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INDUSTRY EVENTS NSAA WINTER TRADE SHOW AND CONFERENCE, VAIL, COLO. JAN. 8-10, 2007 Vail pulled out all the stops during the NSAA trade show and conference Jan. 8-10, from providing miles of fresh corduroy for the first tracks program on the 9th to the lavish breakfast at Two Elk lodge atop the Back Bowls. The program at the Vail Cascade Resort and Spa drew a crowd of more than 700, including 377 ski area attendees from 68 areas and 314 suppliers representing 124 companies. They gathered for three days of seminars, networking, and the ever-popular Phatcat Challenge. The trade fair also saw the introduction of new grooming vehicles from both Prinoth and PistenBully.
While the assembly also enjoyed superb packed-powder conditions at Vail, which has enjoyed a strong early season, there was a great deal of talk at the bars and in the trade show halls about the weather across the country and what will become of the hardest hit areas. Energy and research presentations also encouraged attendees to take a long-term view at the future. A good crowd gathered to honor Gérard Bouvier of France Neige International (FNI), who retired as FNI director (and frequent fam trip host) this January after serving for the last 20 years. Dave Barry presented Gerard with a very red western-style shirt to wear while on an extensive resort tour in the U.S (courtesy of York, Leitner-Poma and NSAA). Many in the room, including Rusty Gregory, Chris McInnes, Roger McCarthy, Rick Spear and Blaise Carrig, recalled humorous and heartfelt Gerard stories—many related to trying to keep pace with Gerard on his guided tours.
Here’s a review of the main events and seminars and there are more photos below: Phatcat Challenge Beaver Creek Grooming Operator Chuck Davis won Top Op honors in NSAA’s 3rd Annual Phatcat Challenge held atop Vail Mountain. Wil Brown, of Vail Mountain took second, and third place went to Mark Gressett of Aspen. For his winning effort, Davis earned $1,000, a TOP OP Award and an official Phatcat vest. The Phatcat Challenge, sponsored by Mountain Uniforms and Resorts Interactive with support from PistenBully and Prinoth, tests the skills of ski resort grooming operators nationwide. Operators navigated a slalom course; groomed a blade-to-grade feature that simulated a chairlift unloading ramp; and performed two straight passes that tested drivers’ ability to create a uniform, smooth snow surface. Before hitting the course, competitors attended a snow surface management workshop that discussed the industry’s best-practice grooming solutions focused on providing a high-quality snow surface for skiers and riders.
Motivating Anew Once the Holidays are Through Kurt Reinhart of Planet Management, Inc., explored different techniques for motivating employees when morale is low, such as using positive performance techniques and motivating by leading, not managing. Steve Kruse, GM at Timberline said, "What struck me was revisiting some management 101 things that we all tend to overlook, that this generation is not motivated by money, but they put recognition and a personal thanks at the top of their list." Reinhart went on to mention that "What gets inspected, gets expected," meaning it is up to managers to be constantly observing, and to check on the performance items that are most important to them, so that staff/crew get frequent reminders about what they need to focus on. Power Up Green Bill Jensen of Vail, Brian Fairbank of Jiminy Peak, and Quayle Hodek of Renewable Choice Energy discussed the benefits and potential of wind power. Fairbank described his resort’s decision to erect a wind turbine on the mountain, while Jensen encouraged resorts to take a leadership role in the battle against global warming, both for practical and public relations reasons. If the U.S. can increase its reliance on wind-generated electricity from two percent to 10 to 15 percent, he said, “it will change the overall energy dynamic.” That’s why Vail is also encouraging its customers to purchase wind power at home; for $180, homeowners can purchase energy credits to offset 100 percent of their home’s fossil-fuel use—and receive a Vail day ticket, to boot. Hodek described how energy credits subsidize both the construction of new renewable energy sources and electricity sales from existing facilities. Get on Board: Selling Green Tags to Guests NSAA’s Geraldine Link moderated this panel, which reviewed success stories in selling green power certificates to guests. Mt. Hood Meadows GM Dave Riley said that his area sells both $20 and $2 certificates; the latter are roughly the amount needed to offset a guest’s auto emissions for their visit. Certificates are sold both at ticket windows and online; the latter is especially successful with season’s pass purchasers. The program costs almost nothing, he pointed out, but it funds renewable energy and has great employee buy-in. The real benefit, though, is that it gets customers to think differently about their energy use habits. A representative from Clif Bar noted that people are becoming aware of climate change as an issue and will take action if it’s convenient. If Clif Bar can provide incentives that motivate customers with its products, surely resorts can do more with theirs, she said. A spokesman from Green Mountain Energy added that it’s not rocket science: all you have to do is communicate what you are doing, and encourage your guests to join in. Green Mountain (and others) have PR materials to help resorts keep green programs in front of guests and top of mind. Knee Deep in Creative? Insights on Advertising Effectiveness James Chung of Reach Advisors shared lessons from successful advertising campaigns within and outside the ski biz. Apple Inc., he pointed out, has successfully communicated the value of its brand via the “I’m a Mac” campaign. REI, he said, delivers its brand at every consumer touchpoint, and creates emotional engagement by making it easy for customers to see themselves in the REI world. Telluride drove a 30 percent increase in inquiries and grew 10 percent in visits despite a weak winter because its campaign had a strong strategy and good execution, he declared. The keys: consistent messaging, at more touchpoints, in a wider range of media. He also described how Deer Valley fine-tuned its print ads via testing them (there’s a concept). Chung also described how other industries use the Internet and email as a sales tool, not just a branding effort as most winter resorts do. His parting advice: 1) Measure, revise, and measure—make sure you know your audience, and that you are communicating with them. 2) Effective advertising requires the right strategy, not a huge budget (though that doesn’t hurt). 3) Maximize every possible touchpoint to drive revenue growth. The Changing Face of Snowsports: A Regional Analysis Nate Fristoe of RRC reviewed NSAA’s latest research on demographic and visitation trends and how they will affect regions over the next 15 years. He pointed out that recent growth, from 54 million visits nationwide to nearly 59 million, has been fueled by skiers and riders returning to the sport (“revivalists”) and core skiers and riders doing their thing more often. Going forward, demographics favor the Rockies, Southeast, and Pacific Northwest, he said, as these regions will see growing populations. The Northeast and Midwest will have to deal with outmigration. The Rockies, he predicted, have the potential to grow by encouraging greater diversity—a move that echoes nationally as well. While ethnic populations will grow by 36 percent by 2020, the white population will expand by just 3.4 percent. He also said that income disparities are shrinking, and could largely disappear by 2040. However, on a cautionary note, he warned that consumers are spending a smaller portion of their incomes on entertainment, including travel. To make sure resorts get their share, he encouraged resorts to measure and track their key metrics (Net Promoter Score, conversion rates, employee service, revenue and expenses per visit, etc.), focus on their base, and provide experiences that appeal to the evolving core—which may increasingly include minorities. “We need not be a billionaires club,” he said.
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EVENTS WRAPUP 
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