It’s Mountain Spy’s 20th anniversary year, and we’re back in the archives again. This time, we’re looking through the lens of the beginner experience.
Over the years, the Spy’s most frequently played role has been that of a never-ever, calling to ask some version of: “I’ve never skied before. What do I need to know?” It’s a deceptively simple question. But for a first timer, it carries uncertainty, excitement, anxiety, and more. They don’t know what they don’t know. That first phone call is often their first real interaction with our sport.
So, for this issue, we pulled a range of beginner-focused calls from the past two decades—some that nailed it, and some that missed it. The contrast is instructive. The best calls walk a newcomer through the day step by step: what to wear, where to go, when to arrive, what’s included, what’s not. They soothe anxieties, stoke the stoke, and make skiing feel possible. The worst rush, deflect people to the website, or forget that the caller may be deciding whether skiing is worth trying at all.
Beginners are our pipeline. If the very first touchpoint is confusing, dismissive, or flat-out painful, we’re not just losing a lesson sale—we’re risking a lifelong guest. These calls are a reminder that the sustainability of this business doesn’t always start on the snow. It can start with whoever answers the phone.
May 2006
Question: “My friends and I are planning to come up and ski this weekend for the day. We thought it would be something fun and new to do, but we’ve never skied before. Ever. What do I need to know?”
MOUNTAIN 5, MT
First Contact: Automated answering machine. Four options, waited for operator.
Answering Phone: Young female. Friendly.
SAM: Stated question.
Staff: Uh, well… I’m not really certain, but let me transfer you to our guest ski services.
SAM: OK, thanks.
Next Staff: Young male. Sounded like he just woke up after a night of drinking ... and was still drunk.
SAM: Restated question.
Staff: Uuuhhh. (Pause) Do you have skis?
SAM: No.
Staff: Do you want to take a lesson?
SAM: I don’t know. Should I?
Staff: Uuhh, well, if you want. I didn’t take a lesson when I learned how to ski and, uh, I’m pretty good. I catch onto things fast. (Long pause—my laughing started at this point.)
SAM: OK, well, what do you think I should do?
Staff: Ummm. (Really long pause) I would probably take a, uhh, lesson. I think you can get one of those, uhhh, whatchamacallits, uhh, packages I think, for a lesson. You need to go to rental and get skis and then go to the ski school. (Just stops talking.)
SAM: OK, well that’s all great. Thanks. But what should I be wearing?
Staff: Ummm. Snow pants and a jacket.
SAM: OK. Can I rent those, or do I need to buy them?
Staff: Uhh, well, we don’t really rent out clothes here anymore. And it’s prolly cheaper if you buy that stuff around from where you are. It’ll be cheaper than at the mountain.
SAM: Oookay. Well, where do I go first when I get there? Is there a main building or where should I go?
Staff: Ski school, I think.
SAM: Where’s that?
Staff: Uhh. The Plaza. Second level of that building.
SAM: Wow. OK. Thank you.
Staff: Yeah dude, anytime.
Rating: -3. But 10 for the entertainment.
Comment: There really are no words to describe this customer service rep. Drunk, high, ate too many paint chips as a kid? Who knows.
Debrief: First timers are looking for clear steps and a little reassurance, neither of which were provided here. This kind of interaction with a potential customer is just, uhh, whatchamacallit? Bad.
Mountain 6, BC
First Contact: Young female. Friendly.
SAM: Stated question.
Staff: Let me put you through to guest services. They'll help you.
Answering Phone: Male. Accent. Very nice. Patient.
SAM: Restated question.
Staff: Well, you've never been skiing?
SAM: No, I haven't.
Staff: Are you going to take a lesson?
SAM: I think I'll probably take a lesson first, yeah.
Staff: Well, ah, OK then. You can get a lesson, rental and lift for $99 plus tax. And what I'm saying, rental will include boots, skis and poles. But it does not include clothing.
SAM: I was actually going to ask you about that. I'm guessing I would need snow pants, but I don't have any. I didn't know if I could rent them.
Staff: You can rent the jacket and snow pant. They are $25. We don't rent gloves, goggles or helmet, though. So, you should provide that. Also, bring some thicker socks.
