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July 2021

Publishers Memo :: July 2021

What Comes Next.

Written by Olivia Rowan | 0 comment

The team at SAM has spent the last 16 months working on ways to stay ahead of the unusual obstacles facing the industry. This next phase that we’re approaching in the pandemic presents a new set of challenges, but also many, many more opportunities for resorts. We’ll continue to help you make sense of it all—and make the most of it—through the pages of SAM, our Huddles, our PodSAM episodes, and our bootcamps. 

To ensure we address your needs moving forward, we sent out a reader survey in June. It garnered the biggest response we’ve ever had. Thank you for taking the time to share your valuable ideas and feedback, all of which will help us do what we do even better. It was also great to hear you appreciate what we’ve already been doing, as in:

“The Huddle was a huge asset for collaboration across resorts during the pandemic. I hope it continues on for years to come.” 

Noted. Stay tuned for our Huddle schedule, with topics to keep you connected as the pandemic landscape shifts.

Emerging Leaders

The survey also told us that our audience ages 25-44 has grown. Focusing on the next generation of leaders has long been one of SAM’s core missions. Platforms like the SAMMY Leadership Awards and “10 Under 30” aim to recognize the deep bench of talent in our industry. 

In fact, this year’s class of 20-somethings is so deep, we profiled “11 Under 30” (p. 40) for the second year in a row. This Under 30 class is one to watch.

Small Areas for the Win

Another core value is supporting small ski areas. Survey feedback reinforced the importance of this group:

“Small ski areas saw a huge resurgence this year. ... Many small ski areas rely on magazines to get information and improve their operation. SAM provides that connection to the larger industry—that feeling that we aren’t alone in these struggles of operating a small area.”

Topics You Love

We learned some of the top topics you want us to cover include: guest education, staff/training, technology, new products, growing the sport, and management trends, among others. This issue examines several of these topics. For example, “Torch Bearers” (p. 34) discusses the right way to work with DEI influencers to expand your markets; in “Build a Great Grooming Team” (p. 44), leaders share insights about finding and keeping cat operators; and “Summer of Love” (p. 51) suggests ways to help your summer guests enjoy a safe experience.

Thanks, as always, for reading SAM. Have a great summer!

Olivia Rowan, Publisher