Last winter, Ski Area Management announced a nationwide contest with cash prizes for the best essays on the subject, “If I were a ski area operator . . .” The contest was designed to get ideas from the skiing public on how to improve the total ski experience. Essays were to be 300 words or less. The ten best essays got $50 prizes, and their essays published in SAM; another 20 received Honorable Mention and $10 prizes.
The judging panel consisted of the editor of SAM plus Carl Reynolds, president of Multorpor Ski Bowl in Oregon, who is also a director of NSAA; and David Judson, founder, and until recently, owner of Otis Ridge Ski Area in Massachusetts, who is a past president of Eastern Ski Areas Association and the first president of NSAA.
Entries were judged on their “idea content, sincerity and constructiveness.” In essence, the winning entries were those which the judges might recommend to the ski area operators of North America as ‘important reading.’
The contest was widely announced in the media served by the U.S. Ski Writers, and essays poured in from all over the U.S. (unfortunately, none from Canada). Just under 60 per cent of all entrants were male, but among the ten winners the ladies reversed the percentage and ran away with 60 per cent of the money.
Geographical distribution of all entries was 48 per cent east, 38 per cent west, 14 per cent midwest.
There was no ranking given to the winning ten, but all receive $50 checks and their entries — only mildly edited — are presented below in alphabetical order. The twenty Honorable Mentions received $10 each, and the names are also listed alphabetically.
Overview by the Judges
It is dangerous for an area operator to read these essays. He exposes himself to that most insidious of poisons—self-complacency.
The experience of running a ski area has made him—let us hope—more knowledgeable, more familiar with the problems of area management, than those without that experience. He is aware of the difficulties of putting some of the suggestions into effect, while those who make the suggestions are not.
But let him not congratulate himself for his superior—nay! infinite—wisdom. He may know more about running a ski area—why shouldn’t he?—but he also may know somewhat less about what the skiing public is thinking than the skiing public does. Let him read humbly.
Interesting to note: 1) the number of essays stressing courtesy and personal involvement; 2) the number of mentions of Disneyland.
David Judson
The essays seem to reflect a wide variety of experiences and most sections of the country, and a good balance between men and women. There were many useful ideas scattered among the various essays. By putting them together one could make quite a list.
It is clear that most writers had only a very general and vague idea of the economics of the ski business, and a number were clearly reacting to a particularly bad situation in their local area. Nevertheless, there seemed to be some clear messages to our industry that were widely expressed. Most important among these were “Give the visitor V.I.P. treatment,” “Treat the customer royally,” “Comfort of customer is No. 1.” Having cheerful and courteous ticket sellers, lift attendants, and food handling people was frequently mentioned. As elementary as this seems, it is clear that many areas are deficient in this vital matter.
Of all irritations that would be corrected in the ideally managed ski areas, the long waiting lines were mentioned most often, especially lift lines. Solutions offered by several were to build more lifts. Short of that, controlling lift lines, limiting ticket sales, selling tickets by the ride, providing entertainment to those waiting were suggested.
In general, most would-be ski operators said they would provide more service to the public; more lifts; better food; better base facilities; better communication, signing and information on operations. Several mentioned emphasis on maintaining highest safety standards which suggests that the good work done by the NSAA in this field, perhaps, needs to be better known.
Keeping prices reasonable was mentioned by several. How to balance this with the need for more and better services is the obvious challenge to the industry.
Carl N. Reynolds
Gambling to cut lines
. . . Sometimes a novel solution to a problem presents itself when the problem is viewed from a radically different angle.
I suggest you consider the problem of long lift lines from a different angle. Continue, of course, to try to reduce the wait; but at the same time, try to improve the experience of waiting; try to make waiting in line a more pleasurable experience.
Here are some ways: Express lines for a privileged few are OK, so long as it’s not simply a matter of wealthy people once again getting a better deal. Watching those people cut the line is demoralizing. So, put slot machines at the conspicuous entry to the express line. Make the odds fairly tough. Then the people waiting in the regular line can be spectators; they can empathize with the daring gambler who wins; they can boo the many who lose. Or: place an exhibition slope close to the waiting line. Exhibitionists, then, can compete for the crowd’s favor (the crowd, that is, of lift-line waiters). In the hands of the crowd rests the fate of the competitors: thumbs up means they cut the line; thumbs down means they die (go to the end of the line).
