SAM JANUARY 2026

Rental Data Climate Action Summer Ops Menu Composition and more

JANUARY 2026

NEW INDY OWNERSHIP MODELS A POSITIVE PORTENT? 64

REOPENING THE SPY CASE FILES 30

2025 LIFT CONSTRUCTION SURVEY 58

Killington’s senior leadership celebrates Superstar Six, the resort’s new Doppelmayr UNI-G series six-pack, which replaced a 1987 Yan quad, one of the oldest detachables in New England.

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E-mail: news@saminfo.com Website: www.saminfo.com

ADMINISTRATION President / Publisher Olivia Rowan

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V.P./Admin Donna Jacobs

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EDITORIAL/PRODUCTION Editor Dave Meeker dave@saminfo.com Senior Editor Katie Brinton katie@saminfo.com Production Manager Donna Jacobs donna@saminfo.com Production Assistant Jordyn Ossanna jordyn@saminfo.com Graphic Design Consultant Joerg Dressler joerg@dressler-design.com

SPECIAL CONTRIBUTOR Rick Kahl

CONTRIBUTORS

Mark Aiken Andy Bigford Iseult Devlin Shannon Dunfey Konvicka Peter Landsman

MJ Legault Kate Rauber Travis Talbot Kara Young Matt Zabransky

ADVERTISING/MARKETING OFFICE 70 Pond Street • Natick, MA 01760 Tel. (508) 655-6408 Advertising Director Sharon Walsh sharon@saminfo.com Marketing, Events & Digital Karolyn Towle Partnerships Director karolyn@saminfo.com Marketing & Social Media Mgr. Jordyn Ossanna jordyn@saminfo.com CIRCULATION / SUBSCRIPTIONS P.O. Box 1776 • McCormick, SC 29835 Audience Development Karolyn Towle karolyn@saminfo.com Subscription rates: One year (6 issues), $65; two years $110 (12 issues). Offer good in U.S. only. In- ternational subscriptions include additional cost for shipping. Discounts available on group orders from the same organization. Back issues: $8.00 plus postage. Subscribe at www.saminfo.com/subscribe. SKI AREA MANAGEMENT — (ISSN No. 0037-6175) — Vol. 65, No. 1, January 2026. Published bi-monthly by Beardsley Publishing Corp., P.O. Box 644, Wood- bury, CT 06798. Copyright 2026 Beardsley Publish- ing Corp. All rights reserved. Periodicals postage PAID at Woodbury, CT, and at additional mailing offices. POSTMASTER: send address changes to Beard- sley Publishing, P.O. Box 1776, McCormick, SC 29835.

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FEATURES VOL. 65, NO. 1, JANUARY 2026

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ON THE COVER Killington, Vt., upgraded its Superstar quad to a new Doppelmayr UNI-G series six-pack, one of just five six-place chair installations in North America. It took a whole team of folks to make it happen. From left to right, standing: Kirsten Ericksen, Jordan Spear, Corey Tredtin, Scott Harrison, Mike Solimano, and Tait Germon. From left to right, kneeling: Reid Farley, Amy Laramie, Matt Kinsman, Sam Budusky, and Chris Condon.

Cover design: Joerg Dressler

58 2025 LIFT CONSTRUCTION

SURVEY: BACK DOWN TO EARTH Tariffs and inflation were among the primary causes driving lift construction back to pre-Covid levels, with 37 new aerial lifts, many of them fixed-grips, installed in North America last year. By Peter Landsman

64 UNDER NEW OWNERSHIP

80 WINTER WIDOWS: A SURVIVAL GUIDE

A few intriguing ownership models may portend a return to the days when ski area owners hung cables instead of hosting analyst calls. By Andy Bigford

Advice with humor and heart for surviving the winter when you love someone who is married to the mountain. By Shannon Dunfey Konvicka, with Kara Young

68 GLOBAL TRENDS IN SUMMER OPS

72 KEEPING TRACK IN RENTAL

An inside look at what summer travelers want and what is working at mountain destinations worldwide. By MJ Legault 68

Rental departments generate a lot of data. Here’s how three ski areas stay on top of it all—and why it matters. By Rick Kahl 76 WHERE CLIMATE MEETS COMMUNITY Mountain communities on the frontlines of climate change are scaling their strategies outward. By Katie Brinton

DEPARTMENTS

EDITOR’S MEMO Making Hay While the Sun Shines?

