For the first time in a decade, the Cross Country Ski Areas Association Continental Conference was held in the East in April at Sunday River, Me. Conference attendance figures (126 U.S. and Canadian participants) were comparable to last year’s, with fewer operations represented (39), but more people per area (86 delegates). Suppliers were well represented (27) and there were several potential operators.
Les Otten, president of Sunday River, gave the keynote address, recommending unorthodox thinking in the “10 Commandments of Entrepreneurship.” Setting a theme followed by other speakers, Otten said cross country areas should be intent on providing “participatory entertainment,” not skiing alone.
Carrie Bowers of the American Ski Federation held a session on OSHA and ADA regulations and, with Anne Lusk, cross country representative to the National Recreation Trails Act National Advisory Committee, she led discussions on federal trails funding sources and grant procedures. The Act may have major repercussions on cross country operations as a source of trail development dollars, both for private and public sector trails.
Risk Manager Mark Petrozzi and Attorney Rick Shea of Willis Carroon Insurance Company presented a heavily-attended mock trial based on an actual case won by a cross country ski area defendant. After an explanation of the legal process, they conducted a chillingly effective cross examination of the operator by a plaintiff’s attorney. They emphasized need for a team approach among claim investigator, defendant operator and defense attorney.
Bill Danner of Leisure Trends discussed demographic and social trends affecting cross country skiing. Recreation businesses compete for a share of time, he said, and that is the scarcest leisure commodity as people feel a greater sense of lack of time. He said changes such as shorter trails would cater to people’s time constraints.
Danner concluded that cross country has an image of a “life sport” with “allure and magic,” and is well positioned to benefit from the aging American population. Stressing the sport’s social aspects, natural qualities and appeal to those interested in health and wellness, he said, “Get a share of people’s minds and time, and the dollars will follow.” He suggested that operators capitalize on popular interest in fitness and exercise equipment by getting people outdoors doing the real thing rather than mimicking it indoors. Danner recommended de-emphasis of cross country’s competitive image and avoiding trivializing its environmental stature by stressing on “fun.”
The spectre of government competition with private operators hovered in the background throughout the conference. Over the past two years, two CCSAA members have been forced out of business by free public sector groomed trails, and private operations in the Mt. Washington Valley, N.H., locale were seriously affected by USFS grooming this past winter. CCSAA’s board is working through ASF to establish an industry position on the issue, which ASF would then act upon on both federal and state levels.
At the annual meeting, David Vinney of Hardwood Hills, Barrie, Ont., was elected CCSAA’s first Canadian chief executive with the new title of president, and Charlie Yerrick of Trapp Family Lodge, Stowe, Vt., was selected to be vice chairman. Next year’s conference will be held April 20 to 23 at Sun Mountain Lodge, Winthrop, Wash.
