HITTING THE MOGULS AT THE MALL

The newest ski resort coming to the United States is a $6.5 billion behemoth still under construction in East Rutherford, N. J. When done, this consumer cathedral ( from the people behind America the Mall) will be the country’s largest in square footage. And skiage. The mall’s highlight is Big Snow American Dream, more than four acres, packed with 5,500 tons of man- made powder and billed as North America’s first indoor, year-round, real-snow, real-slope ski and snowboard experience. At first glance, Big Snow appears to be a head-slapping, refrigerated folly. It’s a lot of white stuff piled into a warehouse, dotted with trees and ersatz Alpinery. There are indoor ski centres around the globe, notably in Dubai, rich in sand, devoid of snow. Ski Dubai is a winter theme park, complete with penguins, a bobsled run and transparent Zorb balls that patrons climb into before rolling down the hill. But East Rutherford is close to skiing of the outdoor variety. There are two New Jersey resorts an hour away, including Mountain Creek, owned by Joe Hession, the big guy at Big Snow. So why sink $145 million into Jersey mall skiing? Because it may revolutionize the sport, expanding and diversifying its base. Plus, nature is held in abeyance at Big Snow, where it is perpetually -2C. It’s also easy to get to, affordable and with a cap on the number of participants ensures no lengthy waits for tows.