SAM Magazine—Whistler, British Columbia, Sept. 9, 2025—The fourteenth annual SAM Summer Ops Camp convened Sept. 2-4, at the world-class indoor and outdoor classroom of Whistler Blackcomb for three days of immersive learning, forward-thinking discussions, and genuine connection. SOC Group Photo Skybridge

A full day on the mountain allowed both resort operators and vendor partners to explore the host resort’s dynamic summer offerings. From hiking at the top of Blackcomb Peak and a ride on the Peak 2 Peak Gondola to a thrilling walk across the Cloudraker suspension bridge on Whistler Peak and guided descents through the resort’s industry-leading bike park, Whistler Blackcomb offered up ample food for thought on how to maximize your assets and optimize your summer ops. 

Pop-up talks from Whistler Blackcomb leadership and industry thought leaders helped guide the conversation. A staff-led hike on Blackcomb’s family-certified interpretative trail provided an opportunity to explore the value of family programming, while a stop at the Roundhouse Lodge’s Umbrella Bar showcased how F&B can be the main attraction. A ride up the Top of the World lift to the Raven’s Eye viewing platform and the Whistler Mountain Inukshuk highlighted how “Instagrammable” moments can be curated, and a trip off-site to the immersive Vallea Lumina night walk allowed for insights into extending the visitor experience into the evening.

Panelists riffed on global trends, with Origin’s MJ Legault facilitating a lively discussion between Justin Downes (Hanazono Resort, Japan), Henrik Volpert (OK Bergbahnen, Germany), and Janelle Visser (Arival Travel) talking everything from destination traveler data (hint: they are experience and TikTok driven) to air conditioning, water-based activities, food with a view, and investing in KOLs (key opinion leaders, aka, influencers). 

Master planning experts Claire Humber of SE Group, Rob McSkimming of Select Contracts, and Adam Schroyen of EcoSign shared insights on the trends shaping four-season master planning, penciling out the ROI on summer, and the activities that operators may be sleeping on (including wooden ball tracks, powered zip-to-rail rides, and kids programming, among other things).

 

  • Group Photo
  • Family Certified Trail
  • Welcome Ceremony
  • Bart Donnelly & Tom Prochazka
  • Vendor Hall
  • The Vallea Lumina Night Walk
  • Mtn Biking
  • 2 people looking out
  • Dinner- Vallea Lumina
  • Via Ferrata
  • Bob And Karen Bentz & Bahman Azarm
  • Mellowstone
  • Tues. Keynote
  • Make Some Noise for Summer session
  • Wiegand Blankets
  • Via Ferrata 2
  • Jeff Tate Switchback
  • Group Photo On Cloudraker
  • Arc Teryx Team
  • Vallea Lumina
  • Olivia with Whistler Team
  • Vallea Lumina
  • Pop Up Talks
  • Masters of Planning
  • Mtn Biking 2
  • Group photo - vallea Lumina
  • Interpretive Sign - Wendy
  • Summer Trends Around The Globe
  • Firepit- Vallea Lumina
  • Man Smiling
  • Tour with Pierre
  • Mtn Biking 3
  • Pop Up Talk Own The Postcard
  • Umbrella Bar
  • Girls Laughing
  • Applaud
  • Tours
  • Tom Prochazka From Gravity Logic
  • Attendee - Peak to Peak
  • Belinda Trembath With Vendors And Resort Attendees
  • Hello from the Inuksuk on Whistler Peak.
  • Whistler leadership gave attendees a tour of their family-certified trail.
  • Welcome ceremony by Squamish Lil'wat Cultural Centre Ambassadors.
  • Bart Donnelly from Leitner Poma welcomes Gravity Logic's Tom Prochazka to the opening reception.
  • Cocktail hour with the vendor partners was an upbeat affair with lots of energy in the room.
  • Clearly lots of wonderment during the Vallea Lumina night walk.
  • Gravity Logic ensured all riders were decked out and ready to tackle the descent on the legendary Top of the World Trail.
  • Soaking in the views and ideas during a tour of Whistler Blackcomb's trails.
  • Enjoying dinner before experiencing the Vallea Lumina Night Walk.
  • Happy campers after their adventure on the Squamish Via Ferrata at Sea To Sky Gondola.
  • Bob and Karen Bentz from Anakeesta (Tenn.) chat with Bahman Azarm from Outdoor Ventures.
  • John Entwistle from MMGY Origin and Grand Targhee (Wyo.) marketing director Jill Gaylord presented a case study on the resort's "Mellowstone" summer positioning.
  • Whistler leaders Kate Roddick, Belinda Trembath, Barrett Fisher, and Virginia Cullen offer insights into the unique partnership that makes Whistler a year-round destination.
  • The "Make Some Noise for Summer" session, led by Bob Andrea from the Resort Municipality of Whistler and Whistler Blackcomb's Wendy Robinson, discussed the value of events and festivals.
  • Wiegand USA provided all attendees with a sweet picnic blanket at the Vallea Lumina event.
  • Katie and Olivia from SAM joined campers on the MSAA-built Squamish Via Ferrata at Sea To Sky Gondola.
  • Jeff Tate from Switchback (right) discussing the exciting cable to rail transition technology.
  • Group photo on the Cloudraker Skybridge during Wednesday afternoon's tour.
  • Josh and Thomas from Arc'teryx decked out all camp attendees in jackets.
  • Attendees enjoy the Vallea Lumina Experience designed by Moment Factory.
  • SAM publisher Olivia Rowan (second from left) with Whistler Blackcomb's Wendy Robinson, Kate Roddick, Belinda Trembath, and Omer Dagan.
  • The Vallea Lumina experience offered attendees an immersive multimedia night walk filled with wonderment.
  • Experts gave pop-up talks on the Peak 2 Peak Gondola rides.
  • SAM's Katie Brinton moderates the Masters of Planning panel with Claire Humber, SE Group; Rob McSkimming, Select Contracts; and Adam Schroyen, Ecosign.
  • Some attendees made the descent from Whistler Peak with Gravity Logic and Whistler's world-renowned bike park leadership.
  • (L to R): Jessi Wood, Blacktail Mountain, Mont., and Robyn and David Martel from Alberta's Canyon Ski Resort chat with CWSAA CEO Christopher Nicolson before enjoying the Vallea Lumina experience
  • Whistler Blackcomb's Wendy Robinson talking to attendees about the interpretive signage on the resort's adventure trail for kids.
  • "Summer Trends Around the Globe" session was moderated by MMGY Origin's MJ Legault, who drew insights from Justin Downes, Hanazono Resort, Japan; Janell Visser, Arival Travel; and Henrik Volpert, Oberstdorf Kleinwalsertal Mountains, Germany.
  • Making connections during the evening festivities at The Adventure Group's rustic basecamp. Thanks to sponsors Moment Factory and Wiegand USA.
  • Engaged Campers ensured ideas flowed over the three days and will be put into play at their respective operations.
  • Experts like Whistler Blackcomb's Pierre Ringuette donned tour-guide paddles so campers could easily follow and find answers to their questions.
  • Exploring one of North America's best descents with guides from Whistler Blackcomb and the Gravity Logic team.
  • Pop-up talk "Own the Postcard" covered the importance of providing guests with a curated and managed journey
  • SE Group's Claire Humber speaks about destination dining in front of the Umbrella Bar with SAM's Olivia Rowan, Marc Redman from Open Air Design and Georg Benedek from Meissl Open-Air Solutions.
  • Sessions were both educational and fun.
  • There was a lot to applaud for during the presentation on global trends.
  • There were several different expert-led group tours that combined discussion and experiential learning.
  • Tom Prochazka from Gravity Logic shares his insights on bike park trends.
  • Vendors and resort attendees enjoying the breathtaking vistas with a side of networking.
  • Belinda Trembath from Whistler Blackcomb connecting with vendors and resort attendees.

