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UPCOMING EVENTS
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Jul 7 - Aug 31
Aug 21 - Aug 22
Sep 3 - Sep 5
Sep 21 - Sep 26
Sep 25 - Sep 26
Sep 26
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VIRTUAL TOURS
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Saturday, December 2nd, 2006 |
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You'd never guess that, watching the retired Calgary teacher, and banker, both in their early 70s, kibitzing with fellow skiers in the bustling lodge of Big White Resort. But they've been a key part of a quiet revolution in Canada's ski industry that has helped woo back older skiers and won over newcomers — many of them immigrants — to skiing and boarding.
As "snow hosts" at Big White, the Lysengs have introduced hundreds of skiers to their favourite mountain in the world, taking them up the lifts, guiding them down the runs and giving them a peek at hidden treasures. At the same time, they've created a comfort level that makes a return trip more appealing.
"One of my first questions to people is, `Where do you generally ski?' That is key," says Donna. "We know enough that our greens are probably blues at other mountains. Any snow host worth their salt will only take people to their own level. That's all part of making sure they have a good time."
Big White's snow-host program is much like those at almost every ski resort in Canada. And it's just one of the ways that the snow industry has worked hard to boost skiing and boarding in Canada to record levels.
About a decade ago, the ski industry took a hard look ahead and saw dark clouds. Statistics showed it was headed for a slow, downhill cruiser within 15 years, unless it came up with ways to counter the effects of an aging population, the growth in immigration from countries with no alpine or nordic traditions, and tackled one big problem: Just 16 per cent of those who were trying skiing or boarding for the first time liked the experience enough to try it again.
Out of those warning signals grew several things: The Grade 5 SnowPass, which now provides more than 30,000 kids with three free days of skiing or boarding at each of dozens of ski hills in Eastern and Western Canada. (Not only have those handy booklets helped hook lots of young kids on skiing, they've hooked some parents as well and helped boost the number of visible minorities on the hills from just 2 or 3 per cent a decade ago to almost 10 per cent. See http://www.snowpass.ca.)
Many resorts have moved to make skiing more family friendly by adding tubing and terrain parks and a host of other pursuits so even those who don't ski have something to do. "Discover Skiing/Boarding" packages have been introduced for first-timers, as well as deeply discounted season passes (at some Quebec hills, they are just $80 a season) for off-peak periods.
(In fairness, the "cool factor" of snowboarding, and the revolution in ski design over the last decade — to the shorter, wider, more user-friendly parabolic skis — also deserve credit for the turn around in the industry, not to mention the development in Canada of superb ski destinations in Whistler, Quebec and the interior of B.C.)
Instead of mocking newbies as they stumble onto the chairlift, many ski resorts now have "greeters" to help new skiers and boarders arrange equipment and even lessons. And staff are usually on the lookout for anyone who appears to need help — with their technique or equipment, says Colin Chedore, president of the Canadian Ski Council.
Other resorts have, or plan to, develop special sections on their websites just for beginners, and at some resorts, newbies' lift tickets are discreetly coded so ski staff know to give that person "the extra care they need," says Chedore.
That "personal touch" has helped more than triple retention rates at some resorts, says Chedore, and is part of a "cookbook" of initiatives the council is now working on implementing at hills right across Canada.
The Lysengs know firsthand how extending a warm welcome can pay off.
Donna likes to tell the story of a couple from Brisbane, Australia, part of a group of 11 skiers she and Wayne first introduced to Big White seven years ago. Two years later they came back with 16 skiers, and two years later with 52. They're coming again this winter, with a group of 50 skiers.
"They wrote a letter (to Big White executives) saying the reason they keep coming back is that we showed them around and made them feel so welcome. But it's not just us," says Donna. "It's the (snow-host) program that does that."
Susan Pigg
Associate Travel Editor |
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