14 NEWS AND VIEWS

The New York Times published a piece in November that highlighted some of this season’s affordability-focused ticket products. But the real action was in the 180-comment pile-on, which doubled as a snapshot of where U.S. skiers’ heads are at. Sticker shock dominated. Commenters from Colorado to New England echoed the same sentiment: lift-served skiing has priced-out the middle. Several said they’ve simply quit. “I’m done,” wrote one Ohio-based skier. “I was fortunate to have been able to ski when it was affordable.” Others advised going small. One 75-year-old skier wrote: “I could not justify some of the insane lift ticket prices even if money were no object. My advice? Snow is snow. Fun is fun. Don’t go where you’ll break the bank.” Great value in Europe. Multiple readers said they now fly to European destinations because entire weeks—lodging, food, and lifts—cost less than a long weekend in Colorado. “American ski resorts are outrageously overpriced,” wrote one. “Plus, some Americans have discovered the pleasure of skiing in Europe— trains from airports to ski resorts, much better food, much better accommodations and always much cheaper.” Taken together, the comments read like a barometer. Pass products are proliferating, but so are the people modifying their relationship to the sport due entirely to the cost of entry. The defense. Exorbitant ski area lift ticket (and lesson and chicken tender and beer) prices don’t seem to bother many ski area executives. Why would they? Whenever an occasional guest or concerned editor laments the high cost of participation as a potential issue for the future of the ski industry, most leaders could answer by going full Cusack with their resort’s P&L report held unapologetically above their heads, the numbers (not Peter Gabriel) speaking for themselves. Another albeit less-Cusack response is to argue that skiing has never been more affordable. For who? Season pass holders, i.e., our most committed and loyal customers. It’s true that business is good right now. Skier visits are high, profits and revenue are at record levels, and the register still rings even when the snow isn’t great. The concern. However, there are a limited number of wealthy and committed, as evidenced by Vail Resorts’ declining Epic Pass sales. I walk by ticket windows at ski areas near my home in Vermont and see one-day tickets now exceeding $200, more than it costs for a day at Disney World, and wonder how an average family of four that isn’t in our “if you know, you know” circle of customers can possibly justify the expense. Does a strategy exist that can fill the participant pipeline before we exhaust our supply of the wealthy? The light? There are efforts to make access achievable for the middle class, non-pass-holder segment, which outnumbers the wealthy and the committed multifold. New multi-visit products and, of course, nearly everything the small- to medium-sized, independently-owned ski areas offer give reason to hope that customers clamoring for affordability are being heard outside the internet echo chamber.

The Olympic Bump; Terrain Park Contest accolades; a marketer speaks out on AI; and more.

22 ROUNDUP

Marketers share strategies for guest connection in 2025-26.

30 MOUNTAIN SPY

The Spy reopens the case files to celebrate 20 years of undercover calls.

32 RISK MANAGEMENT

How Holiday Valley’s employee-led safety committee has made measurable impacts on the bottom line.

36 FOOD & BEVERAGE

Build a menu that tells a story your guests want to buy into.

42 MOUNTAIN OPERATIONS

Efficiency, economics, and culture are driving a subtle rope-tow renaissance.

48 LEADERSHIP DEVELOPMENT

Ski Area Management degree and certificate programs are modernizing to keep the talent pipeline alive.

56 IDEA FILES

An all Canada edition with a custom Panther mixer; hands-free water stations; and a downspout boot dryer.

83 CLASSIFIEDS

Industry job listings and equipment for sale.

ANDY BIGFORD has chronicled skiing and resorts for nearly 45 years. He ran newspapers in Brecken- ridge and Aspen, and served as editor-in-chief of SKI and GM of the Warren Miller film company. He has written or collaborated on six books, including Chris Diamond’s “Ski Inc.” series for which he is working on a third installment. » 64 SHANNON DUNFEY KONVICKA and KARA YOUNG are Vermont-based, veteran “winter widows.” Konvicka is a former competitive snowboarder and current marketing and communications professional. Young is a lifelong skier who works in communications for a Vermont-based cheese company. Both are known to keep a close eye on mountain conditions reports. » 80 MATT ZABRANSKY is the president of Midwestski- ers.com and MWS Productions. A Chicago native and passionate skier, he champions the Midwest region’s role in growing the sport and frequently appears on podcasts and at industry events to talk Midwest snowsports and community. » 42

Dave Meeker Editor, SAM Magazine

Deer Valley‘s Next Chapter Deer Valley‘s Keetley Express is the first of ten new installations coming online for their Expanded Excellence initiative. The storied Utah resort‘s first D-Line lift embodies Deer Valley‘s dedication to the guest experience, featuring contoured heated seats and protective bubbles. RPD NEXO sensors enable optimal performance in gusty conditions and a brisk line speed of twelve-hundred feet per minute, carrying guests uphill with unrivaled comfort and reliability. With nine more sister lifts built in 2024 and 2025, we are proud to support Deer Valley‘s transformational expansion and their elevation of the skiing experience. doppelmayr.com

