Dreaming of a White Christmas (But Doing OK Despite It)

Looks like 2011 can lay claim to fame of having TC’s least snowy start to winter – ever. As of December 19, only 3.5 inches of snow have fallen in the Cherry Capital, whereas the norm by this time of year is 31.4 inches, reports the National Weather Service in Gaylord.

So what impact will a green Christmas have on area ski resort operators who rely on the holiday period to generate 25 to-30 percent of their winter business? Surprisingly, less than you might think.

As of last weekend, Crystal Mountain in Thompsonville had opened 25 percent of its downhill terrain. Shanty Creek had opened seven of its 52 slopes. The Homestead, which typically doesn’t open its slopes until December 26, states on its website that it “still needs more snow cover to safely open the slopes.” (Inquiries for additional information went unanswered.)

Despite the importance of the upcoming holiday week – when droves out-of-towners typicall flock to the slopes to carve a few turns and empty their wallets – Chris Hale, vice president of sales and marketing at Shanty Creek Resorts, says he isn’t overly concerned.

“Reservations have been ahead of pace from last year, and 2010 was the best holiday season we’ve had in the past decade,” he says. “However, there have been a few cancellations or reservations that moved into January, so there’s certainly some concern. But that’s the nature of the ski and golf business, no pun intended.”

Crystal Mountain shares this outlook. “Reservations are holding steady right now,” says Brian Lawson, Crystal’s director of public relations. “At last check we were still ahead of last year’s holiday period. Given the limited windows for snowmaking, we’ve been very productive and done an effective job communicating progress on snowmaking and slope conditions to our guests via Facebook and email communications.”

Another reason resorts are optimistic this season: While school districts such as Traverse City, Grand Rapids and Lansing resume classes on January 3, districts such as Detroit, Ann Arbor, Kalamazoo and even Chicago have an additional week off, extending the holiday period through the week after New Year’s. Normally that week can be a bit slower, but that is not the case this year, Lawson says.

Finally, when you take the entire year into account, the holiday period represents only 10 to 15 percent of each resort’s revenue. Though it is still the busiest and easily the most profitable time of the winter season for ski resorts, a slow start to winter is nothing new to them.

Looking ahead, the ten-day forecast reflects some limited windows of opportunity for snowmaking, all at night, at both resorts. But as anyone who lives in northern Michigan knows, give it an hour, and the forecast will change – hopefully for the colder.