SAM Magazine—Natick, Mass., Jan. 13, 2026—AI Bootcamp The Ski Resort AI Bootcamp will return in 2026 with four new virtual live sessions focusing on practical, department-level applications of artificial intelligence for ski areas. The program pairs self-paced coursework with live discussions featuring mountain resort professionals and technology experts. 

Nearly 200 ski industry professionals have participated in each previous cycle of the program, which is produced by SAM and Eternity, with sponsor support from Get Ski Bots.

The 2026 sessions will examine evolving AI use cases across search, operations, staffing and decision-making, with an emphasis on real-world examples from ski areas of varying sizes.

2026 Live Session Schedule

Search in the Age of AI: From SEO to GEO
Tuesday, Feb. 24, 3 p.m. ET

As search shifts toward AI-driven discovery, this session will explore how ski resorts can adapt their content strategies as generative engines increasingly influence how guests find information. Snowbasin’s Michael Rueckert will discuss how Centium AI is being used to improve content structure and visibility across AI search platforms, including early implications of agentic booking tools. Mike Lannen of Eternity will also provide an update on emerging AI trends to watch in 2026.

Evaluating AI: Making Smart Decisions for Your Ski Area
Tuesday, March 31, 3 p.m. ET

This session focuses on how resorts can assess whether AI tools are appropriate for specific challenges. We will look at a real-world case study from Trapp Family Lodge to learn how they have evolved their use of AI to assess workflows, streamline repetitive tasks, business analytics and make informed business decisions. The discussion will center on determining when AI adds value—and when it does not. Lannen will also provide an update on new security features to look out for in 2026.

AI for Small Ski Areas: Big Efficiency for Lean Teams
Date and time in April to be announced.

Designed with smaller operations in mind, this session will highlight practical ways ski areas can use AI applications to save time, reduce manual work, and support overextended teams. Live demonstrations, case studies and experts will focus on easily implemented applications that do not require dedicated technical staff or significant investment.

HR and Staffing: Practical AI Applications
Date and time in June to be announced.

This session examines how AI can support HR and staffing functions, including drafting job descriptions, preparing interview questions, developing internal knowledge tools and responding to routine inquiries. The discussion will also address appropriate limitations, emphasizing the continued role of human judgment, organizational culture and compliance.

Ski areas with real-world experience using AI in small-team operations or HR and staffing are invited to contact karolyn@saminfo.com about participating as a case study.

Live sessions are recorded and made available to registered participants through the bootcamp platform. SAM magazine subscribers receive a 20 percent discount on registration; returning participants are eligible for a renewal discount; and group pricing is available. 

Registration for the 2026 Ski Resort AI Bootcamp is now open, with course access available from Jan. 15 through June 15.

To learn more, visit the AI Ski Resort Boot Camp here. Also, check out our latest PodSAM episode featuring a conversation from a previous live session on AI in dashboards, reporting, and security here, as well as many AI-focused stories in our Technology Mountain Department.