Reviewing the 70-71 season
The past skiing season has shown a remarkable growth in number of skier visits to the majority of ski areas throughout North America. A review indicates that the economic conditions did not have an appreciable effect on the areas’ basic growth barometer: average skier visits per operating day. Ski areas located adjacent to “major depressed regions” (i.e. Seattle, Wash.) have even shown increased attendance over previous years. However, other associated sources of revenue such as ski schools, ski shops, etc., showed a decline at some areas while skier visits increased.
The success of ski areas that depend almost exclusively on machine-made snow to operate over a full season has become more and more evident. These “marginal weather” areas have, in a number of cases, expanded their snowmaking facilities so that snow is actually stockpiled for the occasional week when temperatures are too high to make snow. These areas, realizing that they will experience snowmaking temperatures only a few days a week on the average, have installed sufficient equipment to make several times the amount of snow during these less frequent favorable weather periods.
Snow-grooming techniques have likewise had a definite effect on ability to attract mid-week skiers at some ski areas. When the skier has a choice of several ski areas for his mid-week skiing, he will likely go to those areas known for excellent grooming. With mid-week attendance being an important key to overall annual profits, the investment in good grooming equipment and the continual use of the equipment has paid off. The skier’s weekend area choices still seem less important to the area operator because skier demand exceeds the collective ski areas’ capacity.
Don’t forget secondary facilities
The economies of ski area operations will be more and more affected by the so-called “secondary” facilities of the area and just how efficiently they are operated. Lifts, food and the layout of trails and slopes have always been primary concerns. Yet the economic and efficient operation of snowmaking, the ability to offer freshly groomed trails and slopes, and a ski-school operation that will attract and encourage the beginner require reappraisal and close management control. The ski shop should look toward the golf “pro” shop for future trends. Today skiers can buy all name brands of ski equipment in metropolitan ski shops as easily as at the ski area ski shop. Perhaps it’s time that areas approach suppliers with an eye to selling some of their ilnes exclusively through the area shops.
