Going beyond ‘green,’ activism new standard in ski industry
Snow falls thick as skiers shed their gear and duck into the Sundeck Restaurant, one of the first certified energy efficient buildings in the U.S. — this one at 11,200 feet above sea level atop Aspen Mountain in Colorado. Skiers in brightly colored helmets jockey for a spot at the bar, their bodies warmed by thick, insulated walls and highly efficient condensing boilers.
Overhead, Weathernation plays on the television, looping footage of last year’s mega storms and flashing a headline: “2022 billion dollar disasters.”
Aspen Ski Company’s vice-president of sustainability, who sits nearby eating a slice of pizza, says it’s not enough for resorts to just change their on-site operations to become “green.”
“If you’re a ski resort and you care about climate change or you profess to care about climate change, it absolutely has to go beyond reducing your carbon footprint,” said Auden Schendler. “If your CEO hasn’t spoken out on climate publicly or in an op-ed, you’re not a green company.”
As global warming threatens to put much of the ski industry out of business over the next several decades, resorts are beginning to embrace a role as climate activists in the halls of government. The industry contributes just a tiny fraction of overall greenhouse gas emissions, which cause climate change, but arguably has outsized influence on popular culture and in the business world. While many resorts are focused on reducing their own emissions, others are going much further, leveraging their influence to shift public opinion and advocate for climate legislation.
Arapahoe Basin is a ski area leading such efforts in the United States. Positioned high up on the craggy, wind-whipped continental divide in central Colorado, the mountain is relatively well-positioned to endure a warmer, shorter winter season. High altitude, which keeps temperatures cooler and lengthens the time snow stays on the ground, is its golden ticket. But it isn’t immune to extreme weather: it has experienced close calls with wildfires and subsequent mudslides, which washed out a parking lot adjacent to its slopes in 2021.
About a decade ago, the ski area transitioned from spending thousands of dollars annually to cancel out some carbon emissions by paying for carbon credits to instead funding a staff position focused on reducing onsite emissions.
“If we are gonna ask our guests to be better, we’re gonna ask our guests to talk to their leadership, we’re gonna go talk to our leadership directly, we definitely feel like we need to be doing it too,” said Sustainability Manager Mike Nathan.
One way they’re working to nudge a transition to renewable energies is with newly installed electric vehicle chargers. After a day on the slopes, Denver resident Kurt Zanca returned to his Tesla, which had been charging for free at one of the five dual-port stations situated in the front row of the mountain’s parking lot.
Zanca said he thinks charging infrastructure at ski areas can help encourage hesitant shoppers to purchase an EV. “If you can drive up here, charge, go back, no problem, it makes it a lot easier,” Zanca said.
In the northern French Alps, luxury chalet operator Alikats also sees incentives for customers as a catalyst for change. They offer discounts to guests who travel by train, opt out of eating meat or don’t use a hot tub during their stay.
Al Judge, who owns and operates the business with his wife Kat, considers himself a realist. He’s not trying to save snowfall—massive reductions in greenhouse gases emissions worldwide are needed to slow global warming—but rather set a standard for how businesses should operate in a way that respects natural resources and protects biodiversity.
“The more that becomes a cultural imperative, the quicker change will happen, and I think business has a very important role to play in that process,” Judge said.
Arapahoe Basin, affectionately known by locals as “A-bay,” is working toward net-zero emissions by 2025, partially by relying on credits through the Colorado Carbon Fund to offset some natural gas and diesel they’ll still be burning at that time. They also aim to divert 75% of their waste by then — they’re currently at 50% through various recycling and composting programs. Nathan says these efforts give them clout when trying to flex their influence off the mountain.
They’ve pressured their utility, Xcel Energy, to expedite the transition to renewable power. Earlier this year, Nathan and other industry leaders met with the governor’s staff to encourage the rapid transition to manufacturing EV heavy machinery statewide.