[News & Views] 1

for category winners, plus a free registra- tion to Cutter’s Camp for a crewmember at the resort that garnered the most votes across all categories. More than 2,500 votes were cast online during a roughly 30-day voting period, with East Coast resorts making an impressive clean sweep of the catego- ries this year. The winners are: • Feature: Okemo Halfpipe, Okemo Mountain Resort, Vt. • Event: Zeb & Cacc’s Pop Out, Blue Mountain Resort, Pa. • Edit: Park After Dark, Big SNOW American Dream, N.J. • Crew: Sugarbush Parks Crew,

2025 TERRAIN PARK CONTEST WINNERS

THE OLYMPIC BUMP

By Dave Meeker

By Jordyn Ossanna

Here’s an easy question: Which sport enjoys the biggest boost in interest during and immediately following the Winter Olympics? Answer: Curling. An analysis by polling site FiveThir- tyEight found that curling’s Google search-index spiked nearly 81 points on a scale of 0-100 during the Olympic months (80.68) compared to non-Olym- pic months (4.57) from 2004-2018. Surprised? I’m not. I watch hours of curling every four years. It makes me want to try it, so I search online where to play—or curl—and realize it’s not that easy to find a curling rink nearby, so my interest in participating fades. The point is, curling is a perfect example of a sport that hugely benefits

The 20th year of the SAM Terrain Park Contest (TPC) brought a bigger field than ever, with 85 total entries in four catego- ries: features, events, edits, and the crews who make terrain parks happen. The spirit of the contest is to give terrain park builders a place to share their ideas and highlight the work they’re proud of. The public voting period exposes this great work to thousands of people. It’s a pow- erful platform. A recurring theme across this year’s submissions was commitment. Some ski areas that once had modest park programs invested heavily in them. Longstanding events marked major mile- stones, while newer gatherings rooted in inclusivity continued to grow. And many of the crew members we’ve heard from over the years showed up once again, pushing their parks, and their creativity, forward. This year’s entries showcased a wide range of ingenuity in execution. The 20 submissions to the features category included everything from a 10-foot-tall shipping container setup to an adven- ture tunnel and oversized Skullcandy headphones. Thirty-four events ranged from rail jams and spring gatherings to banked slaloms, fundraisers, women-on- ly sessions, and kids-only competitions. We also received 18 park edits and 13 crew submissions showing themes of inventiveness, ambition, progression, and community. We were once again fortunate to work with Jess Goucher, terrain park supervisor at Windham Mountain Club (N.Y.), who brought her editorial skills to preparing many of the submissions for publication. Prinoth provided the prize package

Sugarbush Resort, Vt. • Grand Prize Winner: Sugarbush Resort, Vt.

Congrats to our winners and to all who entered. We look forward to an even bigger showing in 2026. Check out all the 2025 entries online at saminfo.com/ terrain-park-contest.

Favorite Crew: Sugarbush Resort, Vt.

Favorite Event: Blue Mountain Resort, Pa.

Favorite Edit: Big SNOW American Dream, N.J.

Favorite Feature: Okemo Mountain Resort, Vt.

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[News & Views]

from the exposure the Winter Olym- pics provide but lacks the resources and venues to fully capitalize. Comparative- ly, skiing and snowboarding—with the industry’s massive reach, primetime events, household-name athletes, and existing popularity—should experience a big bump, too. Right? “The biggest thing that I have seen

in my years of involvement has been simply a failure to take advantage of the opportunity that is presented with a winter sports event being pumped onto the screens and into the living rooms of tens of millions of Americans across the country,” says Tom Kelly, who spent more than 30 years leading communica- tions for U.S. Olympic skiing and snow-

boarding, and is currently doing the same for the Salt Lake City 2034 Olym- pic and Paralympic Games organizing committee (so he knows a thing or two about this topic). You may have read that television ratings for the last three Winter Olym- pics have dipped compared to previous broadcasts. That might be true, but »

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The Cost of Efficiency is Authenticity A fearful marketer’s view on AI .