 Photo credit: Ryan Robinson, MtnPix & SAM

Education sessions bookended on-hill activities, with experts providing takeaways on calculating the risk vs. reward in summer with best practices shared by Eric Stein from Safehold Special Risk and Tim Hendrickson of MountainGuard. A deep dive into the power of events and festivals with Whistler Blackcomb’s Wendy Robinson and Bob Andrea from the Resort Municipality of Whistler. In addition, a case study on Grand Targhee’s “Mellowstone” summer positioning was presented by Origin’s John Entwistle and Grand Targhee’s Jill Gaylord. And finally, Humber had several resorts in attendance present on strategic planning for summer ops.

In an opening night keynote moderated by Whistler Blackcomb senior director of base area operations and business development Kate Roddick, Whistler Blackcomb COO Belinda Trembath, chief administrative officer of the Resort Municipality of Whistler Ginny Cullen, and Tourism Whistler president and CEO Barrett Fisher offered insights into the unique coalition that makes Whistler such a compelling and popular year-round destination. 

The resort’s leadership was integral to the success of the event, with Whistler Blackcomb senior manager of planning and business development Wendy Robinson and business development senior analyst Omer Dagan facilitating not only access to the resort’s many iconic offerings but also key learnings throughout the three-day event. 

Summer Ops Camp provides education on the move and offers campers the opportunity to experience summer like their customers. To that end, campers were able to partake in several ancillary activities on their way to and from camp, including tours of the Whistler bike park and rental shop, tours of Whistler Village with its master planners, Sasquatch Zipline tours, and stops at neighboring Grouse Mountain, Cypress Mountain, and the Sea to Sky Gondola.

This year, SAM also collaborated with president and CEO Christopher Nicolson and the Canada West Ski Areas Association (CWSAA) team to give campers the opportunity to add-on attendance to the association’s well-respected Bike Park Forum. Attendees of both events overlapped for a combined lunch on the last day of Summer Ops Camp and first day of the Bike Park Forum. 

A special thank you to the Summer Ops Camp vendor partners and title sponsors. Learn more about them here. The full camp program can be viewed here.