Page 10 - NSAA_Fall2015Journal

Mountain Operations

NIGHTTIME EVENT-DRIVEN STRATEGIES

Resorts Optimize Evening Operations

BY PHIL GOTTHELF

SKI AREA OPERATORS FACE the challenge of increasing The Model
revenues by maximizing the utility of a major fixed asset.
The mountain is there along with the lodge, parking, There are three main customer categories: the general ski-
snowmaking, lifts, and general infrastructure. Resources ing/riding public, the learners (beginners), and the programs
are always constrained and it is difficult to balance what the (racing, freestyle). Mountain resources must be divided
mountain offers to diverse customers given available terrain among these categories to provide a wide range of general
and infrastructure. For this reason, more and more ski areas are skiing/riding terrain, beginner areas, and designated train-
emphasizing “event-driven” revenue models. Shifting ski racing ing or event venues. When events or training are conducted
programs and special events to night are leading the list. during the day, terrain is removed from general customer
access. More often than not, the restricted terrain is prime
The challenge is in the execution of profitable night space that can limit the general customer’s experience and
activities that maximize revenue and overall customer satisfaction.
satisfaction while minimizing additional overheads. The two
most important considerations are 1) the terrain dedicated to Although competitions and training for racing and
nighttime activities, and 2) the lighting plan. freestyle are important sources of income, many ski areas
suffer the negative comments expressed by the general skiing

ATTENDANCE

25%

20%

PERCENTAGE 15%

10%

5%

0%

7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm

TIME

8 | NSAA JOURNAL | FALL 2015