became stains on our brand, and I cancelled our subscription to the “helpful tech” shortly after (having to prove I was in fact human to cancel the membership, which made me chuckle alone in my office) . The ethos of our brand is mom-and-pop, anti-corporate, and nostalgic in all the right ways. In an effort to save time, the creativity and authenticity that our loyal fans have come to expect was put into question, and I decided that no amount of efficiency was worth jeopardizing that. They spoke, and I listened. Perhaps in 10 years I will look back on this period of time— and this opinion (mildly based in fear of my job being replaced by robots) —and scream at my past self for sounding like such a dinosaur. But current me feels like we are, by choice, spinning out of control, losing the authenticity of our industry and the trust of our customers in the name of efficiency. I’m more uncomfortable with that reality than being called a “contrari- an” for suggesting we might be mindful of the pitfalls of these shiny new life rafts. If we don’t have time to write the post or take the photo or make the logo, who are we to demand that our audiences make time to engage with these watered-down pieces of our brand? Pieces that we were too busy to craft ourselves. Ski areas, no matter the size, create memories, community, careers, and culture. We promote recreation and spending time outdoors. We sell the fun that happens right outside our offices. Of course, there are several applications where AI can help our daily operations, but please, don’t let it replace your local photographers, your illustrators, and your creative problem solvers. Don’t forget to step outside, get on snow, breathe fresh air, and capture firsthand the moments that tell the story of your resort, the story that you were hired to bring to life. If the cost of efficiency is the authenticity of winter recre- ation, the price is too high.

I am a one-person marketing department at a relatively small family-owned ski area. That means I wear a lot of hats—some fashionable, some utilitarian, some annoyingly trendy, and others so vintage they verge on out-of-style. When it comes to juggling all my tasks in the heat of the season, I’ve resembled that token disheveled-looking lady in every black & white info- mercial lead in, where after failing to fold a fitted sheet again and again, she says the iconic tagline, “There’s gotta be a better way!” I am her, she is me, and when I’m drowning in content creation and social media posts and graphic design projects, I too have longed for some sort of life raft. As if out of nowhere, AI has rocketed into our lives, present- ed as a miracle solution to help tackle the never-ending stream of small tasks that we just cannot find the time for. Need a witty caption for a weather update? Delivered. Stumped on a poster design for a new event? Got it. Lacking that perfect photo to sell a lesson program? Crafted. It’s like the vape pen for marketers, but instead of helping curb your nicotine cravings like adver- tised or allowing you more time in your day and more room in your budget, it has quickly and conveniently amplified your addiction and is now your go-to vice. Before long, you are casually vaping in line at the grocery store, and incapable of typing out an email without first con- sulting ChatGPT. I’m not afraid to admit that I hopped on the bandwagon last winter. It’s true. I was fresh out of creative juices and used AI to assist me in bringing a few projects to life: a beer label, an event logo, and a safety sign. The few hours that the robots saved me were very helpful, and yet, I couldn’t shake this feeling of guilt, even though the final art included only about 30 percent AI elements. It was like I had cheated on a test and gotten away with it, but as it turns out … I didn’t. Via social media comments or in-person reactions, our fans questioned the validity of the imagery, even publicly scolding our company for using AI instead of local talent. Hours saved

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[News & Views]

there are also a lot more ways to con- sume television content nowadays, and even the smaller relative ratings are still huge compared to any other win- ter sports broadcast. With an estimated 56 million American adults planning to watch (according to an August 2025 poll by MRI-Simmons), the Milan Cortina Winter Olympics (Feb. 6-22) will have a lot of eyes on it. Plus, NBC is the broad-

cast partner for both the Olympics and the Super Bowl, which is Feb. 8, and the network will surely promote its coverage of the Games to the Big Game’s massive audience, providing a unique boost. Combined, this makes the Olympics and Paralympic Games an “unrivaled platform of winter sport awareness,” says Kelly. “It’s an ideal opportunity for the resort and equipment industry to capital-

ize by using that time period to launch promotions that will resonate with the broad population that is following the Winter Games on broadcast and social media.” So, what’s your ski area’s plan to cap- ture all those people who will be inspired by watching our U.S. and Canadian ski and snowboard athletes competing in February? You do have a plan, right? Or are you building an ice arena to capital- ize on the “curling bump”? If you are, sign me up. SUPPLIER NEWS Mobile safety app and technology plat- form AIRFLARE partnered with Snow Angel Foundation to elevate the non- profit’s collision-prevention and safe- ty-training messaging across its network of clients. The company will also provide complimentary annual app subscrip- tions to Snow Angel staff, volunteers, partners, and to employees at ski areas where Snow Angel delivers training. A new coalition, PREMIUMS FOR THE PLANET , is looking to drive col- lective climate action in the insurance industry. By pulling together a likemind- ed coalition, the group, which is work- ing with the town of Park City, Utah, and Taos Ski Valley, N.M., aims to realign underwriting incentives and direct pre- mium capital toward climate resilience. PEOPLE Lucas Signorelli was appointed as senior vice president of commercial devel- opment for Aspen Snowmass, Colo. … Pete Blei was promoted to the role of vice president of finance for Steamboat Resort, Colo. Sky Tavern, Nev., promoted Chris “Toph” Brown to chief executive offi- cer. … Brandi Hammon was named as president of Powder Mountain, Utah. … White Pine Ski Resort, Wyo., hired Dalan Adams as general manager and Austin Bevilacqua as assistant general manager. Celeste Burgoyne starts as executive vice president and chief revenue officer for Vail Resorts in late January. … Alter- ra Mountain Company appointed Roger

