CWSAA July 2026 Newsletter - Canada West Ski Areas Association

Presidents Message

During a recent visit to SilverStar Mountain Resort, I had the opportunity to meet athletes, coaches, volunteers, and parents associated with the SilverStar Freestyle Club. They had just installed a ramp and massive inclined landing bag, and the training had commenced.� I am continually amazed at the athleticism of snowsport athletes, appreciative of the volunteers that support them, and impressed at the number of clubs that this new training facility has immediately attracted. The scene served as an important reminder of the shared values within the ski industry family.

Across Western Canada, ski areas and snow sport organisations are part of the same eco-system that begins with a first lesson and can eventually lead to provincial teams, international competitions, and even Olympic dreams. These opportunities help inspire the next generation of skiers and snowboarders, but their importance extends well beyond athletic development. Athletes, families, coaches, and volunteers are engaged participants for the sport and the slopes where they train. Their involvement can generate interest, enthusiasm, and advocacy that strengthens the relationship between a ski area and the communities it serves.

Ski areas operate within increasingly complex economic and regulatory landscapes, especially given evolving demographics and changing public expectations.� These factors have moved many operators to increase their outreach efforts. Community engagement sessions, open houses, stakeholder meetings, and informal conversations are becoming important tools for sharing information and building trust.

There are many examples across our industry. At Mt. Norquay's centennial celebrations, owners Jan and Adam Waterous shared unvarnished insight into the rationale shaping the ski area�s long-term vision.� Whistler Blackcomb regularly hosts in-person Community Partner Updates with management that provide real time information on operations that impacts community and visitor experience.� The Sun Peaks Resort leadership group has adopted open-house forums to share progress on both immediate priorities and long-range objectives contained within its master plan.� Notably, former Whistler Blackcomb COO and CWSAA Director, Geoff Buchheister, now with Aspen Skiing Company, recently engaged municipal leaders with exceptional detail on the realities facing ski resort business models.� From demographic and climate shifts to zoning and housing, Geoff�s comments are shared in the Aspen Daily News. These initiatives demonstrate the importance ski areas are placing on dialog and relationships to improve understanding, and build support for the role ski areas play within their communities.

Competitive snow sports can be a powerful ally within this outreach.� Club members and supporters are often among a ski area's most passionate ambassadors. Their stories and successes can foster relationships within communities.� Collectively, ski areas and sport organisations can help ensure the industry be understood, valued, and supported by the social license that increasingly underpins long-term business success.

- Christopher Nicolson

Highlights of this month's newsletter...

Upcoming CWSAA Events

� ASM Division: September 29-30, Canyon Resort Red Deer

� Bike Park Forum: October 6, Sun Peaks BC

� BCY Division: October 7�8, Sun Peaks BC

� Alberta Northern: October 14, Grande Prairie

� BC Northern: October 20-21, Hart Highlands Winter Club, Prince George

� SSAOA: October 25-26, Manitoba

� CWSAA Spring Conference: April 26-29, 2027, Edmonton Convention Centre

CWSAA Board of Directors

During today's 2026 AGM, members of the Canada West Ski Areas Association elected Kim Locke as Chair of CWSAA. Six returning and four new directors were also elected.� CWSAA welcomes new Directors:�

� Derek Look, Rabbit Hill Snow Resort as ASM Director

� Courtney MacQuarrie, Banff Sunshine Village as ASM Director

� Mark Ormandy, Fernie Alpine Resort as Director at Large

� Al Graves, Prinoth Western Canada as Associate Director

Accelerated Capital Cost Allowances

CWSAA and industry partners are advocating for a federal tax incentive that could significantly boost investment in Canadian ski areas.

�

Stewardship Spotlight

From reusable cups to waste audits and smarter purchasing, Rabbit Hill is showing how small steps can lead to meaningful sustainability progress.

�

go2HR free Mini Sessions

Support your team's psychological health this summer with free virtual mini sessions on burnout, communication and workplace psychological safety.�

SAM Summer Ops Camp

Save $50 with CWSAA's special promo code when you register by August 1.

Places & Faces

Kinosoo Ridge

SilverStar

Mt Sima

Little Mac�

Mount Joy

Kimberley Alpine

Read the full newsletter herev >>>>

https://cwsaa.org/newsletter/july-2026/