July 2, 2000

Middle of the summer, temperatures in the 90's! The last thing on our minds is skiing, probably.

But for those in the ski industry, this is a very busy time. Ski numbers were down last season in Utah and the challenge is to get them back up!

Kip Pitou/Exec. Dir. "Ski Utah":"I THINK WE HAVE A REAL UPSIDE OPPORTUNITY IN THE NEXT YEAR, NO QUESTION ABOUT THAT."

Coming off a "not quite-as-good-as-hoped" ski season this past year, Utah ski officials are working on making a big comeback next winter.

After all, the Olympics are coming--time to show off the great snow and venues. The resorts, with help from "SKI Utah," will use that marketing strategy worldwide for the coming season.

PITOU: "I THINK THAT WE'VE FOCUSED ON BRINGING PEOPLE IN...YOU KNOW, COME IN BEFORE THE OLYMPICS, TOUR THE VENUES, SEE WHERE IT'S GOING TO BE, GO HOME AND WATCH IT ON TV....KIND OF THING. SO I THINK WE'LL HAVE PRETTY GOOD TRAFFIC THIS YEAR."

But what about next year? Utah's ski industry is expected to benefit greatly, long after the Olympic Games are played here.

But, there's a big concern about 2002 itself. Will skiers stay away?

PITOU: "WE DO HAVE A REAL ISSUE IN THE SHORT TERM AS IT RELATES TO 2002. 05 I THINK ALL OF OUR SKI RESORTS ARE GREATLY CONCERNED WHETHER PEOPLE WILL COME TO SKI DURING THAT YEAR! AND AFTER THE OLYMPICS, EVERYONE'S GOING SOMETHING WE'RE ALL BATTLING, AND IT'S A HUGE ISSUE FOR US."

Let's make it clear, Utah's ski industry is still booming!

Last year, skiers contributed $781-million to Utah's economy-- the lift tickets, hotel rooms, cars, restaurants, all add up.

The key, however, is to keep the visiting skiers here, longer.

PITOU: "WE NEED TO BRING MORE PEOPLE OVER THE UTAH THRESHOLD. WE NEED MORE DESTINATION SKIERS IN ORDER TO MAINTAIN OUR PRICING, ETC."

By the way, 52 % the people who ski in Utah are from out of state! And they spend more than $400 a day while they're here!