SAM Magazine-Sacramento, Calif., May 19, 2010-Over a half million more visitors flocked to California ski and snowboard resorts during the 2009-10 winter, according to the California Travel & Tourism Commission (CTTC). CTTC credited both a long snow season and the California Department of Transportation's (Caltran) proactive plan to keep the roads to major resort areas open for business.

California Ski Industry Association executive director Bob Roberts said this year has been great for business. "In one word, the 2009-10 season was fabulous-fabulous snow, fabulous turnout," said Roberts. "Thus far this season, which for some resorts will continue through July 4, California's ski resorts have brought in 7.5 million visitors, up from 6.7 million in 2008."

Early in the season, representatives from California's ski industry and Caroline Beteta, CTTC president and CEO, met with Caltrans' senior management team to review their plans to keep the roads clear and support local businesses. Caltrans' plan included hiring hundreds of seasonal workers to supplement the regular crew to ensure access to winter destinations.

"Great snow conditions on the mountain can mean difficult conditions on the roads," said Rusty Gregory, chairman and CEO of Mammoth Mountain Resorts and CTTC vice chair. "Caltrans' efforts this year have been absolutely critical to allowing visitors the chance to experience California snow." So far this season, Mammoth has received over 540 inches of snow.

According to the CSIA, California's ski resorts generate $700 million in direct visitor spending, with a total economic impact of nearly $3 billion.

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