These uncertain times are challenging for all ski resorts and areas
Extensive press regarding the procedures being put in place to manage the sales of tickets and access to the mountains has been widespread. A form of reservation requirement exists at some ski areas, or season pass holders do not need reservations, and most ski areas require the advance purchase of day tickets. The smaller ski areas seem to be more flexible in their protocols, with most finding ways to manage capacity.
Complements to NSAA for putting together two versions of Ski Well Be Well, one version for governmental agencies, and one for the public. Getting the ski areas to agree to a set of standards is incredible and somewhat unbelievable. The collaboration happened due to the broad range of stakeholders involved in creating these documents. Great to see everyone working together.
There are still enormous challenges ahead. We know from dealing with past crises that there is a common rallying cry that brings everyone together in such environments. With what faces ski areas this winter, I suggest that each ski area develops its own rallying cry.
A rally cry is…..
- Singular – the one thing that is most important even if there are other worthy goals under consideration
- Qualitative – do not assign numbers to it; numbers set limits
- Temporary – achieving the goal should be achievable in 3-6 months
- Shared – everyone in the ski area must be contributing to this goal
The best way to identify this rallying cry is to answer the question, If we accomplish only one thing during the next 3-6 months, what would it be? This answer becomes the collective responsibility of the leadership team. This is true even if the goal does not directly involve the departments that some of the leaders manage. Once your team has agreed on the rallying cry, the team needs to identify the critical objectives to achieve the goal successfully.
Leaders within the ski resort, mountain ops, finance, marketing, food & beverage, learn to ski, rental, and hospitality all need to do their day jobs and advance the rallying cry’s objectives. It would be presumptive of me to say what your rallying cry should be, but in this time of COVID, I would not be short of suggestions. Getting the right procedures in place and training, the crew would all fall under the umbrella of a potent rallying cry.
Good luck. As I said, there are challenges ahead.
