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Chandler Burgess one rope tow, and 1,500 feet of vertical—not to mention some

of the same Wyoming fluffy powder that Jackson Hole enjoys,
without the crowds or parking headaches.
Paul Etcheverry is Pine Creek’s general manager who
has the concession agreement to manage the ski area, which
is owned by Lincoln County. Etcheverry says they’ve been
doing private, midweek rentals for corporate groups and
parties for four seasons—and the word of mouth is incred-
ible. The area pulls in skiers from Logan, Utah; Evanston,
Wyo., and Bear Lake, Idaho.
Like other ski areas offering such private rentals
(including Eagle Point Ski Area, Utah, and Magic Mountain,
Vt.), these smaller independent operations are looking to
A recent private rental event at Pico elbow their own way into the crowded market of collective
ski passes like Vail Resort’s Epic and Alterra’s IKON pass.
all about it from the Vans guys. Sounds like we need to get They champion their independence and the unique flavor
over there.’ We got bookings from some other companies of simply great throw-back skiing. “We’re that kind of skiing
right on the spot because of it.” the way skiing used to be,” said Etcheverry.
The Silverton package is available Monday through As part of the mountain rental of $3,000, Etcheverry
Wednesday between opening day in December and closing and his son, Nathan, and daughter-in-law, Alicia, offer to
day in April. Book far enough in advance, Brill said, and a serve as private guides for the hidden lines of stashes of this
group could even have the place over a weekend, or Thursday relatively large ski area—size-wise, at least. They throw in
through Sunday. Silverton Mountain has a cap on how many their mountain insights and guide services for free, as part
skiers and riders it allows, even during weekend operation, of the typical $3,000 cost for renting the area. Etcheverry
so it’s possible to book the whole place out any time. also offers to do a massive outdoor cookout for these groups,
“Groups can also add helicopter drops to their private where he will also serve as grill master cooking ribeye steaks,
mountain rental: if eight people commit to a single drop tri tips, and elk roasts (which guests rave about). “We live in
we’ll have the heli available,” she added. Wyoming, after all,” Etcheverry explains.
And, speaking of the heli, for an even more exclusive One of Pine Creek’s mountain rental clients is the owner
experience, Silverton—one of the few heli-skiing operators of Marty’s Ski and Snowboard Shop in Park City, a couple
in the United States, along with Snowbird and Telluride— of hours south, who provides private access to Pine Creek
offers a full-day mid-week private heli-skiing experience as a thank you gift to the dealer reps who provide gear for
priced at $10,990 for up to eight people. That price includes his shop. Other big clients are regional hospitals near Pine
about two hours of total flight time and access to 29,000 Creek, who rent out the mountain for active and healthy
acres of the good stuff in the San Juan Mountains. employee appreciation events.
“That’s actually been a more popular option than we’d But with incredible, hidden lines of amazing skiing,
expected—almost more popular than the private mountain Pine Creek is often are overlooked by the Jackson Holes
rental,” said Brill. “We’ve got those running at least once a and Park City destination resorts. But as these private events
week, where a private group has booked out the entire heli introduce new skiers and boarders from nearby markets,
for a full day.” Etcheverry says that he’s seeing real growth from survivors
Of all the areas that are capitalizing on this trend, it’s from the Epic and IKON pass wars.
the smaller mom-and-pop ski areas that may have the most to “What we’re seeing is that people don’t even know we
gain. Take Pine Creek Ski Resort in southwestern Wyoming, exist—until they come up from Utah for a corporate or
for example (their motto is “Ride the Pine!”). This hidden private party event,” Etcheverry says. “In addition to the
jewel is benefiting enormously from the idea of the private mid-week revenue boost, the exposure alone is huge for us.”
mountain rentals—and it’s paying off with exposure and
word-of-mouth marketing that the ski area otherwise could Colin Bane is a journalist and lifelong snowboarder based in
not generate. Founded in 1952, Pine Creek is proudly inde- Denver, Colo. He also works behind the scenes at X Games,
pendent, with more than 640 acres of terrain (larger than Dew Tour, and other action sports events, and is a frequent
Mount Snow, Vt.), with a nearly mile-long quad chairlift, contributor to the Journal.

38 | NSAA JOURNAL | CONVENTION 2019