So..is Eastern Skiing in trouble?
Back in 2003, my partner Tim Jones started Eastern Slopes, and I started writing for it. It was intended to be a high quality, glossy magazine that gave skiing in the East the same quality of exposure that Western skiing has gotten for years. Unfortunately funds dried up and the magazine never came out. But in reality, the bigger problem was an attitude within the ski industry, fueled by the rapidly imploding American Skiing Company, that business and income were on a downward slide. Advertising dollars were limited, and everyone was scared to put dollars into anything new (like some random new magazine!). Small resorts were going out of business, some large resorts were reputed to be going out…times were tough. Eastern Slopes morphed into EasternSlopes.com, partially to save printing costs and partially because it was clear that the world was changing and we, like the ski industry, needed to change with it.
So, what has changed? Where are we, and the eastern skiing industry as a whole, now? For starters, we’re in the middle of the worst recession since World War II. Ask any expert, and they’ll tell you that people are hunkering down, saving money, and definitely NOT spending on splurge items like skiing. And, of course, with the hindsight that economists are famous for, we’re being told that last winter was when the economy was its worst; now, things are looking up! Now, in theory, that means a few things. First, the eastern ski industry should have been on a multi-year slide, with the 2008-2009 season the absolute bottom. Second, the 2009-2010 season should be slightly better for the ski areas, since people will finally have a few discretionary dollars to spend. Third, maybe within a few years the ski areas will have some money to put into improvements…and if they do, MAYBE skiing in the east can be saved.
Now, let’s talk a little reality. Unquestionably, the last decade hasn’t been “boom times” for the industry, more because of rising costs for the areas than because of lack of skiers. Starting at the beginning of the 2000s, we saw a number of small areas close their doors. And, of course, there were the bigger areas that were in trouble and were bought up by larger companies (and some of them have already been sold again). Still, throughout all of the gloom and doom, most ski areas kept the lifts turning. Even more surprising, many of them, large and small, made major improvements. Snowmaking increased dramatically both in percentage of trails covered and in the quality of the snow. Lifts were upgraded and replaced. Even base lodges at Burke and Saddleback were replaced, and those are NOT cheap improvements!
Let’s focus on a couple of those. Burke Mountain is one of those mid-sized mountains that can easily get lost in the shuffle. It’s not a quaint little neighborhood mountain to take the 3-year-olds to, but it’s also not a mega-mountain that can move thousands of skiers up the slopes in an hour. Again, ask the experts…they’ll tell you that in any economic retrenchment, mid-sized companies are at the greatest risk; they can’t operate on a shoestring like the little guys, and don’t have the deep pockets like the big guys. Yet, in the lousy times, Burke managed to not only replace its base lodge with a stunning new one (with extras like computers available to the public), but also put up a new high-speed chair.
How about Mt. Abrams? Living in the shadow of Sunday River, it went under. Sold at auction, the new owner started focusing on making people happy…adding a magic carpet for the smallest children, increasing night skiing, little stuff like that. And…suddenly, they’re a going concern again, with solid skier numbers.
From Whaleback to Saddleback, the small to intermediate mountains have been quietly growing their numbers. Okay, since the experts say that there’s no discretionary income available for skiing, that must mean that the big mountains are hurting…the small guys must be stealing their skiers. Well…maybe not so much. Let’s look at the numbers for Killington, Loon Mt & Bretton Woods, & Sunday River/Sugarloaf; these are some of the largest ski companies in the three largest Eastern skiing states. Killington was up 2% in skier visits in 08-09. Loon and Bretton Woods were down between 2 and 3 percent. And the Sunday River/Sugarloaf behemoth was up an amazing 21%! Fascinating…big mountains, yet their numbers were overall UP for the 2008-2009 seasons! Loon even managed to somehow find the money, even in the depth of the recession, to open a new mountain and significantly increase their number of trails (and, of course, the expense to run the place). Clearly, something isn’t adding up here…business is good!
