventually caught up on snow totals, but the northern Rockies had low snowpack all season, and the Midwest and Mid-Atlantic had slow starts, uneven middles and early ends. Many resorts in these regions wound up well below their average visitation, though several of the areas we spoke with early this fall had done better than most. Given all the many weather chal- lenges last season, what’s the vibe head- ing into this season? Gratitude: “We have the best pass- holders in the world,” said Jessi Wood, GM at Blacktail, Mont., which opened Jan. 13, its latest opening ever. “They were bummed we weren’t skiing as early as usual, but supported us. I’m stoked for the upcoming season. I feel the love, and am very grateful for our base.” Appreciation: “We have the best snowmaking crew around,” said Tony Hickok, CMO at Mission Ridge, Wash., the first resort to open in Washington and Oregon last season. “Our infrastructure and the peo- ple to run it is what saved us,” echoed Ben Doornbos, GM at Nub’s Nob, Mich., which pulled out a 112-day season despite its warmest-ever winter. And of course, the ultimate prerequi- site for any ski resort operator: Optimism: “We are feeling incred- ibly optimistic as we head into this sea- son,” said Rachel Wyckoff, marketing
A promotional series from Shawnee Mountain, Pa., highlights off-season improvements, like new snowmaking, to drum up enthusiasm for winter.
pre-season concerts to help build enthu- siasm for the upcoming season. Nub’s Nob. Snowmaking also saved Nub’s Nob during what Doornbos called “the warmest winter in our history.” “We have a big snowmaking opera- tion, and were able to get Christmas in, thank goodness. Usually, we’re all open by Christmas. Last year, we were not even half. But once we got open, we were able to stay open 112 days, which is about average. Pulling out an average ‘time open’ was amazing. During that time, we lost significant amounts of snow. “When the tide goes out, you can tell who’s been skinny dipping—who’s been investing in snowmaking and who hasn’t. Snowmaking has always been the core of what we do.” Over the summer, Nub’s Nob invest- ed in even more guns and coverage, and added LED lights to its night skiing oper- ation. “Coming off a winter where busi- ness is a little bit down, sometimes those capital things slow,” Doornbos said. “But we’re moving at the speed of cash.” He said another big focus this com- ing winter will be the resort’s learn-to- ski program. Nub’s Nob was one of three finalists for the NSAA 2023-24 Conver-
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