Does it Pay to be Green?

Ever since Pat O’Donnell took over as CEO of Aspen Skiing Company (ASC) in 1996, the resort has been at the forefront of environmentally-oriented management and development. It’s part of the company’s mission statement. The area has won the Mountain Sports Media Golden Eagle Award four times in the 12 years of the program’s existence. Aspen was the sole resort company to support the Forest Service’s preferred plan for White River Forest management, which favored wildlife protection over development.