A Renewed Focus on Growth

What ever happened to the goal of growing participation in skiing and snowboarding? Resorts spent the past two years managing through Covid, and did it so successfully the industry set a record for skier visits last season. That might suggest the industry need not worry too much about finding new customers. Or, with Covid restrictions largely behind us, is it time to refocus on developing the market again?

To explore these and related questions, SAM convened a Zoom discussion with Brad Wilson, GM, Bogus Basin, Idaho; Hugh Reynolds, CMO, Mountain Creek and Big SNOW, N.J.; Carolyn Stimpson, VP, Wachusett Mountain, Mass.; Nadia Guerriero, COO, Beaver Creek, Colo.; Matt Vohs, GM, Cascade Mountain, Wis.; and Nicholas Herrin, recently named senior VP of snowsports for Boyne Resorts and former CEO of the Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI).