In This Issue
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What’s New in Rental Gear for 2026-27
Suppliers balance innovation and consistency in the latest rental gear as rentals claim a bigger share of the market. The rental market…
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Back Down to Earth
Tariffs and inflation were among the primary causes for a dip in North American lift installations. Lift construction returned to pre-Covid levels…
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Mountain Spy :: January 2026
The Spy reopens the case files to celebrate 20 years of undercover calls. This year is the 20th anniversary of Mountain Spy,…
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Winter Widows: A Survival Guide
A look at the realities and joys of loving someone married to the mountain. I met my husband in the White Mountains of…
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Where Climate Meets Community
Mountain communities are facing climate impacts on multiple fronts, and ski areas are responding with climate strategies that scale outward. The Great…
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Keeping Track in Rental
Rental departments generate a lot of data. Here’s how three ski areas stay on top of it all. Rental shops process a…
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Global Trends in Summer Ops
An expert look at what summer travelers want and what’s working at mountain destinations worldwide. As traveler expectations evolve— shaped by climate…
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Under New Ownership
Is it up to the independents to determine the future health of skiing? A handful of intriguing ownership models have popped up…
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Idea Files :: January 2026
An all-Canada edition with a custom Panther mixer; hands-free water stations; and a downspout boot dryer. Panther Mixer Castle Mountain, Alberta, installed…
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Education for the Real World
As enrollment dips, SAM degree and certificate programs are modernizing curriculum and evolving in step with the industry to keep the talent pipeline…
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Rope Tow Renaissance
Speed, culture, and economics are pushing resorts to reconsider the most old-school lift on the mountain. It was a cold December evening…
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Safety Culture Pays Off
How an employee-led safety committee at Holiday Valley has made measurable impacts on culture and the bottom line. In 2017, Holiday Valley,…
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Menus That Tell a Better Story
Menus work best when treated as a strategic communication tool, not an afterthought. This is Part 2 of a three-part series on…
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Marketing the Magic
Resorts are embracing emotion-driven marketing, inspiring guests via video, social posts, and unique mountain activities. Ski resorts are adapting marketing strategies to…
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The Olympic Bump
Every four years, the Winter Olympics play on the TVs of millions of Americans. Can you guess which sport gets the biggest…
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The Cost of Efficiency is Authenticity
A fearful marketer’s view on AI. I am a one-person marketing department at a relatively small family-owned ski area. That means I…
