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When Conditions Just Don't Measure Up

By J.D. O'Connor
January 08, 2007

It has been a tough year so far for many ski areas in the U.S. and abroad. Weather patterns have been unforgiving and skiers, well, they want to ski. All that pent-up energy has to be directed somewhere, and lately a "shoot the messenger" mentality has developed.

Some areas hit hard by the lack of snow have been forthcoming about their condition status and are leveling with their customers. Some have not been so upfront, leaving up dated Web cams depicting the area in better days, reporting machine-made as natural snowfall and issuing glowing reports of conditions and on-mountain activities.

Rather than excoriate owners and operators trying to protect their businesses in trying times, why don't you tell us how you prefer to handle a dry start to the ski season. Level with customers and inquiring media? Play with the truth a little and hope that winter arrives soon? Or duck and cover, closing things down until the weather turns your way?

Let us know how you deal with an early season setback. Your insight would be helpful - and it will give us something to talk about until Winter arrives in earnest in a week or two. Trust us.

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Comments

It's amazing to me to see so many different approaches to this difficult situation. As far as reporting, I have made an effort to be as honest as possible, whether it's raining, drizzling, whether our trails are composed of wet granular and hard packed. What I'm seeing is 50-50 reactions: half of our skiers appreciate the honesty and forewarning (and our pic of the day, which is taken ON that day and shows real conditions), half are annoyed, upset, and make the job more challenging. There have been sensational stories all over the place about global warming, about the money lost with this weather and so forth, and regardless of what's happening, I really do believe that ultimately people appreciate the honesty and transparency and it will benefit us more as the season continues. Tonight it's finally going to get cold, and stay cold -- so we hear. It's been a long run for this warm weather, but it may just be ending.

Posted by: Jessica Pezak Hunter Mountain | January 8, 2007 08:00 AM

	Eloquently put, Jessica... thank you for writing in. Let's hope this week is the winter weather turning point. JD
	Posted by: J.D. O'Connor Mountain News | January 8, 2007 09:27 AM

Honesty is the best policy. It's a cliche for a reason...the statement works. Similar to Jessica, we have 5 webcams that update hourly until just before dark. We won't mislead people. As has been the case with Jessica, we have been involved in numerous weather stories on a daily basis. We have no problem here cooperating because when the tide changes in our favor, we want that same media returning to visit or call us for those nice snow stories. To take that one step further, I am taking inventory of media that have hopped on the rain story. Believe me, they will hear from ORDA when winter returns so they can complete their due diligence and report both sides of this weather story.

Posted by: sandy caligiore olympic regional development authority | January 8, 2007 10:47 AM

	Great to hear from you, Sandy! Thanks. You bring up a good point, how do you hold the media's feet to the fire and bring them back to the mountain when conditions change and times are good? Bad news may lede the nightly news broadcast or front page, can you make certain a "good news" story receives the same play?
	Posted by: JD OnTheSnow.com | January 8, 2007 11:06 AM

The best approach for managing through adverse conditions is to focus on setting appropriate expectations. Our guests are savvy and resilient. They see through the hype and know how to gather real-time weather for any area, even by base and summit elevations, without difficulty. They are also aware of what happens in a thaw/freeze cycle. Any approach other than 100% transparency will expose the hype and games, and result in alienated guests (photo of the day NOT from today and reporting trails open that do not have lift service are my two favorite ?games? for this particular day). Focus on what you control and set appropriate expectations for the things you don?t. It may be raining today, but as soon as temperatures permit snow making resumes. Our guests understand every day that we have cold temperatures and snow making the next day?s conditions will be that much better. Attract them to your area under false pretense at your own risk.

