In This Issue
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Letter to the Editors :: May 2025
Thanks for the mentoring I wanted to take a moment to thank SAM, MountainGuard, and High Peaks Group for pairing me with…
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The Immigration Situation
Ski areas that employ international workers are likely to feel a staffing crunch in the months and years ahead due to the…
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Best and Worst in Marketing 2024-25
A mix of inspired brilliance and uninspired misses round out a comparatively less splashy year in ski area marketing. The relative lack…
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Peer Reviews 2024-25
Resort marketers gives props to other ski areas’ 2024-25 marketing efforts. Each year in the May issue, we invite resort marketers to…
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A Bold New Chapter
While Monarch Mountain’s No Name Basin expansion makes the ski area much bigger, the goal is for it not to change a…
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Partnering for Change
Municipal partnerships and an increased focus on advocacy boost sustainability efforts for mountain resorts and their communities. The collaboration between Rachelle Leishman,…
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Adopting Automation
How two ski areas took the leap into automated snowmaking, and what the results have shown. In response to increasingly fickle snowmaking…
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The Wisdom of Whistler Blackcomb
How the largest resort in North America mastered summer, and how you can, too. The simple secret of Whistler Blackcomb’s summer ops…
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The Child Care Gap
Limited child care options may be deterring families and impacting guest retention. Child care at ski resorts has always been a hit-or-miss…
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Marriage Partners
It takes commitment for resorts to realize the many benefits the wedding business can bring. The tradition of the dowry is the…
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Grandma’s A Ripper, Too
Why and how to embrace intergenerational participation in resort marketing. Visitation to ski resorts worldwide is composed of six (soon to be…
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Dig Deep on Data
Use AI to mine your data cache and unlock operational insights. Resort operators accumulate vast amounts of data across operations like F&B…
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Mastering Your Mindset
Mindset is a leadership tool that sets the tone for your whole team. Mindset is a powerful thing. It influences our behavior,…
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F&B Tech Heats Up
To take advantage of tech in F&B, involve your staff in the planning, decision-making, and implementation. “What’s the next big thing in F&B…
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Mountain Spy :: May 2025
The Spy asks: “I’ve heard the food is expensive. Is it worth it?” There’s the amount you pay for a meal at…
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Breaking Down the Cost Barrier
Ski Cooper raised its financial performance by lowering ticket prices. At the annual Colorado Ski Country USA meeting in June 2024, members from…
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Snow Gains, Market Pains
Weather was a win for resorts this season, but inflation, recession fears, and trade tensions could make next year a tougher sell.…
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Pulse Check
Operators across North America are cautiously eyeing the months ahead amid a swirl of economic uncertainty, tariff pressure, labor constraints, and shifting…
