In Desperate Need of a Win
By Dave Meeker, Editor, SAM
Even before roughly 200 unionized members of the Park City Mountain (Utah) ski patrol went on strike Dec. 27—after months-long contract negotiations with Vail Resorts fell apart—the dispute had already received a lot of media attention. When the patrollers officially hit the picket lines, it turned into a full-blown PR disaster for the entire ski industry.
Was it avoidable? Of course. VR could have come to an agreement with the patrol union months before, thus avoiding the turmoil that alienated a group of its most essential workers, angered thousands of guests, and earned weeks of national media attention.
The severity of the Park City kerfuffle was exacerbated by existing public angst toward the company. I wish that was simply the unfortunate byproduct of being the publicly traded Goliath of the mountain resort industry. When it comes to big companies, haters will hate.
However, the strike was just the latest in a string of public relations issues for the company. VR has earned some of the lumps it’s taken in recent years, in part as the result of what one industry insider called an “aggressively margin driven” approach (expense control/reduction) across its resort portfolio. While it allowed VR to maintain profitability margins over the past five to seven years, “the margin focus has clearly impacted the guest experience,” the source said.
The Park City situation was likely an outcome of this margin mentality. The company appeared to be caught off-guard when the patrollers went on strike, and also by the overwhelming public support for the patrollers’ plight. To end the strike—and to quell further PR damage—VR had to quickly meet the patrol union’s demands.
The company’s overall approach to communications has resulted in trust issues. By not forewarning thousands of destination visitors who paid top dollar to be at Park City during the holidays that there might be operational disruptions in the event of a patrol strike, Vail Resorts missed an opportunity to earn valuable trust equity.
Instead, it assured incoming guests there would be no disruptions, presumably for fear that people would cancel. When the strike led to a severe shrinkage of available terrain, guests understandably felt betrayed. Looking back, cancellations probably would have been preferable.
Were there meaningful learnings from this episode? I hope so.
Despite spending most of this column describing its shortcomings, I’m rooting for Vail Resorts. Not because I own any stock (which I don’t), but because as Vail Resorts goes, so does the rest of the North American ski industry, at least in the eyes of the general public.
Every negative news story and social media post that showcases the company’s gaffes—perceived or real—reflects poorly on the entire industry. And I’m tired of hearing about the great people with their boots on the ground at Vail Resorts properties getting berated by uninformed guests for decisions that are out of their control. The resorts and their communities deserve better.
The bottom line: Vail Resort needs a win. Hell, it needs lots of wins, and it needs them soon. I hope it makes a genuine effort to earn the trust and respect of skiers and riders, whether or not they are Epic Pass holders.
This change starts with being more transparent and delivering on its promises about the guest experience. It sucks being the company that everyone loves to hate. But authenticity leads to likability. And when consumers like and trust a brand, they buy more things from it, which improves earnings, which improves shareholder value. Wins abound.
Supplier News
Mountain resort planning company ECOSIGN is celebrating its 50th anniversary (1975-2025).
DOPPELMAYR USA hired Alex Adema as vice president of sales. Adema brings a wealth of experience from the ski industry, most recently serving as the CEO of DPS Skis for eight years.
KISSLING AG, a ropeway gear-unit company, is celebrating its 100th anniversary on June 26, 2025.
People News
In the West, Jared Everson was promoted to manager of Snowhaven Ski & Tubing Area, Idaho. … Alta Ski Area, Utah, appointed Lexi Dowdall as communications and PR manager. … Dan Healy returned to Sierra-at-Tahoe, Calif., as VP and GM. … Purgatory Resort, Colo., promoted Julian DePasquale to director of HR and risk. … Jaynie Larson was appointed director of HR for Tamarack Resort, Idaho. … at Jackson Hole Mountain Resort, Wyo., CEO Mary Kate Buckley will retire in May and Doug Pierini will succeed her; Ned Wonson was promoted to JHMR VP of marketing.
In the East, Rebecca Munkelwitz was appointed marketing and partnership manager of the Vermont Ski Areas Association. … Tenney Mountain Resort, N.H., appointed Michael van Eyck as GM … Molly Coneybeer was named director of sales and marketing for Bolton Valley, Vt. … at Killington, Vt., Christine Bulgini is now administrative manager, Eric Rusch is food and beverage director of the Grand Hotel and Northside Dining, Sophie Parvez is hospitality business manager, Nate Stoodley is the K-1 base lodge manager, Rebecca Reed is employee experience manager, Jordan Spear is VP of resort services & sales, and Kayla Sarajian is mountain experiences manager.
Mt. Brighton, Mich., promoted Megan Greenlee to general manager.
PSIA-AASI named Jeff Lifgren CEO.
AWARDS
Bolton Valley, Vt., won the 2025 I AM a Snowmaker contest, sponsored by HKD Snowmakers. The Bolton snowmaking team (below) will enjoy a two-day spring trip to the HKD headquarters in Quebec.
The International Skiing History Association (ISHA) has awarded Jeff Byrne of Lake Placid, N.Y., the Lifetime Achievement Award. ISHA also presented the Women in Snowsports Industry Award to Ingrid P. Wicken.
OBITUARIES
Industry luminary and Canadian Ski Hall of Fame inductee Roger McCarthy died unexpectedly on Jan 4. He was 75. McCarthy’s 50-year career started in 1972, when he moved from his native New Zealand to Whistler, British Columbia, and began working as a lift operator at Whistler Mountain, where he climbed the ranks in mountain operations. His impact became worldwide.
