Following are the top three picks in SAM’s third annual Recruit Contest. All of the entries were judged by NSAA president Michael Berry; Chris Nyberg, president at Killington; Roger McCarthy, president, RDM Consulting; Bill Rock, GM at Snowshoe; and the SAM staff. Our lucky winner, Brandon Heaps, receives airfare from SAM to attend the NSAA National Trade Show and Convention this May, and NSAA has generously donated lodging and registration. In addition, the first and second place winners received full gear packages from Elan and Flow.

So what were entrants asked? Two questions: 1) What do you think is the most pressing issue facing resorts today and why? 2) The winter resort industry has an extraordinary opportunity to capitalize on the excitement and enthusiasm that the 2010 Olympics creates for skiing and snowboarding. The Olympics draws a TV audience as large as NFL football and nearly as avid as NASCAR. If you were a resort owner, how would you take advantage of the 2010 Vancouver Olympic fever during the 2009/2010 season to promote the snowsports experience at your resort?

#1. Branden Heaps
Age: 26
Hometown: Los Altos, CA
Local Mountain: Squaw Valley, CA
School: Sierra Nevada College


Question #1
“The most pressing issue currently facing ski resorts is the ever-declining number of returning visitors. This lack of retention is an opportunity lost for all aspects of a ski resort. The initial step in creating a memorable experience is to look at the process that a new skier or snowboarder goes through during their first visit to the mountain. The main service a new guest should be provided is the education needed to navigate the basics of the ski area. Through the use of new technologies, education can begin even before they arrive at the ski resort. An effective website can offer first time skiers or snowboarders the information they need on their first day. Properly trained staff that recognize the need to educate and assist those new to the sport will lead to a decreasing amount of uncertainty or discomfort. By simply providing customer service that addresses the first visit process, a resort opens doors to returning visits.”


Question #2
“The first thing that we could promote through the Olympics is the ease of learning to ski or snowboard. By highlighting how easy it is to become a skier or snowboarder during a time when many are watching the Olympics, a new crowd can be drawn toward the resort experience. By increasing advertising during this period of heightened interest, a resort can attract those who may have had a desire to try the sport but never found inspiration or motivation. Creating an all-inclusive package of equipment and lessons gives the beginner an opportunity to give skiing or snowboarding a try when the public’s interest in snow sports is at a high. Such promotions can occur just before, during, and shortly following the TV coverage of the skiing and snowboarding events. For example, local and regional television commercials during events can be a relatively inexpensive way to advertise in comparison to costly national ads.”

#2. Jordan Hahn
Age: 21
Hometown: Indianapolis, IN
Local Mountain: Copper Mountain, CO
School: University of Denver


Question #1
“The most pressing issue facing the ski industry is a changing economic environment. The resort industry is built largely on overnight trips, second homes, and recreational spending—all of which are discretionary. Staying true to core competencies—especially a positive on-mountain experience and quality base area amenities—will serve the ski industry far better in the long run, and through the current economic crisis, than short-term marketing solutions. Also, committing to sustainable business and development practices demonstrates an understanding of the natural environment on which the industry depends.


Question #2
“If I were in charge of Whistler Blackcomb or Cypress Mountain, I would make sure that I had a say in the planning early in the process, having at least one senior staff member on the Organizing Committee, so that the resort has an active role in the development of the Games, not just an advisory role as a venue. This would ensure official marketing and planning to give the resort the most exposure possible during broadcasts, and make sure that the resort best utilizes its resources to create an ideal environment for live spectators and TV viewers alike. Participating in the games also provides tremendous marketing potential—an entire marketing campaign could be leveraged on the fact that a resort was so highly regarded as to be included as an Olympic venue.”

#3. Patrick Torsell
Age: 19
Hometown: Fayston, VT
Local Mountain: Sugarbush, VT
School: Colorado Mountain College


Question #1
“In this time of unprecedented economic turmoil, continued discussion of climate change, a weakening middle class, and myriad other concerns, many issues could be considered the ‘most pressing.’ A great deal of the issues that are defined as ‘most pressing’ are fleeting problems that may or may not be applicable in the future. Therefore, one must realize that all of these problems must be appropriately identified as one all-encompassing issue: sustainability. The industry must be sustainable in order to survive.


Question #2
“If I were a resort owner, I would seek an appropriate—and ideally relatively local— Olympic or World Cup athlete to sponsor. By sponsoring a high caliber athlete, the resort’s logo would be visible to a large TV audience, and would improve brand recognition among the current skier base, and potential future participants. Part of this sponsorship arrangement would include a camp or program lead by the sponsored athlete that would be open to the public. This brings a ‘big name’ to the resort, and would generate traffic and boost credibility. I would also arrange to have a truly amateur mock-Olympics at the resort.”



The Judges Speak

Chris Nyberg:
Brandon Heaps impressed me by his ability to tie the retention issue into his answer to the second question regarding how he would take advantage of the 2010 winter games to promote snow sports at his resort. Patrick Torsell: Sustainability being necessary for survival, it certainly should be considered as a probable “most pressing issue.” Identifying some why’s, like lack of minority participation, middle class shrink, affordability and how one issue can affect the next are salient points.

Roger McCarthy:
Jordon Hahn: He addresses some concepts of current successful urban design and its potential applications in the resort environment. The challenge and required response to the economic situation...focus on the experience rather than flashy marketing efforts. Patrick Torsell: Sustainability is the encompassing issue. Growth of minorities, advances in snowmaking. Establish parameters for affordability while maintaining profitability.


Bill Rock:
Judging has become one of the highlights of my year and I always come away impressed by the passion and enthusiasm of the applicants. Jordon Hahn: By identifying the economic environment, including the demographic shifts taking place in the marketplace, Jordon shows a deep understanding of the future challenges for our industry. His prescription for overcoming these challenges is reasonable and smart: focus on the core experiences that built the business in the first place.


Michael Berry:­
Once again, the entries were well rounded and thought out. I chose Branden Heaps because of his astute observation about the beginner experience and how we can improve upon that. Retention is a key issue for this industry and we need to do more in addressing that first-time visit from beginning to end. And Branden ties this in well with the opportunity the Olympics bring to reach more potential customers.