Artificial intelligence is rapidly reshaping how ski resorts operate—from guest communications and content creation to operations and reporting. Many resort teams are already using AI to increase efficiency, streamline workflows, and support better decision-making.
The Ski Resort AI Bootcamp brings practical, ski-industry-specific AI learning into your day-to-day work. This program cuts through the noise, builds confidence with real tools, and focuses on workflows you can apply immediately at your resort. Designed for both new and returning participants, the 2026 program reflects how resorts are using AI today, with updated learning modules and live sessions that support skill-building over time.
About the Ski Resort AI Bootcamp
Presented by SAM and Eternity, the Ski Resort AI Bootcamp is a virtual training program built specifically for mountain resort professionals, with an emphasis on practical application and real-world use cases. This program builds on insights from previous program cycles of the Ski Resort AI Bootcamp and reflects how resorts are using AI today.
Returning participants will find updated content and opportunities to build on prior learning, while those new to the bootcamp can expect clear foundations and practical context that make it easy to jump in at any level. Participants receive access to live virtual sessions, updated modules in the online learning platform, and select recordings from 2024 and 2025 live sessions to support continued learning.
Sponsored By:
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LEARN MORE.
Program Details & Schedule
Program Details
The Ski Resort AI Bootcamp blends live, interactive sessions with self-paced modules led by industry experts and ski resort peers. Each session focuses on practical applications of AI in real resort environments, emphasizing tools and techniques that support everyday work.
Whether you’re joining for the first time or returning to build on previous bootcamps, sessions are designed to stand alone while also connecting into a broader understanding of how AI can support teams across departments.
Live Sessions
Click the + below to view our upcoming live session descriptions!
Live sessions are a cornerstone of the Ski Resort AI Bootcamp, offering real-time discussion, Q&A, and peer learning that bring the self-paced content to life.
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February | Search in the Age of AI: From SEO to GEO
Tuesday, February 24 at 3 p.m. ET
Search is evolving beyond keywords and rankings into AI-driven, conversational discovery. This session explores how ski resorts can adapt as generative engines increasingly shape how guests find information. Snowbasin’s Michael Rueckert will share how Centium AI is being used to improve content structure and visibility across AI search platforms, along with an introduction to agentic booking and how it may influence the guest booking journey. Plus, Mike Lannen from Eternity will provide an update on what's on tap for AI in 2026 and what ski resorts should be keeping an eye on. -
March | Evaluating AI: Making Smart Decision for Your Ski Area
Date and time to be announced!
Not every challenge calls for an AI solution. This session covers best practices for evaluating AI tools and determining when—and if—they make sense for your operation. We are revisiting a real-world case study from Trapp Family Lodge to learn how they have evolved their use of AI in the past year to assess workflows, streamline repetative tasks, business analytics and make informed decisions. Before investing in new technology, let's look at how it's working for ski areas in real world settings. -
April | AI for Small Ski Areas: Big Efficiency for Lean Teams
Date and time to be announced!
AI adoption isn’t limited to large resorts with dedicated tech staff. This session focuses on practical, realistic ways smaller ski areas can use AI to save time, reduce manual work, and support overextended teams. The emphasis is on low-lift applications that deliver real efficiencies without adding complexity or headcount. Plus, Mike Lannen from Eternity will review AI tools for those with limited resources. -
June | HR and Staffing: Practical AI Applications
Date and time to be announced!
AI can support HR and staffing teams when used thoughtfully and responsibly. This session explores practical applications such as drafting job descriptions, preparing interview questions, creating employee handbook GPTs, and responding to routine HR inquiries. It also addresses when AI should not be used, ensuring human judgment, culture, and compliance remain front and center.
Online Learning Modules
Click the + below to view the descriptions.
The modules below explore how AI can support your resort across departments—from idea to implementation. Each module includes lessons, demonstrations, and real-world examples to help participants apply what they’re learning with confidence. New for 2026, we'll keep a section updated regularly with "What's New in AI," and have additional free training resources available.
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Module 1: Introduction to AI
Learn about the possibilities of AI and how it can be implemented safely across many resort departments.
· Overview of AI Tools
· Case study from Greek Peak Mountain Resort with Jon Spaulding
· Interview on Security with Gregg Blanchard of Inntopia -
Module 2: Marketing & Content
Dive into creating a branding copy document, training AI on your own data, and generating content for website, social and ads.
· Writing AI prompts
· Creating a branding copy document
· Training AI on your own data
· Generating content for your website, social media, and advertising
· Building custom ChatGPT bots
· AI Photo creation and editing
· Interview with Dave Amirault of SNOW Partners -
Module 3: Guest Communication & Customer Service
Explore uses for customer service website chatbots and AI call centers to improve efficiency and guest satisfaction.
