SAM Magazine—Hastings, Minn., Aug. 19, 2020—In lieu of its traditional summer meeting and tradeshow, the Midwest Ski Areas Association (MSAA) hosted members at a new virtual event, MSAA Summer Connect, held Aug. 17 and 18. COVID-19 was the common theme across the four one-hour-long Zoom sessions.

MSAA members heard from the National Ski Areas Association (NSAA), National Ski Patrol (NSP), Association of Ski Defense Attorneys (ASDA) employment lawyers, MountainGuard insurers and a number of ski area operators. In addition to discussing safety concerns and changing regulations, panelists offered insight on summer reopenings and considerations for winter operations.

Takeaways from reopening. Operators Rick Schmitz, Little Switzerland/Nordic Mountain, Wis.; Fred Seymour, Giants Ridge, Minn.; and Joe Yaris, Wild Mountain, Minn.; shared their takeaways on the challenges of resuming operations this summer.

Managing employees and preventing the spread of misinformation was the biggest piece of the reopening puzzle this summer for Seymour. He pointed to the need for constant training and retraining of employees to set expectations and keep them abreast of evolving guidelines. “Protocols were changing on a daily basis, sometimes it felt like hourly,” said Seymour, noting that having a single point person allowed the resort to streamline internal communications.

There is a lot riding on operators to get buy-in from employees and guests on new procedures and safety culture. Internal and external communications have played a key role in this. The broader media is also a factor, with incorrect reports having the potential to do serious damage to resorts operating at limited capacity.

Capacity restrictions, which also continue to evolve, are proving challenging to anticipate. “We had to cut capacity by 50 percent (to 500 guests) at any one time, but found it hard to monitor this due to the need to calculate online sales with the unpredictable amount of walk ups on any given day," said Yaris.

Contingency planning. In order to mitigate risk, contingency planning has taken on increased importance in the age of COVID. Panelists Jonathan Davis, Perfect North Slopes, Ind., and Timberline, W.Va.; Tim Barnhorst, Mary Bozack, and Ev Hatch of MountainGuard; and Dave Byrd and Kelly Pawlak from NSAA discussed contingencies for winter in a separate session.

With consumers keen to get outdoors amidst the pandemic, panelists predicted longer lines thanks to social distancing requirements and a lack of space in beginner learning areas. But they also saw opportunities to innovate.

Byrd pointed to Mt. Rose, Nev., which developed a midweek season pass that allows guests to pick their day(s) of the week. Davis advocated for pre-registration for rentals, lessons, and other activities. Pawlak noted that ski areas lacking the resources to invest in web-based solutions might turn to low-tech answers like sign-up sheets to manage occupancy and access to services.

Pinch points are a bigger concern this winter than ever. Bozack suggested that operators consider ways to refigure their lift corrals to allow for more lateral spacing between lines. And operators are looking at how they can control traffic flow in their parking lots, buildings, and base areas. Barnhorst and Byrd recommended clear signage with simple pictogram messaging and bold lettering. Communicating with guests through a website ahead of time is another way to set expectations.

Many places will be reimaging their food and beverage operations. How can a resort spread out its F&B footprint? Event tents, outdoor grills, and even brown-bag lunches in the car were all floated as solutions. Barnhorst encouraged operators to capitalize on this opportunity to create new branded experiences, not just temporary solutions.

Face coverings. Masks are a hot button topic. Some operators are concerned with having to police and enforce rules requiring guests to wear face coverings.

While state-issued recommendations or mandates vary, NSAA is clear that mandatory face-coverings for guests and employees will be a key tenet of its new Pandemic Playbook, a forthcoming best-practices guide looking to set the standard for the industry. Byrd, NSAA director of risk and regulatory affairs, also pointed listeners to revised OSHA guidance that now recommends masks for all employees.

Plan ahead. Changes to lesson products, ticketing, retail, and F&B will be specific to each resort, but one major takeaway from the session is that every operation will need a back-up plan this winter. Panelists encouraged operators to frame out scenarios ahead of the season. For example: 

Do your staff have the tools to enforce mask policies if guests aren’t in compliance?

What will you do if an employee gets sick? Have you cross-trained anyone to fill in?

How will you communicate with guests if there is an outbreak? Do you know your local reporting procedures and legal obligations?

“We want people to open and stay open,” said Pawlak, encouraging MSAA resorts to plan ahead and not shy away from rigorous policies.

Report by Katie Brinton