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Gabe Porter-Henry is the new gener- al manager of Burke Mountain, Vt., tak- ing the reins from interim GM Tom Day , who will return to enjoying his retire- ment … Sunday River, Maine, hired Erika Roy as terrain park manager. … Camel- back Resort, Pa., appointed Jason Bays as vice president and general manager and Olivier Marc Glattfelder as resort man- ager. … Khara Beniot was promoted to [News & Views]

general manager for Whaleback Moun- tain, N.H. Vermont Adaptive Ski and Sports promoted Allie Kaye to program coordi- nator and Jasmin Gomez to design and content coordinator. AWARDS Steve “Posi” Positano , snowsports director at Mount Southington Ski Area, Conn., was recognized as Snowsports Leader of the Year by the PSIA-AASI East- ern Region. The McLane and Macomber fam- ilies were recognized with the New England Ski Museum’s 2025 Spirit of Skiing Award, which honors those who build community and enhance the ski- ing experience. The families founded Wildcat Ski Area, N.H., which opened in 1957. Bogus Basin, Idaho, general manager Brad Wilson was recognized with the Idaho Governor’s Lifetime Achievement in Recreation and Tourism Award. The award recognizes individuals for signif- icant contributions to Idaho’s outdoor recreation and tourism industry. Wilson has led Bogus Basin since 2015.

Gabe Porter-Henry

Brandi Hammon

Levanduski as vice president of finance for the Rocky Mountain region.

OBITUARIES Joe Genovese died Nov. 26, 2025, at 46 years old. Genovese started in the ski

industry at Mas- sanutten, Va., and later developed terrain parks at resort around the country, including Mammoth Moun- tain, June Moun- tain, and Mountain

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ROUNDUP

MARKETING THE MAGIC

Resorts are embracing emotion-driven marketing, inspiring guests via video, social posts, and unique mountain activities.

By Iseult Devlin

Palisades Tahoe, Calif., is activating its new “Eight Peaks. One Story.” campaign for this winter in various formats, including out- of-home (left), print, and digital (inset).

EMOTIONAL CONNECTIONS Repeat business is the key to any marketer’s success, and cam- paigns like Solitude’s (Utah) “Where You Wanna Be” or Sugar- bush’s (Vt.) “This Mountain Makes Us” aim to engage guests to make the mountain their own, whether through posting special family moments on the slopes (Sugarbush) or logging enough days to earn new 10-, 20-, or 40-day stickers or the 100- day belt buckle (Solitude). Vertical feet for a cause. Campaigns that support a good cause and include gamification elements are also a good way to connect with customers emotionally. For example, Sugar- bush’s “Descent to Rise Above” is a ski and ride challenge to raise money for mental wellness and resilience. Last year, 15,000 participants logged daily vertical on the Sugarbush and Ikon Pass apps with the goal of reaching one billion total vertical feet. The effort culminated in a $50,000 donation to NFI VT, a healing organization. “The social team did a great job of engaging our guests,” says VP of marketing and sales JJ Tolland, who added it was great fun with the winner of each day collecting some free swag at Castlerock Pub. The Highlands feeling. The Highlands in Michigan designs its marketing around being the place to connect with family. “This is where families create traditions, and that’s what we’re

Ski resorts are adapting marketing strategies to connect with customers emotionally and create long-term bonds. Along with advertising the usual perks and deals, resorts seek to spark connections that are deeper than skiing, aiming to be a ski resort that people can call home. “Guests want to feel connected,” says Matt Petersen, vice president of marketing and sales for Palisades Tahoe, Calif., which is introducing a new marketing campaign called “Eight Peaks. One Story.” “It’s our way to say that this place is huge,” adds Peters- en, noting that Palisades Tahoe is the second largest ski area in the country since the Base-to-Base Gondola connected the Palisades side with Alpine Meadows in 2021. As it’s grown, the resort has become a place with some- thing for everyone. “Palisades Tahoe is big enough to hold all of it: experts on KT, kids learning on gentle terrain and trav- elers looking for something elevated,” he says. The marketing is intended to make that mix feel intentional. And “Love” is a primary part of the messaging. In addition to this new wave of emotion-driven market- ing, resorts are still leveraging timeless strategies to achieve connection, like partnerships and deals, as well as cautiously exploring new opportunities like AI.

