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« Previous Story | The Industry Report Home Page | Next Story » It's 'All In The Family' At California's Dodge Ridge: They Mean ItBy Craig Altschul 
"We didn't become a family resort, we've always been one," Sally Helm told The Industry Report. Sally is currently president and CEO. Frank is semi-retired, regularly interacting with guests while snowboarding. "Dodge was founded in 1950 by Earl Purdy and his family with the intention of serving families. The resort didn't have to be remade when Frank acquired it 32 years ago. It was authentic then and remains consistent to that vision," she says. "We feel it's very important to honor all the generations that have learned to love skiing or riding at our mountain and preserve that same atmosphere for their children and grandchildren." We asked Helm to explain the difference between this mid-size Sierra Nevada resort from other ski areas that bandy about the word "family." "Family' is neither a niche nor a brand stakeout. Family is what we're founded on and what we enjoy. Snowsports is an activity that can and does embrace a family and families. Our goal has been to direct our business and product offerings to that end. I don't see Dodge Ridge substantially moving from that track. It pleases me that family is being rediscovered. We expect to continue to offer the authentic experience for individuals and families. "We put family first, not just in our marketing, but in all of our planning. We intentionally focus our efforts on improving the experience for families." The Helms made that very clear with the recent dedication of the Dodge Ridge Family Lodge, a comfortable and inviting 16,000-square-foot centerpiece that they refer to as "the heart and soul of our core ideals." The lodge houses guest services, children's snow sportsschool, and a new snowplay program. The North Fork Bistro is upstairs. "The Family Lodge is everything we envisioned and more. We regularly ask our guests about their experiences and they are pretty much telling us in surveys and in the formal and informal conversations we have with them, that the Family Lodge is exactly what Dodge Ridge needed," she tells us. "Frank and I had a vision of a place where families could gather and enjoy all that we have to offer, and the Family Lodge is a result of that vision." Helm feels the Family Lodge has greatly improved the Snowsports School for children. It has an expanded locker room and children enjoy the kid-friendly atmosphere downstairs and the parents can watch their children learn to ski or ride while enjoying a latté on the slope-facing deck of the North Fork Bistro. Our number one Snowsports School guest is the four-to five-year-old beginner skier or rider and, with that in mind, the decision to build an expanded Children's Center was easy." Keeping an eye on the ball in terms of a family perspective has been paramount for the Helms. She notes it's made easier since so many of the resort's employee's kids have grown up skiing Dodge Ridge, or are just taking their first turns. But it doesn't come together by chance. "Frank and I enjoy getting to know all of our guests and employees and their families. Employees understand how much we care about the future of Dodge Ridge when they ride up the lift with me or share a cup of coffee with Frank. They can see this is not a large corporation without a face or heart." The reality of a down economy has not escaped any of us, but Helm believes the resort's family-friendly focus is a plus in times like these. "Families are looking for value. Our location – close - and our popular Save Mart discount lift ticket program will attract skiers/riders to Dodge Ridge who have been regular Lake Tahoe area visitors. In addition, we have expanded our discounted lift ticket sales to Lucky stores this season where the price for adults is only $46. " Lifts are nice. So are facilities. But, one key element sets resorts apart - the people who run them. "It's the employees that make Dodge Ridge the success that it has become. Our employees are recruited and trained with family-service in mind. A lot of them come from local families, so they have experienced the family attitude here first hand. We get frequent unsolicited comments from guests on the helpfulness and friendliness of our staff. I am very proud of them." Driving to the mountains with an SUV full of kids is seldom any parent's idea of "getting there is half the fun," even now that gas prices have fallen. That's why "short" is good. Helm says the location of Dodge Ridge always has been a big selling point to families. "We coined the term 'Closest Snow to Home.' Dodge Ridge has arguably remained the closest snow, even as population centers emerged in California's Greater Central Valley and have grown from San Francisco down to the Monterey Peninsula. "We've benefited from the improved roads between the coast and the Central Sierra. We certainly benefit from the natural beauty of the area and its year-round nature. Pinecrest Lake and the University of California's very popular camps keep Pinecrest 'on the map' for families," she says. Is it dangerous to put all the eggs into the family basket? Not with the Helms. "Snowsports have maintained a strong family appeal. Riding the lifts together as a family and sharing the successes and adventures of the day cannot be compared to sitting in the bleachers watching a kid playing soccer. Maintaining our family-friendly strategy has been the right course for us. It's who we are. "Family-friendly to us means good options for the whole family. We have learn-to parks for the first timer to advance parks for the expert rider. We will have a mom learning to slide her first rail with her son. Daughters riding the rope tow with their dads. Parents can drop their kids off for snowplay and then head out for runs on their own. "I truly believe that Boulder Creek Canyon is a hidden gem for the expert rider and skier, as it has amazing terrain and challenges. We see grandparents bringing their grandchildren up for the day. They like coming to our place because of the fun, 'cruisy' mountain and welcoming staff. The size is just right, not too big so families get lost, but big enough so everyone can find fun." Helm's point: There's something for everyone while the focus remains on the family. What does the future hold for the snowsports industry? "The introductions of new products have been key to the continued success. That kind of innovation in products and gear will have to continue to ensure viability of a business that has relatively high fixed and overhead costs and a short operating season. "Beyond the technology, I think that all the operators in the industry are going to have to continue to focus on anticipating what the guest wants. It's not enough to just react. We have to continue to probe into the guest's unarticulated needs and wants. It's not hard to do, but it takes commitment on our part," Helm says. What It Means: Maintaining a focus for so long isn't easy. Sally and Frank Helm have done just that. But, perhaps the reason behind it all comes from these words Sally left us with for this story: " I love our business and believe that it will continue to thrive. What's better than a winter's day on the mountain with your family or your family of friends?" We can't think of anything. « Previous Story | The Industry Report Home Page | Next Story » |
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