AI Solutions for the Slopes
Artificial intelligence is rapidly reshaping how ski resorts operate—from guest communications and content creation to operations and reporting. Many resort teams are already using AI to increase efficiency, streamline workflows, and support better decision-making.
The Ski Resort AI Bootcamp brings practical, ski-industry-specific AI learning into your day-to-day work. The current 2026 cycle is wrapping up on June 15, but when you register now, your access doesn't stop there. Sign up for the June 9 live session and get the full next cycle of live AI bootcamp sessions included, with new topics running July through December 2026.
"I was totally glued to the screen. This bootcamp is such a great resource with insights I wouldn't be able to research for myself in a timely manner."
— Lori Phillips, General Manager, Ski Big Bear
"An incredibly valuable resource for our team. Sessions helped demystify AI in a practical, approachable way and gave us tangible ideas we could start using right away."
— Shannon Schiner, Guest Experience Director, Jackson Hole Mountain Resort
"SAM's Ski Resort AI Bootcamp provides practical, industry-relevant applications of AI in a format that makes learning accessible across our organization."
— Stacey Glaser, Head of Marketing, Mountain Capital Partners
Register Now
Sign Up for the HR Live Session & Get the Next 6 Months Free
Register now and your access doesn't stop after June 15. You'll get the next full cycle of live AI bootcamp sessions included, such as:
- AI Leadership Essentials: From Strategy to Implementation
- Update or Overhaul: AI-Friendly Websites
- The Summer Discoverability Gap: AI Search & Your Summer Ops
- Automation Station: Simplifying Snow Reporting & Daily Ops
Registration includes self-paced platform access, session recordings, and a private LinkedIn group for industry peers. Sessions take place July through December 2026. Past participants get a special renewal discount — email karolyn@saminfo.com to register.
Access the Bootcamp Now & Next Cycle →About the Ski Resort AI Bootcamp
Presented by SAM and Eternity, the Ski Resort AI Bootcamp is a virtual training program built specifically for mountain resort professionals, with an emphasis on practical application and real-world use cases. This program builds on insights from previous cycles and reflects how resorts are using AI today.
Returning participants will find updated content and opportunities to build on prior learning, while those new to the bootcamp can expect clear foundations and practical context that make it easy to jump in at any level. Participants receive access to live virtual sessions, updated training resources in the online learning platform, and all session recordings from 2024 and 2025 cycles to support continued learning.
Sponsored By:
Transform your customer service and reduce costs with our specialized AI chatbots, designed specifically for ski resorts and the mountain travel industry. Experience the benefits of 24/7 customer support today.
LEARN MORE.
Program Details & Schedule
Program Details
The Ski Resort AI Bootcamp blends live, interactive sessions with self-paced modules led by industry experts and ski resort peers. Each session focuses on practical applications of AI in real resort environments, emphasizing tools and techniques that support everyday work.
Whether you're joining for the first time or returning to build on previous bootcamps, sessions are designed to stand alone while also connecting into a broader understanding of how AI can support teams across departments.
Upcoming Live Sessions
Click the + below to view our upcoming live session descriptions!
Live sessions are a cornerstone of the Ski Resort AI Bootcamp, offering real-time discussion, Q&A, and peer learning that bring the self-paced content to life.
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June | HR, Staffing, & Training: Practical AI Applications
Tuesday, June 9 at 3 p.m. ET
AI tools are beginning to find their way into resort HR, hiring, and training workflows, offering new ways to streamline onboarding, improve access to policies and procedures, and reduce administrative lift. In this session, Eternity’s Mike Lannen will walk through practical ski industry applications including employee handbook GPTs/chatbots, AI-assisted job descriptions and interview questions, and creating onboarding, SOP, and training materials using tools like Scribe. Joining the conversation are employment attorneys Pawel Z. Binczyk and Amanda Pastore of Fisher Phillips, who will provide guidance on where resorts should proceed carefully from a legal, compliance, and employee-relations standpoint. Amanda also brings firsthand ski industry perspective from her time as HR director at Sunday River.
Plus, get a look at Get Ski Bots’ new smart routing for Voice AI.
Next Cycle: July through December 2026
Session dates to be announced. Register now to lock in access to the next full cycle, including:
- AI Leadership Essentials: From Strategy to Implementation
- Update or Overhaul: AI-Friendly Websites
- The Summer Discoverability Gap: AI Search & Your Summer Ops
- Automation Station: Simplifying Snow Reporting & Daily Ops
Access to the bootcamp includes recordings of all previous conversations, including Intro to AI; Marketing and Content; Guest Communications and Customer Service; Sales, Meetings, and Integrations; Case Studies in the Industry; No Dumb Questions: A Live Q&A; Modern Tools for Mountain Ops; From Data to Decisions: AI in Dashboards, Reporting, and Security; Search in the Age of AI: Marketing to Generative Engines; AI for Small Ski Areas: Big Efficiency for Lean Teams; and Evaluating AI: Making Smart Decisions for Your Ski Area.
Online Learning Modules
Click the + below to view the descriptions.
The modules below explore how AI can support your resort across departments—from idea to implementation. Each module includes lessons, demonstrations, and real-world examples to help participants apply what they’re learning with confidence. New for 2026, we'll keep a section updated regularly with "What's New in AI," and have additional free training resources available on top of the existing learning modules.
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Module 1: Introduction to AI
Learn about the possibilities of AI and how it can be implemented safely across many resort departments.
· Overview of AI Tools
· Case study from Greek Peak Mountain Resort with Jon Spaulding
· Interview on Security with Gregg Blanchard of Inntopia -
Module 2: Marketing & Content
Dive into creating a branding copy document, training AI on your own data, and generating content for website, social and ads.
