The 1/6/21 COVID Zoom Round Table dealt with learnings from Holiday Week.  It was noted that the CCSAA consumer website traffic is up 199% for the month of December and up 189% since September 1.   Media interest it at its al time highest and retailers are experiencing bare shelves in the cross country departments.  What are the ski areas seeing?

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  • Christie Hicks – Executive Director, Crested Butte Nordic, CO
  • Richard Hodges – Nordic Director, White Pine Touring, UT
  • Dustin Hite – Owner, Osceola Ski & Sport Resort, NY
  • Nick Mahood – Nordic Center and Recreational Trails Director, Woodstock Nordic, VT
  • Sally Jones – Manager, Tahoe Donner Cross Country Ski Area, CA

 Audio

Discussion

Christie – Crested Butte Nordic

  • Have been slammed since Thanksgiving
  • New online systems for ticket sales, rentals and limited retail sales
  • Holiday week saw 5 of their biggest days ever
  • Rental revenue up over 100%, Seasons pass up 40%
  • Online rental platform is Gear-O
  • Seen tons of beginners, having a great time
  • Merchandise sales up 100%

 

Richard – White Pine Nordic

  • Very snow challenged, have barely been able to set track
  • Every day is like a busy Saturday
  • Have a large influx of Californians as they cannot move about in their state
  • Had to move some COVID signs as crowds increased
  • All lessons moved to private lessons, may never go back to group lessons
  • Operations have been running quite smoothly, lots of thought put into creating some good plans. Season pass sales up 500% despite tourism sales down
  • Retail sales up 300%, scrambling to find boots 39/40/41s.

 

Dustin – Osceola Ski & Sport

  • Limited early season snow, but currently has great skiing on 6in
  • Have limited rental stock, about 20 pair and they are rented all the time
  • Lodge is open to 50%
  • Began selling skis in August, crazy
  • Rental revenue drastically higher, season pass sales higher
  • Tons of beginners, many coming from alpine

 

Nick – Woodstock Nordic

  • Anticipated a very busy winter after a busy summer
  • Started selling season passes and equipment far earlier than ever
  • Lack of snow has not slowed pass and ski sales
  • Saturday Dec 19th busiest day ever
  • Many day passes and lessons tied to hotel occupancy that is way down due to state travel restrictions
  • Seeing lots of beginners and lapsed skiers
  • Ski shop busy repairing old equipment
  • Call for season leases which they normally do not do

 

Sally – Tahoe Donner Cross Country

  • Opened before Thanksgiving
  • Had early season tech issues with new reservation system
  • Biggest capacity issue is parking and is usually at capacity, mostly with season pass holders
  • Day ticket sales OK, season pass sales up
  • Allowed only on-line sales to start – lost some early business from walk-ups
  • Revenue number OK, retail matching last year, food sales way down as there is no indoor dinning and cannot eat on the deck
  • Most people very happy

 

Robert Lazzaroni – Salomon

  • Reorders have been crazy beginning in September
  • The fire at the Fischer plant will impact wholesale inventory
  • Demand for product next year will be high. Robert suggests you get your orders in early
  • He is planning on an aggressive forecast for next year

 

Chip – White Grass

  • Already has 42 days on snow
  • Lots of demand, lots of skiing
  • Lots of cross over from alpine and cycling
  • Selling a ton of gear, always sells entire rental fleet and replaces every year
  • Looking for certain boot sizes and will buy at retail prices
  • Mostly classic skiing
  • People want online sales and rentals, they don’t have that yet.

 

Categories: COVID