Consider also other ways to entertain the crowd: Fashion shows, food, drawings. Perhaps, if you dream up some really engaging entertainments, the short lift line will be scored, shunned, avoided by all but a few neurotic souls who think people come to mountains to ski.
David D. Britton
Milton, Mass.
Less waiting time
. . . If I were a ski area operator I would be concerned with skiers losing their love for the sport. This loss of love comes from the fact that skiing has become a sport of line waiting rather than skiing. A skier planning a weekend trip or a ski week is thinking about the time spent waiting in line. This includes lines to buy lift tickets and at some areas a line to have tickets attached. A line to rent equipment, then at lunch a line for food. The longest wait and the one of most concern is the lift line. Most of the conversation you hear from skiers is what lift will have a shorter line and even what mountain to ski because of the lift lines. When a skier pays $10-$16 to ski and only gets 7-10 runs he equates the cost of each run and as the price goes up so does the cost per run. Skiers feel that more time is spent waiting than skiing, and the cost for equipment, travel, lodging and food and skiing is so much their love for the sport could change.
Area operators should start thinking of limiting their sale of tickets to a number that is realistic. This should be a number that can be reflected by an advertised length of lift line time. The area operator should run as many of his lifts at off times to make the skiing as pleasurable as possible at those times. Cafeteria facilities should be expanded so as to not infuriate a skier by having him wait on line inside as well as out.
If area operators would spend more time and money on the skier and making the sport more enjoyable, the love and affection that so many people have for skiing will only grow.
Howard B. Cowan
New York, N.Y.
Converting window shoppers
. . . I would sell skiing to the “window shoppers.” Every area has them every weekend; they’re easy to spot in the outfits they have dug out of an old trunk and shifting their weight from foot to foot in an attempt to keep the cold from penetrating thin-soled rubber boots.
They are half sold, or their curiosity wouldn’t have brought them this far. Skiing—they’ve read about it, listened while friends carried on about it, seen in on TV.
Will the bustling confusion and the self-assured look of the skiers in their screaming colors and plastic boots, suggestive of gear designed for space exploration, make the onlookers feel they don’t belong? If they sense they have somehow blundered into the world of the young, the super athlete, or into the private territory of the affluent and the beautiful, you may have lost them forever to your area, to the whole ski-related industry, and to skiing . . . that special joy no other activity can match!
I would seize the moment. It is far less costly to sell skiing to your uninvited guests than it is to promote heavily in hopes of attracting potential skiers to your area. A ski host or hostess, any of your personnel in fact, could extend the invitation to be fitted for equipment, to join a class of beginners, and then to enjoy the camaraderie of sitting in on any instructional film or talk at the end of the day. Simply treat him as you do your paid-up first day ski-weeker.
Top it off with a glass of hot gluehwein, and you’re likely to have a new skier on your hands—or a whole family of skiers, and for generations to come. (Skiing, studies show, once in the genes tends to become dominant). The simple gesture could snowball. Your “window shopper” may sign up for a ski week, invest in ski equipment and clothes, buy a season pass, rent a condominium.
If it turns out he is totally uncoordinated, has a dizzy fear of heights, and turns blue in the snow, you’ve still made a friend who has friends who may thrive on heights, be natural born skiers, and carry wallets full of Master Charge and American Express.
Jeanne Del Mar
Denver, Colo.
The customer first
. . . I would consider the comfort of my customers the number one issue. I would alleviate excess crowding, especially at the lift lines, eating lines, rental lines and ticket lines.
I would establish a line of communication between management, the employees and the towns-people about general discourteousness.
Establishing a mountain quota, limiting the amount of human beings in any given area, will add to the skiers’ comfort. I would have more employees to control or aid my customers. I would create as much goodwill as humanly possible; it would enhance the reputation of my operation. Good service brings repeat business. I would consider the member of the family who does not ski, yet comes with the family to the mountain. Their comfort and interests should be shown much consideration.
I would have a staff of public relations people, consisting of young and mature people, constantly inquiring of my customers where we can improve. The customer’s goodwill will enhance the type of service they desire and management will supply.
