Skier visit totals for the 2022/23 ski season have been collected and Western Canada ski areas reported 10.3 million skier visits for its first time. This not only reclaims, but surpasses pre-pandemic skier visit markers. Strong visitation was recorded from local, regional and North American markets. Overseas travel is rebounding, but still lags behind 2018/19 levels. A provincial breakdown as well as economic impact data collected from 2021/22 will be shared with members over the coming week in The Canada West Way section of cwsaa.org.
CWSAA thanks its membership for the robust response to its annual Member Services Survey. The results reinforced the core focuses of the Association notably Safety & Risk Management, Industry best practices, Advocacy, Professional Development and Communications & Events. The data was used immediately by the CWSAA Board of Directors in its annual review of the Association's strategic directives to ensure alignment between member priorities and CWSAA activity. Board discussions included an overview of the many CWSAA standing committees and working groups within membership. These volunteers are dedicated to industry advancement, and commit significant time to industry initiatives including content development for the industry Spring Conference and Fall meetings. A big thank you to all the members involved.
The Board also reviewed delegate response to the 2023 Spring Conference. Accolades are to be shared with the team at Whistler Blackcomb for their generous support and sharing of expertise with delegates, the presenters and developers of the wide array of sessions, and the many sponsors that contributed to make the event successful. Building upon delegate survey suggestions and internal debriefings, CWSAA is already in the midst of Fall Division Meeting planning and the next Spring Conference.
CWSAA is pleased to inform members that the 2024 CWSAA Spring Conference will be hosted at Fairmont Jasper Park Lodge and Marmot Basin in Jasper Alberta. The property offers exceptional venues for networking and professional development. It is also a great opportunity to welcome many of our northern ski areas to conference. CWSAA attempts to alternate its conference location annually between the ASM and BCY division regions. Past conferences demonstrates there are more attendees from the region that it is hosted, and the rotation helps distribute the ask of nearby ski areas to host operational content. The timing of the conference balances ski industry event dates in multiple jurisdictions across North America and Europe, and the responsibilities of ski area personnel between winter and summer operations. See more information on Fall Meetings and the Spring Conference in this newsletter.
Cheers
– Christopher Nicolson
CWSAA 2023 Fall Meetings & 2024 Spring Conference
Fall Meetings
Preparations for the CWSAA 2023 Fall Meetings are underway. Dates and locations have now been confirmed.
- September 26/27, 2023: ASM Division (Alberta/ Saskatchewan/ Manitoba) at Canyon Ski Resort (AB)
- October 3, 2023: Bike Park Forum at SilverStar Mountain Resort (BC)
- October 4/5, 2023: BC-Yukon Division at SilverStar Mountain Resort (BC)
- October 29/30, 2023: SSAOA (Saskatchewan Ski Area Operators & Manitoba) at Wapiti Ski Area (SK)
Fall Meetings are primarily focused on Risk & Safety as well as important updates that relate to preparing for the season ahead. Feedback from the 2022 Fall Meetings and 2023 Spring Conference will be reviewed to help inform the agenda. The CWSAA Risk & Safety Committee will meet later this month to begin discussing key topics.
Links and more information on accommodation bookings and meeting timelines will be added to our events calendar over the next month.
2024 CWSAA Spring Conference & Trade Show
We are excited to be holding the 2024 conference at the Fairmont Jasper Park Lodge (in Jasper, Alberta) April 22-24, 2024!
Prior to the pandemic, based on member feedback, it was determined that the conference would alternate annually between ASM and BC-Y regions. For 2024, CWSAA took the opportunity provided by scheduled renovation work at the Chateau Lake Louise to investigate new venues that meet logistical requirements in an effort to visit different regions and offer varied on-mountain training opportunities.
The Fairmont Jasper Park Lodge is a beautiful venue on the shores of Lac Beauvert, approximately 30 mins from Marmot Basin. Accommodations at the Lodge begin at $199 (per night, plus the $16 resort fee and taxes), plus deluxe rooms and cabins are also available providing a great venue for members to host hospitality suites. Self-parking is complimentary! The group booking info will be available in late Fall, once more conference info is ready to be shared. Marmot Basin is expected to still be open for winter operations during the conference week and will provide a great venue for hand-on training and programming.
