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5 Ski Boomtowns Get Million Dollar Makeovers
by Rebecca Peck Today skiers and riders seem to want it all: An enchanting day of skiing, a tempting apres-ski menu- all
capped off with an overnight stay at a cushy condo. And with all the cash flowing into ski resorts this year,
visitors will get their wish.
It's all in an attempt to create what marketers call the ultimate guest experience. Darcy Morse, communications
manager for Winter Park Resort in Colorado, has seen this scenario play out first hand.
"Guests are looking for places to go, stay and relax," Morse said. "They want to revel in a great day of skiing
with a cold drink in hand."
Popular on-mountain upgrades this season include new high-speed lifts, new terrain, more fine-dining and bar
options, new premier on-mountain properties, and green initiatives.
The thinking is these enhancements will help maintain the surge in guests visits seen last year. Even with
sporadic winter weather, the U.S. ski industry recorded 55.1 million visits for the 2006/2007 season, the
sixth best on record (according to NSAA, National Ski Areas Association). And with more people heading to the
mountains and more resort face-lifts planned, there's no doubt on-mountain vacation homes will be the hot ticket.
Here's the update on improvements at five mountain retreats where the ski business is booming.
- Sugarloaf Resort, Maine- snowmaking, Olympic-size skating rink
With $4 million in improvements this is the largest single-season capital expansion in more than 10 years
for Sugarloaf. The resort is now offering greater snowmaking capacity, enhanced grooming, facility upgrades,
and a new magic carpet surface lift for beginners. Bullwinkles, Sugarloaf's mid-mountain lodge, is also being
expanded.
The Sugarloaf Outdoor Center is undergoing extensive renovations and expansion that will double the square
footage and include an Olympic-size skating rink. Getting skiers and riders to and from the mountain is also
a top priority. Sugarloaf is pouring money into its public transit system. www.sugarloaf.com
- Park City Mountain Resort, Utah- new terrain, heated resort plaza
Park City Mountain Resort has invested nearly $5 million in improvements for the 2007/2008 season. The Resort
has dramatically changed the landscape between two of its runs, Single Jack and Sunnyside. The new area
Motherlode Meadows includes challenging terrain for intermediate or advanced skiers and riders. Park City
Resort has also added a new run off of McConkey's lift, bringing its total run count to 106.
A renovated plaza and new snow-melt system will also make their debut this season. Keeping with the green
theme, the resort is using a boiler that is 98 percent more efficient to heat the plaza floor and it is
working on utilizing energy-efficient compact fluorescent lights (CFLs) to reduce energy use by around 50
percent. The resort has also pumped up its snowmaking capacity with 20 new low-energy tower guns and six new
low-energy fan guns. The bottom line? More snow making, less energy to make it. www.parkcitymountain.com
- Jackson Hole Mountain Resort, Wyoming- fine-dining at 9,000-plus ft.
Not to be outdone, Jackson Hole is opening three new $10 million restaurants at the Bridger Gondola summit;
elevation 9,095 ft., 2800 ft. above the valley floor. The new Couloir Restaurant and Bar is only accessible
by gondola and features contemporary western cuisine from Executive Chef, Wes Hamilton. Two other new dining
options include the Bridger Restaurant and the Headwall Deli.
The eco-boutique hotel, Hotel Terra is set to open December 2007 at the base of the mountain. And this year Jackson Hole
will offset 100 percent of its electricity usage with energy from a renewable source mix that includes wind,
biomass, small hydro and geothermal. As part of a three-year plan the resort will plant 5292 acres of trees
and create an efficient mass-transit system for employees and season pass holders. www.jacksonhole.com
- Winter Park Resort, Colorado- North America's highest high-speed, six-person chair lift
Building on a village expansion that includes two major real estate developments at the base of the resort,
Winter Park Resort is also announcing other mountain enhancements valued at over $8 million. Improvements
include a high-speed six-person chairlift, the Panoramic Express powered by renewable energy. This chair will
shorten guests' ride to the top, from 11 minutes to seven. Winter Park is also opening up 100 acres of gladed
intermediate terrain, including Parry's Peek and Forever Eva trails.
The Rocky Mountain Super Pass Plus is another new offering people are getting excited about. The pass provides
unlimited access to Copper and Winter Park, and an additional six full days at Steamboat, as well as free skiing
or riding at Steamboat every Friday afternoon. www.skiwinterpark.com
- Stowe Mountain Resort, Vermont- new lifts, trails, beginner area
Stowe Mountain is in the midst of an extensive revitalization phase, which when complete will tally to more
than a $100 million. Tens of millions in on-mountain improvements have already been completed, with the
addition of a new inter-mountain transfer lift, new trails, a new beginner area, new high-speed detachable
quads, new fully-automated snowmaking, new mountainside residences, and a new luxury hotel. And, not to
mention the new Audubon Signature Sanctuary mountain golf course.
When it opens in the 2008/2009 season, Base Camp at Spruce Peak will be the hub of Stowe Mountain. The
facility will include restaurants, a bar and lounge, indoor and outdoor fireplaces, rental and repair shops,
retail, tickets, and a year-round conference and event space. www.stowe.com
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