Above all I would create an atmosphere of courtesy, quality of service by employees. The customer, right or wrong is still a customer, and the reputation of my resort depends on the customer. The mountain will always be there.
Lillian Kline
Redondo Beach, CA
Doing the “obvious”
. . . If I were a ski area operator, I would ski everyday. I’d be especially watchful of grooming and conditions, and make improvements as necessary. I’d go through lift lines and talk to customers. I would eat in the cafeteria, and get my food over the counter. I would go to the toilet in the public restrooms. I would keep my eyes open and make sure that everything is running as smoothly as possible and that conditions were A-1; that food is well prepared and cheerfully served to everyone. The place would be clean, and the help would be courteous and efficient.
Sounds obvious? As a skier who enjoys trying different areas, it is easy to spot an area where management’s concern is only profit, where management doesn’t ski, where management uses the executive bathroom, has food sent up, is penny-wise and listens to the counsel of yes-men.
Gregory S. Nolder
Plymouth, VT.
Improving the lift-line
. . . When the last run is over, what is the number two topic around a lodge fireplace on a weekend? (We all know the first.) How often, it turns into a group therapy session on the unpleasantness and length of the lift lines. As operators, you may feel there is little you can do to alleviate this irritating period because providing entertainment is economically not feasible.
However, with a minimum expense, and a bit of lumber, some improvements might be made that would last from season to season. I refer to the funneling of lift-line skiers, so that two abreast are the usual content of a lift-line. Snake it back and forth. Turning the corners might be difficult, but it would absorb the attention of the waiter.
One of the worst aspects of the present “Whoever shoves most and skates over more skis wins,” is the abuse young kids give to normal adults who are being good sports and waiting in line. My brand new Hart Honeycombs look as if they’d been thru a war. And I guess they have. Children do not pay for their skis and care little for others. Unless one wants to be an ogre, the adult has little recourse. Since he pays a full price ticket, perhaps his needs should be considered.
How about a line for single riders only—might be quicker or less quick than the regular line. People would automatically be paired up. Another source of irritation to the long-suffering lift-line waiter.
Does this seem picayune? A trifle? Only by eliminating each source of irritation can you hope to achieve an attractive commodity. An excellent handling of lift-lines is the Peabody Chair at Cannon Mountain. If alpine lifts do not become less of an aggravation, the people who enjoy fair play and a fair shake may choose another sport more in keeping with their dispositions and recreational needs.
Dr. Esther Roberts
New Castle, N.H.
No grumpy operators
. . . I’m not writing into this contest to cut down the ski areas and tell them all the things they’re doing wrong; I’m just going to mention a few things that would make a ski area more enjoyable to me.
I think all the ski areas I’ve been to are really nice, but the thing that brings me back is friendly people! When you go skiing, you mostly go to have a good time, and if you’re greeted by unfriendly or grumpy lift operators, or cashiers, it just wrecks your day. So that’s tops on my list.
The next most important thing is the chalet. A nice chalet is big and roomy, not just a bunch of tables two feet apart, I think it is also a good idea to have pegs on the walls to keep things off the floors so they don’t get in the way or stepped on. Also, a lot of people like music when they’re having a good time, so a band a couple nights a week would attract people, too.
Another idea concerns the hills themselves. There are many different skiers and at all different levels. A variety of hills is always good, because if you’re an expert skier and all the area has is intermediate and beginner hills, you’re not going to go that area, and vice versa. About the last thing that I can think of to improve the while skiing experience is the food. I think every ski area should have a variety of different foods and one or more foods that they make especially well. I hope this essay gives some ideas, because everything can always be improved, and since skiing is such a widespread sport, it should be made as fun as possible.
Sherry Rue
Blaine, MN.
A manager’s check list
I would insist that the manager be an active, experienced skier. He would ski the area at least once each day to get a feel for how things are running and the mood of the crowd. He would have several sets of senses—eye, ear and nose: those of a paying customer, a ski patroller and also those of the area owner to whom he is accountable for a safe and—in a lucky year—out-of-the-red operation.
