In the face of climate change and increasingly unpredictable winters, ski area owners must adapt and reinvent their business model, particularly by investing more in artificial snow.
Despite the mild weather, it was still possible to hit the slopes on Christmas Day… although skiers and snowboarders seemed to enjoy the conditions.
There is no ice cream anywhere, everything is perfect! enthused one of them on Monday in the Mont-Saint-Bruno ski resort in Montérégie.
Ideal conditions, but would not be possible without the use of snow cannons, emphasizes Michel Couture, the general director of the ski area.
Without snowmaking we wouldn't be open today.
We will tell each other the truth. “That’s really what allows us to survive and provide good conditions despite the ebb and flow of temperatures,” he continues.
The general manager explains that the majority of ski resorts in the province have invested in artificial snowmaking in recent years. He also points out that despite the lack of snow this winter, the cold has helped them. Our raw material is cold, so [les skieurs] should not question the quality and quantity of snow in the mountains.
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Michel Couture, general director of Ski Saint-Bruno
Photo: Radio-Canada
According to the latter, traffic in the province's ski resorts usually begins after the Boxing Day sales, around December 26, and he assures that they will be ready to welcome this influx of visitors, in good weather and in bad Weather.
Most ski areas have 75% snow coverage, so we have the capacity to accommodate everyone, assures Mr. Couture.
However, Christian Dufour, marketing director for the Les Sommets group – which owns five ski resorts in the province, including Saint-Sauveur and Morin Heights – wants to point out that resorts have been experiencing declines during the winter season since the 1980s.
Winter in Quebec has always been capricious.
Nevertheless, he adds that the industry has always adapted and is investing in snowmaking [artificiel] will continue to be very important.
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Christian Dufour, Marketing Manager Les Sommets
Photo: Radio-Canada
In his opinion, diversification is the solution for ski resorts. For example, the Les Sommets group offers activities as well as catering services in both winter and summer.
This diversification [aide] in more difficult years, explains Mr. Dufour. Because we are open 365 days a day and offer numerous activities, we have a larger customer base and are therefore better protected from Mother Nature's inclement weather.
Like the managing director of Ski Saint-Bruno, Mr. Dufour emphasizes that there is always a slight decrease in traffic during the holiday season, but still notes a positive month of December.
With information from Jacob Côté