Mountain Riders Alliance: Small But Mighty
Ski Areas
Posted: 04/02/2015 1:22 pm EDT Updated: 04/02/2015 3:59 pm EDT
Large ski areas may get most of the attention and press during the winter, but small ski areas
have character, soul and passion. Small ski areas are a great place to learn to ski or snowboard,
are family-friendly and have an authentic, historic vibe that remind you of what skiing used to be
like. Small ski areas far outnumber their larger counterparts, and many do quite well financially.
One group of passionate snowriders is doing everything they can to help small ski areas not only
survive, but thrive Mountain Riders Alliance is a group of talented individuals working with
small ski areas to become "community-focused" mountain playgrounds. MRA works with
existing ski hills to help them become more efficient and successful. MRA targets ski areas with
"a low skier density, a passionate community, inexpensive lift ticket prices and a top-down
commitment to environmental stewardship," says Jamie Schectman, co-founder and CEO of
MRA. Through the intersection of the community, the environment and the customers, MRA
strives to establish healthy and profitable local ski areas.
PHOTO: Mountain Riders Alliance; The Mountain Riders Alliance Model
The model, as described by Jamie Schectman, founder of MRA, helps small ski areas to join
together to spread expenses and share expertise, resulting in stronger and more sustainable
businesses. The power is in the collective weight that multiple ski areas can bring where one ski
area wouldn't be able to do it alone.
"The Mountain Playground model is a consortium of like-minded, smaller, independent ski areas
that will drive down expenses through increased purchasing power, while increasing efficiencies
(and profit) through best shared practices. Each ski area will remain unique to itself while
practicing our core values of community, environment and riders." For example, MRA recently
partnered with Payne West Insurance to spread the cost and risk of insurance premiums, which
are typically quite high for small ski areas.
Mountain Riders Alliance works with geographically diverse group of hills, from Mt. Abram in
Maine (their prototype ski area) to Mt. Ashland in Oregon. MRA is also assisting in opening (or
re-opening) two other ski areas: Manitoba Mountain in Alaska and Antelope Butte in Wyoming.
Last Light on Manitoba Mountain, Alaska. PHOTO: Mountain Riders Alliance
Environmental Sustainability
Environmental sustainability is critical to the MRA philosophy. In November of 2014, Mt.
Abram completed the installation of a 245 kW photovoltaic solar project, which is projected to
generate 70% of the ski area's annual electricity consumption. The area was awarded a $235,000
grant from the Rural Energy for America Program to partially fund the project. Additionally, Mt.
Abram has been replacing snow guns with low energy guns since 2010. The National Ski Areas
Association honored Mt. Abram as one of three winners of the Golden Eagle Award for
Environmental Excellence in 2012.
PHOTO: Mountain Riders Alliance; Solar Array at Mt. Abram
Community Focus
Fostering a strong relationship with the local community is also an essential component of the
MRA model. "It sounds simple, but making a concerted effort to have a stronger community
focus goes a long way," says Schectman. "Having a dedicated group sales and events coordinator
on staff is well worth that person's salary."
Examples of the engagement with the local community include offering school and other youth
programs, encouraging the local winter sports culture, being involved in charitable fundraisers,
and working with other groups like seniors, women, businesses, and Nordic skiers. Being a good
partner in the local community enhances the ski area's reputation and solidifies the relationship
with its customers.
PHOTO: Mountain Riders Alliance; MRA Co-Founder Dave Scanlon at Mt. Abram, Maine
Year-Round Business
Winter is not the only season of focus for MRA and its ski areas. Summer opportunities
contribute to a strong, year-round business. Like many other mountain areas, small ski areas are
considering the best summer options that have the best fit for their operation.
"Live music, weddings, retreats and competitions and lower barrier to entry holistic recreation
opportunities like zip lines, mobile climbing wall, scenic chairlift rides and other non-theme park
like outdoor activities," commented Schectman. Mountain biking, hiking, geocaching and disc
golf are also potential areas for small ski areas to offer low-impact recreation and a venue for
healthy outdoors activities.
Small ski areas are critical to the future of the ski industry. If you're lucky enough to live close to
one, you're probably familiar with the charms of a small hill. Even if you typically visit large ski
resorts, chances are that there is a smaller hill nearby.
If you listen closely, you might even hear the sounds of kids laughing, parents shouting words of
encouragement, and snowriders trading tales over a local beer on the sun-splashed deck,
reminiscing about their day ripping laps on the upper mountain.
By Dave Belin / @Rrcdave
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