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“Soul is what comes from inside. It’s something you feel. It comes from the heart. And it’s a groove. A passion. A way of life. And it animates everything you say and do. If you have soul, you can’t hide it. You just got to go out and express that stuff….”

—Sharon Jones, funk and jazz singer


What do you do?
Stop for a moment. Think about what you sell. You sell fun. You sell freedom. You sell adventure and sex appeal and escape to the outdoors. In other words—you hold the “get out of jail” card for poor urbanites stuck in the crushing routine of every day life. And what do your customers want from you? Simple: authentic experiences and more satisfying emotions.

Playing outdoors in the mountains in the snow—whether that means flying downhill in knee-deep powder or simply going for a romantic snowshoe walk in the woods—is all about providing the kind of soulful moments that people rarely find in their day-to-day existence anymore. This is what makes mountain sports “legendary.” This is what makes people lifelong participants.

It’s not about fancy technology or groovy gear.

And it’s not even about “performance” necessarily. For these soulful moments aren’t just sport-focused. People will wax lyrical about the breathtaking mountain views they encountered or the cosy hillside restaurant they discovered or the marvellous ski guide they hired for a day. Yet they all share a common theme: their mountain holiday was nothing like what they left behind at home!

With their unique locations and spicy recreational environment—with their magical blend of hill and snow and their urban/rural dimensions—mountain resorts (of all sizes) possess the necessary ingredients to create the kind of enriching experiences most people are seeking when choosing a day’s outing or a holiday destination.

As we transition from a fast-aging Baby-Boomer culture to the XYZ generations, the market is ready for the introduction of innovative, new mountain resort models. Moreover, with the changing demographics across the continent, the influx of new residents who don’t necessarily have any previous history of snow play, and the rise in multi-sport participation among youth, a gentler, more accommodating mountain resort model could become the defining genre for the next few decades.


The Path Ahead
The goal today should be to develop a mountain resort vision that celebrates all aspects of winter play. With some creative planning—and some disciplined development—the re-invention of the conventional ski hill model could lead to great success stories in the future.

One of our most neglected assets in North America is the wide array of possible snowplay experiences available on this continent. Why not develop a model that honors Northern Michigan’s distinct winter culture, for example? A place that integrates downhill and cross-country trails into a rich network where cosy trailside cabins welcome visitors on a daily or even overnight basis. Why not re-introduce Nordic jumping for that matter? It wasn’t all that long ago, after all, that some of the best jumpers in the world came from the modest hills of the great Midwest.

Sliding of all sorts, in fact, should be available at the modern mountain resort. From tubing to luging, from skeleton to bobsleigh, sliding down the hill on a sheet of frozen water seems to turn on all sorts of people. Speaking of sliding on a sheet of frozen water, iceskating is a natural, too. So why don’t we offer a wider range of these activities?

The goal here is not to get sidetracked by models that are not applicable to your region. Skiing in Michigan will never be like skiing in Utah. So what? Does that mean Michigan winters have no appeal? Of course not. An afternoon of guided backcountry touring on the Upper Peninsula could be just as satisfying as a powder day in the Wasatch. It simply depends on how that experience is framed.

And let’s stop fooling ourselves. Mountain sports aren’t for everyone. Those who think that there’s a huge, untapped market of people who will pay for the privilege of playing in the cold and wind are doomed to failure. But that is the sport’s charm! The whole allure of mountain play rests on its edgy nature. Let’s face it: skiing Whistler powder at zero degrees F has nothing in common with sitting in the sand on the beaches of Hawaii. . . or visiting with Goofy at Disneyland.

And vive la difference!

So why not celebrate that edgy nature more? Why not champion those people who love winter? For though that market may not be as big as those high-priced consultants suggested back in the 1980s, it consists of a passionate and extremely loyal group.

Some resorts understand that. Le Massif du Sud, a Quebecois area located at the far northern edge of the Appalachians, invites guests to its modest summit lodge for overnight stays during the winter months. “It’s all about experiencing the mountain under different conditions,” says Francis Galarneau, Le Massif’s entertainment guru. “And it’s all about celebrating local Quebecois culture, too. We sing and dance and eat simple, hearty food. In the evenings, we often go for snowshoe hikes deep into the forest. It’s pretty cool. . .”

And by all accounts, quite popular. In its first year, reservations had to be booked weeks in advance.


Being True To The Land
Think about the word “resort” for a moment. It implies an alternative to the mainstream; a different path from the norm. And that begs the question: Are we truly satisfying people’s needs when we create ski hills and mountain resorts that mimic what they left behind in the city?

Today’s consumer is motivated by a complex set of values that include a desire for unique experiences, aspirations of adventure (whether spiritual, physical and/or emotional) and a search for belonging.

Whether zipping down the hill in the latest gear or sitting by the fire with a good book and a fine glass of wine, mountain visitors are looking for a special connection with their chosen activities. Many are seeking a more fulfilling, more intimate experience than in the past. These values reflect the time-honored need for humans to re-connect with each other (and their environment) in a safe, pleasurable and fulfilling way.

Which brings us to the notion of sustained prosperity. That means understanding the oh-so-elusive elements that make one resort successful and another not. It means acknowledging the differences between authentic and fake (and how the latter pisses people off). Finally, it means appreciating how vital it is to develop a product that doesn’t overwhelm the very qualities that made your resort attractive in the first place.

