California Ski Industry Association reports successful season

By Bob Goligoski

Skier and snowboarder visits to Sierra winter resorts were up “substantially” during the 2012-2013 season, according to the California Ski Industry Association. The association, which represents about 30 resorts, said early and timely snow storms insured that the season would be a success.

Bob Roberts, association CEO and president, said in an interview that “we got off to a tremendous start with good snow for the Christmas season.” Then the other two big money-makers for the resorts – President’s weekend and Martin Luther King’s birthday weekend – also still had abundant snow that drew thousands of skiers and riders to the mountains.

Most of the resorts had profitable seasons, noted Roberts, and “this should result in a few more lifts and runs being developed this summer. But these likely will occur only at the major resorts.”

It was a strange season because after the splendid start, the snow gods virtually turned off the tap for the rest of the season starting in mid-January. The snowfall totals at Squaw Valley mirrored those of most resorts. Only 326 inches of snow fell at Squaw during the season compared with 355 the year before and 810 inches in 2010-11.

“Most of the resorts took a financial bath during the 2011-2012 season,” said Roberts.

During that season, skier and snowboarder visits were down about 25 per cent from the previous year as only six million visits were recorded. The exact numbers for the season just concluded have not been tabulated, but Roberts is confident they will be up “substantially” from the previous season.

One bright spot for resort owners was an increased number of Asian and Latino skiers and riders. But this was partially offset by the continuing downward trend among snowboarders as growth in that segment of the market has flattened out in recent seasons.

Vail Resorts Inc., which operates seven California and Colorado resorts including Heavenly, Northstar and Kirkwood, reported good growth during the past season including a 5.5 percent increase in skier-snowboarder visits and an 11 percent hike in ski school revenue.

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