It should be noted that there are two aspects to the proposed model. First are the regular program participants where the objective is to relieve the mountain of congestion due to terrain reservations. Second are events that attract outside one-time participation like races, rallies, and special events that can include training and certifications… PSIA. In the latter case, event revenues must be measured against top line costs. Do the incremental ticket and food & beverage sales justify the cost of hosting the event? Ancillary considerations include customer satisfaction, safety, and resource allocation. In the case of relieving congestion, it is important to measure the customer satisfaction against the possible requirement to perform interim grooming between the day and night sessions. Certain risks may be mitigated by relieving daytime congestion, but the night venue must be appropriately safe. Until proven by actual experience, benefits of relieving congestion are speculative and amorphous. Managers need a baseline to measure improvements in attendance by the general public customer. There are subtle considerations, too: Does allocating training and events to night sessions allow more freedom to recreationally (socially) ski during the day? Do families want time to ski together, or are they looking for separation? Will nighttime training and events be viewed as disruptive to the program? Is the quality of nighttime training and events better, equal to, or worse than daytime training? How will nighttime training and events be received by staff? There are two ways to answer some of these questions. Some managers may resort to surveys. The most effective way to determine reality for your mountain is to perform a test. Some families like to ski together while other parents view programs for their children as opportunities to take a break and enjoy their own skiing/riding. Thus, the way any change to program scheduling will be received depends upon the subjectivity of participants. Objectively, if freeing up mountain terrain brings in more general customers, the results are easily measured. Can you invite more busses? Will customers see the difference and appreciate the added terrain flexibility? Events are more easily quantified. An example might be a club race expected to draw 50 participants. If the total ticket package is $80, the gross would be $4,000. Shared fees and other expenses would be deducted from the $4,000 to arrive at the bottom line enhancement. Additional revenues can be generated from food service, equipment rentals/sales, and parking fees (if such applies). This same approach applies to freestyle events like rail jams, bump competitions, and big air competitions. It is straight-line math. This same math applies to lane rentals and exclusivity privileges. How much rent must you receive for a night training slope or lane in order to cover the cost of maintenance, operations and clear a profit?
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