SAM Magazine—Lake Geneva, Wis., Aug. 21, 2023—Midwest ski operators and industry suppliers descended on Grand Geneva Resort & Spa for the Midwest Ski Areas Association (MSAA) annual meeting and tradeshow, Aug. 13-16. Attendance for this year’s conference was strong, with Amy Reents, executive director of MSAA, reporting record attendance of over 460 people and 61 different ski resorts. Inside the tradeshow hall, there were 70 exhibitors and a total of 80 suppliers represented.

Kelly Pawlak, president of the National Ski Areas Association (NSAA), delivered a “State of the Industry” report on Aug. 15. Data presented highlighted the resiliency of the ski industry, with continually strong visitation numbers reported since the onset of pandemic despite shorter seasons and climate challenges.

Popular conference sessions covered topics like business succession planning, the use of AI, creative staffing solutions, and technology implementations.

One of the most well attended sessions, “There’s No Business Like Snow Business” with Perfect North’s Chip Perfect, sought participation from ski area operators with live polling on hot topics like staffing, revenue growth strategies, summer business, and general operational concerns. Parking/slope capacity, wages, and price sensitivity were common themes.

After the scheduled sessions, conference attendees participated in a variety of social activities including a 9-hole scramble golf tournament and a beer tasting.

Details for the 2024 conference have not yet been released.

This report was written by SAM research editor Jack Fagone.

After the social activies on Tuesday, August 15, conference attendees enjoyed a barbecue meal at the base of The Mountaintop Ski & Adventure Center.

Many attendees opted for the beer tasting on a beautiful afternoon at the Grand Geneva Resort & Spa.

The 2023 Jim Vanderkelen Achievement Award recipient, Charles Skinner, makes his way to the podium to accept his award.

SAM's Jack Fagone played in the annual 9-hole scramble at The Highlands golf course at Grand Geneva Resort & Spa. Left to right: Sam Garrett with PRINOTH, Jack Fagone with SAM, Bill London with Terry Peaks, and Mike Gorney with Cone Drive Operations.

Chris Hargrave gave the keynote speech on Monday, August 14. He spoke about inspirational leadership through connection.

Jack Fagone dicsusses the upcoming Rental Buyer's Guide with Marshall Mayhew from HEAD.

Left to Right: Bryan Schuler (PB), Paul Scanlon (PB), and Mike Williams (PB) with Jack Fagone (SAM), and John Wirtz (PB).

Jordyn Bremer with MountainGuard's Tim Barnhorst inside the tradeshow hall.

Chip Perfect's session, "There's No Business Like Snow Business" engaged the audience with live polling on industry hot topics.

One of SAM Magazine's 10 Under 30 recipients, Ry Baumann of Granite Peak poses with SAM's Jack Fagone.

Jeremy Jaquith and Sam Garrett hanging out in the tradeshow hall in front of a Stage V Bison X.

We ran into a few Cutter's Camp alumni! Here is Zack Antonie, Cutter's Camp veteran and Snow Surfaces Manager from Cascade Mountain.

Jack Fagone with Rossignol's VP of Sales and Marketing, Kurt Hoefler.

SAM Magazine's Jordyn Bremer visits with SE Group's Carolyn McShea.

Chris Hargrave of SNOW Operating inside the tradeshow hall.

After the social activies on Tuesday, August 15, conference attendees enjoyed a barbecue meal at the base of The Mountaintop Ski & Adventure Center.

Many attendees opted for the beer tasting on a beautiful afternoon at the Grand Geneva Resort & Spa.

The 2023 Jim Vanderkelen Achievement Award recipient, Charles Skinner, makes his way to the podium to accept his award.

SAM's Jack Fagone played in the annual 9-hole scramble at The Highlands golf course at Grand Geneva Resort & Spa. Left to right: Sam Garrett with PRINOTH, Jack Fagone with SAM, Bill London with Terry Peaks, and Mike Gorney with Cone Drive Operations.

Chris Hargrave gave the keynote speech on Monday, August 14. He spoke about inspirational leadership through connection.

Jack Fagone dicsusses the upcoming Rental Buyer's Guide with Marshall Mayhew from HEAD.

Left to Right: Bryan Schuler (PB), Paul Scanlon (PB), and Mike Williams (PB) with Jack Fagone (SAM), and John Wirtz (PB).

Jordyn Bremer with MountainGuard's Tim Barnhorst inside the tradeshow hall.

Chip Perfect's session, "There's No Business Like Snow Business" engaged the audience with live polling on industry hot topics.

One of SAM Magazine's 10 Under 30 recipients, Ry Baumann of Granite Peak poses with SAM's Jack Fagone.

Jeremy Jaquith and Sam Garrett hanging out in the tradeshow hall in front of a Stage V Bison X.

We ran into a few Cutter's Camp alumni! Here is Zack Antonie, Cutter's Camp veteran and Snow Surfaces Manager from Cascade Mountain.

Jack Fagone with Rossignol's VP of Sales and Marketing, Kurt Hoefler.

SAM Magazine's Jordyn Bremer visits with SE Group's Carolyn McShea.

Chris Hargrave of SNOW Operating inside the tradeshow hall.

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