Ski resorts bank on snowy winter
Washington’s ski areas could be in for a much-needed winter treat this year compliments of Mother Nature: a La Niña chill.
The weather phenomenon linked to ocean temperatures typically means colder, snowier winters in the Cascades, which could translate to a revenue-boosting season for local ski resorts.
It couldn’t come at a better time.
Two seasons have passed since the ski areas saw a nearly 75 percent drop in visitors during the 2004-05 season, when warm weather and a lack of snow hurt local resorts that are still slowly recovering.
Some are finishing construction projects that were delayed because of the bad season.
And they’re turning their focus to another potential market: Canadian skiers who are looking to take advantage of their dollar’s unusually strong value in relation to the U.S. dollar.
“It has really taken this long to wipe the bad taste out of our mouth and get our feet firmly planted on the ground,” said Tiana Enger, spokeswoman for Crystal Mountain, Washington’s largest ski resort.
During the 2004-05 season, Washington’s 12 ski resorts saw the number of visitors plummet to a total 491,537 from about 1.8 million the previous year.
The next season, resorts saw plenty of snow and rebounded with a bang, posting a total visitor increase of 335 percent, according to the Pacific Northwest Ski Areas Association, a nonprofit that tracks attendance figures in Washington, Alaska, Idaho and Oregon.
But last year, attendance dropped 9 percent in Washington, and the ski season is off to a slow start this year.
Thanks to new snow-making equipment, Wenatchee’s Mission Ridge ski area is opening Friday. But a lack of snow means most Washington resorts have missed out on the traditional Thanksgiving opening.
But a few good storms can quickly fill ski resorts with snow and skiers.
The privately owned resorts generally don’t release revenue figures. Weekend day passes range from $39 to $58, with season passes ranging from $419 to more than $1,000.
This year, resorts are banking on improvements to attract visitors.
Crystal Mountain, which saw a 17.5 percent decrease in skiers last season, spent the summer installing a new chair lift. The $3.5 million project will open up about 1,000 new acres of what was previously back-country skiing.
Installation of the new lift was scheduled to begin in the summer of 2005 but was delayed because of the sharp drop in revenues during the season.
Now the resort, owned by Michigan-based Boyne USA Resorts, hopes the added lift will renew interest. It brings the resort’s total lifts to 10, not including a children’s run.
The new lift is scheduled to open by mid-December. “We’re still putting finishing touches on it,” said Enger.
Boyne USA Resorts in September took over management for The Summit at Snoqualmie from Booth Creek Ski Holdings.
CNL Income Properties, a Florida-based investment trust is still the owner after purchasing the resort for $35 million earlier this year.
Now under the same management as Crystal, The Summit at Snoqualmie is offering a new season pass for $499 that will allow users to ski five days at Crystal in addition to their Summit access.
They’ll also get 10 ski days at other Boyne resorts across the country. A regular adult season pass is $419.
The pass will hopefully boost interest at all of Boyne’s resorts, said Holly Lippert, communications manager for The Summit at Snoqualmie.
“We’re trying to show our pass holders that we’ll take care of them no matter what Mother Nature throws our way,” said Lippert.
While local resorts are typically a big draw for Seattle-area skiers, the new market is north of the border, where the Canadian dollar is making American travel more feasible.
Crystal and Snoqualmie aren’t marketing directly to Canada, but “we definitely have our eye on it,” said Enger of Crystal Mountain.
The Washington resorts don’t try to compete with the high-end ski areas like Whistler Mountain near Vancouver, B.C., but they can attract skiers who want more of a mom-and-pop-style ski experience.
“We’ll never have the glitz and glam and the nightlife that some of the bigger resorts have,” said Enger.
Canadian shoppers are also on the radar for Tracy Gibbons, the new president and chief operating officer of Dual Sports, which operates Sturtevant’s ski and snowboard store in Bellevue. Gibbons took over as president this month, when Duncan and Janet Campbell announced their retirement after 30 years of ownership.
“We certainly expect that we’ll start to feel some of the impact,” of Canadian customers, said Gibbons.
The store, which doesn’t release revenue figures, saw about a 35 percent drop in sales as a result of the 2004-05 season, but has since pulled back up in part because of the closures of rivals such as Issaquah-based Ski & Bike and Seattle-based Fiorini Sports, Gibbons said.
Gibbons also expects local customers who often head to Whistler and other Canadian resorts to get sticker shock when they the U.S. dollar discount has disappeared.
“What used to be a 30 percent savings will be gone,” said Gibbons.
That’s good news for local resorts, which could see more visitors as skiers save money and stay close to home.
They just need snow. Meteorologist Brad Coleman of the National Weather Service in Seattle said there’s a good chance La Niña could produce a cold, snowy winter in the Cascades in what appears to be a long-term warming trend.
“The odds are in their favor of doing well this winter,” he said.