Snow had a magic quality for gold miners in the 1850s. When cabin fever struck during deep, cold winters in the Sierra, they went out into the snow and raced headlong down steep slopes. Cabin fever is still driving people out of their homes during winter months, but the difference today is that people are willing to settle for far less adventurous activities — like going to an enclosed and heated mall or working out at a health club or watching sports on large-screen TV at the local pub — rather than face cold weather and snow.
Or, are they?
Recent winters have seen a rising interest in new, old and novel on-snow activities . . . and that interest showed a marked increase last season as more equipment and facilities were offered for outdoor winter sports. While ski resort operators might regard alternative sliding, striding and boarding on snow as competition for their main skiing product, they could also take another look at the potential business opportunities in getting people on snow. One measure of changing interests was revealed in a study of Colorado’s ski areas. According to Jim Spring, president of Recreation Research, 18 percent of the people going to Front Range ski areas were either snowboarders or telemark skiers.
That might mean that 82 percent were traditional downhill skiers . . . or they might be skiing on short skis or they might be snowshoeing or they might be sliding on inner tubes. The variations are only limited by the imaginations of the performers.
Nowhere is that imigination, energy and drive more evident than in the snowboarding phenomenon. This generation of kids on boards has the same exuberance and vitality that existed in the early days of the modern ski boom. They are pursuing fun on snow.
While the ski resort industry is striving to deliver a product of the highest quality — offering the best restaurants, easy-loading lifts, deep and well-groomed snow, convenience ticketing devices and elegant lodges — they can’t manufacture fun. That comes from the inside; it’s an inner spirit and discovery of physical joy.
The conventional ski product is still important, but perhaps it is growing tired and needs rejuvenation. Alternative on-snow activities may provide such rejuvenation and that may be just the thing to attract a vast group of people away from the malls, fitness centers and bars. That may be the source of the new wave of people to the mountains in winter for fun. Maybe snow has a magic quality . . . after all, it’s still snow. — J.N.
