The following letter was written in response to concerns voiced by guests at Alpine Meadows Ski Resort.
We would like to share some thoughts with you concerning the April 19 closing date for Alpine Meadows – a decision we know has disappointed some of you. As you know, this has been a very challenging year for both the ski industry and the economy in general. Skier counts and revenue are significantly down for all Tahoe resorts this year, while operating costs remain relatively unchanged.
While we cannot deny that the current economic difficulties have put stress on our timeline for Alpine, we can categorically assure you that we remain committed to our original goals of helping recreate Alpine Meadows as a very special place where community, quality and service come first. Our decision to close on April 19 was driven by the unfortunate fact that we are not seeing the numbers of skiers necessary to cover our operating costs on weekdays or weekends, and in order to ensure that we have a sustainable and viable resort at Alpine for all of us to enjoy in the years to come, we need to be sure that we have the necessary capital to prepare the resort and make the upgrades required for next year’s season.
While many of you view April 19 as an early closing date, many major resorts announced closing dates within one week or earlier than Alpine (Sugar Bowl – April 26; Northstar – April 19; Kirkwood – April 26; Heavenly – April 19; Telluride – April 5; Jackson Hole – April 5; Mount Rose – April 19; and Sierra-at-Tahoe – April 20).
In an attempt to offset some of your disappointment, we’ve tailored a component of our new pass pricing to guests who renew their passes early for next season. When current passholders renew or upgrade their current pass to an Unfiltered Adult Pass, we will provide all the current benefits (plus some exciting new ones that we are looking forward to announcing soon), as well as give you two lift tickets to Alpine and two lift tickets to Homewood for next season: over $200 in value for each renewing passholder.
We realize that this may not completely make up for your frustration as you think about the potential for corn snow late in April or early in May, but hopefully you will look at it as a sincere token of our appreciation for your commitment to Alpine Meadows. We recognize and appreciate that for many of you, that loyalty long predates our arrival on the scene. And while we understand that you may choose to take your business elsewhere next season, we humbly ask that you continue your partnership with us as we work to ensure Alpine retains its place as the best mountain experience for skiers and riders alike in the Tahoe region.
We are committed to improving your experience with us, and are excited about the opportunity to build on the early success of our new programs, such as the Alpine Club, our rebuilt children’s and race programs, and the new affordability and flexibility of our 2009/2010 early pass pricing.
Lastly, we are committed to you, to our sport, to the stewardship of this beautiful mountain, and to ensuring that your experience at Alpine remains of the highest quality. While we share your disappointment, we know that the long-term goals of the resort are worth the small sacrifices necessary this year. We are proud of our generous and passionate team of managers and employees, and hope you share our pride in their professionalism and unstinting commitment to you, our customers.
We again thank you for your love and support of Alpine Meadows.
Sincerely,
Art Chapman
President, JMA Ventures
Jim Kercher
COO/General Manager, Meadows
