A wasted opportunity?

How should resorts promote skiing? Seemingly by attracting unlikely customers that are spooked by the perception – also a dire reality – that skiing is a sport for the ultra-rich as well as tough folks that aren’t afraid of extreme cold and harsh weather? 

Probably, in addition, ranked beginners don’t need to spend 7 hours each day on the slope as 2 or 3 hours suffice to teach them the rudiments of the sport and exhaust them. Instead, resorts extend their season because there’s still plenty of snow around (typically) and when they do, no one shows up, simply because their clientele is tired of skiing and would-be skiers didn’t know that a great deal was waiting for them to come.

Spring skiing used to be a big deal in the 70s and 80s, but has been largely forgotten, because it was never promoted as it should have been, was an afterthought and wasn’t part of a cohesive and well-thought marketing plan for the entire season crowning its last weeks. 

Something that ski resorts operators should revisit instead of losing money by staying open just to please a few season pass holders still into making turns on snow. At least I believe so, if done well and with a full commitment, not a half-pregnant one as it has always been for as long as I can remember. 

Perhaps, however, ski resorts don’t need to promote their business anymore, after all!