Different Approaches to Diversity
By Rick Kahl

Colorado Ski Country USA undoubtedly turned a few heads by making diversity the keynote of its annual meeting last June. Diversity is an important issue for the industry, of course, but CSCUSA’s annual meeting has in the past focused mostly on destination marketing. And this current effort targets its local Colorado population first and foremost.

But CSCUSA had done its homework. In August, Denver-area newspapers were noting that the non-white metro Denver population has become the majority. The tipping point, according to census bureau, probably occurred in 2006. And it was fueled largely by the continuing growth of the Hispanic population, both through immigration and the higher birthrate of Hispanics, 2.7 children per family versus 1.8 for whites. With roughly half of their visits coming from the local market, Colorado resorts have to draw more minorities into the fold.

The growing ethnic population poses a challenge for most winter resorts, which have not traditionally appealed to minority markets and don’t much know how. The panel discussion itself during the CSCUSA event presented few new ideas; the message was, invite minority populations through their local community events and publications and make them feel welcome. Jurgen Mainka of the Colorado Rapids soccer team (yes, Hispanic despite the decidedly non-Hispanic name) added the need for patience, and made the case by noting that it took the Rapids several years to draw in the Latino audience, even though soccer should be an easy sell.

That’s a sobering note for winter sports. Resorts will have to make a determined effort to literally sell the mountain experience and environment in the Hispanic community.

In this, resorts have a natural ally: the U.S. Forest Service. In the Rocky Mountain region, the Forest Service has recognized the value of developing hundred of thousands or even millions of Hispanic constituents. It understands that if future, increasingly diverse generations have less commitment to the outdoors, and to the national forests and National Parks in particular, these institutions could find themselves reduced, sold, or otherwise marginalized. So Forest Service leaders are allying themselves with community groups to encourage and even fund more mountain educational opportunities.

While this will be good for resort businesses, too, not everyone in the mountains welcomes it. Increasing minority presence in the mountains will bring ethnic influences with it, and there are some in the hills who live there to avoid just that. And some of these people work at winter resorts. Inevitably, there will be culture clashes. Resort managers must be aware of and anticipate that. It’s quite possible that front-line staff will need some degree of diversity training to help them work effectively with diverse customers.

To help it discover just what steps to take, CSCUSA has hired Phoenix-based Arvizu Advertising & Promotions to conduct research, provide strategic guidance, and develop an execution plan. This represents a serious investment and commitment to address the future market.

Whatever directions resorts take, youth-oriented learn-to programs will surely be part of the effort. At the CSCUSA conference, Rose Thomas Pickrum of the National Brotherhood of Skiers noted that seven NBS member clubs have launched their own learn-to programs. The reason: clubs were not drawing new members.

From NBS to the Forest Service, organizations are looking to lure and hook diverse populations on mountain fun. If nothing else, we all have that in common.


15, no, 16 Under 30
I read your article in the last issue about the best and brightest under 30. It was a great article and gives one faith that the industry has a bright future. I did want to let you know that there was one little gal you missed. Jessie Squires is our 22-year-old lift operations manager. Jessie leads a crew of about 60 people for 13 lifts, with three full-time lift operations supervisors (all men) reporting to her. I just want to make sure that Jessie is recognized for the awesome job that she does and for the fantastic lady that she is.

—Chris Westover, Assistant Mountain Manager,
Snowbasin Mountain Resort

Chris: Mission accomplished. —Ed.