A word with Brad Wilson, president of Ski Idaho

After having last year’s skiing season cut short due to concerns over COVID-19, Idaho’s ski areas are gearing up for this winter season.

Brad Wilson, general manager of the Bogus Basin Mountain Recreation Area, was also named president of the Idaho Ski Areas Association last month. The Idaho Ski Areas Association, a.k.a. Ski Idaho, is an 18-resort collective that allows smaller resorts to learn best practices from the larger ones.  Founded in 1982, Ski Idaho is a nonprofit association funded in part by the Idaho Travel Council via the state’s 2% lodging tax paid by travelers and collected by hotel, motel, and private campground owners. Altogether, Idaho ski resorts boast 28,000 vertical feet of terrain spanning more than 20,000 acres.

All of Idaho’s ski resorts will be modifying their operations to be mindful of COVID-19. Bogus Basin Mountain Recreation Area, located in the Treasure Valley, has already announced it plans to hire 400 people for the upcoming ski season. This is approximately the same number of employees in all departments with the exception of the ski & snowboard school; due to COVID-19, the organization will not be offering kids programs or group lessons until the pandemic improves. Consequently, Bogus will be hiring about 100 fewer people than normal.

Kelly Canyon will also allow guests to order food via their personal devices with satellite food distribution options outside the lodge. Several mountains have purchased large tents to expand outdoor seating and dining, and at least two — Grand Targhee and Tamarack — will begin operating food trucks. Tamarack is also repurposing a dome to become the primary rental and retail space to allow for safe social distancing. The resort will offer touchless ticket- and pass-pickup boxes as well as noncontact, pay-as-you-go, direct-lift access. All of Idaho’s ski resorts — including Soldier Mountain, which suffered a devastating fire this year on top of everything else — have enhanced their operations over the off-season.

This interview has been edited for length and clarity.

What’s the outlook for the Idaho ski season this year?

Very good.  As we saw this summer, people are using outdoor recreation more than ever.  Early season pass sales and overall social media interest is very high for skiing, snowboarding and Nordic skiing this winter.   The variety of recreational activities diminishes a lot on the winter, making our Idaho ski areas a popular destination for those wanting to get out of the house and recreate!

How’s the weather forecast affecting that?

A favorable forecast like La Niña is always helpful in building early season enthusiasm.   Several ski areas in Idaho have also started making snow, so skiers know that ski season is just around the corner!

How’s COVID affecting that?

It’s too early to tell.   COVID did not negatively impact summer visits. In fact, many areas saw record visits this summer.

How did Idaho ski regions fare financially this past winter? How much of that was COVID and how much was weather?

Most of the ski areas had very good winters financially.   Closing in late March and April didn’t have a huge impact financially.  Had the closure happened earlier in the season it would have been a different story.   Business generally tapers off in March and drops considerably into April.

What are Idaho ski regions doing to help encourage people to visit?

Getting the word out that we are planning to open and operate, although under guidelines set by CDC and local health officials.   Most ski areas have been very transparent in letting their potential guests know what to expect this winter while adhering to COVID guidelines.   Most are using templates and signage designed by NSAA for the Ski Well, Be Well program.   Additional outside seating, social distanced lift lines, and additional ‘grab and go’ outdoor F & B outlets are common additions.

What new amenities have Idaho ski resorts been adding to attract people?

Regarding COVID; many ski areas are increasing outside seating with large tents (Bogus will have 4!),  increasing food and beverage options outside, using mobile apps to order food while skiing with pick up at base area.  Many ski areas are also modifying the ticket and rental processes so products can be purchased in advance online, minimizing touch points through the process.

What demographics are you targeting, and how is that changing with the current situation?

Most areas are encouraging the older (more susceptible) demographic to consider skiing during off peak times (mid-week, non holiday).  At Bogus we are also suggesting skiing after 3 pm if you want to ski on peak weekends or holidays to avoid peak business levels.   The start of night skiing was moved from a 4 pm start to 3 pm this season, closing at 10 pm seven days a week. Families will find preferred parking and, like normal, will be able to eat and ride lifts together.

What’s your prediction for when Bogus will open?

We have tentatively scheduled November 27, the day after Thanksgiving.  It is likely we will open the small terrain park at the Simplot base earlier for those park riders looking for an early season rail jam!  We have started our snow-making operation and, with normal November temperatures, should be able to open on schedule.