ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Monday, December 9, 1996 TAG: 9612100081
SECTION: SPORTS PAGE: B-7 EDITION: METRO
SOURCE: BILL COCHRAN OUTDOOR EDITOR
Ski resorts can thank the very people they once shunned - snowboarders - for much of the current growth in their business.
Figures compiled by the Ski Industries America show that while alpine and cross-country skiing have lost participants nationally the past five years, snowboarding has made hefty gains.
``It is a good 30-percent of our business right now,'' said June Brinkman of Massanutten. ``The interest is just phenomenal. Our student season passes are just off the scale, mostly because of snowboarding. Students just love it. We definitely are the center for snowboarding in the mid-Atlantic region.''
By students, Brinkman includes everyone who is young, or thinks young. ``Everyone from kindergarten to adults going back for continued education,'' she said.
When you speak about snowboarding, you are addressing the future of the business, she said.
Recognizing that, Massanutten and most other resorts in the region are making snowboarders welcome, even through they are aware that some of the skiers who frequent their slopes can't stand the sight of them.
``People say, `You mean you allow snowboarding on all of your slopes? Why do you do that?''' Brinkman said.
``I say, `Wait a minute! Why do you hate these guys?' When we talk about it, they moderate a little bit. We see it as a marvelous opportunity to educate everyone to the sport and to be a little more accepting of it.''
Some give up their opposition and join the fun, she said.
``It is not just for teen-agers anymore. There are all ages.''
Five season ago, Wintergreen flaunted a closed-door snowboarding policy; now, like most other resorts, it welcomes snowboarders on all its slopes and even provides free lessons. Last year it opened a snowboard park - for snowboards only - and expanded it this season.
``It was hugely popular,'' said Mark Glickman, a Wintergreen spokesman. ``That is why we are expanding it this year. It is right underneath the Diamond Hill chairlift so it is a great place for snowboarders to put on a show for everybody on the chairlift. It is like an instant spectator sport, because you have hundreds of skiers looking down on the snowboarders.''
The predictions are that there will be fewer watchers and more participants in the future.
``The ski industry last year told us that in 2002 to 2005 there will be more snowboarders than skiers,'' said Sepp Kober of the Homestead Ski Area.
A number of resorts have beefed up their supply of rental boards this year. Winterplace has added 150 new boards and has plans to add a half-pipe to its snowboard park later this season.
``We are working with the snowboarding club at Virginia Tech,'' said Terry Pfeiffer, the president of Winterplace. ``They are helping us with the design of it and the location of it.''
New this year at Snowshoe and Silver Creek are terrain parks that will offer sculpted and challenging natural features dedicated to snowboarders and skiers.
``It is a new way to defy gravity and and get their adrenaline pumping,'' said Bob Koontz, Snowshoe's director of skier services.
Massanutten is offering youngsters snowboarding training through its new MINIrider program for ages 7 to 14. It also has increased its rental boards, but ``We almost always run out of all 140 of our rental boards on any given day,'' said Brinkman. ``The retailers out there are telling us they just can't keep boards in shop. It must be because people are buying boards so they don't have to rent them and worry about the rentals being gone before they get here.''
LENGTH: Medium: 70 lines ILLUSTRATION: PHOTO: STEPHANIE KLEIN-DAVIS. Snowshoe is blowing man-made snowby CNBonto the 3 feet of natural snow it has received.