THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Tuesday, December 13, 1994 TAG: 9412130263
SECTION: LOCAL PAGE: B9 EDITION: FINAL
SOURCE: ASSOCIATED PRESS
DATELINE: ROANOKE LENGTH: Medium: 69 lines
All four Virginia ski resorts will open this week with increased snow-making capabilities in hopes that people will mount the slopes in record numbers this year. If only the weather will do its part.
``All we need now is Mother Nature's cooperation,'' Manfred Locher, manager of Bryce Resort in Shenandoah County, said Monday.
Last year, winter delivered lower-than-normal temperatures and above-average snowfall, attracting 368,000 skiers to Virginia slopes, more than in any previous season.
``Coming off a great season gives us a lot of momentum,'' said Mark Glickman, public relations director at Wintergreen Resort. Reservations there have increased 40 percent over the same time a year ago.
Until Sunday, resort managers were unsure when they might open. That's when the stoutest blast of freezing temperatures so far allowed them to turn on snow machines for the first time.
Massanutten Resort in Rockingham County opens Wednesday; Wintergreen in Nelson County and The Homestead in Bath County open Thursday; Bryce opens on Friday.
Glickman, president of the Virginia Ski Association, said the sport has been aided by an annual promotional campaign. The state Division of Tourism splits the costs with the four resorts.
The state began subsidizing the campaign in 1991 after the Tourism Division determined that out-of-state skiers were spending between $12 million and $14 million. The state allocated more than $15,000 this season, he said.
``That promotion has really taken off,'' said June Brinkman, marketing director at Massanutten.
The number of skiers increased from 125,000 in 1992-93 to 160,000 last season at Massanutten. In the off-season, the resort expanded its rental shop, bought new ``snow guns'' and combined two slopes to make more room for beginning skiers.
The Homestead, where 18,000 people skied last season, redesigned a slope for the increasing popularity of snowboarding, a sport that combines surfboarding and skiing.
``Snowboards are in high demand,'' said Steve Showalter of Massanutten Resort, which opened a snowboard park last season. ``That's what the kids want right now in the 13-to-18 age group.
Bryce Resort, where the number of skiers last season increased 10 percent, to 50,000, added tower guns for making snow and built another slope for advanced skiers.
Wintergreen, which drew 140,000 skiers last season, spent $1 million to expand its snow-making capability.
``We will have faster slope openings and we will be able to replenish our snow surfaces quicker throughout the ski season,'' Glickman said.
The Southeastern ski business increased 19 percent last season, the largest of any region in the nation, marketing directors said.
This is an anniversary year for the industry in Virginia. The Homestead ski area is 35 years old and Wintergreen opened 20 years ago. ILLUSTRATION: ASSOCIATED PRESS
File photo
Donny Falls, a snowmaker at Wintergreen resort, checks a machine
that is part of the resort's $1 million investment to expand its
snow-making capability. Reservations are up 40 percent over last
year.
by CNB