DEPARTMENTS
PUBLISHER’S MEMO
14 NEWS AND VIEWS
Evergreen, Ever Evolving Production for this issue happens as we wrap up another year, making it a natural time for reflection. Like my father before me, I like to surf through back issues of SAM to see what has changed. What I am struck by, though, are the things we keep returning to over 60+ years of the magazine. Take, for example, environmental concerns. In the early ’70s, we proclaimed in SAM that tackling environmental issues would be paramount in the decade ahead. Now, decades later, the existential threat of climate change has increased the urgency for ski resort operators to do all they can to responsibly manage and mitigate their environmental impact. Our industry’s future depends on it, just as it did 50 years ago. Today, we prioritize clean energy, among other things, as part of our carbon emission reduction efforts—and as such, we frequently cover the topic in SAM . In that vein, geothermal energy and fleet electrification (“Off the Grid in Alaska” p. 56) as well as EV charging infrastructure (“Leading the Charge,” p. 86) are all topics covered in this issue. Another reoccurring topic: purchasing and maintaining a rental fleet. The rental landscape—where, how, and when purchasing decisions are made—has changed in the last decade, but the importance of a strong rental program has not. It’s often a top revenue driver, and, “Rental gear could be the difference between someone having a great experience or a poor one,” said Joe Yasis, who manages the SARA rental buying program, in “Fine-Tuning the Rental Buy” (p. 72). We’ve also long discussed the idea that to survive financially, operators can’t rely on skiing alone. A “broad mix of recreational activities, cultural events, and commercial services [is] necessary to meet the needs of an increasingly diverse year-round visitor market.” That common wisdom, shared in a 1997 issue of SAM , holds true even more today. Gain ideas and data on this critical aspect of resort operations in our “Summer Operations” supplement, shipped with this issue. Other evergreen topics that persist from one generation to the next: Is skiing too expensive? If I had a dollar for every time we’ve written about that (which we do, again, on p. 14). Yet another important one: Why are people dropping out of the sport? We’ve covered this a lot, and do again on p. 16. Should we really pad lift towers? (OK, we didn’t cover it in this issue, but we do every few years. And just so you know: do or don’t, but either way, be consistent.) Quite often on our SAM planning calls, someone will say, “We should cover [insert topic],” and someone will reply, “no, we just covered that,” but “just” ends up meaning two, five, or 10 years ago. “The more things change, the more they stay the same.” (That constant is pointed out on p. 82.) We have changed a lot, but history can teach us about the present and the future. So, we’ll keep writing about topics that are important to you.
The rich are getting richer, boomers are still skiing, the newcomer pipeline issue, Terrain Park Contest winners, and more.
22 ROUNDUP
Staffing, sustainability, and the guest drive a menu of food and beverage tweaks and improvements.
28 GUEST SERVICE
Strategies to recover negative customer experiences.
36 MOUNTAIN SPY
“I’m going to teach my partner how to ski. Do you have any tips?” Hint: They did not.
38 MARKETING
Best practices in snow reporting, as told by an OG snow reporter.
48 RACING PROGRAMS
Logistical considerations for running effective race programs.
56 SUSTAINABILITY
Insights and inspiration from an off-the-grid geothermal-powered resort in Alaska.
95 CLASSIFIEDS
Industry job listings and equipment for sale.
HILARY DELROSS manages transportation electri- fication at the Vermont Agency of Transportation. She has experience in commerce, community development, and marketing, including roles with the Vermont Ski Areas Association and regional publications, emphasizing the connection between outdoor recreation, climate, and community vibrancy. » 86 EVELYN KANTER is a NYC-based writer specializ- ing in travel, automotive, skiing, and environmen- tal issues. She is managing editor of SeniorsS- kiing.com and president of the International Motor Press Association. In what she describes as a previous life, Evelyn was an investigative consumer rights reporter for ABC News and CBS News. » 56 HALLEY O’BRIEN started her ski industry career as a snow reporter at Mount Snow, Vt., and has since gone on to become an award-winning media personality, hosting “The Snow Report Show with Halley O’Brien” and the “SnoCountry Snapshot,” and earning a SAMMY Leadership Award. She now serves as COO of SNOW Studios, leading the creation of the children’s cartoon series “Big the Yeti.” » 38
Olivia Rowan, Publisher olivia@saminfo.com
Made with FlippingBook Digital Proposal Creator