· Writing AI prompts
· Creating a branding copy document
· Training AI on your own data
· Generating content for your website, social media, and advertising
· Building custom ChatGPT bots
· AI Photo creation and editing
· Interview with Dave Amirault of SNOW Partners -
Module 3: Guest Communication & Customer Service
Explore uses for customer service website chatbots and AI call centers to improve efficiency and guest satisfaction.
· Guest service website chatbots
· AI inbound calling
· Food and beverage applications
· Review management and analysis -
Module 4: Sales, Meetings & Integrations
Understand the many ways AI can act as an assistant to your efforts, including for sales calls, transcribing messages, and building meeting agendas and summaries.
· Sales calls and transcribing meetings
· Limitless.AI
· Actions and Integrations
· Email
· Video and audio enhancements
· Course recap -
Module 5: Live Session Recordings
Did you miss a live session? All live sessions are recorded so that you can to get all of the insights from AI experts and ski industry peers.
Pricing & Registration
2026 Pricing
Registration includes access to live sessions, the online learning platform, and session recordings. Pricing options support individuals as well as resort teams.
Single User Access
For individuals looking to pave the path forward on their own.
- SAM Magazine Subscriber - Includes one bootcamp account
- New registration: $99
- Past participant renewal registration: $59*
- Non-Subscriber - Includes one bootcamp account and one discounted 1-year subscription to SAM
- New registration: $130
Resort Group Access (Recommended)
For individual resort teams who want to benefit from the AI Bootcamp together.
- SAM Magazine Subscribers - Includes unlimited bootcamp accounts
- New registration: $499
- Past group renewal registration: $299*
- Non-Subscriber - Includes unlimited bootcamp accounts and three discounted 1-year subscriptions to SAM
- New registration: $625
Multi-Resort Access*
For resort conglomerates who want to train staff members at multiple resorts. Contact karolyn@saminfo.com for more information.
Program Benefits
- Subscribers save 20% on the registration fee. Non-subscribers join the SAM community with a one-year subscription either discounted for single users or included in the cost of the course for group users.
- Hands-on instruction is available through the live sessions.
- Access to the interactive learning platform from January 15 through June 15, 2026, plus the opportunity to renew at a discounted rate for continued access.
What You’ll Need
Participants should have access to a computer to complete the course and live sessions, and we recommend signing up for the paid version of ChatGPT ($20/month) in advance. You can cancel this paid subscription at any time.
*If you're having trouble accessing the registration form, or need the renewal or multi-resort registration form, please email karolyn@saminfo.com.
About the Expert
About the Expert
Mike Lannen is the Founder of Eternity, a premier web design and digital marketing agency he established in 2000. With more than two decades of experience, Mike specializes in blending creativity with strategic business acumen to deliver impactful digital experiences. His work has earned him accolades, including the Rising Star and Best Web Developer awards from Vermont Business Magazine.
Mike's expertise extends to the realm of artificial intelligence (AI). He leads workshops where he focuses on integrating AI tools like ChatGPT to enhance customer engagement, operational efficiency, and personalized content creation for ski resorts and beyond.
Mike will be joined by industry leaders and experts providing real-world examples throughout the Ski Resort AI Bootcamp.
"After seeing Mike Lannen’s presentation at NSAA and SKI NY-PA Expo in 2023, I knew our team at Greek Peak would benefit from scheduling an onsite A.I. Bootcamp with him and his Eternity team of professionals. Mike engages his audience well and helped connect seemingly complex concepts across multiple departments at our resort. He was well-prepared and asked the necessary questions to address Greek Peak-specific needs ahead of his onsite visit, and then was able to explain new ideas, various tools, and reachable solutions to us in a manner where we were empowered to set projects into motion."
— Jon Spaulding, Director of Marketing for Greek Peak Resort
Reviews
Still thinking about whether the Ski Resort AI Bootcamp is for you? Hear from industry peers on the value of the program:
"[The Ski Resort AI Bootcamp] is tailored to what they need. It's super relevant. You can ask questions and people that are in your similar situation can respond. I think this is the best [course] that resorts have for AI in general."
— Gregg Blanchard, VP of Marketing, Inntopia
"The Ski Resort AI Bootcamp has been well received by the PGRI team. There have been many practical takeaways from the sessions and lots of sidebar discussions about ways to take advantage of the learnings across the portfolio. From a marketing standpoint, it’s all about improving efficiency and using the AI tools to streamline workflow for daily tasks such as replying to online comments, drafting communications, and quickly answering questions about the properties without having to do a deep dive into the websites."
— Christian Knapp, VP & CMO, Pacific Group Resorts, Inc.
"I've been slow in some ways to jump into AI and fully utilize how it can help me and empower my team, so the Ski Resort AI Bootcamp makes it all very approachable through defined tasks and goals."
— Andrew Lanoue, Brand & Creative Manager, Jay Peak Resort
SAM’s Ski Resort AI Boot Camp provides practical, industry-relevant applications of AI in a format that makes learning accessible across our organization. These ongoing sessions offer a collaborative environment where questions are answered, best practices - and lessons learned - are openly shared. We’ve found the Ski Resort AI Boot Camp to be incredibly valuable and look forward to participating in future sessions.
— Stacey Glaser, Marketing, Mountain Capital Partners
"The Ski Resort AI Bootcamp has been an incredibly valuable resource for our team. Sessions helped demystify AI in a practical, approachable way and gave us tangible ideas we could start using right away. It also opened the door for better cross-departmental conversations around technology and decision-making, which has been a huge win."
— Shannon Schiner, Guest Experience Director, Jackson Hole Mountain Resort
