Tech revitalizes local ski areas as mogul ownership prevails

In New Hampshire, the iconic Black Mountain ski area, noted for its nostalgic charm, has embraced modern technology under the new ownership of Erik Mogensen, who acquired the resort last year. This ski area stands out as the oldest in the state and is now a testing ground for innovative systems aimed at increasing operational efficiency. Mogensen's consulting company, Entabeni Systems, has introduced digital solutions for lift ticket sales, lesson reservations, and equipment rentals, generating valuable data analytics that influence various aspects of the resort operations. This strategic move was prompted by the realities faced by smaller, independent ski areas that struggle to compete with larger corporations like Vail Resorts, which dominates the ski market with immense purchasing power and infrastructure capabilities. Mogensen believes that leveraging technology can level the playing field for independent resorts, providing them with adaptable strategies to enhance customer experience. The resort has witnessed a steady improvement in lift wait times, with 97% reported under 10 minutes. This efficiency has been complemented by insights into visitor behaviors and preferences, allowing Black Mountain to develop services that resonate with its clientele, including selling hot dogs at peak times and understanding visitor patterns regarding season passes. Mogensen and his team emphasize that skiing should not be perceived as a luxury, but rather as an accessible recreational pursuit that serves as a community hub. Their commitment to affordability is reflected in the pricing structure at Black Mountain, where lift tickets are reasonably priced between $59 and $99, and season passes are about $450. The shift towards a technology-driven approach aims not only to improve profitability but also to create an inviting atmosphere for families and community engagement, crucial to maintaining the ski culture in the region. The efforts made by Mogensen and his team at Black Mountain signal a transformation in how independent ski areas can operate and thrive in an industry heavily influenced by corporate practices and economic trends. With a focus on maintaining the charm and community spirit of skiing, Black Mountain's strategies aim to redefine the skiing experience for both visitors and locals alike.