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tantly, get updates throughout the day, which can be quickly communicated via the website as well as Facebook and Ins- tagram stories, so the public has the most accurate information in a timely fashion. The Best Policy The industry has gotten far better at honest snow reporting—a result of the constant feedback stream social media
provides. Smart ski areas pay attention to guest feedback and use it to improve their snow reporting, and in some cases to affirm they’re doing it right. Guest feedback. Skiers frequently comment that they appreciate the hon- est snow reports at Nub’s Nob, Doorn- bos explains. “To me, honesty means that we accurately report the number of runs that are open and include com-
ments that describe the current snow conditions and our expectations for the ski day,” he says. “In the spring, our snow reports might include information like: ‘the snow is firm to start the ski day, but we expect it to loosen up before noon and be very soft toward the end of the day.’ Our skiers appreciate this, and they use the snow report as a planning tool.” “The snow report is really for our guests, so their feedback is crucial to our efforts,” says Tal. “We listen to surveys, data from our live chat, data from email analytics, comments and messages on social media, and in-person feedback to customize how we are sharing to make sure we’re giving the people what they want.” For example, “Last year we tried eliminating our email mountain report to see the impact and how our guests responded,” says Tal. And respond they did. “We now know we have a network of core users who really enjoy the email, so we are talking through plans of bringing it back in some capacity.” OpenSnow’s Gratz says, “The biggest issue I hear from guests is that the snow report is not representative of where they ride.” Since conditions change from top-to-bottom, side-to-side and hour-to- hour, it’s important to be clear about where and how a snow report is sourced, he advises.
The Best Recipe: Tech and a Human Touch
At the end of the day, a good snow report is more than just data and weather—it’s a complex and vital form of communi- cation that helps guests plan and keeps them informed and engaged while also building trust in the resort’s operations. Whether your snow routinely drops from clouds or hums out of a machine, a good snow report prioritizes accuracy, timeliness, and transparency. As innovations like AI tools and automation, new social platforms and better, faster tech continue to reshape the process, the best snow reports will balance technology with a human touch. Ultimately, snow reports should reflect both the mountain’s conditions and its personality, ensuring that skiers and rid- ers feel informed, excited, and ready to hit the slopes.
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