OCR Text |
Show A-8 Wed/Thurs/Fri, October 28-30, 2020 The Park Record Sponsored Content THE ROAD AHEAD: NEW REALITIES IN A PANDEMIC ECONOMY Survey reveals ski resort visitors’ top concerns for upcoming winter More than 20,000 skiers and snowboarders responded, providing insights about the road ahead By Dave Belin Brought to you by The Park Record and The Insights Collective The intention to ski and snowboard this winter is strong, season pass purchase is up nationally, and skiers are planning for a socially-distanced, face-covered winter at mountain resorts, with some adjustments to their typical behavior. These topics and more were part of a comprehensive national survey that RRC Associates conducted with skiers and snowboarders in September of 2020. The survey received over 20,000 responses from all corners of the U.S. and provides unique insight to what skiers and snowboarders are expecting for the 2020/21 season. The results of the survey give local leaders and resort staff critical information about what visitors, locals, and second homeowners are thinking about in terms of safety, adjustments, concerns and behaviors for this winter. “Understanding what our visitors are thinking before they get to our resorts is critical,” said Kelly Pawlak, President and CEO of National Ski Areas Association. “This information is another helpful tool we will use to open the winter season with the safety of our staff and guests front and center.” New COVID cases across western mountain resort destinations. Visitor concerns The survey showed that one of the biggest concerns of both visitors and locals alike is whether ski resorts will be able to stay open all winter. People are worried about a situation like the one in March, when resorts were forced to close abruptly. About two-thirds of visitors and locals indicated that they were concerned about Coronavirus-related closures of ski areas. Resorts have been making preparations to address that issue, but maintaining focus on staying open all winter will be critical. “At our resort we are meeting daily and sometimes multiple times a day internally to stay aware of trends and changes in the way this pandemic is behaving regionally,” said Nick Polumbus, Director of Marketing and Sales at Whitefish Mountain Resort. “We know that it will take constant attention to trends as well as our own protocols and procedures to keep the virus in check and the lifts spinning.” overall health and safety of the community, and visitors from major cities/hot spots. Additionally, locals are focused on the potential impact of COVID-19 on the local economy. These legitimate concerns among local residents are important for local leaders to monitor and communicate with community members. Adjusting behaviors In terms of skier behavior at the mountain this winter, survey results show that most snowsports enthusiasts are already planning to wear a face covering around the base area and while riding lifts, to make an online appointment to rent equipment, and to eat lunch at their car or outside. The survey also revealed they are generally OK with longer lift lines due to unrelated parties not riding together on chairlifts. Knowing what the guests know ahead of time gives ski areas a head start on guest education and safety. and socially distance. This level of flexibility and resilience among snowsports enthusiasts is impressive, even during a pandemic,” said Jesse True from the Insights Collective. downhill skiers and snowboarders represented in the survey – is anticipated to be elevated this winter. Skiing midweek will be more common, with nearly half of survey respondents saying they are more likely to ski midweek this winter. Increases in midweek skiing will contribute to spreading skier visits out across the week and could alleviate some weekend crowding, a significant concern for resort operators. On the other hand, carpooling will be somewhat less popular and could therefore strain resort parking infrastructure. Preparing for a different ski season ahead Most downhill skiers do not plan on changing their behavior when it comes to enrolling children in midweek ski lessons (rather than weekends), participation in half-day ski lessons (rather than full-day lessons), or partaking in off-mountain activities like snowshoeing, backcountry skiing, and snowmobiling, Nevertheless, about 1/4 of survey respondents are more likely to take part in off-mountain activities, and resort areas can help to show visitors how to access and safely participate in those alternate activities. Communication with visitors will have to be accurate, nimble and frequent. Fortunately, skiers are very receptive to opting-in to receive text message updates from resorts. Email and resort or town apps are also good ways to communicate information to visitors. Towns and ski areas should be planning to use these methods to communicate with visitors this winter. “This continual use of technology to manage the visitor experience in an effort to provide a seamless experience will become a standard going forward for destinations,” said Carl Ribaudo, President of SMG Consulting and a member of the Insights Collective. The majority of second homeowners are not anticipating “Skiers and riders continue to changing the way they normally Other concerns among local res- show that they’ll do what it use their second homes this idents are whether guests follow takes to get out on the hill. I am winter. However, about one in encouraged by the willingness health and safety protocols, the five ski area second homeownof skiers/riders to wear masks ers said they would plan to use their home more for themselves or for friends/family, rather than “Resorts and resort towns will renting it out, which could have need to have plans in place to implications for the short-term accommodate this additional rental inventory in some resort demand for alternate activities towns. Indeed, skiers responded and to manage capacity approin the survey that they are more priately,” said Barb Carpenter, comfortable with rent-by-owner of the Insights Collective. lodging than with a traditional “Communication with visitors hotel, for a variety of reasons, about the availability and safety including safety, cleanliness of alternate activities will be key and the ability to make and eat to ensuring a good guest expemeals more easily. rience.” These national-level survey Since comfort with dispersed results might play out somewhat outdoor recreation like ice differently in specific resort skating and Nordic skiing is in- towns across the U.S.; however, credibly high, demand for these the results indicate that ski area A study showing the COVID-related sentiment of visitors to mountain resort destinaactivities – beyond that from the and town leaders should anticitions for the upcoming winter. pate a positive, though different, ABOUT INSIGHTS COLLECTIVE ski season than the past, and that safety, cleanliness, commuThe Insights Collective is a pandemic economy think tank, established to provide insights and actionable nication, and flexibility will be recommendations to public and private sector decision makers in leisure travel destinations. For more incritical to that success. formation, visit www.theinsightscollective.com. Support Local Journalism. Support your community. Subscribe or donate today! |