Hundreds of ski areas provide night skiing, but many do not truly plan and execute a nighttime revenue generating strategy . There are areas that successfully promote night skiing/riding while other areas are passive; taking the approach of “if we have it, they will come.” To be sure, aggressively adding and promoting nighttime skiing/riding can enhance the revenue model of almost any ski area. Unfortunately, too many managers simplify their cost/benefit analysis by neglecting to consider resource allocation and the potential revenue drivers coming from releasing terrain to the general public or gaining scheduling flexibility. Many USSA race organizers are looking toward night events on weekend nights, as a way to mitigate the demand during the day – which makes management happy! In reality, nighttime skiing can provide a more consistent visual experience under the correct lighting because the snow surface is not subject to varying lighting conditions. At night, clouds and the changing angle of the sun are not factors in determining visibility. Thus, every participant experiences the same lighting on the course. With the correct lighting, the experience can actually be better than coping with inconsistencies of daytime events. Resorts that currently offer night skiing, racing and events should seriously look at their lighting plan and ask themselves: Are we doing the best we can for our customers? Are we providing the best lighting technology possible? If we improved our lighting plan, would that result in a dramatic increase in night skiing demand? Resorts that are considering night operations should carefully investigate the new lighting technologies that are now available. For Steamboat Springs Ski Resort the important considerations were: visual acuity with the best spectrum, dark sky compliancy, energy efficiency and fixture longevity * . As a result, they were able to satisfy highly stringent U.S. Forest Service, zoning, and HOA requirements. The end result was racers at Steamboat being clocked better than 80 mph at night under new energy-efficient lighting specifically designed for ski slopes. The technology to provide exceptional nighttime skiing/riding is available. The key to success is in the nighttime plan and execution. Should you run more training and events at night? In all probability, the answer is “yes!”
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