From Deseret News archives:
Utah resorts weathering economic storms
While most holiday ski vacations are booked months, perhaps even a year, in advance, many families waited until the last minute to decide if they could afford their traditional holiday ski trip. The recent series of storms has helped some resorts, while others have turned to reduced prices and special deals in hopes of convincing even the frugal that a ski vacation is within their budget.
A recent storm dropped "about 20 inches and the phone started ringing," said Deer Valley director of marketing Colleen Reardon. "We're not looking to break any records this year, but we are optimistic that things are going to pick up. I don't think we'll be able to exhale all winter."
Deer Valley, which was just named the No. 1 ski resort in North America by Ski magazine, was a little behind last year's numbers for holiday bookings until the snow started falling. Now they are about even with last year, and the ski school bookings have actually increased through the end of the year.
"We have a 20 percent drop in the January and February range," she said. "January is the biggest booking month."
Ski Utah officials don't have numbers on this year's holiday bookings, but the buzz is more positive than many expected.
"It's a little tough to be in a business that relies so heavily on weather," said Jessica Kunzer, communications director for Ski Utah. "The snow has helped. We don't have exact numbers, but what I've heard is positive. For many resorts, their holiday bookings are similar."
Alta officials find that the ski conditions usually trump any economic situation, but they admit, the current climate is uncharted territory.
"I have been told our Christmas bookings slowly filled in," said Connie Marshall, public relations director for Alta. "Things look a little bit soft after Christmas. ... We haven't really faced this kind of economic situation. We have dealt with different recessions ... but this is such a new thing for most of us."
Solitude's Jay Burke said the recent snowfall has not helped holiday bookings and sales at Solitude.
"Typically we book pre-Christmas trips early," he said. "So big snow and a normal economy would equate to a nice pre-Christmas, or early season as we call it. The snow was a little late and the economy is certainly not normal. I honestly feel people have just kind of pulled back."
Solitude opened on Nov. 14, one of the earlier openings, and Burke said it was all very normal — snow and sales.
