CWSAA April 2024 Newsletter - Canada West Ski Areas AssociationMessage from the President I was taught early to never pass up an opportunity to say thank you. So CWSAA would like to congratulate and thank all ski areas, their teams, and industry suppliers for their tremendous efforts this winter. Consumer demand continues to be strong which allowed many areas to have a successful season, and all managers give high praise to their teams for navigating the challenging season. In CWSAA, we are fortunate to have resorts that continue their ski and snowboard operations through the late spring, and most operators have capital projects and or summer operations starting shortly…so activity never stops. To all our industry team members, thank you. A couple weeks ago, I had a conversation with a couple that were raving about their ski experience this winter. They had been infrequent skiers, but had recently skied more frequently and at multiple ski areas. Listening to their fresh perspective was invigorating. To them, the snow was great, the resorts provided the wonder of exploration, and their experience was highlighted by the consistent hospitality of ski areas and the ease of meeting locals. To me, it underscored one of the most common conversations from this past winter. It debates our industry’s self-imposed celebration of powder as a fundamental part of our experience. Now, don’t get me wrong, a pristine alpine bowl or powder-laden glades are a treat, and as you know, I love powder bumps. And I would be disingenuous if I did not admit to actively positioning snow as a hallmark of Canadian skiing on marketing and sales missions in my previous life. But should powder be the single defining factor of a ski experience? At the CWSAA Spring Conference, one of the sessions will be discussing our ski industry story. Certainly each resort brand will have its own attributes and authentic characteristics, but the discussion in Jasper intends to explore the essence of our industry and what its narrative should be. The excitement of sliding and adventure, health benefits, and powerful social connection, may also play into the value equation. As we reflect on the past season, and how we position snowsports in the future, we many consider the enthusiasm of my new friends and what ski areas offer our guests of the future. - Christopher Nicolson
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ropeways.net | Home | Economy | 2024-04-16
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