SAM Magazine—San Diego, Cali., May 6, 2019 - More than 950 members of the winter resort industry descended on the Hilton Bayfront Hotel in San Diego, Calif., April 29–May 2 for the NSAA National Convention and Tradeshow. It was the most highly attended national convention since 2008. Conventioneers reveled in the aftermath of the fourth-greatest season for visits ever, and focused on prevailing issues such as growth, climate, staffing ,and all the other nitty-gritty aspects of resort management.
The opening keynote speaker, Daniel Burrus, suggested a variety of ways to accelerate growth, including “go hire a kid,” i.e., seek out those in the younger generation to inject innovation and new ideas. He also urged leaders to evaluate what they do and stop doing what doesn’t move the needle in their business.
For many, the State of the Industry panel moderated by Win Smith of Sugarbush on May 1 was a highlight. Smith posed tough questions to Pat Campbell, Vail Resorts; Rusty Gregory, Alterra; Joe Hession, SNOW Operating; and Wade Martin, Powdr. The panel discussed multi-area passes, the high cost of same-day ticket purchases, staffing challenges, and a range of other hot topics.
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NSAA award winners Jiminy Peak and Sugarbush ResortIMG 3989
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SAM's Summit Series mentee, Hunter Steinkamp, stops by the boothIMG 4518
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Nxt Concepts' Stew and Sam connect with Snocountry's Tom HorrocksIMG 4820
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Jesse Boyd, Peak Resorts and Mike Hussey, Middlebury College Snow BowlIMG 6406
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SAM's Sharon Walsh with Doug Daniels of ONIGAIMG 6410
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Bill and Mrs. Cairns of Bromley with Ben Wilcox, Cranmore, and free agent Amy JosefIMG 6411
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Greg Sweetser, Ski Maine with Kristin Bohm and Peter Fagan of Duanne MorrisIMG 6420
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SAM's Olivia Rowan with Ian Arthur of Boyne Resorts; Bill Jensen, Telluride, and Rick Kelly and John McGregor of Boyne ResortsIMG 6432
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J.R. Murray of Arizona Snowbowl and Dave Rathbun of Purgatory catching the elusive sun in San DiegoIMG 6441
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The Bogus Basin team enjoying the sun during a break.IMG 6442
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Kurt Hoefler of Rossignol catches up with SAM's Rick KahlIMG 6445
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One of SAM's newest 10 Under 30, AJ Stack from Camelback. Learn more about him in the July issue of SAM.IMG 6566
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Laura Moriarty from Tahoe Training Partners, Mark Petrozzi from AlpenRisk, and Melinda Stearns from Sierra-at-Tahoe.IMG 6786
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Boreal Mountain's Amy Ohran and Mike Peterson accept an award from Burton's Chill programIMG 7394
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NSAA's award winners - what an amazing group!IMG 7443
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SAM's Dave Meeker catches up with NSAA President Kelly Pawlak and Inntopia's Gregg BlanchardIMG 9206
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Mike Holtzman of Profitable Food Facilities Worldwide presents more than 50 ways to increase F&B profits.IMG 9223
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Arizona Snowbowl's J.R. Murray hangs with Rick Schmitz from Little Switzerland, and Skip King of Reputation Strategies.IMG 9226
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MountainGuard's Tim Barnhorst catches up with the sales team from Holiday Valley.IMG 9229
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Ryley Thiessen from Ecosign and SAM's Olivia RowanIMG 9244
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Karl Kapuscinski from Mountain High, CA, and Carolyn Stimpson of Wachusett Ski Area, MAIMG 9246
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Alli Doro, one of our 2018 10 Under 30, from Holiday Valley, shared her story with SAM's Sarah Wojcik.IMG 9247
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Simon Pagé from Les Sommets presents about the Quebec MySnow experience with Burton's Jeff Boliba and ASSQ's Yves Juneau.IMG 9250
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The State of the Industry panel featuring Alterra's Rusty Gregory, Vail's Pat Campbell, Sugarbush's Win Smith, Snow Operating's Joe Hession, and Powdr's Wade MartinIMG 9252
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Prinoth sponsored the opening reception at NSAA San Diegonsaa sandiego gibson fullrights 8
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SkiNY's Scott Brandi with Propeller's Dave Gibsonnsaa sandiego gibson fullrights 10
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NSAA President Kelly Pawlak addresses the crowdnsaa sandiego gibson fullrights 79
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Jeff Crowley of Wachusett Ski Area and Ian Jarrett of HKD Snowmakersnsaa sandiego gibson fullrights 86
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The gang's all here!nsaa sandiego gibson fullrights 91
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NSAA's Kelly Pawlak and Kenny Hess from Massanuttennsaa sandiego gibson fullrights 94
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SAM's Dave Meeker, Tim Barnhorst of MountainGuard and Jay Scambio of Loon, NHnsaa sandiego gibson fullrights 96
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High fives all aroundnsaa sandiego gibson fullrights 100
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Prinoth team looking sharpnsaa sandiego gibson fullrights 104
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Ski Data Teamnsaa sandiego gibson fullrights 109
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Blaise Carrig received a Lifetime Achievement award, presented by Vail's Rob Katznsaa sandiego gibson fullrights 122
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Les Sommets won the Conversion Cupnsaa sandiego gibson fullrights 131
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Leitner POMA's Rick Spear received the Industry Impact awardnsaa sandiego gibson fullrights 150
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Bob Bonar was the recipient of NSAA's Lifetime Achievement awardBonar
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SAM's Sarah Wojcik hangs with NSAA's Adrienne Saia IsaacIMG 6418
The panelists were all quite candid throughout the discussion. Gregory admitted that as a young company Alterra is “building the airplane as we’re flying it,” but is happy with the way things are moving along. Campbell said climate and staffing were the hottest topics she noticed at the convention. Martin said this season was a wakeup call, and showed there is still high demand for skiing and riding—but meeting guest expectations, especially from a technology standpoint, was a challenge. Hession shared how technology has transformed the way Mountain Creek, N.J., operates, but admitted the transformation hasn’t been easy, especially for staff.
