CWSAA January 2024 Newsletter - Canada West Ski Areas Association

CWSAA and many of its members are part of the Canadian Ski Council (CSC) which is an organisation dedicated to growing the number of snowsports participants.  This month, the organisation met to identify the opportunities and plan an industry road map for continued growth.  In the 2022/23 season, Canadian ski areas attracted over 21 million skier visits.  Of those, over 19 million were domestic visits and represented a high water mark.  Over the past few years many first-timers were motivated and drawn to outdoor activities such as skiing and snowboarding.  This provided and still provides an opportunity to introduce snowsports to new markets, and re-engage some of those that had left the sport.

The challenge before us is to retain our existing guests, primarily through exceptional service and experience, and also motivate and welcome newcomers into skiing and snowboarding.  As presented in this newsletter, the CSC has recently published its industry Facts and Stats, which serves as the data driven foundation for many industry-wide initiatives to support skier visit growth.

What may be less know is that the national programs such as Never Ever Days and SnowPass serve multiple purposes.  Motivating a first, second, or third time visit is a common objective.  However they also serve as powerful messages to media, government, and other influencers on the sector’s efforts to make skiing and snowboarding accessible.  When industry is challenged such as citing the high cost of the sport, these kinds of programs demonstrate industry commitment and provide a positive perspective. The CSC welcomes feedback on the existing programs like Never Ever and SnowPass to ensure these objectives and ski area needs continue to be met.

On a closing note, and as someone that spent many years working outside at ski areas, I wanted to say thank you to all the ski area employees on behalf of CWSAA.  I can recall in years past many dreamy moments when the weather was at its best.  Conversely, there were times when the weather was less hospitable.  It is during these periods that our teams dig deeper to create guest experiences and memories.  CWSAA appreciates all the teams that make our industry possible.  We especially want to recognise the outdoor teams and thank them for their commitment and dedication through mid-winter conditions.