This year’s Cross Country Ski Areas Association convention in April, held at Jasper Park Lodge in Alberta, B.C., had a turnout of 114 people representing 41 operations in Canada and the U.S. from five provinces and 18 states. Despite a disastrous winter in large regions of the U.S. and Canada, the numbers were almost identical to last year’s Park City meeting. This was the first CCSAA convention with a strong Canadian contingent and the first held in Canada.
Bob Woodward, a cross country expert and journalist, led off the session declaring nordic skiing is “a sport in trouble,” citing dropout rates, descending hardgoods sales and the sport’s image as exercise rather than entertainment. Woodward created mild controversy by suggesting nordic operators should ally themselves with the outdoor business (hiking, climbing, etc.) rather than alpine skiing. He also recommended that CCSAA place more emphasis on marketing.
Elizabeth Estill, USFS director of recreation, said problems still exist in implementing the National Recreation Strategy. She explained that the Forest Service is gradually moving away from grooming competition with the private sector, though in some cases word hasn’t filtered down to the district level. Informal conversations brought out a new problem: in at least two cases in Montana, USFS districts are funding construction of sophisticated trails that are groomed by ski clubs, thus competing with commercial operators in a way that circumvents Washington-level policy.
A debate sprang up between American and Canadian operators regarding trail fees. Many Canadian areas are government or ski-club supported and assess no fee, while private operators in the U.S. see public-groomed trails as lethal competition. After extensive discussions it appears the issue may die a natural death as budget cutbacks in both countries make mandatory fees more acceptable to public agencies.
Alpine professionals spoke on financial issues for the first time at a CCSAA convention. Sno-engineering’s Tom Lithgow (a former XC area director) noted it’s more fun to increase revenues than constrain expenses, but a judicious mix is the road to profitability. He explained the differences between cash operating breakeven, operating break-even and economic break-even, and discussed the accounting complexities of a replacement allowance for buildings and machinery. Philip Parker from Sugarbush, Vt., said that while budget planning may be unfamiliar and unattractive to cross country operators, a flexible budget clarifies financial goals, creates a yardstick to measure performance and helps plan for contingencies. Both speakers recommended the annual Cross Country Ski Area Operations Survey as an invaluable guide to XC finances, but also said it demonstrates the difficulties in generalizing about such diverse operations.
Jonathan Wiesel of Nordic Group, Bob Woodward and Randy Pickard of Ski Acres, Wash., presented three views of mountain biking. Wiesel was concerned that areas will develop programs without examining complexities and financial return. Woodward said the sport offers great potential if operators concentrate on providing fun and offer instruction and guiding. Pickard related his experience offering lift-serviced biking in the summer of 1990, one of whose aims was to employ key winter staff. He made money on the lift (about 3,000 visits) and on rentals, but lost dollars on instruction because of very low public interest. Members of the audience expressed risk management concerns, particularly trail development criteria (gradients, width, surface, etc.).
Rodd McCormick of Tourism British Columbia explained his department’s Superhost Program, a multi-year community-based program to upgrade standards of service and hospitality for the traveling public. (Utah has just purchased rights to install the program in support of the state’s Olympic bid.) He stressed developing cross country facilities, services and promotions targeted to specific markets. McCormick stressed that staff should treat customers as “guests” rather than “tourists” by “extending hospitality beyond ‘Have a nice day’.” Among his most effective points: it’s much more cost-effective to retain a client than to create a new one; a dissatisfied guest spreads word far more widely than a happy client; and operators should survey clientele, responding to concerns by changes in programs and staff training.
John Frado of Nordic Group presented results and implications of a survey of cross country ski centers on “snow augmentation” techniques (largely snowmaking) in which the research aim was to create baseline data and guidelines for future development. Among his conclusions were: it’s far more cost-effective to design from scratch than retrofit snowmaking, emphasis has been on guns at the expense of trails (drainage, surface, width, surrounding vegetation, etc.) and none of the respondents had invested in planning, design or permitting.
CCSAA’s board of directors has evolved curiously in the past few years with West and Midwest dominating. Canadian areas now have three representatives (a jump of two from last year). Dave Tuttle of Bearskin Lodge, Minn., was elected president. Newly-elected David Viney of Hardwood Hills, Ont., is vice president. Other new members are Ron Henderson, Canmore Nordic Center, Alberta; Lou Awodey of Boyne Mountain, Mich.; Randy Pickard, Ski Acres, Wash.; and John Porterfield, The Big Mountain, Mont. Frank Brophy, Vista Verde Ranch, Colo., is the new treasurer.
While 17 areas joined the organization this past season, 47 dropped out, largely due to financial constraints. Associate membership fell as well and trade show attendance was down. In response, CCSAA plans an intensive membership drive, a “lean ‘n mean” budget and a reduction of CCSAA office staff until fall.
CCSAA is both irreplaceable and fragile. Along with trade functions such as the convention, the association is an effective consumer communicator, networks constantly with the media and responds to the sometimes divergent needs of both American and Canadian members. The organization gives members excellent dollar value, yet hasn’t raised dues — or expanded staff — in five years. It will survive these troubled times in name, but with budget and personnel cutbacks, its substance is in doubt.
CCSAA may be the last best hope for the nordic industry. If the association is to serve its constituency, it requires commitment from all its beneficiaries — nonmember commercial operations, state and provincial XC organizations, guide services, grooming and ski suppliers, even retailers. Without this support, there is little chance to reverse the downward spiral in North American sales and skiers.
Site for the 1992 April convention is Whitefish, Mont., with Grouse Mountain Lodge and The Big Mountain as co-hosts. The agenda includes a train ride to Izaak Walton Inn and a day tour for an East vs. West tug-of-war on the Continental Divide.
