OK, so it’s a different culture. So the skinny-ski set don’t buy lift tickets. So you think it’s not cool.
But, after decades of intermittently thinking about it, perhaps it’s time for our ski resort industry to embrace the cross-country world for what it potentially is: a significant opportunity for profitable synergy. Among other reasons, we’ve got a huge number of baby boomer alpine skiers who love the mountains and snow experiences; many are ready to enjoy the other skiing experience, either as an alternative to, or as a change of pace from, downhill skiing. As it is, most of our ski areas, if they offer it at all, offer a very inferior xc component. Yet, here are families coming to the mountains, giving the younger generations all manner of skiing, boarding, telemarking, back-country and other opportunities, but unable to find a warm and wonderful cross-country experience in the mix of amenities offered.
Why shouldn’t NSAA and Cross Country Ski Areas Association (CCSAA) create a joint committee to explore ways of developing the synergies that seem so obvious? There is so much that binds the disciplines together—love of the outdoors, of snow, of movement, of freedom.
As part of its promotional literature, why doesn’t every alpine resort invite customers to enjoy the cross-country experience through a variety of options, including special, hassle-free packages for skiing at one or more xc centers in the region? Why don’t cross-country and touring centers negotiate packages with nearby alpine resorts to encourage trial of the downhill options?
At one point in our industry’s history, an attempt was made to bring NSAA and CCSAA together with one membership. For a number of reasons, it never got off the ground. And perhaps with good reason. The interests and problems of the respective memberships are, in many ways, different. Most importantly, the xc operations simply couldn’t justify the membership costs that would have been necessary.
Joint membership is probably still not a viable option. But a new look at aggressively and openmindedly exploring the opportunities for joint action in today’s market makes eminently good sense. With skier participation numbers flat or declining, and the rate of snowboarding growth markedly slowing, surely it makes sense to explore and promote this old/new option.
For some years, the xc industry got considerable financial and organizational help from SIA. The reason was clearly selfish: to foster sales of nordic equipment and clothing. Now, for equally selfish reasons, NSAA should make common cause with their cross-country brethren.
