SAM Magazine—Natick, Mass., July 9, 2026—The Ski Resort AI Bootcamp is back with a new round of live sessions this summer and fall, offering fresh insights into how artificial intelligence can be used across resort operations.

AI BootcampProduced by SAM in partnership with digital agency Eternity, and sponsored by Get Ski Bots, the Ski Resort AI Bootcamp gives ski area operators a practical path to exploring and adopting AI tools. Nearly 200 industry professionals have taken part in each previous cycle, spanning everyone from AI newcomers to teams already putting these tools to work.

The cycle opens July 28 with "Update or Overhaul: AI-Friendly Websites," a session built around a practical framework for deciding whether a ski area website needs a full rebuild or a smart refresh to show up in AI-driven search results. It will include a case study on Killington Resort's (Vt.) recent full website rebuild.

On Aug. 25, "AI Leadership Essentials: From Strategy to Implementation" will tackle the questions senior resort leaders are actually asking about AI: implementation anxiety, ROI measurement, data security and privacy, and vendor selection.

Oct. 13 brings "The Summer Discoverability Gap: AI Search & Your Summer Ops," featuring findings from a SAM-exclusive study by Centium on how ski areas show up (or don't) when travelers ask AI assistants about summer mountain experiences. The session will break down what signals AI search tools prioritize and where resorts are losing ground to competitors.

The cycle closes Nov. 10 with "Automation Station: Simplifying Snow Reporting & Daily Ops," a hands-on workshop for building smarter workflows around snow reports, condition updates, and CRM follow-ups.

Registration includes access to all four sessions, on-demand content in an online learning platform, and recordings from all previous Ski Resort AI Bootcamp live sessions.

Access for the current sessions is available through Dec. 31, with prices starting at $99 for SAM subscribers. Participants from a previous bootcamp cohort can renew at a discounted rate by emailing karolyn@saminfo.com.

Learn more and register at: saminfo.com/event/ai-bootcamp.