In his thin slice of the skier’s day our incognito manager observes: Facilities—as he approaches the lodge, the tell-tale odor of a malfunctioning septic system . . . Have the johns been cleaned and does the plumbing function? . . . What about the drinking water fountain? Lifts—as he moves through the maze as one of the crowd, is the system designed to encourage doubling-up and minimize line crashing? . . . Are there ruts and icy inclines that bottleneck the line and result in empty chairs and irate customers? . . . Were chairs swept off? . . . Are attendants issuing firm but polite warnings to skiers about removing poles from wrists and closing safety bar? . . . Are chair hanger bearings free even at minus 10-deg. without an insidious grease drip on parkas? Trails—did trail crews do their job or did they leave, perhaps, a swath of unpacked snow on the edges? Hazards—trails properly closed? . . . Snowmaking guns out of lhe way? Potentially dangerous trail intersections to flag now and correct next summer?
Our hypothetical manager obviously cannot cover the whole mountain in one run. But a mental check list of these and other items reflects an attitude that one finds in well-managed ski areas, and what I’d like to see practiced a lot more.
E. G. Schwarz
Somers, N.Y.
Hassle-free royal treatment
. . . If I were a ski area manager my prime concern would be for the safety and enjoyment of my customers. To keep the area safe I would have all lifts periodically inspected. I would also employ a good mechanic and trained lift attendants, both in the operation and loading of the lifts. An organized liftline would be necessary to keep the customers satisfied. To wait in a huge crowd of screaming, angry and impatient people is no fun. Any privileged person who “cuts the line” would wear special identification.
A ski area’s prosperity is greatly affected by the treatment of its skiers. The skier would be treated as a welcome guest. Lift ticket lines would be as hassle-free as possible. All employees would be friendly, helpful and polite.
Snow conditions are extremely important. My mountain would be groomed daily to accommodate all types of skiers. The snowmaking and grooming equipment would be kept in tip-top condition. Snow would be blown at the skier’s convenience—at night or late in the day, making sure that snow is coming from the gun, and not rain! Ski reports would be accurate, too.
My ski area would be clean. The restrooms would have efficient plumbing and sufficient wastebaskets, emptied regularly. There would be a place to leave boots and lunches. My mountain would welcome skiers of every ability and treat them royally.
Stephanie Schwarz
Somers, N.Y.
Providing “creature comforts”
. . . I would first of all be concerned with the condition of my trails and equipment so that I had something to sell! This implies constant checking for safety and operating condition of lifts and packing equipment, summer grooming of slopes so that even a small amount of snowfall will be skiable, and continuous packing and grooming of trails.
Secondly, I would make every effort to provide for the “creature comforts” of my patrons. This would prevent the petty gripes that cause people not to return and perhaps also to adversely influence their skiing friends. Factors involved in such “creature comforts” include:
Toilets — an adequate number, especially for women, kept in working condition . . . Food Lines — Provision for quick access to hot and cold drinks, sandwiches, etc., without having to wait in the hot food line. Parking — an area for unloading cars kept open near the lodge. Adequate attendants to direct cars to park close together so as to gain maximum parking close to the slopes. Directions —well-posted, clear directions to rental shop, ski school, rest rooms, food areas, etc. Ski conditions — centrally located, clearly visible ski condition maps showing an accurate analysis of daily trail conditions, especially marked to help prevent novice and low intermediate skiers from finding themselves “booby-trapped” part way down trails or skiing in conditions beyond their ability.
A parting word — the most successful operator I know is himself highly visible. His patrons know him and feel he cares about them.
Elizabeth B. York
North Syracuse, N.Y.
Excerpts from the Honorable mentions
- John Bayman, Arvada, Colo.
- Harold H. Burbank, II, Kennebunk, Me.
- Rod Carpenter, Martinez, Calif.
- Jim Chapman, Goleta, Calif.
- Frank E. Dixon, New Bedford, Mass.
- Flo Driver, Shelburne, Vt.
- Daniel Ford, Durham, N.H.
- Livio Fragiacomo, Lakeville, Minn.
- Linda Ann Larivee, Holyoke, Mass.
- Ken Kilb, Cromberg, Calif.
- Margaret Hula Malsam, Denver, Colo.
- Ed Miera, Conifer, Colo.
- Laura F. Neubauer, Danbury, Wisc.