SAM: When I come, where exactly should I go first?
Staff: Well, it depends. If you want a lesson, you have different choices. You can book it with me, so you won’t have to come to guest services. Or you can also come and do a drop-in to try it out and pay when you arrive. I would suggest to book ahead. However, don't book too much ahead, because any drop-in lesson, it's not refundable. So I would first look at the weather to make sure it'll be OK for you. And that your health conditions will be OK. And then I would book it. If it's weekend days we have lessons from 10 to 12, 12 to 2, and 2 to 4. We also have some lessons during week but those are only 12 to 2.
SAM: OK. Well, if I just plan to come that day, where should I go first?
Staff: What I would suggest before coming is I would call to make sure we have space. I suggest on weekends to come two hours before the lesson because there will be lines. To make sure you'll be on time for the lesson, you want to be here two hours before.
SAM: When I get there, though, where should I go first?
Staff: When you come to the parking level there will be guest services right there.
Rating: 9.9
Comment: Minus .1 for asking if I wanted a lesson. Other than that, extremely polite, talked slowly, tried his hardest to speak clearly enough for me to understand. Covered the clothing rental before I had to ask. He also covered all the options. More so, he was considerate enough to let me know to check the weather before I came and to see if lessons were available. Gave the most information out of anyone.
Identity Revealed: Grouse Mountain
Debrief: This kind of clarity goes a long way toward turning nervous callers into confident guests. When a ski area staffer doesn’t assume a caller knows, say, to check the weather ahead of time or what comes in a ski rental package, the outcome is better.
January 2021
Question: “My family and I would like to start skiing this winter. We’ve never been. How should I get started? What do I need to know?”
Mountain 4, NH
Answering Phone: Automated machine. Chose operator.
First Contact: Female.
SAM: Stated question.
Staff: Let me connect you to our ski school (puts me on hold).
Second Contact: Male.
SAM: Restated question.
Staff: OK, yeah. That’s what we do! (Explains beginner programs, runs through some pricing, and what rentals include.)
SAM: Cool. It sounds like lessons are the way to go. But what about Covid stuff?
Staff: Masks are required in lift lines and inside, but most people wear facemasks anyway while skiing to keep their face warm. And, ah, we try to have everyone be socially distanced. Skiing is good for that since it’s outside on a mountain. (Gets flustered and rushed) Anything else I can help you with?
SAM: Well, I guess not.
Staff: Great. Have a good day!
Score: 2
Comment: What happened? He started out so well, then seemed to want to get off the phone with me. It left me a little confused.
Debrief: This call starts strong but ends too quickly. First-timers often don’t know what they should be asking, and wrapping up without walking through next steps can leave them unsure about what comes next. A little extra guidance would’ve gone a long way here.
Mountain 5, CO
Answering Phone: Automated machine. Chose guest services.
First Contact: Female.
SAM: Stated question.
Staff: Sure. So, I suggest if no one has skied before to book a lesson. If you go to our website [states the URL, and goes step-by-step where to find lesson info]. We have a friends and family private lesson, which I think would be a great option for you guys.
SAM: OK.
Staff: I’m happy to transfer you over to our lessons department now, or if you’d rather take a look at the prices and other things on the website first, you can do that and call the extension listed on the website. But lessons are a good idea. It makes it more fun, too, because you have a bit more support—it can get a little frustrating otherwise. It’s nice that you can do it together as a family.
SAM: That is nice. Other than lessons, I know this is kind of a crazy winter to try something new…
Staff: No, it’s great that you want to get into skiing!
SAM: What about Covid stuff? How does that work at a ski resort?
Staff: Sure! [Explains Covid protocols.]
SAM: Cool.
Staff: So, that’s kind of the Covid update. We do offer season rentals for equipment, and we also offer day rentals. That’s another thing to check on the website, too, to check out the prices and see what may work best for you. You know, whether this is going to be a whole season thing or just a day thing. Same with lift tickets—we offer season-long prices, day prices. So, yeah, that’s kind of the general rundown.
SAM: Thanks! So, equipment would be what?
