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Show From Obscure Sport to Big Industry Look What’s Happ ened to Utah Skiing At northern Utah’s Powder Mountain ski resort skiing is a lot like it was 30 years ago—low key. By Christopher Smart L* year hundreds of thousands of skiers, representing over 3 million visits, took to the slopes of Utah - a far cry from 90 years ago when only a small group of adventurous souls trekked forth into the Wasatch Mountains on skis for recreation. Its little known that skiing has been around Utah for at least 100 years now. At ing from an adventure to an activity, they the turn of the century mail was delivered from Park City to Alta on skis. A decade or so later power lines across that same route were patrolled by linemen on skis. Those were the old days when these crosscountry skiers would make their way on 10foot skis with a single long pole used to drag for turning and slowing down. But beyond have become a growing economic engine for Utah. One that produces at least $50 million directly in taxes and appears more prestigious - at least among tourists and Utah's leaders - every year. Today we are more like- those working on skis, Utahns of the early as tourist @ 20th Century had the idea that skiing was == fun, according to Alexis Kelner’s book Skiing min Utah - A Hisory: “Long before Utah skiing had evolved to 7 become an ‘industry,’ it was an avocation, enthusiastically pursued by a small, but “PAGE 8 ¢ F through the back country of the Wasatch Mountains during the winter, like they did at the turn of the century. But now we have the technological advantage of gear: mountaineering skis, snowboards and snowshoes. Not to mention fleece, gortex and plastic. Skiing has changed hugely. Along with upgraded gear, ski resorts are remaking the face of the sport, too. Beyond changing ski- constantly growing segment of outdoor recreationists.” Of course, the days of the 10-foot skis are long gone. ee But people are still hiking ee ee ss ee ee ly to hear about the “ski industry,” on the 6 o'clock news, than the sport of skiing, itself. Now, we're keeping track of such things visits to Utah ski resorts, how much they spend, how much tax revenue is generated from skiing and other demographic studies that might just as well fit into any mass marketing scheme from toothpaste to car sales. Utah's ski resorts not only compete for tourists and their dollars against Colorado and California ski resorts, but also with other destination recreation spots. Deer Valley, for example, may ee be competing ee ee with Disneyworld to attract vacationers. Snowbird even could very well be competing with Hawaii for fun seekers looking to have a good time and blow some disposable income. As Las Vegas and Disneyworld have heightened and hyped their attractions, so has the ski industry. Utah resorts have followed their bigger competitors by installing highspeed detachable quad lifts that whisk hundreds or thousands of people up the mountain each hour. Let's not forget snowmaking and trail grooming. Today's snow product is almost as changed as the equipment. Still, its the “Greatest Snow on Earth.” Dont sell that slogan short, because perhaps Olympics, it’s what brings people from as far away as Europe to tackle our mountains and then our strange and complicated liquor laws. The one-upmanship continues between competitors with such innovations as the “six-pack” - high-speed chairlifts built for six. Where will end? No one knows, except to say that we probably aren't there, yet. Of course lift speed and well-groomed trails are not all today’s destination vacation skier is looking for: Cuisine and fine wine are a must, along with luxurious accommodations, including hot tubs, swimming pools, spas and other accouterments that might be seen as adding to the “skiing experience.” more than Utah’s 2002 Winter Deer Valley, for example, is noted both nationally and internationally as having the best food and service of any ski resort. An advertising campaign might one day be: Ski Deer Valley, “Greatest Food on Earth.” Other ski areas, most notable the Park City Mountain Resort, are offering fine food and other |