With the Canadian border now barrier-free, one of the world’s top ski destinations is trying to lure skiers down from Canada.
Colorado accounts for nearly 25% of all ski visits across the United States, but they’ve been hard-pressed to bring in Canadian skiers the past few years due to travel restrictions. With vaccine requirements and random testing now a thing of the past, they hope to see more Canadian luggage tags on ski bags at Colorado airports this winter.
“Canada is traditionally one of our top two or three international markets,” Melanie Mills president and CEO Colorado Ski Country USA, told Open Jaw at a Toronto reception 06OCT 2022. “We’re eager to welcome Canadians back to Colorado Ski Country.”
Canadians, as well as Australians, Brazilians and other foreign visitors, will find a very much new and improved ski scene in Colorado, Mills said.
“We didn’t sit on our hands during the pandemic,” she said. Instead, resorts across the state poured money into improving everything from ski hills and infrastructure to rooms and food & beverage options.
“Millennials are our biggest market,” she said. “These are people who grew up with edamame snacks in kindergarten, and they won't stand for a restaurant that just offers burgers and fries.”
Mills said the ski scene in her state is better than ever.
“I’ve heard people say, ‘If you think it’s just like the old days, then you weren’t here.’”
The top slogan or selling point for Colorado Ski Country USA, a lobbying association and not an ownership group, is “A mountain for everyone.”
“We have purpose-built ski village, historical mining towns and cool cities,” Mills said. “And you don’t have to be a skier to enjoy it. If you’re a parent you can sit on a nice Adirondack chair and watch the kids. We also have ski schools for people of every age and every ability.”
Among the members of Colorado Ski Country USA are Aspen, Snowmass, Arapahoe Basin, Copper Mountain and Steamboat; all proven winners in a state that offers the serenity of a clear blue mountain lake.
Skiing can be expensive, but Mills pointed out that IKON pass holders in Canada (the pass includes several top-rated ski hills in Canada, including Blue Mountain, Tremblant, Revelstoke and Sun Peaks) can ski without extra charge in many Colorado resorts; among them Steamboat, Aspen and Snowmass.
Denver is roughly two hours and change from Toronto by air, with convenient flights from United and partner Air Canada. From Denver it’s only a 90-minute drive to Arapahoe and roughly the same to Copper Mountain. Aspen is roughly 3.5 hours away by car. Another option is to fly via Chicago and then connect directly to Aspen, Steamboat, and other ski spots.
Once you’re on the ground, Colorado offers everything from Quality Inn basic to Four Seasons-style luxury. They also offer friendly locals.
“The special sauce in Colorado is that we’re actually happy to see you,” Mills said.
Alan Henceroth, Chief Operating Officer at Arapahoe Basin, said his resort sits on the continental divide and has a restaurant at 12,450 feet. He called it “the highest dining experience in North America.”
Aspen is really four ski mountains, but all are one ticket, said Jeff Hanle, Director of Public Relations, Aspen Skiing Company
Not only is the skiing first rate, but there’s a great story behind Aspen, said Hanle, who was sporting a sticker on his plaid shirt that said “Aspen skiers are better lovers.”
Aspen was a highly successful silver mining town back in the day, but when the silver market crashed the town needed something else to keep its economy going. It turns out that a couple of World War II veterans had learned to ski in Europe during the war, and they thought Aspen might just make it as a ski destination. A group of Chicago industrialists came in and developed the Aspen Ideas Festival, so the town is not just about snow and mountains.
Aspen celebrated its 75th anniversary as a ski resort last year, and it has all the attributes of a big city, such as “world-class theatre, music and dance,” combined with some of the best skiing in North America, Hanle said.
Colorado is usually warmer than the Alberta Rockies, and the snow is both dry and deep most winters, he added.
Olivia Butromyvich, Communications Coordinator at Copper Mountain, said her resort is unique in that there’s no real town. There are three villages with lodging, but the nearest town is Frisco, about 10 minutes away.
Copper Mountain is a training site for the U.S. ski and snowboard teams, so you know there’s great skiing. “We’re known as 'the athletes’ mountain,’” she said.
Woodward Cooper is an action sports and youth centre located at the resort, with year-round skiing and snowboarding, plus a 19,400 square foot indoor training facility with skateparks, Olympic-grade trampolines, foam pit jumps, indoor ski and snowboard training and more.
