The Bottom Rail by verbal shredwright

Whats Next?

Mountain Sports and Resorts seek to replace baby boomers as they retire from winter sports and mountain lifestyles. But, how? This question is always on the minds of companies like Vail Resorts, Alterra Mountain Co., other mountain industries. Don't be fooled. It's not as simple as their customers kids and their grand kids filling the gap. If it were only that simple. Unfortunately, they are learning this is a very real and very daunting challenge. A lot has happened since the good ole days. Some of it good and some of it not so good depending who you ask, but the question remains… where do we go from here? More of the same just isn't cutting it... so what's next?

Statistics and spreadsheets only tell part of the story. Variables are often what ultimately determines results, and often these variables include people, opinions, attitudes, agendas and more that are always in flux and beyond anyone's control. It's the unintended consequences of these variables that can cause even the most well intentioned and meaningful project to go off the tracks. Acknowledging and fixing mistakes are the critical steps to success. The longer it takes the more damage is done. That requires understanding and expertise to navigate and adapt to unforeseen challenges as they arise. It is important to recognize not everyone is open to new people or ideas and need to be convinced.

Sounds easy enough, but you'd be wrong. More often than not there are more than one variable in the equation. Snow, Climate, Culture, Affordability, Time, Politics, Perceptions and other variables are always changing and influencing outcomes. That means focusing on any one variable or putting a band-aid over any one symptom of a problem only hides it temporarily… it's not a solution or cure. If you want to engage new customers you must be willing to embrace new people, ideas and approaches.

Most younger generations are not into the same music and special events their grandparents were into. Let's face it times have changed. A lot of old timers forget their music was not accepted at first, but now they poo poo the music of their kids and grand kids. Traditions are important, but can be sustained and enhanced when integrated with a more diverse portfolio of music and events that don't solely rely on snow or the endorsement of locals who are unable or unwilling to welcome new customers. New and more diverse audiences are looking for music they like and events they enjoy. That doesn't make them wrong… it's just means they like something different. So lets not kill the messenger because we don’t like the message. It's just the truth.

Fixing a problem means identifying the cause and addressing it in a meaningful way. But, that's not always what happens. The BIG resorts and corporations are easy targets to blame, but everything isn't always their fault. Yes, sometimes corporations are selfish and greedy putting profits ahead of people. But, sometimes locals and property owners can be just as selfish and greedy too. Prices, housing, health care, wages, taxes, traffic, parking and on and on… there is enough blame to go around. Still fixing problems means people will need to work together to find solutions not look for scapegoats to blame and excuses to continue with the status quo.

Big Events, Big Concerts and other festivals are bringing new and different audiences to the mountains. Audiences the resorts and business are hoping to sustain and grow by offering them reasons to get involved in mountain travel, sports, music, lifestyle and more. Judging these audiences and events is easy, especially for bitter and jaded locals who are used to it always being their way or the highway. However, patience and understanding would be more prudent considering everyone benefits from business owners to employees when their towns and resorts are busy with visitors spending money. Like we said a lot has changed, from the people and the places to the prices to the expectations that come along with them… and you're not going to put that genie back in the bottle.

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