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ROUNDUP_>>

built for,” says marketing director Julie Rogers. “Our marketing is about celebrating and reinforcing that sense of belonging.” The resort’s new tagline, “Feels Like The Highlands, Feel It For Yourself,” is part of that effort. Happiness at Cranmore. In New Hampshire, Cranmore takes a direct approach with its “Find Happy” brand campaign and plants billboards across the region showing images of ski- ers and riders on the mountain grinning ear to ear. The cam- paign “emphasizes the joy and emotional connections guests experience on and off the slopes,” says marketing director Becca Deschenes, who adds that it’s always been a family-friendly brand. “‘Find Happy’ will be the foundation of all marketing efforts through storytelling and consistent messaging across all channels,” she says.

New Hampshire’s Cranmore is taking a direct approach with its “Find Happy” campaign, which includes images of skiers and riders grinning ear-to-ear.

SHOW THE STORY As resorts lean into more authentic ways to tell their story and reach new audiences, they are creating videos and blogs to show what’s happening live and on the spot at the mountain. “We plan to continue producing more videos and blogs, while working to provide more real-time information to guests across all our channels,” says Marc Lodmell, marketing manag- er for Solitude. Making it personal. Alyeska Resort in Alaska has expand- ed its use of short-format video storytelling across platforms to capture live material, from first-chair energy to late-night storm cycles. “We’ll actively encourage and amplify user-gen- erated content from guests, prioritizing raw, in-the-moment content that builds trust and community,” says mountain com- munications manager Bayne Salmon. » continued

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Salmon also plans to bring mountain operations, patrol, grooming, and snowmaking teams further into the spotlight. “Their expertise, commitment, and lived connection to the mountain give us a powerful storytelling foundation rooted in authenticity,” he says. Palisades Tahoe is using a mix of video in its campaign this winter. There’s more short-form video that helps people plan their day, more behind the scenes with the crews who shape the resort, and more stories that show the emotional arc of a season. The “Love Letter from Palisades Tahoe” video is one exam- ple of a high production value piece that fits the resort’s strat- egy to connect emotionally with skiers and get them pumped to visit the resort. APPEALING TO TARGET MARKETS Ski area marketers believe that a good first impression for beginners and younger guests can create early, positive associa- tions to cement brand loyalty before they’ve built comparisons elsewhere. In an industry driven by passion and tradition, earn- ing trust early is probably one of the most powerful strategies a ski area can have. Connecting to beginners. Beech Mountain, N.C., is focused on growing its beginner network. “We’re taking a very inten- tional approach to beginner outreach by shifting our market- ing to feel more approachable and community driven,” says marketing director Talia Freeman. “Instead of relying on pol- ished athlete imagery, we are highlighting regular people, kids, locals, and new skiers and riders so guests can see themselves on our mountain.” As part of this, Freeman says Beech is creating a video series that follows beginners and local families as they learn to ski and ride. “It shows the real process, the learning curve, and the fun in a way that feels honest and relatable.” Alyeska is intentionally growing its new-participant seg- ment, too. “We’re leveraging our instructional programs, turn- key rental experience and approachable terrain for early skill development,” says Salmon. “Our strategy is to position Alyes- ka as both a bucket-list destination for seasoned riders and a supportive, progression-focused mountain for those still build- ing their confidence.” Reaching Gen Z. The push to reach Gen Z is a priority for some resorts. Sugarbush, for example, revamped its pricing strategy for that age group. The Sugarbush For 20s pass is back for 19–29-year-olds at a cost of $569 with zero blackouts. At Ski Butternut, Mass., “We’re especially focused on Gen Z and Millennials who tend to ski less frequently than previous generations,” says marketing director Dillon Mahon. The area has increased its focus on social media storytelling to help on that front and to build brand affinity. PROMOTING AFFORDABILITY Making it easy to decide to go skiing by offering some good deals is a tactic many ski areas are utilizing—an especially valu- able approach amid the headlines of astronomical lift ticket prices. And the deals often reinforce the feeling of connection. “Butternut’s core message remains consistent: Butternut is the Berkshires’ affordable family ski area,” says Mahon, noting

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that Butternut partnered with L.L. Bean to offer $25 lift tickets on Fridays. “The partnership with L.L. Bean has been incredi- ble. Their commitment to helping people enjoy the outdoors year-round aligns perfectly with our mission to keep skiing accessible,” he says. And a new partnership this year with Ikon Pass offers But- ternut as a bonus mountain. “Our partnerships with Ikon and Freedom Pass [added last year] have added value to our season pass by allowing pass holders to experience other great moun- tains for free or at half price,” adds Mahon. Beech offers weekday and local specials that have helped “build a culture where Beech is a vibe that people want to be part of, and these offerings make it easier for beginners and locals to try skiing and riding in a low pressure setting,” says Freeman.

