Something Henry Ford said years ago may have set the tone for the wrap-up session of the annual meeting of Colorado Ski Country USA, June 7-9 at the Broadmoor, in Colorado Springs. Ford is credited with having said, “Coming together is a beginning, keeping together is progress and working together is success.”
All participants in the State of the Industry panel — Bob Bailey of Utah Ski Association, Bob Roberts of California Ski Industry Association and Phil Camp of the New England Ski Areas Council — provided evidence that future growth and profitability will hinge on the success of the USIA program to get more Americans on skis.
Individual states and regions are too competitive, even distrusting of one another, to develop joint ventures, according to the panelists. Instead, a national vehicle with regional groups as an extension of that effort is the best way to seek growth.
Panelists were quick to point out, however, that states and regions should become strong, equal partners with the national association, even though they conceded that many ski areas operations still lack the maturity to work together. The panel moderated by USIA president, David Ingemie, was unanimous in warning that the current program and its “Ski It To Believe It” marketing campaign should not be viewed as a quick fix for an industry experiencing hardly any growth.
Competition for funds to drive ski industry programs was reported to be different in all regions represented, but perhaps none as severe as in New England where up to 16 different state and regional groups often vie for the same ski area or sponsor dollars.
Another presentation that caught the attention of the meeting-goers, was Dr. Charles Houston, chairman of the Snake River Health Service, a non-profit medical group in Keystone, Colo. The effects of high altitude have some very real economic consequences for those ski areas offering skiing above 6,000 or 7,000 feet above sea level. Houston maintained that 24 percent of people visiting Colorado are affected to some degree by altitude sickness, which may result in loss of sales of up to $25,000,000. He concluded that proper education by ski area operators on preventing altitude sickness could reduce the losses considerably.
Environmental issues were also discussed with considerable attention paid to the added pressures ski areas are experiencing as they expand into summer operations. According to Roberts, however, there is very little summer activity at California ski areas which are predominantly privately, rather than corporately, owned. The situation differs in Utah and New England where the percentage is considerably higher. According to Camp, “Nearly half of our 76 member-areas have summer programs.”
Trends in business activity were compared. Utah’s Bailey cited a five-year decline in destination skiers as a percent of total skier days. He cited growing concerns with the attitudes of state residents and is resolved to campaign to get them on skis.
Roberts noted tremendous strength in all entry-level programs throughout California, a condition also evidenced in New England. Roberts indicated it was the best learn-to-ski year in California history.