The conference is being held April 22-24, 2024 which is a Monday - Wednesday. There will be a welcome event on the Sunday evening (April 21) and the program will wrap up on Wednesday afternoon (April 24). The Trade Show will be held in its traditional format, with a slight adjustment to timing - the first Trade Show event will be lunch on the Monday, followed by the evening reception and concluding with Tuesday breakfast in the Trade Show.
Critical Incident Stress Management Training
CISM (critical incident stress management) is a peer based CISM responder network with trained volunteer peer-based responders from within the mountain community, which includes members from CWSAA, HeliCat Canada, Association of Canadian Mountain Guides, Canadian Ski Guide Association, Avalanche Canada, Canadian Avalanche Association and Backcountry Lodges of BC Association.
In 2022, 22 individuals were trained as part of the initial team, which included four candidates from CWSAA alpine ski resorts. The team responded to 11 calls for intervention in the 2022/23 season, providing support to 40 people who had experienced critical incidents.
The 2023 CISM peer-support training program will run September 27 - October 1, 2023, at Eagle Pass Lodge, Revelstoke, BC. The training will include Assisting Individuals in Crisis and Group Crisis Intervention. Participants in the training program will receive International Critical Incident Stress Foundation (ICISF) certification.
CWSAA currently has funding to support the training of two individuals from CWSAA alpine ski areas. This funding will cover the cost of the training, accommodations and meals during the training. Travel and time away from the workplace is not covered by CWSAA.
Applications for the 2023 training are now open and must be received no later than July 23, 2023
Clinical Director
A wonderful volunteer counsellor has joined the CISM Team as Clinical Director. Lindsey Harris (they/she) is a registered clinical counsellor based in Revelstoke, BC, who has extensive experience with trauma and the mountain community. Lindsey is excited to become a vital part of the team. This really is the piece we have been missing for guidance and direct referrals to mental health professional support for our volunteer peers and victims reaching out for CISM services. You can learn more about Lindsey here on their website: https://compassionatecounsellor.com/
For more information on the Mountain Community CISM Team, please visit https://www.helicat.org/cism-team
More information regarding the 2023 training will be sent to ski area General Managers. Anyone from a ski area interested in participating in this training can ask their GM for that information, or may contact Cynthia Thomas at CWSAA - marketing@cwsaa.org.
Canadian Lift Pass Participants receive access to CSC's Research
The Canadian Ski Council (CSC) would like to ensure all ski areas have been informed on the new direction for the upcoming season and the options available for the Canadian Lift Pass (CLP) program.
Recent email correspondence from the CSC has outlined the new mandate, funding model, and the benefits a ski area receives for participation. It's not too late for ski areas to sign up for the CLP. The CSC team is available to answer any questions that you may still have and will continue to help provide the necessary information to ski areas at programsupport@skicanada.org.
A ski areas participation in the Canadian Lift Pass program will grant them access to the following benefits. These benefits will only be available to participants of the CLP program.
First Quarter (May – July)
- Consumer Satisfaction Report – key insights on what drives consumer satisfaction.
- Consumer Profile from a national perspective down to a regional perspective.
Second Quarter (Aug – Oct)
- Results of Canadian Model for growth.
- Global Research
Third Quarter (Nov – Jan)
- Foundational Research
- New Research Investments
- Snow ID market segmentation study
- The Beginner study
- The Economic study
- Advocacy on an issue-by-issue basis.
The CSC will also be hosting quarterly workshops on specific research topics. For example, “Now what do we do with the research?”
Toronto Ski & Snowboard Show
The CSC is excited to announce that the Toronto Ski & Snowboard Show is back October 27-29, 2023 at the International Trade Centre. Destination resorts and consumer-based products may consider exhibiting at the largest ski and snowboard Show of its kind in Canada - visit torontoskishow.ca to view exhibitor information and learn more.
Alberta's new Minister of Tourism & Sport and Deputy Minister
CWSAA wishes to welcome the new Alberta Minister of Tourism and Sport, Joseph Schow, representing Cardston-Siksika.
