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Ski Resort AI Bootcamp
AI Solutions for the slopes—practical, ski-industry-specific AI learning built into your day-to-day work.
AI Solutions for the Slopes
Artificial intelligence is rapidly reshaping how ski resorts operate — from guest communications and content creation to operations and reporting. Many resort teams are already using AI to increase efficiency, streamline workflows, and support better decision-making.
The Ski Resort AI Bootcamp brings practical, ski-industry-specific AI learning into your day-to-day work. Registration is now open for the next 2026 cycle, offering six months of education from July through December.
About the Ski Resort AI Bootcamp
Presented by SAM and Eternity, the Ski Resort AI Bootcamp is a virtual training program built specifically for mountain resort professionals, with an emphasis on practical application and real-world use cases. This program builds on insights from previous cycles and reflects how resorts are using AI today.
Returning participants will find updated content and opportunities to build on prior learning, while those new to the bootcamp can expect clear foundations and practical context that make it easy to jump in at any level. Participants receive access to live virtual sessions, updated training resources in the online learning platform, and all session recordings from the 2024 and 2025 cycles to support continued learning.
Aw, Shucks…
Ski resort operators are raving about the Bootcamp. Here’s what they have to say:
Sign Up for the Bootcamp
Register now to access this cycle of the AI bootcamp, with live session topics including:
- Update or Overhaul: AI-Friendly Websites | July 28, 2026
- AI Leadership Essentials: From Strategy to Implementation | Aug. 25, 2026
- The Summer Discoverability Gap: AI Search & Your Summer Ops | Oct. 13, 2026
- Automation Station: Simplifying Snow Reporting & Daily Ops | Nov. 3, 2026
Registration includes self-paced platform access, session recordings through December 2026, and a private LinkedIn group for industry peers. Past participants get a special renewal discount — email [email protected] to register.
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Program Details & Schedule
The Ski Resort AI Bootcamp blends live, interactive sessions with self-paced modules led by industry experts and ski resort peers. Each session focuses on practical applications of AI in real resort environments, emphasizing tools and techniques that support everyday work.
Live Sessions
Does your resort’s website need a few targeted improvements or a complete rebuild to keep pace with AI-driven search? This session explores how to make that decision, examining the role of structured data, crawlability, content strategy and site architecture in helping AI tools find and understand your website.
A case study of Killington’s new website, built with Eternity, brings those considerations into focus. Explore the decisions, tradeoffs and results of starting fresh, with practical insights to help guide your resort’s next steps.
You recognize AI’s potential—but how do you decide where to begin, get your team involved and measure progress? This session tackles the practical questions resort leaders face as they bring AI into their organizations.
Explore ways to address resistance from department heads, assess vendor claims, safeguard guest and employee information, and evaluate the return on your investment—even when the benefits aren’t directly reflected in revenue. The focus is on moving from interest to implementation, with practical considerations to help leaders make informed decisions and build momentum.
When travelers turn to AI assistants for recommendations, does your resort make the cut—or does it not exist at all? This session explores how AI is changing search and discovery, what influences the answers these tools provide, and what ski areas can do to improve their visibility.
Michael Rueckert of Centium will review findings from a SAM-exclusive report examining how ski resorts appear in summer travel searches, highlighting where resorts are showing up, where they’re losing ground, and why. He’ll then share practical tips for applying those insights to the winter season.
Then, Mike Lannen of Eternity will demonstrate how to build reusable AI skills to streamline tasks for your website and beyond, helping you turn insights into action and make ongoing improvements more efficiently.
You’ll leave with a clearer understanding of AI search and practical tools to strengthen your resort’s visibility heading into winter.
The daily rhythm of resort operations generates plenty of repetitive work—from snow reports and condition updates to internal communications, briefings and follow-ups. This hands-on session explores how AI and automation can connect the dots, helping teams streamline routine tasks while keeping human judgment at the center.
Using snow reporting and daily operations as practical examples, we’ll break down how to identify tasks worth automating, choose the right tools and build workflows that work in the real world. Expect live demonstrations, reusable prompts and workflows, and practical ideas you can adapt to your own operation right away.
Access to the bootcamp includes recordings of all previous conversations, including Intro to AI; Marketing and Content; Guest Communications and Customer Service; Sales, Meetings, and Integrations; Case Studies in the Industry; Modern Tools for Mountain Ops; From Data to Decisions; Search in the Age of AI; AI for Small Ski Areas; Evaluating AI; and HR, Staffing, and Training. Plus, catch the “From Data to Decisions” episode on PodSAM.
Online Learning Modules
The modules below explore how AI can support your resort across departments — from idea to implementation. Each module includes lessons, demonstrations, and real-world examples. New for 2026: a regularly updated “What’s New in AI” section and additional free training resources.
- Module 1: Introduction to AI — the possibilities of AI and how to implement it safely across resort departments, with a case study from Greek Peak Mountain Resort and an interview on security with Gregg Blanchard of Inntopia.
- Module 2: Marketing & Content — writing prompts, creating a branding copy document, training AI on your own data, generating website/social/ad content, building custom bots, and AI photo editing.
- Module 3: Guest Communication & Customer Service — website chatbots, AI inbound calling, food-and-beverage applications, and review management and analysis.
- Module 4: Sales, Meetings & Integrations — sales calls and meeting transcription, actions and integrations, email, and video and audio enhancements.
- Module 5: Live Session Recordings — every live session is recorded so you can catch the insights from AI experts and ski industry peers.
What You’ll Need
Participants should have access to a computer to complete the course and live sessions, and we recommend signing up for the paid version of Claude, ChatGPT, Gemini, or Copilot.
Pricing & Registration
Registration includes access to live sessions, the online learning platform, and session recordings. Pricing options support individuals as well as resort teams.
Single User Access
For individuals looking to pave the path forward on their own.
SAM Subscriber: One bootcamp account.
New: $99
Renew: $59*
Non-Subscriber: One bootcamp account + 1-year subscription to SAM.
New: $130
Resort Group Access
For individual resort teams who want to benefit from the AI Bootcamp together.
SAM Subscriber: Unlimited bootcamp accounts.
New: $499
Renew: $299*
Non-Subscriber: Unlimited bootcamp accounts + 3 1-year subscriptions to SAM.
New: $625
Resort Group Access
For resort conglomerates who want to train staff members at multiple resorts. Includes unlimited bootcamp accounts and magazine subscriptions for applicable properties.
Contact Karolyn Towle to learn more.
*Renewal rate is available to invdividuals and groups who have participated in past bootcamp cycles. Email [email protected] to take advantage of the renewal pricing.
About the Expert
Mike Lannen is the Founder of Eternity, a premier web design and digital marketing agency he established in 2000. With more than two decades of experience, Mike specializes in blending creativity with strategic business acumen to deliver impactful digital experiences. His work has earned him accolades, including the Rising Star and Best Web Developer awards from Vermont Business Magazine.
Mike’s expertise extends to the realm of artificial intelligence (AI). He leads workshops where he focuses on integrating AI tools like ChatGPT to enhance customer engagement, operational efficiency, and personalized content creation for ski resorts and beyond.
Mike is joined by industry leaders and experts providing real-world examples throughout the Ski Resort AI Bootcamp.
Ask the AI Guy
Got a burning AI question? Get in answered in our new magazine column, where we address real questions from the industry.
Ready to bring AI to your resort?
Six months of live sessions, self-paced modules, and recordings — built for mountain resort teams.
Questions or renewals: [email protected]