With the 2010 Olympics about to focus winter-sports attention on the region, the Washington ski industry has a golden opportunity to market itself. But less-than-ideal weather, lack of overnight accommodations and expansion limitations make it unlikely to spring into the national spotlight, according to this article in the News Tribune.
Wet, heavy snow is one reason that skiing accounts for only 2 percent of overnight recreational trips in the state -- about the same as cycling and horseback riding. “If you can ski in Washington, you can rip any place in the world,” Chris Rudolph, marketing director for Stevens Pass, is quoted as saying. “But ‘Come ski our hard snow’ doesn’t exactly make a great marketing slogan.”
Most ski areas lack nearby hotels and can't expand because they are located on public land. Instead of trying to lure tourists, the industry is talking about modest improvements to keep locals from going to Utah and Colorado, let alone B.C. Crystal Mountain is expanding, building a hotel and adding transportation. But officials say the best marketing is with a ski bum image such as at Mount Baker, which supposedly sacrifices about $50,000 in corporate sponsorships to keep ads and TVs out.