President's Message

First turns of the season at Sunshine Village and the opening of the Super Angel Luxury Chair.

The first snowfalls, the first days of the season, new team members, and the shared anticipation—this is my favorite time of year. It’s even better than Christmas morning. Along with this excitement, driven by our innate thrill of sliding on snow, come the forecasts for the season ahead that dominate the media. Veteran ski area operators know all too well how to put such prognostications into perspective. I recall the most accurate response to the question, “What will winter be like?” was delivered by Jamie Tattersfield, who quipped, “I’ll tell you in April.”

While fresh snow creates undeniable excitement, as evidenced by the many early starts at ski areas this month, ski areas craft experiences that go far beyond powder alerts. Whether it’s the grooming that attracts the majority of guests, snowmaking that ensures consistent conditions, or the variety of services that enhance every visit, these are critical elements of what we offer. Operators deliver remarkable experiences that consistently result in the shared joy of being outdoors and sliding with family and friends. The ski experience is multifaceted and not solely tied to deep powder. While we celebrate snowfalls, we must remind our stakeholders and media that the industry is not chained to storm cycles.

CWSAA recently sent ski area management a communications toolkit, prepared by the Canadian Ski Council and ski area colleagues, to help convey this diverse messaging in our communities. These resources are designed to support both immediate and long-term communication strategies.

I was fortunate last week to join Sunshine Village and the Scurfield family for the opening of Sunshine’s new Super Angel lift—a state-of-the-art six-person heated Leitner Poma chair with contoured seats and a bubble. Sunshine is joined by others, such as Lake Louise, Whistler Blackcomb, Sun Peaks, and Grouse, with major new lift infrastructure this winter, representing significant capital investment. This is a strong demonstration of long-term confidence in the industry. Congratulations to the teams working on the installations and our partners at Leitner Poma and Doppelmayr.

Since late September, the CWSAA team has connected with many of you during fall industry meetings. A special thank-you goes to the presenters who generously shared their expertise with peers. Following the events, our team reviewed attendee surveys and has already framed the 2025 calendar based on member feedback.

As ski areas continue their preparations and openings for the season, nine different industry groups are actively working on the April 2025 CWSAA Spring Conference in Penticton. Their commitment ensures valuable content and sessions tailored to the varied needs of CWSAA members. We are deeply grateful for their time and efforts.

As the energy builds and the season begins across our industry, we recognize and thank the collective efforts of all our industry members.

Cheers,
Christopher