Despite another unseasonably mild winter in Flagstaff, Arizona Snowbowl experienced one of its finest seasons ever for both visitation and length of ski season. Officials cite the availability of manmade snow as the primary contributor. With further expansion of these snowmaking efforts, coupled with a strategic marketing plan, further growth is expected in upcoming years.
Snowbowl welcomed 160,000 skiers during a season that ran from Nov. 28, 2014, through April 12, 2015. Sales and Marketing Director Jason Stratton says the amount of actual snowfall totaled only 151 inches and had it not been for the supplemental manmade snow, the season would likely have been limited to 10-14 days rather than four months.
“Snowmaking not only allows for a longer season, but it gives our guests a predictable and quality product so they can plan their winter vacation with confidence,” said Snowbowl General Manager J.R. Murray. Stratton added, “Over the past 77 years that Arizona Snowbowl has been in operation, the correlation of visitation to snowfall has always been parallel. Beginning last year this cycle has been broken [thanks to snowmaking].”
While this year’s numbers were very positive, officials expect even further growth in the future as more areas will be targeted for snowmaking. This summer, Snowbowl will spend a considerable amount of capital to expand its snowmaking coverage. This will aid in early season opening of the following trails: Lower Ridge, Stump Patch, Meadows, Phoenix, Blackjack and Tiger.
While Snowbowl has experienced a certain level of pushback regarding the snowmaking, Stratton pointed out several benefits of the effort. “Snowmaking allows us to not only promote Snowbowl but Flagstaff as a winter destination. This combined marketing effort helps local retailers, hotels, restaurants and many other businesses in Flagstaff.”
Secondly, the winter season’s robust attendance means Snowbowl not only provided a significant number of jobs (500) but also helped fuel a 15 percent increase in the city’s BBB tax revenue – monies that were spread throughout the community.
Another benefit of snowmaking, says Stratton, is the storage of water that can be used for fire suppression. The water used for snowmaking is kept in a large retention pond at Snowbowl, and holds water year-round. “God forbid that we need it, but we could certainly use this water to fight forest fires around the Peaks,” said Stratton.
The positive year for Snowbowl comes while its sale to new ownership is still pending. Current owner Eric Borowsky announced in October that he was selling the resort to Durango-based businessman James Coleman, who also planned to purchase Purgatory at Durango Mountain Resort in Colorado. The Snowbowl transaction has been delayed, but, according to Stratton, officials expect it to still happen. “The assumption is that now that the Purgatory deal has been closed, all focus is on Snowbowl. It’s definitely happening, it’s just a matter of working through all the details.”
Regardless of when the sale closes, Snowbowl is already planning for next year with a variety of ski packages. “Preseason passes are on sale now through May 15. Something new that we introduced this spring is something we call price lock. This allows customers to lock in the preseason rate before May 15, with just $49 down, and they have until Sept. 30 to pay it off.”
The preseason rate stayed the same from last year, at $519. However the regular price jumped a little, going from $749 last year to $799 for 2015/2016.
Last year, the “Ski and Stay” package was successful. Snowbowl partnered with Flagstaff hotels resulting in the purchase of more than 1,200 room nights. This was up 360 percent over the previous winter. Officials plan to again offer this package next year while adding the new “power pass” that will allow unlimited skiing at Snowbowl, Purgatory and New Mexico resorts Sipapu and Pajarito. FBN
By Kevin Schindler
Flagstaff Business News
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