A letter from your CEO and friend at Snow Sport Vacations.
To our dear friends and customers,
As we navigate through these tough times, we learn the makings of a different world. We only see our friends and family through a computer screen or from across the driveway, hall, or porch. When we go to market, we are wearing masks and no smiles are shared. We only hope the clerk who writes up our sale can see the gratitude in our eyes. We realize what we might have taken for granted, or what we possibly should have prioritized when we had 'no time’. We were always too busy, and maybe this is going to be a course correction for us for the future.
I have in the past seen my hometown of Vail vacant as it is today, but it was decades ago. Our small mountain town had grown into quite the high-altitude metropolis in my time spent here, much of which is greatly appreciated. When I moved to Vail, there truly was no place to simply buy a pair of socks!! There were no box stores, no Amazon, no internet. We would make a list (on paper using a pen) and drive 2 hours to Denver to pick up essentials, and we went only occasionally. Moving forth in time, we now 'have it all’. Or so we thought...
Tourism, our primary industry in our mountain ski town, is currently non-existent. We have times when tourism is quite light every year, during the spring and fall, so it is not as unusual for us to experience lulls in business, restaurants closed, and light traffic, as the likely current climate in your own hometown. However, we always were able to gage this silence with the calendar, and now that is not an option. The recent past has a been a myriad of both chaos and rest. All our guests have received a full future credit or refund of their choosing and although the confusion was consuming, we are proud and happy to help.
I was working in the ski-travel industry and this same job during 911, as well as during the recession of 2008. Just after 911, the phones did not ring for roughly 12 weeks. And then they did ring and did not stop. December 2001 was a record sales month for us and HUGE for snow vacation planning. I guess it is a matter of time to 'heal’ before one feels they can take permission to indulge. The recession of 2008 also caused a unique lull. But with time, our mountain towns began to thrive and grow again. One notable mention is that as the upswing begins, the deals are abundant. I am sure that is coming again. It is just a matter of when...
We miss you all. We love sharing our local flavor with you and watch with delight as you indulge in the best we can deliver. When you come see us, you are at your best while skiing, riding, dining, relaxing, and having time to enjoy the company of close friends and relatives. We are the lucky ones who get to host you and witness you taking your photos and creating your memories.
Reflecting on these recent weeks, I love it most when I get the random call or email where someone is 'just checking in’. I intend to do more of exactly that, moving forth. Let us share a memory of one of your past trips, when you skied your first black run, won a gold NASTAR pin, or your 4-year-old learned to stop. How about the fireworks, s’mores by the fire, or the millions of stars beaming against the clear dark sky? Even the perils of winter mountain travel might be finally humorous... like the time you were snowed-in and it took you 3-extra days to get home? That would be fine nowadays.
We are here doing much the same as you, staying home. With this found 'time’ we are working hard to make improvements to our business model, quality of service, and our special partnerships with our suppliers, all on your behalf. Namely lodging, Epic and Ikon Passes, transportation, ski rental equipment - all of those necessary items for your next snow trip. We have some very cool incoming upgrades to our website, making it even easier to find our 'stuff’ available and 'live’ on-line 24/7. Although we will always first prioritize our relationships, we must and admittedly a little reluctantly, agree to the tech impositions of the 21st century. Because, as with 911 and 2008, we will all be back and better than before.
When the time is right, we will see one another again!
With my heartfelt gratitude,
