Ski Meetings Make for Unique Meetings

Corporate travelers are hitting the slopes this winter, and it's not hard to see why. Ski-oriented meetings provide an ideal balance of cold-weather fun with an out-of-the-box setting that works well for creating effective events.

Take "Snowcial," a gathering for members of the social-media industry that Lake Tahoe-based Blue Sky Events has planned for four years running. At the most recent iteration, about 300 guests attended, spending three and a half days at Heavenly Mountain Resort taking in the general sessions, breakout meetings, and presentations from tech speakers.

"Typically we skied in the morning and had afternoon speaker sessions, with dinner and entertainment late into the night," says Kerry Hawk, owner of Blue Sky Events. "The event was designed for the snow-sports lover who also works in the marketing and social-media arena."

In another instance, a client of Blue Sky's brought 90 people to Heavenly -- about half of the attendees bused in from the company's headquarters in San Francisco and the rest flew into Reno. Attendees held meetings on Friday, with dinner and entertainment in the evening, then spent the day on Saturday skiing, ending the fun with dancing at the nightly "Unbuckled Aprés Ski Party" at Heavenly's Tamarack Lodge. Of course, ski meetings aren't just about fun.

"In the past 10 years, we've seen the balance of meeting time increased with entertainment decreased," says Hawk. "Clients are asking for motor coaches with Wi-Fi so they can work while driving from San Francisco to the ski destination."

As groups seek to work hard and play hard on the slopes, ski destinations are working to appeal to both their business and leisure needs. Mammoth Mountain, on the eastern side of California, has introduced SKYBOX, a new B2B division aimed at helping businesses set up corporate retreats and meetings, as well as entertainment and teambuilding activities. The program allows groups to blend business with the snow-covered outdoors, customizing trips to include travel, lodging, outdoor recreation packages, entertainment, and meeting spaces.

"[It] was created to meet the needs of today's business leaders and employees who prioritize authentic experiences and an outdoor lifestyle," says Rudy DeFelice, the head of Mammoth's B2B division. "The days of business meetings on the golf course or in stuffy hotel conference rooms are fading, and in its place are business meetings that blend innovation, adventure, and new experiences with the beauty of the outdoors."

Membership to SKYBOX is limited to 100 companies, each of which receives lift tickets for unlimited mountain access, luxury transportation, slope-side lodging, and group events at the mid-mountain SKYBOX clubhouse and restaurant -- reachable only by gondola. CEOs and company executives will also be able to take advantage of VIP travel and recreational events that can be tailored to each member.

"A concierge is also available to members to access for private travel," adds DeFelice. "The SKYBOX clubhouse can be used to host events such as conferences, speaking events, trainings, and team building."

Ashley Robertson, senior marketing manager of Avon, CO-based DSC Destination Services, emphasizes that in the winter, mountain destinations have far more activities to offer than just skiing and snowboarding. She points out that Park City, UT, home of the Sundance Film Festival has experienced explosive growth in its luxury market over the past few years -- including the opening of Waldorf Astoria Park City, St Regis Deer Valley, and Montage Deer Valley, joining the AAA Five-Diamond Stein Eriksen Lodge.

"High-end incentive business is avidly attracted to ski-oriented destinations and we are seeing a combination of three- or four-night incentive itineraries and hybrid events with half-day business sessions rolling into a selection of leisure offerings," says Robertson, adding that among the industries she is seeing which have particular interest in snow-oriented gatherings are financial/insurance, automotive, commercial real estate, and consulting.

Another destination Robertson cites is Jackson Hole, WY, where DSC is often asked to incorporate both skiing and non-skiing activities into programs. On the mountain, the planner has tapped the talents of Olympic skiers to provide an especially memorable touch and elevate the experience. This includes wildlife tours in Grand Teton National Park, sleigh rides on the National Elk Refuge, or unusual teambuilding events like building sleds or snowmobile geocaching.

"A lot of corporate groups are incentivizing their guests during winter programs with both skier and non-skier activities," says Robertson. "Additionally, if they are incorporating activities we have seen a rise in doing a corresponding teambuilding activity."

She points in particular to Vail and Beaver Creek mountains, which provide areas for every skill level. Private ski lessons are encouraged and can be arranged, as well as group lessons if the attendees so desire, to make them comfortable on the slopes and ensure they enjoy their time in the Vail Valley.    

For example, DSC recently hosted a financial industry client of 400 attendees who participated in not just skiing, but snowmobiling, winter fly fishing, snowshoeing, and cross-country skiing ("you name it and they did it," says Robertson). Or an automotive client of 140 who participated in skiing, snowmobiling, and snowshoeing.

