January 2016

FEATURED STORY

Lifts 2015: Building on the Rise

Resorts have become increasingly discerning about their investments in lifts—which, along with snowmaking, comprise the essential elements of a ski and snowboard resort. So a jump to 23 new lifts, from last year’s all-time low of 16, is a positive sign. CLICK HERE TO DOWNLOAD A PDF OF THE ARTICLE Comfort and convenience were clearly the focus this past year with three gondola/chondola installs, a robust number for any year. These lifts provide an obvious service to guests. So do bubble chairs, which are also becoming popular. THINKING BIG Among the year’s new lifts, the gondola at Lutsen and the hybrid gondola/six-pack at Sugar Mountain, N.C., are most notable. N...

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Lifts 2015: Building on the Rise

Resorts have become increasingly discerning about their investments in lifts—which, along with snowmaking, comprise the essential elements of a ski and snowboard resort. So a jump to 23 new lifts, from last year’s all-time low of 16, is a positive sign.

A True Adventure Center

If you are going to start a major development project, it sure helps to have more than half of the build-out cost in your pocket well before the project is anywhere near completion. When the folks at Stowe determined about five years ago that there was a pressing need for a new kids activity and learning center (the Adventure Center), the first thing they did was start to figure out how to pay for it.

It's All a Game

When your dad is a pro event racer and your mom is an event organizer, your birthday parties are bound to rock.

Greg Goddard, left, of Gunstock, N.H., and Claire Humber of SE Group talked about the resort’s summer business planning process at SAM’s Summer Ops Camp 2015 in Camelback, Pa., last September.

Trust the Process

After working together for 16 years, Greg Goddard and Claire Humber have forged a productive and fun working relationship. In 1999, Goddard, general manager for Gunstock Mountain Resort in Gilford, N.H., hired SE Group to conduct a concept study for Greg’s first master plan for the resort. Humber, SE Group director of resort planning and design, worked on the project. Since then, Gunstock has gone from a winter resort that needed attention to a four-season attraction in the popular Lakes Region of New Hampshire.

Clockwise from above left: Inflatables come in new shapes and sizes. The Car Wash (water optional) and Meltdown are both by Galaxy Multi Rides. Five suppliers were showing zip coasters, a cross between a zip line and roller coaster. Pictured here is the Zip-Coaster by Zip-Flyer, and a closeup of the Fly-Line by Outdoor Ventures. Zombies were everywhere on the IAAPA floor. Shown here is the Attack Sally Zombie Puppet. Finally, theming was a big trend. Daniels Wood Land Tree House took the award for most innovative product and brought theming to a new level.

Fun and Games at IAAPA

The editors of SAM, along with a number of ski area operators, attended the International Association of Amusement Parks and Attractions (IAAPA) Expo in Orlando, Fla., Nov. 17-20, looking for both specific products and general inspiration. We spied representatives from Bristol, Camelback, Jiminy Peak, Holiday Valley, Mont Saint-Sauveur, Nashoba Valley, and Breckenridge among the thousands perusing the half-million square feet of summer fun.

The Rise of the She-conomy

When it comes to marketing or selling anything, you should never underestimate the power of women. A Nielsen consumer study from 2013 revealed women in America spend between $5 trillion and $15 trillion annually. The November 2013 issue of Businessweek reported 46 percent of viewers who watched the Super Bowl that year were female; that’s higher than the female audience for The Oscars. So, whether you’re running a resort, a rental shop, or even a ski school, you need to pay close attention to your female customers.

Rental Guide 2016-17

Once the red-haired stepchild of the ski and ride world, rental equipment has become the family’s blossoming honor roll student. Rental equipment is a key factor in the important quest to recruit and retain newcomers to riding and skiing. Suppliers and resorts are both taking steps to improve the first-time experience, as well as the return-visit experience.

Pub Memo

Publisher's Memo - January 2016

Superstars everywhere you look

The start of a new year is a time to take stock of the past and look to the future. Here’s to those leading the way.

On the Road - January 2016

Faces and Places...

Industry Reports

PEAK RESORTS ACQUIRES HUNTER MOUNTAIN

On Nov. 30, Peak Resorts entered into an agreement to purchase Hunter Mountain, N.Y., for cash consideration of $35 million plus the assumption of two capital leases estimated at approximately $1.8 million. Hunter generates approximately $27 million (unaudited) in annual revenue. Shortly after the acquisition, Peak added Hunter to its unlimited Nor’easter Pass, which includes all of its Northeast properties. Hunter Gold Pass holders were given the option to upgrade to a Nor’easter for $299. Peak Resorts portfolio now consists of 14 ski areas.

Pocket Protector Apocalypse?

Freestyle terrain is entering into adulthood, and we are faced with the reality that the terrain park has outlived its “fad” status. Just getting by and offering a cordoned off area on the outskirts of the resort isn’t acceptable to our guests anymore, and the protractors are coming out to try to pinpoint the magic recipe for building sweet features.

Ticketing

Busted!

When it comes to ticket scams, most resorts have seen it all. Scammers have long taken numerous routes to avoid paying full price—or pay anything at all—to ski or snowboard. Resold tickets, split tickets, dates whited out, child tickets on adults, borrowed season passes, Photoshopped passes, counterfeit tickets, skiers hiking past scanners at the bottom to ski the upper lifts, or just “sliding on by” without a ticket hoping they will not get caught.