Unofficialnetworks recently received a letter from an anonymous reader expressing concern about the legitimacy of Vail Resorts’ claim to be “increasing the skiable terrain by ten percent” as a part of the $30 million in capital improvements currently underway at Northstar Ski Resort.
A letter to the editor of Unofficialnetworks by “Anonymous Reader:”
I’ve had a question on my mind ever since I saw the first press release regarding the $30 Million in Capital Improvements at Northstar At Tahoe Resort for the 2011/2012 season. How exactly did they arrive at the figure of “10% expansion of terrain”? I’ve been blessed (or cursed) to work mid mountain at Northstar the last 2 seasons. I know the mountain like the back of my hand. I can’t believe that they found enough new terrain to equate to a 10% expansion. In fact, I believe that they aren’t opening any new terrain. Here is an e-mail exchange I’ve had with Vail Resorts.
I had a few questions for you regarding the on-mountain capital improvements. Specifically, I’m trying to better understand the “10% new terrain” figure listed in your press releases. How did Vail Resorts arrive at that number? As I understand it, all of the new ski runs have been cut on terrain that was already open and accessible in previous seasons. From the top of Mt. Pluto all the way down to the top of drifter has always been open to skiing and riding on the backside. So where does the “10% new terrain” figure come from? The question has come up a number of times from my guests here at the hotel, and I would like to provide them with an accurate response. I look forward to hearing back from you.
Dear Mr. [Anonymous Reader],
Thank you for your email. I’ve asked Davy Ratchford, Marketing Director, to get in touch with you to provide you with the details you need. I’m sure you’ll hear from him soon!
Vice President, Corporate Communications
Vail Resorts Management Company
I haven’t heard from Mr. Ratchford yet. I don’t really expect to. The most recent press release is the first I’ve seen that didn’t include the 10% figure. Here is a link to the original press release with the 10% Figure: (original press release) Considering Northstar has 3,000 skiiable acres, they would have had to find 300 additional acres to make that 10% figure make sense. I doubt they did. I’m not sure if this is worth a story or not. Just thought it was a worth while example of a corporate entity trying to put one past the unsuspecting skier or rider.
Thanks Anonymous Reader. Corporate misinformation is always worth a story whether it’s a made up number for the expansion of skiable terrain or even something as simple as chronic snowpack exaggeration.
The most recent press release about Vail Resorts’ $30 million in capital improvements for Northstar at Tahoe did not include the 10% figure for newly accessible terrain. Well done Anonymous Reader. Here’s what is now being promoted as part of the improvements currently underway for the 2011/2012 season as of August 25th 2011:
- A new 22 ft half pipe designed by Shawn White
- A new high-speed detatchable quad called the “Promised Land Express”
- A new restaurant near the top of the Zephyr Chair called the “Zephyr Lodge”; and
- Vail Resort’s EpicMix social media platform now available at Northstar in the form of FLAT-GNAR
The Promised Land Express will provide 1,440 ft of vertical rise and access to improved glade skiing on the backside of Northstar. The new Zephyr Lodge restaurant located at the top of the Zephyr Chair will provide indoor seating for 500 and an additional 200 outdoor seats. And don’t forget the newly available game of FLAT-GNAR via Vail Resorts’ EpicMix social media platform. For more info on FLAT-GNAR check out this link.
For a detailed description of Northstar’s capital improvements see Northstar’s recent press release.