Back in the optimistic 1960s when I was a history grad student, we were told it’s possible to learn from experience. Today, this mind set is taught in biz-school classes as “work smarter, not harder.” It’s simple pragmatism: people who examine the past can avoid the same old mistakes.
So I find it disturbing that cross-country ski operators—as clever, creative and delightful a bunch of workaholics as you’ll ever encounter—seem predisposed to view snowshoeing as a threat, not an opportunity. It’s incredibly reminiscent of the way alpine resorts felt about snowboarding a decade ago.
This reaction isn’t just inflexible thinking, it’s the height of business absurdity. Here’s another case of management generalizing from personal bias to consumer reception: “I don’t do it, don’t understand it, don’t need it, won’t have it.”
I snowshoe infrequently on my own, go out with friends occasionally, even design guided trips mixing XC and snowshoeing. To me, the sport is contemplative/social rather than exciting. To me, it’s pretty boring—but that’s not the way that (for example) an awful lot of older people and women feel. It’s less intimidating than sliding on skinny skis, you don’t need as much snow and it’s unquestionably easier to learn.
I’ve listened to XC operators for a few years discussing snowshoeing concerns. There seem to be three major issues: suspicion that existing ski clientele will be lost to a new sport, belief that skiers will be irritated to find snowshoers on their trails and concern about risk management (claws tearing up groomed XC trails, collision potential, participants getting lost).
All deserve careful attention, but none is an insoluble problem. Even risk management anxieties can be resolved through removal of the cleats and developing separate well-marked trails. But more to the point, look at the potential if we promote this sport rather than dread it: new guests, substantial income with minimal investment, capitalizing on growing publicity, the chance to convert snowshoers to nordic skiing.
That last opportunity alone should make us salivate! Demographics look invitingly similar to XC, plus these are active, outdoorsy, affluent people.
I don’t get it. Why reluctance, why controversy? XC operators have had to make far more complex mental adjustments over the past 30 years: backcountry to grooming, classic to skating, waxable skis to nonwax, wood to fiberglass, wool to lycra. Snowshoeing will not go away. So let’s embrace it, figure the best ways to provide a superb service experience and mine every little aspect for income—trail fee, rentals, retail, events, meals, tours, etc. I’d bet the revenue potential per visit is virtually the same for snowshoers and skiers.
Those of us in the XC business can’t afford to be purists. We have to remain flexible. Let’s look to snowshoeing as a succulent new entree in the menu of winter attractions, at least as important as sleigh rides, ice skating and day care.
