Some Good News In Snow Cal
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- January 06 2009
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Before recent storms blanketed California mountains, it seemed most of the news coming from the region’s snowboarding industry was doom and gloom. However, Mountain High has posted some stats that confirm the fact that snow can trump economic woes and get people out by posting an all time record of holiday riders and skiers.
According to a press release:
Mountain High Resort in Wrightwood reports a record breaking holiday season with skier visits up more than 40% over last year for the two-week Christmas period. This marks a 36% increase over the resort’s 12-year average and a welcome relief for weary resort managers. Significant factors leading to the increase include strong early-season advertising, trade-down vacation scenarios due to the weakened economy, and four and a half feet of natural snow the week prior to Christmas.
“Mountain High experienced the perfect storm,” said Karl Kapuscinski, President and CEO. “The four feet of snow prior to the holidays, in combination with pent-up demand due to a later than normal opening, and tendencies to ski closer to home all fell in line to deliver a record breaking holiday season.”
Mountain High’s record breaking holiday season supports the popular belief that snowfall is the leading factor in determining skier visits, even in the face of economic uncertainty. Mountain High has benefited from trade-down vacationers who are replacing week-long destination vacations with single day and weekend trips. Management remains optimistic that with the right conditions skier visits will remain strong throughout the season.
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