California’s Mountain High Resort wrapped up its season Sunday, April 19 with a bang. During a year that saw many resorts’ numbers suffer, the resort posted a five percent jump in revenues, marking its fourth strongest season to date.
Mountain High started the season behind schedule, opening nearly a month late, but followed this by recording its best December in history. Despite below average snowfalls, the year continued on a good note. The resort attributes a great deal of its traffic to the stay-cation phenomenon that had riders sticking closer to home.
According to a release:
Mountain High's platform of providing a great winter experience close to home proved to be infallible and the area saw families trading in their out-of-state vacations for 3-day weekends on the mountain. Ticket reservations reached an all time high and Private Lessons grew another 8% over an astonishing 31% the year prior.
Said Karl Kapuscinski, President and CEO, "Of the 12 years I have been at Mountain High, this is the one I am most proud of. With all the external challenges, the team here did an unbelievable job."
Fears of global warming were palatable as the resort opened on December 6th, nearly a month late and without a single drop of natural snow. Snowmaking improvements paid off though and, once the temperature dropped, the resort was quickly up and running with the region's first top-to-bottom trails and a budding terrain park. As if not to be outdone, winter storms arrived shortly thereafter leaving four feet of natural snow and catapulting Mountain High to full operation just prior to the Christmas holiday. The combination of pent up demand and waist-deep powder generated a huge increase in visits and departments across the board experienced record yields for the month. Areas such as Food & Beverage which were recently expanded ended up 6% for the year.
From start to finish Mountain High portrayed itself as the close, easy and safe alternative to destination resorts. A winter retreat with three separate resorts and something for every member of the family that doesn't take hours to reach or break the bank once you are there. Whether you just started this winter or haven't been locally in some time, Mountain High was the perfect solution for guests who wanted a real skiing experience without sacrificing hours on the road or thousands of dollars in airfare, lodging, tickets, and more. It wasn't uncommon for guests to spend $800 to $900 over a 3-day weekend which, to most consumers, sounds like a lot of money but for a family of four who traditionally spends thousands on a week-long trip out of state, it was a bargain. In addition to its "Ride Closer" campaign, Mountain High accentuated the on-hill experience with increased snowmaking, a world-class terrain park, and a new customer service department which wowed guests with daily goodies and personal attention.