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IS AI HELPFUL? Given their focus on authenticity and emotional marketing, resorts are taking a slow and cautious approach to AI. It’s main- ly in the background and used to improve efficiencies. Despite the potential benefits of AI, resorts are keen to preserve the gen- uine on-the-slopes experiences their guests value most. “We use it to help generate reports, ramp up SEO on the website and create better meta descriptions,” says Holiday Val- ley, N.Y., marketing director Dash Hegeman, who adds that the essence of skiing and snowboarding is rooted in authenticity and passion. “The best way to showcase that is to capture it in real time, out on the slopes, with real people. Faking that with AI-created images and videos takes away from that sense of realness,” he observes. A supporting tool. Salmon echoes that, calling AI “strictly a supporting tool” that helps Alyeska with small tasks like orga- nizing ideas, drafting early versions of copy, or assisting with research. “AI can help us work faster, but it doesn’t replace our judgment, our understanding of our guests, or the real stories that happen on this mountain every day,” he says. Cranmore has added the Get Ski Bot chat feature to its website and is partnering with Bland AI phone services to help guests get quick answers while reducing call volume. “These tools support our team, but they’re not a replacement for our staff,” says Deschenes. Connection first. Ski area marketers are tapping into a deep- er sense of connection through authentic storytelling to reach new audiences or to reignite the emotional bond that keeps loyal clientele coming back. It’s all about sparking that feeling of why they fell in love with skiing or snowboarding in the first place.

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REOPENING THE CASE FILES This year is the 20th anniversary of Mountain Spy, and to mark the occasion we’re cracking open the archives. Twenty years of covert calls adds up to a remarkable record of how resorts greet guests—some- times with charm, sometimes with unearned cynicism. Spy has never really been about the question. It’s about the people on the other end of the line: the ones with pep and empathy, the ones who can explain anything with confidence, and the ones whose eyes you can hear rolling through the receiver. Spy is a judge of customer service, which, in many ways, is a reflection of an entire ski area operation.

For this anniversary kickoff, we’ve pulled a handful of the most memorable interactions—good, bad, and truly baffling—and filed them into fresh categories that honor their unique brilliance … or lack thereof.

CASE FILE: MAY 2007 Am I Forgetting Something?

SAM: Stated question. Staff: Um, hold on. ( hung up on )

The Question: My boyfriend and I are planning on coming up to your ski area this weekend and we haven’t been skiing in years. How much will we spend for the day?

Score: 0 Comment: Such a terrifying question that not just one, but two staffers ran from it. Sorry for scaring you guys. Debrief: Disappearing isn’t a recommended customer service technique. If you don’t have an answer—in this case, the best answer is definitely “don’t!” BTW—just say so. And then find someone who does. .

Mountain 4, CA First Contact: Male ( tired sounding ). SAM: Stated question.

Staff: Do you need accommodations or just skiing? SAM: We won’t need accommodations. Just skiing. Staff: OK, we’re looking at $29 for an all trails pass and if you need rental equipment, it’s $21. SAM: OK, well, what’s included in the rental package?

CASE FILE: JANUARY 2012 That’s Not the Way We Like It

The Question: I’ve never skied before, but I would love to start this year. What do I need to know?

Staff: Ski boots and ski poles. SAM: OK then. Thanks so much. Staff: Sure. Bye.

Mountain 4, N/A First Contact: Automated machine. Chose operator. Waited 3 minutes! Answering Phone: Female. SAM: Stated question. Staff: Umm, well, what would you like to start off with? Just you and ah, like, how many people? SAM: Well, I was just talking about it with a friend so I’m not sure if we’ll come together, but I was just wondering what I need to prepare for… Staff: OK, umm, exactly, we actually have a package, it’s called X and you can, like, choose to do one day, two days or three days. And it, uh, involves a lesson, up to an hour, rental equipment and then you get ah, um, like, the lift ticket as well. SAM: Cool, OK. Staff: Yeah and if you do, um, the three days you’ll, umm, ah, you’ll be able to do a lot more with that. So I would definitely suggest doing the three instead of, like, the one day because every single day you’ll learn something new. And you’ll, so yeah, you can definitely do one of those, and that’s just, like, one of our beginner programs. SAM: Sure, yeah that sounds good. So you think I should just start with that lesson package and then go from there? Staff: Yes, and you can apply for that online. ( Apply?! ) SAM: OK, just go to your website I assume? Staff: Yeah.

Rating: 3 Comment: Ski boots, ski poles and … I know it’s been a while, but it seems there’s something else. Wow, dude, you’ve got to work on your social skills, and maybe your ski equipment knowledge. Debrief: A reminder that even the simplest questions can take a turn. Boots? Check. Poles? Check. The sport’s defining piece of equipment? Apparently optional. CASE FILE: JANUARY 2025 Abort! Abort!

