Wyoming — In case you missed it, America’s summer ski area has begun its 2026 season.
Thanks to the opening of Beartooth Pass last weekend, Beartooth Basin began its ski season on May 25th. Because the Pass is a summer-only road, the ski area can only open for a limited number of days in late spring and early summer. Because of that, they need to find ways to market themselves to avid skiers and riders.
Selling Snow is a new podcast that analyzes the marketing efforts of ski operators. One of their latest episodes was an interview with Justin Modroo, who’s the General Manager and one of the co-owners of the ski area. In the episode, Modroo broke down what it’s like to operate a seasonal ski area, why Beartooth Basin sells only a limited number of tickets, how they market it, and the area’s future.
Takeaways
Beartooth Basin is a bit of an enigma at times, as we only really hear about them when their ski season arrives. So this podcast episode fills listeners in on some of the ski area’s mysteries.
Money-wise, it can make a profit during a functional season. However, basically any money made goes back into the mountain, so the owners aren’t making money off of it. Ultimately, they’re keeping it open to keep the legacy alive.
In 2024, Beartooth Basin drew headlines for being on the market. The podcast dives more into what this process was like. While they drew interest, they didn’t find someone who wanted to continue the legacy. However, one of the owners did sell their share of the business during that time.
While climate change is generally a negative for the ski industry, it could also create opportunities, such as an earlier opening of the Beartooth Pass. This could mean opening the road earlier than Memorial Day. In theory, this could lead to a longer season.
Another interesting idea raised is Modroo’s dream of installing a tram at Beartooth Pass that would connect to the ski area. This is definitely ambitious, as it would require an act of Congress.
You can read the marketing insights from the podcast here.
Image/Video/Audio Credits: Beartooth Basin, Selling Snow
