US Ski Resorts Prepare for Potential Record Season

Photo credits: Sundance Mountain Resort

Winter sports are hot and ski resorts in the U.S. are working to take advantage of the boom as the season approaches.

According to the National Ski Areas Association (NSAA), 60.4 million skiers visited resorts this past season, the fifth best since 1978, and that follows two consecutive seasons of record visitation despite unseasonably warm temperatures across the US. Pre-covid, the last time skier visit numbers hit 60 million was in 2010.

An absolute volume of U.S. residents downhill skiing and snowboarding at U.S. ski areas has trended up over the past three decades, according to NSAA. An estimated 10.6 million U.S. residents skied or snowboarded in the U.S. during the 2023/2024 ski season, which is the third-highest number of unique participants on record.

All of this creates opportunities for travel advisors. According to NSAA, 55 percent of skiers and snowboarders take an overnight trip and 41 percent take a flight to reach their destination. Those staying overnight stay an average of 4.6 nights. The national trend is an increased share of visits made using pre-purchased products, many of which go on sale well before the winter season begins and a decline in visits made on traditional tickets, which are often purchased much closer to the time of visit. 

The best value on lift tickets, much like airfare, can be found by booking in advance, when possible.

Commenting on the importance of travel sellers, Kelly Pawlak, NSAA president and CEO, told TravelPulse, “Especially for those who are new to snow sports, I think it is a fantastic idea to work with someone who has the expertise to plan a ski trip. There are many components to consider like gear rentals, lift tickets or passes, lodging and lessons (not to mention where to go and how to get there). Having someone with the knowledge to help streamline the planning process will provide peace of mind so you can focus on your vacation.”

To meet the strong demand, according to NSAA, ski resorts across the U.S. are investing in everything from upgraded lifts to new technology to new experiences. The 2023/2024 fiscal year brought a second consecutive season of significantly elevated capital expenditures, totaling $757.4 million total for U.S. ski areas that report to NSAA. The industry invested an average of $28.58 in capital expenditure per skier visit nationally. This represents a second consecutive record-breaking year of capital investment per skier visit, up $3.44 from 2022/2023.

Many resorts have extensive capital plans for the future with much of the focus on lifts, including incorporating expanded lifts and adding new lift technology.  

With warming having an impact on snow, U.S. ski areas last year reported capital expenditures on snowmaking totaling $95.5 million and that trend is expected to continue. Other areas of capital investment include workforce housing (ski areas invested over $113 million last year), technology, summer/fall specific facilities and support, and other on-mountain facilities and support.

Despite climate issues, which may have caused a delay in the last season’s opening, approximately 87.5 percent of NSAA member ski areas have snowmaking capabilities. Snowmaking has allowed ski areas nationwide to open on time and remain open and allowed ski seasons to remain relatively consistent in terms of number of days over the past 10 seasons.

And there are always new flights to resorts. For example, new routes to Vail-Eagle Airport in Colorado have made the journey even more convenient, with the ski resort just a brief 30-minute drive away. New seasonal direct flights include San Diego and Seattle via Alaska Airlines. 

One destination that has been even particularly successful is Utah. According to Ski Utah, Utah ski resorts accounted for 6.75 million skier visits for the season, which secures 2023-24 as the second-best in the state’s history.  

A good example of the investments being made in ski resorts is Sundance Mountain Resort, founded by Robert Redford in 1969, and which has broken its own records for the last three years. (Redford also founded the Sundance Film Festival; that event is held in Park City, an hour away.)  

Nick Como, vice president of marketing for Sundance Mountain Resort, which is at the base of Mount Timpanogos in Utah, said a big step is about to be taken with the opening for the 2025/26 season of the Inn at Sundance, a 63-room luxury hotel that, he said, will make the resort a destination. The inn will span two buildings to ensure it doesn’t stand higher than the tallest surrounding tree.  

Also opening for the 2025-2026 ski season are Village Homes, which will add six slopeside residences. Currently, there are about 90 units in “cottages,” each with two to four units.  

With the additional accommodations, said Como, his team is already reaching out to the travel trade and that effort will be stepped up as the openings approach.  

Redford had a vision of preserving the property when he founded it, said Como and wanted to maintain that vision when he sold it four years ago. Seventy percent of the property’s 5,000 acres is preserved. “It’s like skiing in a national park,” said Como. In fact, he said, the mountain’s number one appeal to skiers is its beauty.  

With such strong recent seasons, said Como, Sundance is busy getting ready for this one with a significant investment in snowmaking and 100 new parking spots. A chairlift was opened a couple of years ago that cut the time to reach the top of the mountain from more than 20 to seven.

Also coming this year is the Mountain Camp Day Lodge, a home base for day skiers with lockers, a ticket office, ski school, gear rentals and more. It’s all in one hub right next to the recently expanded resort’s parking area. Lastly, guest cottages are seeing upgrades to their design including new appliances, countertops, window dressings and furnishings, all while upholding the original rustic feels that lends so much charm to visiting guests’ experiences. 

Plus, a water feature known as The Springs recently made its debut amid a tucked-away trio of relaxation pools and an outdoor sauna.

While Redford is no longer involved in the inn, said Como, the new owners left the senior management team in place, including Chad Linebaugh, who has headed up the property for almost 20 years.  

Redford always had an “amazing eye” for design,” said Como. For example, he said, one of Sundance’s top attractions is the Old West-style Owl Bar. It was originally the Rosewood Bar in Thermopolis, Wyoming and served as a watering hole for cowboys and other travelers, including Butch Cassidy’s Hole in the Wall Gang. Of course, Redford starred in the film, Butch Cassidy and the Sundance Kid. Redford had the bar brought to Sundance, restored it and turned it into the Owl Bar, where the bar and bar back are still originals from the 1890s.

Evidence that ski resorts continue to upgrade and become much more than mountains, Sundance was recently honored with One Michelin Key in the 2024 Michelin Guide. The One Michelin Key distinction said Linebaugh, “is an honor and tribute to Robert Redford’s forward-thinking vision of prioritizing the guest experience.”

This article originally appeared in TravelPulse.