Travel Alberta CEO David Goldstein was recently appointed as the new Deputy Minister of Tourism and Sport. He will also retain his role as CEO of Travel Alberta. This dual appointment, and the establishment of a ministry dedicated to tourism and sport, show the government’s commitment to developing Alberta’s rapidly growing tourism sector. David was selected to lead Travel Alberta in 2021. Learn More.
Destination BC Ski Marketing in Australia
DBC has launched a marketing campaign in Australia that will run through July. You, Elevated, taps into the raw emotion and powerful moments that skiing delivers, enticing Australian skiers to elevate their sense of self in BC’s mountains during the 2023-24 season. The campaign will include paid and owned tactics running in Sydney, Melbourne, Brisbane, and surrounding areas. Learn More.
2023 CWSAA AGM
Please be advised that the CWSAA AGM will take place virtually (via Zoom) on Thursday July 27 at 10am Pacific / 11am Mountain time.
Please find the official AGM notice HERE.
CWSAA's Current Board of Director's pictured:
Back Row: Stewart Laver, Dave Morrison, Katherine Seleski, Penny Lindballe, Kim Jones, Andy Cohen, Kim Locke, Hildur Sinclair, Darcy Arnold
Seated (left to right): Dorothy Gould, Johnathan Clarkson, Jason Paterson, Kate Roddick, Eddie Wood.
Absent: Robert Kennedy (CWSAA Ex-officio).
Learn More about the CWSAA Board of Directors HERE.
CWSAA Members are invited to post their jobs on the CWSAA Job Board.
CWSAA Partners
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Learn More about Kal Tire's current promotions HERE.
Places & Faces
The weather systems this past week, provided cooler temperatures and precipitation for wildfires in the west. Ski areas in the Rockies like Sunshine Village and Lake Louise received snow and Marmot Basin made media headlines across the country, after Brian Rode forwarded this picture to many partners, media and influencers.
Go Ski Alberta's (an industry program for all ski areas in Alberta) post of this photo went viral with over 4 million views, 10,000 shares and 6600 comments (and still growing).
New this summer, Canyon Ski Resort (Red Deer) and Rabbit Hill (Edmonton) have installed summer tubing.
Canyon opened their new tube slide this weekend, which compliments their popular alpine coaster.
Rabbit Hill's tube slide opened on June 10 and to compliment the new summer operation a great patio was added this spring.
The Chalet at Optimist Hill in Diefenbaker Park in Saskatoon along the South Saskatchewan River is now open during the summer. Walkers, runners, and bikers can stop in for a snack or a drink. Open Wednesdays to Sunday 12 noon to 8pm.
CWSAA wishes to congratulate the new General Manager of Cypress Mountain, Matt Davies. Matt is no stranger to the industry, who brings 23 years of experience most recently serving as Senior Director of Base Area Operations and Business Development at Whistler Blackcomb.
CWSAA met with BC Tourism Minister Popham (centre), along with other officials, in Victoria to share the social and economic opportunities generated from the ski sector throughout the province. The delegation included Eddie Wood (Mt Seymour & CWSAA BCY Division Chair), Darcy Alexander (Sun Peaks), Kate Roddick (Whistler Blackcomb & CWSAA Director), Jennifer Goad (BC Mountain Resort Branch) and Christopher Nicolson. CWSAA was honoured to have Kimberley Mayor, Don McCormick (second from left), join our delegation to Victoria to highlight the close relationship between ski areas and communities.
Wolf Clar and Peter Gibson have had a huge impact on snow sports on Vancouver Island. Wolf Clar (middle) was the manager at Forbidden Plateau for 25 years, and Anne Clar (left) was a career educator in the Comox Valley. Wolf was hired by Herb Bradley in the early 1970's and was part of Forbidden's chair installation in 1972 and many of the early CWSAA 'summer schools' at Selkirk College. Peter Gibson (right), happily retired, spent time at Whistler, Forbidden, and much of his career at Mt. Washington which opened in 1979. Peter also served on the CWSAA Board.