In case you missed the recent SnowID webinar Market Segmentation of Canadian Skiers here’s a little teaser on the research shared. Members wanting access to the full webinar recording can reach out to programsupport@skicanada.org. The Canadian Ski Council offers one on one consultation with Ski Areas as an opportunity to absorb and understand how to overlay your customers into the research collection. This data is instrumental in knowing your customer and what areas of improvement or enhancement can take place. The post 2023 SnowId Webinar – January 2024 appeared first on SkiCanada.org ..read more

The factors that make the ski and snowboard industry super fun and desirable  also contribute to higher levels of mental health challenges for those who work within it. The significant changes and adaptations required throughout, and emerging from, the pandemic have also contributed to elevated stress and anxiety. In this session, Rebeckah shared some of the tools and tactics that have been implemented at Whitewater Ski Resort to create a supportive work environment where fostering good mental health is embedded as part of the corporate culture. Key Takeaways We are managers of people ..read more

By Marie-Piere Belisle-Kennedy, ski journalist Canadian ski areas can be outstanding ambassadors of sustainable development for international and local visitors. Every mountain offers a window into the beauty of our incredible country. Committing to an eco-responsible approach requires freeing up human and financial resources, but above all, it requires a long-term vision that includes the participation of each of its employees and local dedicated partners and experts. It’s a team project where everyone wins. For this month’s OnSnow winter win, we decided to feature a great example of gree ..read more

Written By: Charles Blier We’ve all heard it: Succession planning is important, but not urgent! If you’re familiar with the 4-quadrant grid, Important and Urgent are laid out for you to manage the issues you deal with every day. By this model, succession planning likely falls in the bottom left quadrant. You don’t have to plan for someone to be leaving soon for your day to unfold smoothly. But what if we changed the paradigm and moved succession planning to the top left quadrant – Important and Urgent – such that the issue becomes something you have on your mind all the time. Most profess ..read more

Meet the Rider is all about catching up with skiers and snowboarders who started with a Grade 4 & 5 SnowPass or a Never Ever Day and sharing where they are now (and where they want to go!). Introducing Capri: Name: Capri Ski, snowboard, or both? Skier & Snowboarder How old were you when you first experienced sliding on snow? 3 years old What CSC program/product did you use and when? Grade 4/5 SnowPass What did you like about your experience with the program? I was able to try several different hills Your home/local ski area: Mont-Sainte Anne, Quebec Your favourite ..read more

Elisa Li should be a go-to resource for ski areas trying to attract new Canadians to their slopes. She’s a new Canadian who runs Helloyoyo, an online club serving the Greater Toronto-area Chinese community. The nearly 12,000-member organization’s main purpose is to help as many newcomer families adapt to and enjoy the Canadian lifestyle – including snow sports. Many in her community are keen to visit ski areas but lack basic knowledge, such as the difference between skiing and snowboarding, the cost of lift tickets and equipment required to get involved.  These are among a handful of hur ..read more

By Marie-Piere Belisle-Kennedy, ski journalist When a typical influencer poses on Instagram, the marketing or PR department should look beyond the number of eyeballs (known as hits if you are old school) per post, and rather look at where their audience is from, and whether they are inspired by this type of experience, their consumer behaviours are, etc.  We all often see the young, attractive type that may or may not enjoy snowsports, but will happily share selfies from the hotel hot tub with some hashtags in exchange for a free trip. Will that lead to an increase in bookings? The discu ..read more

Last November, Living Wage for Families BC released a report and an accompanying blog post titled “Soaring living costs cause major increases in the living wage across B.C.” The blog points out the obvious — right now, everywhere is expensive. But what’s alarming is that communities surrounding ski areas are as expensive, if not more, than big cities. The cost of living is on the rise, as are living wage rates. So, what technically constitutes a “living wage”? The answer isn’t straightforward; it’s different than minimum wage and depends on the community. “The minimum wage is the legal minimu ..read more