Colorado Ski Country stops releasing midseason numbers

Colorado Ski Country USA is staying tight-lipped on whether business has picked up at its 22 member resorts after a rocky start to the season.

Business was down 13 percent through December, the trade association reported in mid-January. Another report was scheduled for release in mid-March to reflect business performance in January and February, but it was abruptly canceled. Traditionally, the trade association releases numbers three times a year.

But Ski Country CEO Melanie Mills said this week in a phone interview that the organization will no longer release skier vis- its during the season, waiting instead for the group’s annual membership meeting in June to report.

“That numbers story — whatever it is, good, bad or neutral — seems to get an enormous amount of attention,” Mills said.

That attention tends to overshadow the organization’s marketing initiatives, such as spring break deals and skiing conditions, she said.

Mills declined to say if business picked up for resorts in January and February.

A skier visit is the purchase of a lift ticket for a full or partial day and includes use of season passes. It’s a standard measure of business for the ski industry.

Mills said the decision to stop releasing midseason data was made by the trade association’s staff and board of directors.

“We asked ourselves, ‘Why are we doing this?’” Mills said. “We didn’t have a good reason.”

Chris Linsmayer, public affairs manager for Colorado Ski Country USA, said that reporting skier visits after the season will be consistent with what other state ski associations do.

Aspen Skiing Co., which is a member of Colorado Ski Country USA, said its skier visits have improved since the dreadful start to the season. Skico reported it was down 20 percent through December compared with last season.

But Aspen spokesman Jeff Hanle said Skico’s four mountains would not be able to make up the 20 percent deficit from early season by the time the lifts stop spinning over the next two weekends.

“We’re moving the right direction, but we’re not going to catch up,” he said. “We’re not going to have a banner year by any stretch of the imagination, but we’ve clawed back.”