WESTERN CANADIAN RESORTS ON WAY TO BREAKING RECORDS
The snow has continued to fall in Western Canada, prompting many to cross their fingers in hopes of continued good news, including Tourism Sun Peaks’ president Christopher Nicolson. “There are a whole variety of factors that are helping us,” Nicolson said. “I would say the year, right now, has very good potential to be a record year.”
At publication time Sun Peaks had around a 20 per cent higher alpine base than this time last year. Combined with stellar weather conditions the resort is attracting increased visitors from almost every established market. Immediately following what many considered a poor 2014-15 winter season, the snow and resort visitation have been especially welcomed throughout the province.
“This year to date we’re at an all-time high of over 18,000 (room nights), which represents about an 11 per cent increase over last year,” Nicolson said, noting December 2015 numbers were up about six per cent from 2014. The highest year on record was 2007-08 at around 70,000 total room nights. Nicolson said if average snow conditions persist Sun Peaks could exceed those numbers.
Room nights are generally an indication of overall resort business and in this case, manager of Vertical Café, Meghan Kolodka, said they seem to be an accurate reflection.
“It’s noticeably much busier than last year,” she said. “It’s been steady through our doors since Dec. 22.”
According to Kolodka that sentiment is echoed from most local business owners she’s spoken with.
And Sun Peaks isn’t the only ski area enjoying the powder and resulting revenue.
“What all the snow has done is stimulate the marketplace. Most resorts within Western Canada have had a very good Christmas. It’s fantastic to see the North Shore mountains doing so well, as well as the Seattle mountains. It has a stimulating impact. It piques interest in going further away, perhaps for a week, at resorts such as Sun Peaks. There’s a direct correlation.”
According to an early January press release from the Canada West Ski Area Association (CWSAA), many ski areas are enjoying big business this year due to early openings and record snowfalls. Red Mountain Resort reported the best December for both revenue and skier visits in its entire 67 year history. Whistler Blackcomb said they enjoyed their highest year-to-date visitation in their history over the Christmas period.
”It has been a really great start to the year, both in terms of snowfall and skier numbers,” said Cynthia Thomas, marketing and communications manager for CWSAA, “We don’t get official skier numbers until the close of the season so we can’t report the exact numbers yet, but resort by resort, anecdotally, they are all reporting great increases.”
Thomas went on to say that while a great overall season was important for the industry, a strong start was especially critical.
“Many people were delaying their bookings because of fears from last season. However as soon as we started receiving really great snow, even back in early November and our ski areas started to open, some of them early, it really made people overcome those fears and get booking. Many ski areas are now reporting they are way ahead in their bookings.”
In addition to driving overnight stays, Thomas said the snow also affects season pass sale trends, which many of their smaller ski areas heavily rely on.
“We do find that after a good year, the early pass sales are good for the following year. And after a poor year, they are usually slow to start. So we did see a lot of mountains doing specials and season pass extensions to let people experience that snow was coming and get their confidence up that there would be a good snow year.”
The low Canadian dollar is also having a huge effect on the ski industry.
“The U.S. market has been rebuilding over the last two to three years and, not only does our low dollar attract U.S. skiers north, it keeps Canadians at home,” Nicolson said. “We saw record numbers of people from Ontario staying in Canada and coming to Sun Peaks for both ski team visits, as well as leisure. And, instead of going south for sun holidays, some decisions are made to stay in Canada.”
According to CWSAA, Resorts of the Canadian Rockies (which owns Fernie, Kicking Horse, and Kimberley ski resorts) reported U.S. business to their resorts was up 200 per cent over last year.
Racking up an additional 50,000 room nights before season’s end to break the record might seem like a tall task, but with three big months to go including several upcoming U.S. and regional holiday periods and large events, Nicolson said it could be possible.
Regardless of whether the official record is broken, the strong start to the season has had a motivating effect on ski tourism in general.
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