The Question: I’m going to teach my partner how to ski. Do you have any tips?

Mountain 5, NC First Contact: Female. SAM: Stated question. Staff: Um, one moment ( flustered ). ( transferred ) Second Contact: Male.

WAIT! THERE’S MORE... Scan the QR code to read the rest, or visit saminfo.com/this-issue.

SAM: Thanks. Well, any other suggestions for a first timer? Staff: Um, I mean, I suggest probably since you haven’t, like, you’ve never done it before? SAM: Nope. ( Pretty sure I just said that… ) Staff: So, um, I would just wait on buying any type of, like, kind of equip- ment because, like, if you do the X program, you’ll get rental equipment. So just in case, ’cause you don’t want to spend, ya know, a lot of money on equipment that if you’re, like, if you don’t like it or, like, you just aren’t interested in it, like, doing it, then that would just be a pain to return everything. ( What? Was that English? ) SAM: OK. Staff: So, I would definitely suggest doing that instead just, like, if you really are interested in learning about it and really trying this out then definitely start with our beginner program. SAM: OK. Well I guess I’ll go online and apply for that lesson. Staff: Alright, you’re welcome. Bye. Rating: 2 Comment: The word “like” should not exist in customer service. Like, never, period. Debrief: Yes, it’s possible to try to say too much. Guests need clarity, and this call delivered a verbal hailstorm instead. CASE FILE: JANUARY 2023 Let Me Forward You

“Hey, this guy asked me if we allow boondocking.” “What?” “Boon- docking.” ( long pause… ) “What is that?” “I don’t know.” Staff: ( talking to me now ) No, we do not allow that. SAM: Oh, OK. So, I can’t camp in my sprinter van overnight? Staff: Nooo.

SAM: Thanks for letting me know. Staff: No problem. Have a good day.

Rating: 1 Comment: First, learn to hit the mute button. Or at least put your hand over the mic. And second, it’s OK to say no—but know what you’re saying no to. Debrief: Proof that the mute button is customer service’s greatest overlooked app. CASE FILE: JULY 2018 I Know the Answer to That

The Question: I’m planning to bring my family there this summer to do some of your activities. Does the resort have medical staff on site?

Mountain 9, MI Answering Phone: Automated machine. Chose operator.

First Contact: Male. SAM: Stated question.

Staff: Well, I’m actually on the volunteer ski patrol during the winter. And from what I understand, the mountain is trying to launch a summer program as well, but I’m not quite sure where they are in that process. SAM: Oh, nice. Staff: I’m here at least five days a week, and I’m also an EMT with the local ambulance service here. There are a couple more people here that are also EMTs. They’re not necessarily on staff as EMTs, but they give us a call if something serious happens and we head out to help. There’s also the local EMS in the area, too. SAM: Well, it sounds like I got the right guy on the phone! Staff: Ha! Our recreation staff are all first aid and CPR trained. That’s part of their training. Same with the fitness and pool staff. Not to the level of EMT training, but for first aid stuff they are well equipped to handle it. SAM: It’s nice to know that if something happens while we’re there, you guys are prepared to help out. Staff: Yup. For sure. Can I help you with anything else? SAM: That does it for now. Hopefully you won’t need to help me while we’re there! Staff: We’re here if need be, for sure. SAM: Thanks! Rating: 10 Comment: My favorite part of what he said: “That’s part of their train- ing.” Winner!

The Question: Do you have a space where I can work from the mountain?

Mountain 6, NY First Contact: Female. SAM: Stated question. Staff: So, you’re looking for employment?

SAM: No, my work is very flexible so I can work a couple hours and then go out and ski. I didn’t know if there was an area where I could work

for a little bit and then go skiing. Staff: Um, give me one second. SAM: OK. ( Transfers me to the employment and HR voicemail box. )

Score: 1 Comment: Maybe it was my phrasing? Maybe she has too much ear wax? She should have made sure she understood my question before transferring me to someone else—in this case, the wrong department. Debrief: Suggestion—clarifying a question beats punting it to a voice- mail box, especially the wrong one. CASE FILE: MARCH 2021 Do We Allow WHAT?!

The Question: What’s the boondocking scene at your resort?

Identity revealed: Crystal Mountain

Mountain 6, NC First Contact: Female. SAM: Stated question. Staff: Give me one second... ( doesn’t put me on hold, talks to coworker )

Debrief: This is the exact tone you want when asking about poten- tial emergencies: calm, informed, and personal. Reassurance like this builds trust instantly.

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