The Bottom Rail by verbal shredwright

Good Will?

Wow… what a great season for snow! And that has everybody asking will the mountain stay open… and if so how long? Some folks enjoy the certainty of a closing date, while others prefer mother nature decide. Those who want certainty might be better served to pay attention to the long term… or bigger picture. Studies have shown and statistics indicate that skiers and riders chase snow… so an epic season often equals epic profits. But, these conditions are not common and should be maximized on every level. After all lodging reportedly costs up to 40% or more during the winter season than the rest of the year.

Most people get it. The resorts already collected their BIG payday when everyone bought a season pass… insulating themselves from losses associated with bad snow years. The customer gambles on it being a good season at their home mountain, while knowing they may have the option to visit other mountains if mother nature isn't delivering the goods at home. That usually means lodging and dining dollars following the snow too. Lets be honest everyone has had that eye-popping experience at least once with some ridiculous prices at mountain bars, restaurants, retailers, etc. And the facts are that snowfall is down 40% over the past 30 years, so one good season doesn’t move the needle that much… or does it? Some would say the great snow should keep the mountains open longer, but not for money… but for good will instead. Crazy talk… right? Well… maybe not.

Good will goes a long way with locals and visitors. It's not a secret that most mountain resort companies are seen as greedy… ouch! Yes, greedy. It's not hard to find a local or visitor who will comment on the high prices. Actions speak louder than words, and most locals have seen resorts cut peoples hours and close early to save money far more often than they see an extended season. No amount of press releases or social media posts about self perceived generosity is changing that reputation among the majority of locals. You remember the locals? The people everyone says visitors should ask where to go, etc when they get there. Think about that and why some resorts train their employees to only recommend resort owned lodging, dining, shopping and other options to visitors?

On the other hand this is when the locals and workers actually enjoy the mountain and spend time with other locals who are used to working most of the season. The idea of good will certainly would come as a surprise to year-round locals who remember and value the snow sports season that drives our mountain economies. Less snow usually equals more fires and that doesn’t help summer visitor numbers pay the bills. Local businesses and homeowners who complain about being open or extending the ski season because of good snow should consider the alternative of perhaps a 40% reduction in the value of their businesses and real estate? Maybe they would rather pay a 40% tax to cover the lost revenues to other sectors of the local economy?

For the most part people realize the need for a  schedule… like a tentative seasonal opening and closing date. On the other hand resort companies need to be more self aware of how the locals and customers perceive them and how they do business. Ultimately, the mountains will always be based on those willing to live and work there. Both those who work for the resort corporations and those who don't. Effective cooperation and collaboration begins with good communication among ALL stakeholders… not just a select few. Teamwork makes the dream work… Remember living the dream? From experience we should all know by now that the deepest pockets and local popularity contests have no monopoly on great ideas or hard work.

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