Posted by: Dave Rathbun | January 8, 2007 11:16 AM

Put on a happy face! Whether it's with the press or a guest, whining or complaining about the weather or conditions won't help and will get everyone down. We've received more press coverage this season than ever and have welcomed them with open arms. Standing in the mud, cameraman focusing on the blanket of fog, thinning cover and the reporter asking thos tough "how's business" questions is not easy. But after a day where the mercury hit 68, trail count was dwindling, southerly breezes evaporating the sweat from your brow, you know why you keep smiling when a guest writes, "Today was the weather day from who knows where and you guys came out with such positive attitudes. My 6 & 7 year olds were experiencing skiing for the first time and they are hooked. I believe it was all because of you all...you run a great show." The show must go on.

Posted by: Dotty Craig, Marketing Director Ski Sundown | January 8, 2007 11:27 AM

	Great insight from a couple of pros. Thanks to Dotty and Dave. Loved the "standing in the mud" description. Honesty, and good humor apparently CAN conquer adverse weather conditions. JD
	Posted by: J.D. OnTheSnow.com | January 8, 2007 12:08 PM

Why would a ski area manager possibly want a screaming, irate and unsatisfied customer in their office when conditions are miss-reported ? Granted, interpretation is one thing if conditions are overall acceptable, but when conditions are really poor, I would prefer not to have that customer come up and ski as they will: a) probably never come back again and b) they will tell all their friends about being misled and bad mouth the ski area to anyone who will listen. IF I was in charge, I would offer 1/2 price or 75% off lift tickets, rainy day specials etc (and try to turn a negative in to a positive) and say hey, conditions are not great, but come on up and have some fun anyhow. A day skiing is ALWAYS better than a day working. and The P.R value would be positive vs a HUGH negative. I skied the grass/rocks/etc but oh, what a deal. That being said, it is Always Sunny and Powder and only snows at night here in Jackson Hole.

Posted by: Lance Cygielman | January 8, 2007 01:25 PM

Our policy has always been underpromise and over-deliver. In a year like this one, Mother Nature has made that difficult. Not the underpromise part, but the over-delivering. We are honest to fault in everything we do, i.e. new snow reporting, current conditions, if/when certain parts of the mountain will open, etc. Over the long haul, people appreicate this approach. As long as you are consistent and people know what to expect, they will accept the truth. If you lose their confidence or trust however, you're pretty much toast. It takes forever to gain and seconds to lose.

Posted by: Gregg Greer Powder Mountain, Utah | January 9, 2007 09:06 AM

I was in Europe in December. Conditions were abysmal. World Cup race after World Cup race was being canceled. Granted, Alpine resorts do not have to market to people who think winter starts the fourth Thursday in November, but the standard reply when I asked what would happen if it didn't get cold and didn't snow was, "It is still early." No one was lying about conditions, as far as I could tell from websites, but there was some serious denial going on about the potential impact this season and in the future.

Posted by: Claire Walter | January 9, 2007 06:36 PM

I feel for the ski resorts, but as a ski family of 6, resorts have got to think longer term. I have scratched long-time favorite Sugarbush from my consideration after a bad experience over full-fare holiday MLK weekend in which 1/3 +/- of the mountain was open and icy. When the mountain is less than 1/2 open, resorts need to adjust their prices. They've lost an opportunity at good will and because of it I won't be going there again. We're heading west next weekend when we typically would have taken the drive north. We cut our last trip short but felt abused on the second day and chose not to ski a third day; we would have stayed but conditions, price and lack of compassion for the customer. The $500 +/- saved by leaving Vermont earlier is being spent on airfare.

Posted by: Kevin Maloney | January 21, 2007 12:23 PM

	Sorry to hear about this, Kevin. Thank you for a well-crafted post. Perhaps we'll hear from someone from the area. Best, J.D. O'Connor
	Posted by: J.D. O'Connor Industry Report | January 21, 2007 05:41 PM

	We tell it like it is and our customers appreciate it. When we opened on Dec 27 we were reporting conditions as "somewhere between fair and lousy" we forwarned customers that we had some bare areas etc. The response was "thank God your open we'll make do" and similar.
	Posted by: Gren Rudd Camp 10 Ski Area | February 21, 2007 07:09 AM