· Guest service website chatbots
· AI inbound calling
· Food and beverage applications
· Review management and analysis -
Module 4: Sales, Meetings & Integrations
Understand the many ways AI can act as an assistant to your efforts, including for sales calls, transcribing messages, and building meeting agendas and summaries.
· Sales calls and transcribing meetings
· Limitless.AI
· Actions and Integrations
· Email
· Video and audio enhancements
· Course recap -
Module 5: Live Session Recordings
Did you miss a live session? All live sessions are recorded so that you can to get all of the insights from AI experts and ski industry peers.
Pricing & Registration
2026 Pricing
Registration includes access to live sessions, the online learning platform, and session recordings. Pricing options support individuals as well as resort teams.
Single User Access
For individuals looking to pave the path forward on their own.
- SAM Magazine Subscriber - Includes one bootcamp account
- New registration: $99
- Past participant renewal registration: $59*
- Non-Subscriber - Includes one bootcamp account and one discounted 1-year subscription to SAM
- New registration: $130
Resort Group Access (Recommended)
For individual resort teams who want to benefit from the AI Bootcamp together.
- SAM Magazine Subscribers - Includes unlimited bootcamp accounts
- New registration: $499
- Past group renewal registration: $299*
- Non-Subscriber - Includes unlimited bootcamp accounts and three discounted 1-year subscriptions to SAM
- New registration: $625
Multi-Resort Access*
For resort conglomerates who want to train staff members at multiple resorts. Contact karolyn@saminfo.com for more information.
Program Benefits
- Subscribers save 20% on the registration fee. Non-subscribers join the SAM community with a one-year subscription either discounted for single users or included in the cost of the course for group users.
- Hands-on instruction is available through the live sessions.
- Access to the interactive learning platform from January 15 through June 15, 2026, plus the opportunity to renew at a discounted rate for continued access.
What You’ll Need
Participants should have access to a computer to complete the course and live sessions, and we recommend signing up for the paid version of ChatGPT ($20/month) in advance. You can cancel this paid subscription at any time.
*If you're having trouble accessing the registration form, or need the renewal or multi-resort registration form, please email karolyn@saminfo.com.
About the Expert
About the Expert
Mike Lannen is the Founder of Eternity, a premier web design and digital marketing agency he established in 2000. With more than two decades of experience, Mike specializes in blending creativity with strategic business acumen to deliver impactful digital experiences. His work has earned him accolades, including the Rising Star and Best Web Developer awards from Vermont Business Magazine.
Mike's expertise extends to the realm of artificial intelligence (AI). He leads workshops where he focuses on integrating AI tools like ChatGPT to enhance customer engagement, operational efficiency, and personalized content creation for ski resorts and beyond.
Mike will be joined by industry leaders and experts providing real-world examples throughout the Ski Resort AI Bootcamp.
"After seeing Mike Lannen’s presentation at NSAA and SKI NY-PA Expo in 2023, I knew our team at Greek Peak would benefit from scheduling an onsite A.I. Bootcamp with him and his Eternity team of professionals. Mike engages his audience well and helped connect seemingly complex concepts across multiple departments at our resort. He was well-prepared and asked the necessary questions to address Greek Peak-specific needs ahead of his onsite visit, and then was able to explain new ideas, various tools, and reachable solutions to us in a manner where we were empowered to set projects into motion."
— Jon Spaulding, Director of Marketing for Greek Peak Resort
Reviews
Still thinking about whether the Ski Resort AI Bootcamp is for you? Hear from industry peers on the value of the program after participating in Session 1:
"[The Ski Resort AI Bootcamp] is tailored to what they need. It's super relevant. You can ask questions and people that are in your similar situation can respond. I think this is the best [course] that resorts have for AI in general."
— Gregg Blanchard, VP of Marketing, Inntopia
"The Ski Resort AI Bootcamp has been well received by the PGRI team. There have been many practical takeaways from the sessions and lots of sidebar discussions about ways to take advantage of the learnings across the portfolio. From a marketing standpoint, it’s all about improving efficiency and using the AI tools to streamline workflow for daily tasks such as replying to online comments, drafting communications, and quickly answering questions about the properties without having to do a deep dive into the websites."
— Christian Knapp, VP & CMO, Pacific Group Resorts, Inc.
"I've been slow in some ways to jump into AI and fully utilize how it can help me and empower my team, so the Ski Resort AI Bootcamp makes it all very approachable through defined tasks and goals."
— Andrew Lanoue, Brand & Creative Manager, Jay Peak Resort
