The winds of change
Sirs:
The ski industry, and in some instances the ski areas, are pricing themselves out of the market. This is especially true in respect to the cost of equipment. The beginner and intermediate does not need Killy or Schranz type skis and boots. The cost of equipment for the family is exorbitant, and this in turn makes skiing the sport of the rich — which was not the case only a few years ago.
Stan Czarniak PSIA
Stamford, N.Y.
Sirs:
I was very impressed with your editorial. Talking about the ski area as an activity, there have been many plus changes in the fancy food and lodging, but what about items directly related to this wonderful outdoor sport, such as lift prices, lift lines, crowded slopes, convenience and comfort. How could there be any advanced realistic planning when accommodations are still developed for quasi-millionaires. Then the noise, pushing, parking, uncleanliness, gruff attendants, commercialization—who needs it?
I would be remiss as a professional if I didn’t constructively suggest some ideas to an industry that has contributed so much to my life.
- Fun. Where has it gone? Limit the number skiing on certain slopes and trails. Set up reservations to ski a certain section of the area. Open earlier. Close later. Serve hot chocolate or bouillon at the bottom or top of the lift. They do something similar in golf.
- Cost. Wow! Something has to be done. Families must receive more consideration. So must students. A more flexible and economical rate is in order. Even hourly rates.
- Skiers. Where can more be found. How can we get greater participation during off-peak times? The public and private schools have to be tapped. Sister areas near urban centers. Ski instructors working with Phys. Ed. instructors culminating in a ski trip to the area. Outdoor recreation in the municipalities and counties needs a shot in the arm too. For years they have been talking about the same things and trying to overcome the same problems. Possibly they are ready to be motivated towards a first class ski program. Industrial recreation, leisure time and vacation periods of employees should be developed.
The “Winds of Change” may be too slow. How about starting a snow storm?
Joel C. Holiber, President
Jay David International
Sirs:
Your editorial was refreshing. Especially your comments regarding the industry’s narrow profile. The ski industry seems to be pursuing an enlargement of itself based primarily on hot air. The lack of current detailed data with regard to what the industry can or cannot look forward to in the near future would be bad for any business, but in particular the ski business with all of its variables and its comparatively short season—even if all goes well.
With its limited market at the present time, the ski industry cannot simply continue to raise prices for equipment and services and continue to develop. $80,000 condominiums are fine if you can fill them with vacation renters, but that’s just a small percentage of the potential market any way you look at it. And what the public gives it can take away.
R.A. Morse
Snowbird, Utah
Ms to the Management
Sir:
I read with interest your article in the Spring, 1974 issue, entitled “Ms. to the Management,” but would like to correct you on one very important point and note a glaring omission from your rundown on distaff ski area executives.
With due respect to Gloria Chadwick, her vice presidential position at Big Sky is not the highest position achieved by a woman in the ski business. Mrs. Marilou Vincent is president of Indianhead Ski Corporation, owners and operators of Indianhead Mountain, Wakefield, Mich. She is also part owner.
Mrs. Vincent has worked her way up in the ski business, having been a ski patrolwoman and manager of the Lodge at Indianhead in the past. She is now serving as marketing coordinator.
I don’t know how Mrs. Vincent was omitted from the article but I felt this should be brought to your attention.
Mike Sullivan,
Marketing Director
Indianhead Ski Corp.
Sir:
I note that two of the ladies you saluted in management have lost their jobs. How ’bout that?
M.C. Pig
(identity withheld by request)
Sir:
I had to send a note along to you to thank you for your article on women in ski area management. I have personally been going through some real soul searching about my future in the industry, and found it most interesting and helpful to read about others.
I don’t think there is any question that women can, and do fill important roles in the ski business. There is nothing more frustrating, however, to have the feeling of an unconscious discrimination among the people you deal with. The “I’d like to talk to the manager” types, are a real fact of life.
I took your article and thrust it under the nose of my boss, with the part about salaries circled in red. It was a most welcome addition to my recent long over due raise proposal.
(Name Withheld)
Sir:
I am grateful to you for sending me your magazine, which shows that the worries of the ski area managers are the same the world over. We had the same worries as your correspondents, for example, at the beginning of this winter season in regard to the impact of the energy crisis on the prosperity of the ski areas.
I am pleased to report that the activity of our little resort in the French Alps has been 20 per cent higher this winter than last, and that the impact of the energy crisis has been nil. Before Christmas we had worried, and predicted and prepared for a 20 per cent regression.
This ski business is not like other recreation businesses. It concerns young people more than others. The recreation desires of youth are more irresistable than those of adults, whatever the general economic or energy situation may be. The young people will spend less money on lodging or food, but they will get their skiing at any cost.
I enjoy your magazine very much.
Jean Desvallees
Our thanks to reader Desvallees, whose area, Peisey-Nancroix, is in the middle of the triangle La Plagne-Les Arcs-Tignes.
