Defining Summer Success

What defines success for a resort’s summer operations? Claire Humber of SE Group posed this question to a few areas ahead of SAM’s Summer Ops Camp in September, where a session she led examined the topic further. It turns out that just as summer activities, programs, and events vary between operations, so do the goals and metrics that measure success. 

“It’s been an interesting journey to track how the industry has evolved (in defining operational success), and how the conversations have evolved,” says Humber. “No one has the same ski area, the same brand, or the same natural environment, so no one is going to have the same offerings. Not everyone is going to measure success in the same way.”