Pine trees, mild summers and a vibrant downtown are all reasons why tourists like Flagstaff. But winter activities, including skiing at the Arizona Snowbowl, are more than just icing on the economic impact cake.

Some published figures peg the impact of the Arizona Snowbowl on the Flagstaff economy at as much as $20 million in a good season.

Winter tourism improves with some predictability of the snow, but in years of drought, there are other solutions. One is to make artificial snow for an improved experience, one that would allow tourists to plan their trips in advance.

Due to a lawsuit that may reach the U.S. Supreme Court in November, the Snowbowl, located on 80 acres of U.S. Forest Service land on the San Francisco Peaks, is currently prohibited from making snow. This makes it difficult to compete against other resorts in the southwest.

According to an environmental impact study conducted by the U.S. Forest Service, 88 percent of ski resorts west of the Mississippi River do produce artificial snow.

Snowbowl General Manager J.R. Murray cannot comment on the economic impact of the ski resort due to the ongoing litigation.

“We have the facts. We have the economic breakdown,” Murray said. “It’s a very hot topic in town and there’s a lot of misinformation.”

Brought by environmental groups and the tribal community, the lawsuit argues that using reclaimed water to manufacture snow desecrates sacred land. The reclaimed water would contain .0001 percent human waste.

On the other hand is the case for the resort’s impact, both quantitative and qualitative. Qualitatively, there is cache in the public perception of being known as a “ski destination” that will attract a higher caliber of tourists with money to spend.

Love or hate tourists, they are one of the key drivers of Flagstaff’s economy. Businesses such as hotels, restaurants, bars, retail shops and car rental agencies all bank on visitors to increase revenue.

“Anything that’s going to bring more people to Flagstaff in the wintertime is going to help everybody,” said Paul Moir, owner of Brix Restaurant & Wine Bar.
Nonette Saville, owner of Brookside Chocolate Company agreed.

“We definitely feel it when the Snowbowl is open, said Saville, who added that tourists often come in with lift tickets hanging off their ski jackets. “The Snowbowl makes a positive impact on our business.”

Even atypical businesses are reliant on winter tourists, from mechanics that fix cars to hospitals that mend skiers’ broken bones. The City of Flagstaff, too, generates revenue from the bed, board and booze tax.

According to the Flagstaff Convention and Visitors Bureau, the City generated more than $5.8 million in bed, board and booze tax in the fiscal year 2008, ending June 30. That represents a 2.2 percent increase over fiscal 2007.

Flagstaff’s hotel rooms saw a nearly 4.3 percent increase in revenue generated per available room in fiscal year 2008 over 2007. The average revenue per available hotel room (currently Flagstaff has 4,750 rooms) was $47.12 in 2008.

“In general we’ve done pretty well this past year,” said Heather Ainardi, acting director of the Flagstaff CVB. “This was a winter that the Snowbowl had a longer season.”