March 3, 2005

Growing the business: Whistler Blackcomb's First Annual "Learn to Ski and Ride Week" saw over 3,000 Beginners Hit the Slopes

Finding innovative ways to attract new skiers and riders makes good business sense for the entire snowsport industry

Whistler Blackcomb's first annual adult "Learn To Ski or Ride Week" successfully wooed more than 3,000 beginners over nine days of beginner-focused programming from February 12 to 20, 2005. That's more than triple the number of beginners that would normally have been in Whistler at that time of year.

The resort's Adult Ski School General Manager Otto Kamstra said the response was "phenomenal".  He attributes the success in part to deals offered during the week that tackled the most timid beginner's fear of falling on the slopes -- and into debt.

"We advertised extensively in eastern Canada offering packages that allowed people to build their winter holiday into a ski holiday," Kamstra said.  Beginner packages – lift, lesson, and rental – went for $69 for one day and $159 for three days. For two nights of accommodation and a two-day lesson package, the price went to only $248.

Kamstra says the success of the week proves that setting the price point of the beginner lesson package at the same rate as a lift ticket is a smart resort business strategy. "Over the last few years, we've seen more or less flat skier visits and lesson participant numbers. With new resorts opening each season, it's critical that we develop new products and partnerships to entice people to our sports."

This past January, Whistler Blackcomb and Grouse Mountain in Vancouver teamed up to offer a 'Learn To 4-Pack', a rental/lesson/lift bundle that offers two lesson packages throughout the season at each resort at a savings of up to 30 per cent. "The business thinking that led to this partnership among two unaffiliated resorts recognized that exposing the magic of skiing and riding to new practitioners is good business for all involved," said Ian Jenkins, Revenue and Business Development Manager for Whistler Blackcomb.

It takes more than a good deal, though, to hook new skiers and riders, Kamstra adds. It takes flexibility in product creation and pro scheduling. "Most beginners want to book only one day to see if they like it, so you have to assure them that they can get the same great deal the next day if they decide to head up again. That means, of course, that your instructors better nail it on the first day, so hiring the right people in the first place is key. Our instructors are the best in the business – they love their sports, and they communicate this passion through non-intimidating learning experiences for our guests. Guests are much more likely to stick with the sport, if they've been coached effectively through the first few lessons." 

And it takes commitment on the part of the resort to put capital investment into developing the right terrain and building the right lifts for beginners. "Whistler Blackcomb has varied and extensive terrain to create the best beginner experience possible," Kamstra said. On Whistler, The Olympic Learning Centre is set aside entirely as a "no pressure" slow zone for beginners. The gentle slopes allow for natural progression, and the elevation above the valley means beginners can take advantage of the best snow conditions.

This year, Whistler Blackcomb invested in an additional 600 feet of "Magic Carpet" to ensure a gentle lift on the moving belt to the top of the learning hill -- perfect for the beginner to practice on until ready to graduate to a chair lift. On Blackcomb, The Magic Chair Zone is designed for beginners.

Whistler Blackcomb is an Intrawest resort. Intrawest Corporation (IDR:NYSE; ITW:TSX) is one of the world's leading destination resort and adventure travel companies. Intrawest has interests in 10 mountain resorts in North America's most popular mountain destinations, including Whistler Blackcomb, a host venue for the 2010 Winter Olympic and Paralympic Games. The company owns Canadian Mountain Holidays, the largest heli-skiing operation in the world, and a 67 percent interest in Abercrombie & Kent, the world leader in luxury adventure travel. The Intrawest network also includes Sandestin Golf and Beach Resort in Florida and Club Intrawest – a private resort club with nine locations throughout North America. Intrawest is developing five additional resort village developments at locations in North America and Europe. Intrawest is headquartered in Vancouver, British Columbia. For more information, visit www.intrawest.com.

 

Proud to be a venue for the 2010 Olympic and Paralympic Winter Games.