The Revival of Black Mountain Ski Resort: A Fusion of Tradition and Technology

Located in Jackson, New Hampshire, Black Mountain Ski Resort is not just a place for skiing; it’s a cherished venue where families come together, create memories, and enjoy the timeless thrill of the slopes. One such skier is Thomas Brennick, who has been skiing since he was just four years old. Fast forward to today, and he now relishes spending time on the slopes alongside his two beloved grandchildren. During a recent sunny Friday, Brennick expressed his joy, stating, “It’s back to the old days. It’s just good, old-time skiing at its best.” The sentiment echoes throughout the resort, where the spirit of skiing tradition remains alive and well.

However, beneath the charming surface of this historic ski area lies a transformative initiative being driven by cutting-edge technology. The resort has begun implementing a sophisticated, high-tech system crafted to enhance the efficiency of operations within New Hampshire’s oldest ski area. Although smaller and independent resorts like Black Mountain cannot match the extensive infrastructure and purchasing power of conglomerates such as Vail Resorts, which owns multiple ski areas including Attitash Mountain Resort, one enterprising individual believes technology holds the potential to level the playing field. This visionary is Erik Mogensen, the recent purchaser of Black Mountain, who aims to turn the resort into an innovative hub through his ski mountain consultancy, Entabeni Systems.

A Technological Leap Forward

Mogensen’s consultancy operates as a testing ground for advanced technologies in the ski industry. The company has developed systems that digitize processes such as lift ticket sales, lesson reservations, and equipment rentals, which significantly contribute to streamlined operations. Furthermore, the systems collect intricate data to refine strategic decision-making—everything from determining the ideal times to prepare food in the lodge to tracking how many runs a season pass holder typically completes per visit.

Mogensen elaborated, “Many general managers might vaguely assess busyness by counting the number of parked cars, but we delve deeper to scrutinize transactional data at the most granular level.” This innovative approach allows Black Mountain and other resorts to respond quickly and effectively to the demands of both the slopes and the clientele. “While large operators can make mass purchases like 20 snow cats or 10 chairlifts, our agility allows us to adapt our grooming methods or adjust our trail openings and menus in real-time,” Mogensen added, highlighting a crucial advantage of smaller resorts.

Empowering Independence Through Innovation

Driven by a passion for skiing and making the sport accessible to a broader audience, Mogensen founded Entabeni Systems in 2015. His commitment to independent ski areas reached new heights when he acquired the Indy Pass in 2023, allowing passionate skiers to experience two days of skiing at each of over 230 independent ski areas, including Black Mountain. This initiative provides a valuable alternative to the more commercialized Epic and Ikon multi-resort passes offered by larger ski conglomerates.

Black Mountain’s early affiliation with Indy Pass proved beneficial. Upon learning of the ski area’s potential closure, Mogensen was reminded of his own hometown ski area, which long ago ceased to operate. Thus, his mission to revitalize Black Mountain began with the aspiration of creating a cooperative-centric model. Notably, many Indy Pass resorts are also partners of Entabeni Systems, such as Beaver Mountain in Utah—an enduring family-run establishment recognized as the longest continuously-operated ski resort in the United States.

Kristy Seeholzer, whose family has owned Beaver Mountain for generations, attested to the transformative impact of Entabeni’s solutions on their operations. The consultancy has fine-tuned ticketing and season-pass systems, resulting in new options such as competitively priced passes for those willing to skip busy holiday weekends. “Many of our season pass holders self-regulated their skiing habits by only attempting to ski on weekdays to avoid the crowds,” she noted. “Before, we struggled to track that information manually, but now it’s streamlined.” However, Seeholzer also pointed out some challenges, stating, “While there are some excellent programs available for retail and sales, at times it felt like we were reinventing the wheel.”

Tech Adoption: Mixed Reviews from Skiers

Despite the advantages offered by technological integration, not everyone is enamored with the advancements. Sam Shirley, who grew up skiing in New Hampshire and has worked as both a ski instructor and school director, voiced his discontent with the increasing reliance on technology. “From a customer’s perspective, it’s made everything more complicated,” he remarked. “It’s just another hassle to deal with.”

Once fond of spontaneous skiing adventures across New England, Shirley has become discouraged by resorts that incentivize advance ticket purchases with lower rates. He expressed discomfort with the requirement to provide extensive personal information—sometimes even personal photographs—for a lift ticket. This sentiment isn’t confined to independent resorts only; larger companies, too, are increasingly employing technology to gather data about skiers. For instance, Vail Resorts uses RFID embedded lift tickets to effectively monitor skier movements, leading to an enhanced customer experience through more organized lift lines.

John Plack, Vail’s director of communications, highlighted the company’s commitment to harnessing data. “We understand our guests remarkably well—what they enjoy skiing, their preferred times, and how to enhance their experience,” he shared. The data-driven approach has led to significant improvements in operations, helping to reduce lift wait times to below 10 minutes for 97% of the season.

Large Resorts vs. Local Gems: A Modern Challenge

The ongoing technological improvements at larger venues often come at a steep price. Recently, a day lift ticket at Vail’s Keystone Resort in Colorado was priced at an astonishing $292, while a season pass was available for about $418. These passes become a dependable revenue channel, offering Vail financial stability in uncertain weather conditions characterized by diminished snowfall and shorter winters. As Plack noted, the funds derived from such passes, especially the popular multi-resort Epic Pass, have empowered the company to invest heavily—up to $100 million annually—in snowmaking facilities.

However, Mogensen is eager to emphasize that bigger isn’t necessarily synonymous with better. At Black Mountain, a day ticket is reasonably priced between $59 and $99, while a seasonal pass is approximately $450. “The true essence of skiing goes beyond just turning left and right; it embodies the flavor of hot chocolate, the ambiance of the fire pit, the experience of spring skiing, and the company of friends,” he expressed. “Skiing shouldn’t be a luxury—it’s a communal experience.”

Reflecting on the recent changes at Black Mountain, Brennick, who enjoys skiing with his grandchildren, acknowledged the visible improvements since the resort’s acquisition. “I can see the change,” he remarked. “They’re making a lot of snow, and it really shows.”

The Role of AI legalese decoder in Enhancing Transparency

As ski resorts adapt to new technologies and data-driven approaches, legal documentation and contracts become more complex. This is where AI-powered solutions, like the AI legalese decoder, can assist. The AI legalese decoder serves to demystify legal terms and provisions, making them easier to understand for both resort operators and customers. By ensuring clarity in contracts and agreements related to lift tickets, season passes, and technology implementation, this tool can enhance transparency and foster trust between ski areas and their patrons.

In summary, whether through the innovative strategies implemented by Mogensen at Black Mountain or by enhancing the skiing experience with legal clarity, both technology and communication are vital in navigating the evolving landscape of the ski industry.

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Reported by Ramer from Concord, New Hampshire.