Okay, I’ve been sort of nasty to the experts a few times here, and the fact is that while I don’t agree with them 100%, they’re right that people are handling their money differently. They’re being more careful, making sure that they get good value for their hard-earned dollars. And what did they find when they started paying more attention? That eastern skiing offers great value. No two days of traveling to reach a western ski area; instead, bundle the kids in the car on a Friday evening and make first tracks Saturday morning. Costs are lower, and the skiing is great. Is it deep powder skiing like you might find at Aspen? Not very often, certainly. But are there wonderful groomed corduroy runs that make your skis sing, tons of VW sized bumps, and an ever-growing number of glades? Absolutely. And do the numbers bear THIS analysis out? Yes. Colorado skier visits were down 5.5% in 08-09. So, here’s to the experts…they’re right, as long as they don’t look in our backyard!
Our belief is that we’re seeing an amazing confluence of different trends that are making eastern skiing better than ever. A new generation of ski area owners is dedicated to making all parts of the skiing experience better for the customer. At the same time, a highly educated and demanding clientele is recognizing what these owners have done, and are voting with their wallets. When you add in the improvements in ski area technology over the past decade or so, that completes the triad that’s making eastern skiing so successful. Great areas, great conditions, and the population base that wants to take advantage of them…that’s a combination that spells success for everyone involved!
If you’re one of the people who hasn’t been enjoying what the East has to offer, we’d like to encourage you to give it a try. Read our reviews of areas to see what might fit your needs best. Email us and ask us where we think might be a good place for you to go. We believe in eastern skiing and riding , or we wouldn’t be putting our hearts into EasternSlopes.com. We’d love to have you enjoying your time on snow as much as we do. Based on everything we’ve seen this summer and fall, it’s going to be a fantastic year out there…the ski areas want you there, and are putting out great deals so that you’ll be able to take advantage of the work they’ve put into their slopes. The Union is strong, and with the improving economy will only become stronger!
Based in the Quebec ski region , I can tell you this. Those in power on this side of the border should take a close , hard look at the New England approach. Here in Quebec , we reserve our most lofty hills for parks with almost no ski or tourism development. If there is a ski operation , it’s hounded by the eco crowd who fail to realize that mountains provide JOBS and revenue. Both in short supply here.Case in point: Quebec has a pop. of 7’6 million yet has trouble keeping a dwindling number of hills alive. We’re not paupers but the operations are not a government priority.
One wonders how long it will take before governments on both sides of the border realize that ski operations ,like agriculture, are vulnerable to the whims of mother nature . …and so deserves a policy adjusted to this industry.
Philippe,
Thanks for taking the time to post your comments. Both Quebec and New England have, I think, done a pretty good job of balancing ski area development and the protection of wild and scenic areas. We now have both places to ride up hills and slide down and places where you have to climb under your own power and earn your turns. Having experienced Quebec’s vibrant ski scene (think Bromont or Stoneham on a Saturday night), I can’t fully agree with you that Quebec’s ski areas are in decline. Certainly the base areas around Tremblant are being developed, though they haven’t found a way to make the mountain any bigger. Orford is a National Park with a wonderful ski hill. Mont Ste Anne and LeMassif are very much alive and well as are Owl’s Head and Sutton. All in all, it seems to me that the East has good skiing on both sides of the border, and all looks good for the future.
I am glad I am not in business with him because the author doesn’t understand basic economics. Skier-visits were up, but for the mountains and those of us who work on them it’s not about the numbers of people if the management is giving away tickets. $399 for a season pass (for some, purchased early)and we can’t make money at the ‘Loaf.
We just hope people buy a lot of hot chocolate, because it’s the side-businesses that make or break these mountains.
Stick to what you know and don’t talk “business”.
Actually, Steve, the resort owners and managers we’ve talked to–and we’ve talked to many at various industry events –are delighted that their season pass sales are up in a “down” economy. First, those early season pass sales provide start-up capital for the season, the money comes in at a time when cash flow is down but expenses are increasing. Second, people who buy a pass are skiing at their area, not somewhere else, and most are buying coffee and disposable handwarmers, getting their skis tuned, and perhaps most important, telling their friends and co-workers where they ski and how much fun they are having, which is the best marketing any business can have.
Would a ski hill rather sell full-price day tickets? Absolutely! But those low-price early season passes are an important part of the overall cash-flow picture for most ski hills. And, incidentally, a wonderful excuse for the rest of us to get out and ski more often.