Ski areas ready for big year

As the biggest winter storm of the season

hits the Sierra, thousands of skiers are

preparing to flock to the slopes of the

Lake Tahoe region from December to

April.

While the tourism economy is not solely

dependent on the ski season this time of

year, Kristi Prentice, communication coordinator

for the Reno-Sparks Visitors and

Convention Authority, noted that it helps.

"We definitely love to see the skiers

come," Prentice said. "It's a great boost

for the economy."

To give an idea what the ski season

means to Reno, 350,000 visitors came to

the Reno/Lake Tahoe region in December

2001 while in January 2002 there were

340,000 visitors.

That about three quarters of the visitor

volume during peak summer months.

Carl Ribauldo of the Sierra Ski

Marketing Council said that approximately

3 million skiers visit the Lake Tahoe

region on an annual basis, with the majority

of visitors coming in from Washington,

Oregon and California.

Although visitors from the West Coast

are the region's primary customers,

Ribualdo said the council makes a concerted

effort to entice visitors from other

regions of the United States and the

world.

Big markets are Texas and Florida and

European countries, particularly Great

Britain. The area used to draw skiers from

Japan and other Asian nations, although

that market has slowed in recent years.

Some resorts also may target Mexico, a

potential source of a large number of

skiers

To attract visitors, the council uses a

number of media outlets. Among them is

the website skitahoe.com, which gives a listing

of Lake Tahoe's 19 resorts. The site

provides web pages for each resort, and outlines

the amenities and prices at each resort.

The council also advertises in publications

such as Ski Magazine.

Ribauldo said the Tahoe region welcomes

magazine and newspaper writers

from around the world to do stories on the

region's offerings to potential skiers.

"We do have a unified, regional

approach to attract skiers," Ribauldo said.

"We have a very comprehensive marketing

package throughout the country and

world."

The area continues to improve its product.

Ribualdo noted that new villages have

been built at Kirkwood and Squaw Valley,

while other resorts have made improvements

in their slopes.

Diamond Peak Ski Resort, for instance,

built a "Super-Pipe," a wall 18 feet wide and

150 feet long conducive for skiing and

snowboarding.

Lake Tahoe's resorts push their competition

advantage over other resorts around

country, even the popular destinations like

Colorado and Utah which are Lake Tahoe's

primary competitors.

Ribauldo and

Prentice both said that

northern Nevada offers

a lot more for potential

skiers than resorts such

as Park City, Utah, and

Telluride, Colo.

Prentice said the

region gives visiting

skiers a variety of activities

from which to choose, including gaming,

performing arts as well as golfing when

the weather permits.

"Unlike a lot of towns, it's a 24-hour

city," Prentice said. "At a lot of ski destinations,

all you do is ski and sleep while Reno

offers a lot more than that."

Neither the economic slowdown nor the

uncertainties after Sept. 11 attack made a

big dent in the ski business.

"With skiers, they're pretty hardcore,"

Prentice said. "They'll ski no matter what.

They'll work it into their budget."

Mike Pierce, marketing director at

Mount Rose Ski Resort near Incline

Village, said fears about travel may help the

area. Skiers who would normally fly to

other ski destinations instead chose to drive

shorter distances to

northern Nevada.

Tobias Plumley,

marketing coordinator

at Diamond Peak Ski

Resort, added that

business at the resort

was great in 2001-

2002.

"If it (Sept. 11) did

[affect the ski industry],

it was a positive effect for us. Last year,

we had one of our top four revenue years,"

Pierce said.

Lake Tahoe's resorts also focus marketing

strategies to attract new skiers.

Mount Rose offers ski packages that

include lodging, airfare and lift tickets. For

instance,Mount Rose works with the Reno

Hilton for a package that includes $49 a

person for ski and lift passes, plus lodging.

It also works with airlines such as America

West to provide air-and-ski packages.

"We have some of the best ski and lodging

packages in the country," Mount Rose's

Pierce said. "We try to make it very affordable

for everyone."

The resorts also have other packages to

attract skiers. At Diamond Peak, beginner's

packages equipment rental, lift pass and

instruction and priced at $63 value.

Mount Rose offers similar packages

Pierce said. For beginner packages, Mount

Rose charges $48 for skiing and snowboarding.

People can also have private

instruction sessions for $29.

Resorts take full advantage of promotions

and special events garner more skiers.

Diamond Peak sponsors a Race to Beat

Cancer, a fundraiser for the American

Cancer Society. Meanwhile Mount Rose

has weekly specials where skiers can use the

tickets from the weekend before on

Mondays or buy two tickets for the price of

one on Tuesdays.

Lake Tahoe's resorts are expecting a

great season if the snow clouds will continue

to cooperate. At Mount Rose, which

just opened for the season, business is looking

up.

"Right now, things seem to be pretty

good," Pierce said.