Push to The Latest: No

The team at SAM–Rick, Sharon, Donna, Dave, Sarah B., Sarah W., and Cole–look back at 2020 with a mix of emotions. We feel so grateful to be part of this resilient and strong industry and are also proud of the work we did this year producing important content, bringing the industry together, and inserting humor here and there where appropriate. And so we wanted to share our favorite parts of SAM magazine 2020 with you, our readers. Whether you are a subscriber or not, these articles are available to you to sit back and enjoy as we ring in 2021, and hope for a better year.

For me, our SAM covers (above) from the past few issues tell the story. SAM's covers (for a longer view, take a look at our coverwall, going back to 1962, in our archives), testify to our industry's major historical events. When you look back at 2020, the covers (along with the special Covid content inside) show how 2020 unfolded, with all of its ups and downs. We worked with Senan Gorman of North Pole Design and Origin Design to craft the concept for the May cover. In looking back, it really captured how much was unknown at that point. The next Covid cover we did was our "Buckle Up" road sign; by late summer, we knew just how bumpy the road ahead was going to be. Our final cover of 2020 was a nod to the sentiment we were hearing over and over again from operators as they got ready to open: "Your car will be the new day lodge." Again, we turned to Senan Gorman to help us capture the details.

- Olivia Rowan, Publisher

Far Flung and Fun

by Bob Curley
SAM January 2020

This article was published prior to the pandemic really hitting hard. It describes several unusual, slopeside concepts ski areas could add to their F&B operations to enhance their guest experience, convenience, and ultimately to boost the bottom line—and all of them comply with the current pandemic dining protocols now in place. – Sharon Walsh

Forgotten on the Fringe

by Andy Bigford
SAM March 2020

This big-picture, long-term view of growing wintersports will be even more important in 2021 than it was when printed. Resorts have largely focused on core customers and existing participants this season, with good reason. Future growth, though, will come from outside the core, and author Andy Bigford lays out valuable thoughts about where to find newcomers. As we build back stronger in the wake of the pandemic, “Forgotten” is a reminder of where we need to go. – Rick Kahl

Enterprising Software

by Dave Meeker
SAM May 2020

This technology-focused overview sheds light on the importance of the ski industry connecting not just with one another, but also with the travel and adventure tourism industries. As it currently stands, the mountain industry does not speak the same language as the broader travel industry, which of course complicates integrations. Fortunately the suppliers to the industry are solving these long term issues and offering cost effective solutions for resorts of many sizes. – Donna Jacobs

Beyond the Pandemic

By Paul Thallner
SAM May 2020

I'd like to think that the resorts I see doing well right now—communicating transparently, making good decisions, getting positive feedback from guests—have leaders who read this article. A unified, high-performing team is vital to successfully manage this complicated situation—and it starts with resilient leadership that values their team. Leaders that were able to "restore faith in the resort as a great workplace where people choose to invest their time and are trusted to do good work," as Thallner writes, after their teams were abruptly separated or disbanded at the outset of the pandemic are benefitting. They focused on the recovery of their people and culture, so everything fell into place. If I were still in resort leadership, I'd keep this playbook in my back pocket to reference as a reminder of: 1) what's needed to do right by my team and my resort's culture, as laid out in the playbook's C.A.R.E. and C.L.I.M.B. processes; and 2) "The cornerstone of the people recovery playbook is leader resilience." In other words, to take care of your people, you also need to take care of yourself. – Dave Meeker

11 under 30

By Katie Brinton
SAM July 2020

There is nothing like a pandemic to make us look to the future, and the future looks bright with these young leaders at the helm. Take the fact that we couldn’t choose just ten as a testament to the caliber of the nominees. We know the only constant in life is change, and this year has drilled that into us. It gives me a lot of hope to see the next generation of leaders cannot only rise to challenges, but are ready to accept and invoke the changes we need within the industry. If you need a good inspiring read to kick off 2021, I suggest checking out these rising stars out and putting on your shades. – Sarah Wojcik

“I Challenge That!”

by Sarah Wojcik
SAM September 2020

Most everyone wants to encourage greater ethnic diversity on our mountains, but few are actually taking the necessary steps. It’s not easy to figure out how to get from where we are to where we want to be. This article tackles that problem head-on, and offers a set of responses to overcome the typical roadblocks and “yes, but” objections that crop up. – Cole Lelli

“Outbreak. What Now?”

by Moira McCarthy
SAM November 2020

For much of 2020, there was almost endless discussion of protocols to minimize the spread of the coronavirus at resorts. This article, though, focused on what to do when these best-laid plans failed, and an outbreak took root. Aside from the actionable ideas contained in this article, it demonstrated yet again that a resort’s response to Covid would, for better or worse, color its reputation and brand for years to come. The power in this piece stems from the way it helps resorts turn a potentially worst-case scenario into a trust- and brand-building experience. – Sarah Borodaeff

SAM's Top Articles of 2020