Staff: Right. Equipment would be your ski boots, skis, ski poles. Helmets are included for kiddos, but for adults they can be added on for a small fee. It basically includes everything you need to actually ski, but it doesn’t include clothing—snow pants, snow jacket, gloves, goggles—just the equipment.
SAM: OK, sounds good.
Staff: Hopefully that helps. Definitely take a look at the website. It is definitely a strange season with Covid, but we’re operating and trying to make it work!
SAM: That’s great. Thanks for the info.
Staff: Definitely! Give us a call back if you have any other questions.
Rating: 10
Comment: She was patient, and covered a lot of bases, step by step. That’s important for someone who has never skied before.
Identity Revealed: Eldora
Debrief: Here’s a lesson in how to be encouraging, thorough, and easy to follow. The information she provided removed a lot of the guesswork that can make first timers hesitate.
January 2024
Question: “I’ve never skied before, and I read an article about a ski area that offers free lessons. Do you offer anything like that?”
Mountain 4, NM
First Contact: Female.
SAM: Stated question.
(muffled, loud beep, then hold music)
(transferred to snowsports school)
Second Contact: Female.
SAM: Restated question.
Staff: Um, for somebody who’s never skied?
SAM: Yes.
Staff: (annoyed) So that’s what your question is?
SAM: Yes, I was just seeing if there are any discounts for beginners.
Staff: (still sounding annoyed) Um, I mean we have a beginner ticket, which is just a discounted ticket, but restricts you to one lift and the lower green run.
SAM: OK.
Staff: And then what I would recommend is taking a lesson.
SAM: Alright, is there a certain lesson?
Staff: Yeah, there is one called the “never ever,” which means you have never ever skied. And that gets you on the beginner lift. Um, have you looked at our website?
SAM: No, not yet.
Staff: OK. Well, all of this information is right on the website, and you can see all of the prices. Then you can book rentals and stuff on there.
SAM: OK, thank you.
Staff: (brightly) Yep, come up and ski, it’s great!
Score: 1
Comment: A snowsports school staffer speaking to a never ever like this is unacceptable. As a newcomer, I don’t know what I don’t know. Dismissing me and pointing to the website is not helpful—it’s annoying. She gets one point for the glint of not being a miserable person at the end.
Debrief: As a training tool, hopefully this call has been used by snowsports school managers as an example of what not to do when speaking to a beginner. Or anyone, for that matter. No guidance, no encouragement, and no extra context—just enough information to end the call—and end the caller’s interest in learning to ski at this place.
Mountain 5, VT
First Contact: Female.
SAM: Stated question.
Staff: One second. (on long hold)
(transferred to skier services and repeated question)
Staff: Do you have a specific date in mind?
SAM: I don’t, but I think it would be on the weekend.
Staff: (sounding chipper) OK. We don’t offer free lessons, but we do offer a discounted adult group lesson. It does depend on the date, as our prices do change.
SAM: OK.
Staff: The lesson is an hour-and-a-half and starts at 11 a.m. Were you interested in rentals or just the lesson?
SAM: Yes, I would like rentals, too.
Staff: OK, so with the lesson and rental it would come to $XXX.
SAM: OK, does that come with the lift ticket?
Staff: No, with the lift ticket it would be $YYY.
SAM: Whoa. That does get pricey. Are there any other options?
Staff: Yes, it does get expensive, but it is the most discounted lesson that we offer.
SAM: OK, thank you for your help.
Staff: You are welcome. Goodbye.
Score: 7
Comment: Wow—I didn’t get directed to the website right away! Am I dreaming? I appreciate her positive attitude, and taking the time to explain the lessons.
Identity Revealed: Jay Peak
Debrief: Being honest and straightforward is a good approach, especially when delivered with a positive tone, and especially if the news isn’t what the caller was expecting.
November 2016
Question: “I’d like to bring my family there, but we’ve never been to a ski area before, and I don’t know what to expect. What’s the process when we get there?”
Mountain 4, QC
Answering Phone: Automated machine. Chose operator.
First Contact (after waiting nearly 2 minutes): Female.
SAM: Stated question.
Staff: Did you already book?
SAM: No. I haven’t booked anything. I’m interested in coming with my family for the day this winter, but haven’t made any plans yet.
