SUMMER OPS _ >>
5. Reach out to other ski areas with summer operations to determine what their most popular activities are.
6. Talk to suppliers (including amusement park vendors) to determine which activities are strong demand generators and are likely to spur return visits. You might even attend a trade show, such as the International Association of Amusement Parks and Attractions (IAAPA) Expo, to generate ideas. 7. Keep your activities fresh. Consider the amusement park strategy of introducing something new every other year or so, be it a promotion, an event, or a new activity. Summer activities may never generate the same level of passion and commitment as skiing and snowboarding. But summer business can nonetheless be a major source of revenue and contribute to the year-round success of winter resorts if operators provide an engaging and fun mix of things for guests to enjoy. Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score and Net Promoter System are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Another Consideration In adding to or varying your activity mix, another element to consider is how you can maximize the impact of your resort’s existing attributes. SAM explored this idea in the May 2025 story “The Wisdom of Whistler Blackcomb.” As the Whistler article suggests, there are ways for resorts to emphasize and enhance their natural qualities and characteristics such that some activities typically con- sidered one-and-done, like scenic chairlift rides, can become repeat attractions if properly supported. “Most resorts have lifts that get you to a pretty cool place, but how do you turn that cool place into something that’s way more powerful?” asked former Whistler Black- comb VP of business development Rob McSkimming. There are a variety of answers—well-designed hiking trails, view- points and sightseeing structures, engaging interpretive signs, etc.—but they all come down to the development of an intentional summer-guest experience. To bring guests back, summer at a mountain resort must feel like more than “skiing lite,” advised former Whis- tler Blackcomb mountain planning director Arthur De Jong. Words of wisdom to keep in mind as you look for ways to make your summer guests more likely to return. Scan the QR code or head to saminfo.
com/summer-ops to read “The Wisdom of Whistler Blackcomb,” in which McSkim- ming, De Jong, and current Whistler Black- comb leadership share additional insights on optimizing summer ops. —The SAM Eds.
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