- Charles Poalillo, Paso Robles, Calif.
- Ronald E. Scott, Richwood, W. Va.
- Stefan Schreier, Storrs, Conn.
- Lois M. Sherry, Westminster, Colo.
- Stephen J. Thorp, Minneapolis, Minn.
- Russ Tiffany, Los Angeles, Calif.
- Lynn R. Treloar, North Ogden, Utah
Jim Chapman, of Galeta, CA, has no need to look for a model area operator. The following are quotes from his essay: “If I were a ski operator I would run my area exactly as Dave McCoy runs Mammoth Mountain . . . I would, of course, add runs and lifts and not use this as an excuse to raise prices. This is the way Dave McCoy runs Mammoth . . . He is a person who knows and loves skiing, not a corporation that knows only to love the almighty buck. I would run my mountain exactly like Dave McCoy runs Mammoth Mountain today” . . . Stefan Schreier, of Storrs, CT is another who knows his own mind. He doesn’t want snow to be packed (“If God had wanted the snow to be packed He would have put it down that way”) . . . he likes 40 to 45-degree slopes, and wonders why there aren’t more . . . but he also reminds us of an ultimate truth: “Be nice to the turkeys. They pay the bills.”
Ed Meira, of Conifer, CO, had a long list of ideas, among which were “Set up informal slalom runs where amateurs can have an hour or two of runs after lunch, advertise it in the base lodge and supervise if necessary . . . Use remote sensors or stall-line estimators to post the lengths of lift-lines and waiting times on a big board” . . . Margaret Malsam, of Denver, CO, wants areas to extend a warmer and more hospitable greeting to its customers. “If the southern states warmly welcome you in their stateline hospitality centers with free orange juice and a big, friendly smile; if the Hawaians make you feel welcome with music and a lei, why can’t ski areas give a skier a warm glow with a free cup of coffee or mug of hot-spiced punch when purchasing a lift ticket? . . . Daniel Ford, of Durham, N.H., says he would make sure “my ticket office staff had been introduced to the PR staff.” He has run into situations where he has been made to feel shabby by the ticket vendors when redeeming a valid, money-saving coupon.
Linda Ann Larivee, of Holyoke, MA, would cater especially to the needs of younger children and senior citizen groups . . . Laura Neubauer, of Danbury, WI, also urged that “golden-agers” are a good source of income and that they can be catered to with special instruction by a carefully selected instructor. She also suggests cross-country for the oldsters . . . Rod Carpenter, of Martinez, CA, submitted a 21-point list of ideas that included “active public relations programs . . . in which hostesses, racers, patrolmen and maintenance persons would ski with the public, not their friends” . . . Livio Fragiacomo, of Lakeville, MN, remembers the delights of skiing in northern Italy at the end of World War II, and is concerned about the effect of the energy crisis on getting skiers to the slopes. He suggests that bus or train transportation are “inexpensive, restful and fun” . . . John Bayman, of Arvada, CO, suggested a ticket system whereby a skier “pays only for the runs or trails he or she plans to ski on . . . A system of color-coded lift tickets apply to a group of runs the skier chooses at the ticket counter beforehand” . . . Charles Poalillo, of Paso Robles, CA, is “a music lover, but in the proper places.” He urges that loudspeakers on lift towers be used for emergency announcements only, and that the “discordant screeching sound that started out as music” spoils people’s enjoyment of the mountains” . . .
Ken Kolb, of Cromberg, CA, as well as several other entrants, recommends that managers find out what it’s really like: “I would arrive during rush hour on a busy weekend, try to park, try to ski, try to eat and drink—and see what bugged me the most. Then try to correct it” . . . Flo Driver, of Shelburne, VT, would like a permanent slalom course, equipped with coin-operated electric timing, perhaps also with some sort of photographic apparatus “so that racers might get pictures of themselves making the same turn in ’77, ’80, ’87, ’97 . . . Further, it would permit, over a 15-year span, comparisons of the times, say, of Sailer, Killy and Stenmark” . . . Lynn R. Treloar, of North Ogden, UT, wrote, “Being a 3-track skier myself . . . I would run special sessions for the handicapped and blind people of all ages” . . .