Staff: OK, because we can tell you all the prices and what we have for packages, but the ski area isn’t open today.
SAM: Right. We’re just looking to come for the day this winter, and I’ve heard there’s a lot that we need to do.
Staff: Will you take a lesson? This is the first time you’ve skied?
SAM: First time at a ski area. I don’t even know where to go when we pull in.
Staff: We have a ski school. You would buy a package and someone would ski with you for the day. Would you like prices? I would need to transfer you to the ski school.
SAM: OK. They would be able to give me information about what to do when we get there, too?
Staff: Um, hold please (holding). OK, they closed just now, sorry.
SAM: All right.
Staff: [Gave prices for ski school packages that she said the ski school could give me] Would you like to leave the ski school a message?
SAM: I can just call back.
Staff: OK, buh bye.
Rating: 2
Comment: Language barrier was not an issue, but not wanting to handle my question was.
Debrief: When guests say it’s their first time at a ski area, that’s a cue to slow down. If the question isn’t clear, it’s OK to ask for clarification—but skipping past it leaves first-timers just as lost as when they called.
Mountain 5, ID
Answering Phone: Male.
SAM: Stated question.
Staff: Are you coming from out of state?
SAM: We’re going to be in the area, and this seems like a cool thing to do.
Staff: It’s definitely a cool thing to do. So, I’m in the lodging department, so I may not be intimately familiar with the full scope of the process, but I have done plenty of skiing, so I think I can help. Are you staying locally?
SAM: Yes, we are.
Staff: OK, great. So, starting with the basics of just getting here, you have a couple of options. If you’ve never been to a ski area and you’re not super up for driving in the snow, you have the option of taking a free bus that runs every 30 minutes from the base of the mountain. So you’d park down there and hop on the bus, and it brings you up to the village area. It stops running at around 5:30, and since the ski day ends around 4, you have about an hour to get back down on the bus after you’re done skiing. If not, you’re welcome to drive up the mountain. It is mountain driving, and it’s a windy road, particularly during the winter you could be driving in snow. There is parking up here, one lot is a paid parking lot, which is closer to the village, the other is free and it’s a five- or six-minute walk to the village. But if you choose to take the bus, it drops you right off at the entrance to the village area. Once you get there, we have options for renting your gear—I assume that’s an important factor? (Without asking, he explains pricing by age range, what’s included in the rental package, and recommends renting helmets, using himself as an example of an experienced person who wears a helmet all the time.) Having never done it before, if you’re interested in doing lessons, this is a little out of my range, but I’d recommend doing that (goes on to explain the lesson options, times, what they include, what the lesson would cover, and pricing). Let’s see, for other info you’d like to know…there’s plenty of places here for food (explains dining options), so you’ll be able to eat well during your ski day.
SAM: Awesome.
Staff: Any other particular questions I can help with?
SAM: Is it pretty self-explanatory for where we need to go when we get up there?
Staff: Definitely, there’s lots of signage pointing you in the right direction. By the way, are you familiar with all the clothing attire you need for when you’re here, like snow pants, parkas, and all that?
SAM: I think we have some, but I need to check.
Staff: You’ll definitely want to have as much waterproof gear as you can, especially pants, because when first starting out you spend a fair amount of time on the snow (laughs). Having the wrong gear can be a detractor for people’s first experience, so you’d be miles ahead if you’re prepared with proper clothing.
SAM: That’s great to know. What’s your name again?
Staff: My name’s Jeff.
SAM: This has been very helpful, Jeff. Thank you.
Staff: Well, we look forward to having you up here! Trying a new sport is always fun. (Jeff then went on to describe the learning hill, and then gave a simple explanation of how trail ratings work.)
Score: 10+
Comment: I didn’t have to pry one piece of information from Jeff; he volunteered every bit that I needed. If our scoring went to 11, he’d get it. Thanks, Jeff.
Identity Revealed: Schweitzer Mountain Resort
Debrief: No rushing, no deflecting, just a full rundown of what the day looks like, delivered in a way that makes first-timers feel like they’ll be OK once they arrive. If every customer service agent was a Jeff, our industry would be in very good hands. Bravo.
