Last year, ski resorts in Utah topped a high mark for skier days statewide that had stood for nearly a decade. It didn’t take nearly as long, however, to best that record.
Ski Utah, an association that represents Utah’s 14 ski resorts, announced Wednesday that an all-time high of about 4.58 million skiers and snowboarders shredded down the state’s slopes over the winter, a 2.85 percent jump from the record-setting 2015-2016 season and a 8.35 percent increase over the five-year average.
Nathan Rafferty, president and CEO of Ski Utah, said in an interview with The Park Record that everyone in the industry was delighted that the resorts built on the momentum of the previous season.
“There’s still a little room for growth, I think, but it was a super ski season,” he said. “The snow helped a ton, and there was still a tailwind from last year’s record season and all the improvements that went in place, especially in Park City.”
Rafferty and resort officials were quick to credit Mother Nature for the success. After a dry and warm November, the powder started falling in December, and didn’t stop. It ultimately proved to be one of the snowiest winters in recent memory, with Brighton Resort reporting a high of 632 inches for the season.
Ski Utah and resort executives worked tirelessly for months to promote Utah’s “Greatest Snow on Earth” in a plethora of marketing campaigns, but in the end, the most effective advertisement was skiers and snowboarders sampling fresh powder for themselves.
“The old line in the ski industry is, ‘It’s the snow, stupid,'” Rafferty said. “We like to think, as marketers, that it’s all about…
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