A Flurry of Excitement
Beyond the fun and scenery, these destinations also offer surprising history.

"The Vail Valley is unique in that the U.S. Army's 10th Mountain Division set up winter and high-altitude training here during World War II," says Robertson, adding that DSC has developed a full-day experience surrounding this historical event to include activities at Camp Hale in the morning (snowmobiling, snowshoeing, cross country), an afternoon of tastings at the 10th Mountain Whiskey Tasting Room, followed by dinner at The 10th, located on Vail Mountain. "Along the way, a historian will tell stories about these men and the area at the time."

As this year is the 100th anniversary of the National Park Service (founded in August 1916), it is also a fitting time for groups to explore ski destinations near national parks. For example, Estes Park, CO's location, bordering the Rocky Mountain National Park, offers an attractive destination for groups interested in backcountry and cross-country skiing.

 

"[It's] a more affordable and less crowded alternative to popular ski resorts -- a guided excursion in the untouched wilderness offers groups the ultimate team-building experience," says Elizabeth Fogarty, president and CEO of Visit Estes Park. "In addition to skiing, Estes Park offers a wide variety of outdoor winter pursuits -- everything from snowshoeing and avalanche safety courses to ice climbing."

She adds that there has been an uptick in groups visiting to the destination recently. The city has added a few new venues, including the Stanley Hotel Event Pavilion. The 16,000-square-foot space, part of the famed Stanley Hotel (the inspiration for Stephen King's The Shining) includes two floors of flexible meetings space and is expected to open this summer. It joins the 52,000-square-foot Estes Park Event Complex, completed last May.

Planners must also ensure that attendees of all skill levels -- from newbie to expert -- can enjoy themselves. Blue Sky Events' Hawk has taken steps to do just that with groups she's hosted, giving the example of a typical event she has organized at Tahoe's Heavenly Mountain Resort.

"First, the gondola ride from the Heavenly Village offers a mid-station stopover for photo ops, then once you reach the top of the mountain they have dining and daily entertainment for snow-sports lovers or just those who want to experience the mountain on foot," says Hawk. "We also offer snowmobiling, sleigh rides, and tubing around Lake Tahoe along with dinner or sightseeing cruises on Lake Tahoe all year long. There's something for everyone."



Questions or comments? Email [email protected]



This article appears in the February 2016 issue of Successful Meetings.

A Flurry of Excitement
Beyond the fun and scenery, these destinations also offer surprising history.

"The Vail Valley is unique in that the U.S. Army's 10th Mountain Division set up winter and high-altitude training here during World War II," says Robertson, adding that DSC has developed a full-day experience surrounding this historical event to include activities at Camp Hale in the morning (snowmobiling, snowshoeing, cross country), an afternoon of tastings at the 10th Mountain Whiskey Tasting Room, followed by dinner at The 10th, located on Vail Mountain. "Along the way, a historian will tell stories about these men and the area at the time."

As this year is the 100th anniversary of the National Park Service (founded in August 1916), it is also a fitting time for groups to explore ski destinations near national parks. For example, Estes Park, CO's location, bordering the Rocky Mountain National Park, offers an attractive destination for groups interested in backcountry and cross-country skiing.

 

"[It's] a more affordable and less crowded alternative to popular ski resorts -- a guided excursion in the untouched wilderness offers groups the ultimate team-building experience," says Elizabeth Fogarty, president and CEO of Visit Estes Park. "In addition to skiing, Estes Park offers a wide variety of outdoor winter pursuits -- everything from snowshoeing and avalanche safety courses to ice climbing."

She adds that there has been an uptick in groups visiting to the destination recently. The city has added a few new venues, including the Stanley Hotel Event Pavilion. The 16,000-square-foot space, part of the famed Stanley Hotel (the inspiration for Stephen King's The Shining) includes two floors of flexible meetings space and is expected to open this summer. It joins the 52,000-square-foot Estes Park Event Complex, completed last May.

Planners must also ensure that attendees of all skill levels -- from newbie to expert -- can enjoy themselves. Blue Sky Events' Hawk has taken steps to do just that with groups she's hosted, giving the example of a typical event she has organized at Tahoe's Heavenly Mountain Resort.

"First, the gondola ride from the Heavenly Village offers a mid-station stopover for photo ops, then once you reach the top of the mountain they have dining and daily entertainment for snow-sports lovers or just those who want to experience the mountain on foot," says Hawk. "We also offer snowmobiling, sleigh rides, and tubing around Lake Tahoe along with dinner or sightseeing cruises on Lake Tahoe all year long. There's something for everyone."



Questions or comments? Email [email protected]



This article appears in the February 2016 issue of Successful Meetings.