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Snow woes: Businesses cope with late snowfall

December 17, 2007

At Lake Tahoe, the glistening white snow has always meant green for local businesses, casinos and ski resorts. So late winters, like this year, mean fewer tourists and fewer dollars in the economy.

Hotel signs read vacancy along Highway 50 in Stateline.Photo: Liz Marerum/OurTahoe.org

But some businesses are looking at ways to pad the shoulder season, that lapse between tourist attractions offered in summer and winter.Thanks to snowmaking technology, Kirkwood Mountain Resort was able to open on Nov. 25 and has been operating seven days a week.But they are far from being able to open all of their runs.”It’s definitely still limited terrain,” said Daniel Pistoresi, marketing communications manager.And as rows of vacancy signs along Stateline’s main street testify, fewer tourists visit the area when snowfall is light.But, Pistoresi said, the resort is finding a way around that.”Where we’re finding our revenue source is in our online offerings,” he said. “It’s definitely helped bolster our revenue during slow periods.”The company offers a full-service retail shop online, including skis and snowboard bindings, winter wear and season passes.It markets itself, he says, on people’s expectation of winter’s approach. It’s the same idea others are using to get create a market of hope - people paying money to spend time drinking and celebrating with others who are equally eager for snow to fall.The Rockwater Café is one among many that have hosted parties centered around praying for snow. Sponsored by Sierra at Tahoe, the party hosted several competitions, including frozen T-shirt and snow-calling contests.And there are other ventures aimed at getting consumers to spend money even if it’s not on the slopes.

Most runs are closed according to the Heavenly sign near the gondola in Stateline.Photo: Liz Marerum/OurTahoe.org

On its Web site, Heavenly touts new developments even above snowboarding and skiing activities.”If you haven’t been to South Lake Tahoe recently, you’re in for a surprise,” the press release begins. “Gone are the old motels and t-shirt shops, replaced by a vibrant village, up-scale lodging and exquisite restaurants.”South Shore isn’t some sleepy ski town. There’s an ‘Open 24 Hours’ sign drawing visitors to winter’s hottest nightlife like moths to a flame. The only limit to the fun is your energy level.”And there’s a move to capitalize on winter equipment at other times of the year.Kirkwood has added a variety of summer activities, including climbing walls, Frisbee golf, swimming and hiking. The most popular may be mountain biking, where riders take the ski lift to the top of the mountain then ride down.It helps, Pistoresi said, to find other sources of income. But creative tactics may never rival the allure of Mother Nature.”We definitely always keep our fingers crossed for snow,” Pistoresi said. “Winter is our bread and butter.”

 

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Written by Teri Vance · Filed Under Community 

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