On the topic of growth, sessions ranged from increasing diversity and inclusion efforts to introducing newcomers to snow sliding in their local and urban environments. RRC's Dave Belin outlined several trends gleaned from NSAA's research. He also suggested actions resorts can take to reach the NSAA goal of 10.5 million active participants and 60 million visits, in an average year, by 2025-26.
Sessions addressed staffing from a number of angles. Human resources specialist Laura Moriarty led two sessions that served as wakeup calls to the audience—one about unconscious bias in the workplace, and another about staff compensation. Housing and the ever-present risk management issues were also covered in other sessions.
Climate change and sustainability were the focus of several sessions, from a big-picture look at decarbonizing the electric grid and Vail Resorts' all-encompassing Commitment to Zero carbon footprint to greening the supply chain (a lightly attended yet brightly illuminating seminar). In a session titled "The Summer Opportunity," a panel of operators from Bogus Basin, Mammoth Mountain, Blue Mountain, and Camelback talked about what they are doing to grow their summer revenues. They shared their successes and the challenges they’ve experienced along the way.
Among the practical sessions were those on technology, digital marketing, parking—a particularly vexing issue in a season of big snow and big crowds—and F&B. A standing-room-only marketing session moderated by Inntopia’s Gregg Blanchard with panelists Dave Amirault, Snowbird; Alex Moser, Seven Springs; and Matt Peterson, Boreal, offered several takeaways.
The convention's proximity to San Diego's Gaslamp District meant that conventioneers had no lack of evening entertainment and diversions.
In the awards department, both Bob Bonar of Snowbird and Blaise Carrig of Vail Resorts received Lifetime Achievement awards. Current achievers Dawn Boulware, Taos; Geoff Buchheister, Vail Resorts; Simon Pagé, les Sommets; and Hugh Reynolds, SNOW Operating earned SAMMY Leadership awards. The several Golden Eagle Awards, Safety Awards, and Marketing Awards would fill their own articles.
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Hally O'Brien toasts SAMMY winner Hugh Reynoldsnsaa sandiego gibson fullrights 32
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SAMMY winner Dawn Boulware of Taos cheers comrades on the SAMMY cruisensaa sandiego gibson fullrights 37
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The SAMMYs wouldn't be possible without these generous sponsors: Leitner POMA of America, and Safehold Special Risknsaa sandiego gibson fullrights 44
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SAMMY winner Dawn Boulware of Taos accepts her award among friends and industry comrades.nsaa sandiego gibson fullrights 54
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The San Diego skyline at dusknsaa sandiego gibson fullrights 55
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SAMMY winner Simon Pagé of Les Sommets accepts her award among friends and industry comrades.nsaa sandiego gibson fullrights 58
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Geoff Buchheister of Keystone Resort accepts his SAMMY awardnsaa sandiego gibson fullrights 60
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Hugh Reynolds of Snow Operating accepts his SAMMY awardnsaa sandiego gibson fullrights 65
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The 2019 SAMMY Leadership Award winnersnsaa sandiego gibson fullrights 67
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Previous SAMMY winners gather inside the yacht to toast to leader past and futurensaa sandiego gibson fullrights 72
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Sarah and Olivia from SAM toast to a great eveningnsaa sandiego gibson fullrights 76
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Dave Amirault of Snowbird, Steve Wright of Jay Peak, Joe Hession of Snow Operating and Halley O'Brien take in the San Diego skylinensaa sandiego gibson fullrights 77
Photography provided by SAM team member and Propeller Media Works' Dave Gibson.