Creating that kind of an environment is no simple task. It relies, to a great extent, on your ability to create initiatives that stimulate people to craft their own personal stories about and connections to your resort.

The biggest trap the ski business ever fell into was being led down the Disneyland model path. The whole Disney thing is about re-inventing the natural world in a sterile, controlled environment. Their world doesn’t really exist. Ours does. Playing in the snow in wintertime is all about experiencing real sensations. Playing at Disneyland is all about being fooled.

So. The objective here seems straightforward enough: to create an environmentally responsible mountain-play product whose sustained prosperity is nurtured by a diversified offering of outdoor activities and a healthy lifestyle. What a vision!

Ultimate salvation lies in inventing a niche for yourself. A niche that complements the existing ski product in your region, while highlighting the area’s inimitable qualities. Enter the “boutique resort” concept. It’s a simple idea, really. Boutique resorts are all about creating well-defined niche products for a specific group of users.

While North America has its share of boutique resorts, the European Alps are dotted with resorts catering to different markets and various demographics. Sure, there are Swiss and French and Austrian mega resorts that make Vail and Whistler look miniscule by comparison (Les Trois Vallées, Verbier, St. Anton), but there are also boutique resorts for the very rich (Gstaad or Lech), boutique resorts catering to the very hip and young (Val Thorens, Saas-Fe, Ischgl) as well as those designed for families (Ste. Foy, La Rosière, Zinal, Grimentz). Each has built its market around its own special characteristics.

Consider France’s La Rosière. Situated on a sunny bench high above the Tarentaise Valley, this small family resort features mostly surface lifts and fixed-grip chairlifts. Given its location less than a 20-minute drive to legendary Val D’Isere/Tignes in one direction, and to La Plagne/Les Arcs in the other, one would think modest little La Rosière might suffer. It’s very much the opposite, however. Its exposure, wide-open slopes, world-class ski school and progressive mountain management make this one of the great family havens in the Alps.

Why? Because the resort is true to what it is. “We love kids here,” says Manu Gaidet, a third-generation instructor who grew up on its slopes. “This is a place for fun —not for posing. . .”

Even the village architecture reflects that thinking. Classic wooden chalets—designed in true Savoyard style—dominate. The scale of the buildings fits. Nothing too massive. Nothing pretentious. “It’s all about making the most of what you have,” says Gaidet. “We don’t have the big vertical of our Tarentaise neighbors. But we have a lot of sun and a lot of learning slopes. And people appreciate that.”

Fortunately, boutique resorts continue to sprout in North America. Whether it’s the all-inclusive snowpark model à la Echo Mountain in Colorado, the ultra family-friendly, all-sport layout of British Columbia’s Mt. Baldy—or even the ski-hill-plus-waterpark concept at Idaho’s Silver Mountain—new boutique ideas are making a splash.

The Silver Mountain project is particularly interesting. Once much better known for its lead mining and smelting than its mountain play, Kellogg, Idaho, is experiencing something of a renaissance these days. And why not? From skiing to mountain biking, from kayaking to fishing, the four-season appeal of the local Coeur D’Alene Mountains is pretty well established. And with the planned improvements to the Silver Mountain infrastructure over the next few years, as well as with the expansion of the resort’s mining-themed Gondola Village, that renaissance is sure to gather momentum.

But just to cover their bets, the resort’s owners have dared to tread where few have gone before—at least not in the west. By investing in a state-of-the-art waterpark (replete with indoor wave pool, fitness facilities, restaurant and bar), they believe their mountain product will be that much more competitive in the regional Pacific Northwest market.

“It’s pretty simple,” says Silver Mountain marketing director Stephen Lane. “When it comes to families, playing on the mountain is just part of the fun. Our research has shown how popular waterpark facilities are to multi-generational groups. For us, it’s just another way to differentiate Silver Mountain from all the other resorts out there.”

Welcome to the 21st century. Welcome to the ultimate mountain playground. A place where the outdoor environment is celebrated, where people are valued, and the timeless spirit of skiing and mountain play still thrive!

The Guest Editor’s Take
Boutique resorts are a great concept and certainly offer the kind of experiences many of us industry insiders value deeply. Do our current customers, though? Do our future customers? I'm not convinced that Americans today truly seek out “authentic experiences” or eschew “fancy technology or groovy gear.” How do you explain a Bubba Gump Shrimp restaurant in New Orleans? Or the success of iPod and Blackberry?

Authentic experiences are not the only thing our guests seek. People are time starved—they want to stay connected and are looking for experiences that allow them to participate without barriers. They don't want hours of instruction, they want to “do it” and they want to be safe.

Disney, while inauthentic, has earned millions and millions of visits by creating magical memories and building a superior service culture. Silver Mountain is held up as an example of a potential boutique success story, but yet has a new indoor water park, which is certainly more Disney than outdoor authenticity. Perhaps they have hit on the right resort model, though: a tasteful blend of authentic experiences married to modern resort attractions and conveniences the majority of the public expects.

Clearly, there is a component of our market craving the exact experience that Michel Beaudry describes. Silverton Mountain in Colorado, the success of heli-skiing and other boutique experiences point to the potential success of really special outdoor experiences. Each of us as resort operators should be striving to create authentic mountain experiences within our resorts, but at the same time we shouldn't lose sight of what the masses expect and require. —Bill Rock