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Ski, Tourism Business Not Chilled by Mild Winter
By Stephen Dravis, iBerkshires Staff
03:47AM / Tuesday, February 16, 2016
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The parking lots and ski lift at Jiminy Peak were packed on Monday, Presidents Day.

The mild winter weather and sparse snowfall hasn't stopped ski resorts like Jiminy, above, or Berkshire East from making their own snow.


This week's cold and snow came just in time to remind fans of winter why they like living in the Berkshires.
 
But those who make their living from people traveling to the Berkshires say winter's late arrival has not been as bad for business as you might think.
 
At Lanesborough ski shop Ski Fanatics, manager Danielle Carter said last week that the rental business has been going strong despite the high temperatures and lack of snow that has marked most of the season.
 
"I don't think it's been that bad," said Carter, who has been at the Route 7 shop for 10 years. "We've been doing a lot of rentals. The amount of people I've been told is coming in has been just as many as in the past."
 
And Carter said she is not surprised.
 
"Hard-core skiers will ski no matter what," she said.
 
And while the region was suffering — or enjoying, depending upon your point of view — a relatively snow-free winter, there has been plenty of man-made snow on the area's slopes to keep the hard-core skier happy.
 
In fact, it is because the Northeast occasionally has winters like this that Northeast ski areas are prepared for winters like this, Carter pointed out.
 
"We always make snow no matter what," she said. "Unlike out West, we have that advantage. Last year, they had no snow and they don't have the snowmaking capacity we do."
 
No surprise then that two of the region's larger ski areas are not complaining about the El Nino weather pattern — at least not much.
 
"It has been more of a challenge than in a typical year, certainly, but we have also noticed that there is a desire there for people to ski," Jiminy Peak Director of Marketing Katie Fogel said.
 
At Charlemont's Berkshire East, Marketing Director Gabe Porter-Henry said it was a challenging beginning to the season, but things are looking up.
 
"We missed the Christmas rush and all of December, but we've been able to get a large amount of terrain open in a short period of time," Porter-Henry said. "We have seen some busy weekends, which has been wonderful.
 
"Obviously, you play catch up when you miss time."
 
Both Jiminy and Berkshire East report they have been fully staffed once the ski season got under way.
 
"We remain fully staffed as we would for a normal winter so that we can maintain the experience for our guests but we pay close attention to business volumes and adjust accordingly as needed on a given day," Fogel said. "That isn't entirely different than what we would do in a normal year but we are certainly paying closer attention this year."
 
It has not hurt the ski areas that while the Berkshires were essentially without natural snow until February, both Boston and New York received major storms earlier in the season. Industry people often say skiers think more about going to the mountain when there is snow in their back yard.
 
It is too soon to know just how many of those "city people" hit the road for overnight trips in the Berkshires this winter, according to the chief marketing officer of the Berkshires Visitors Bureau.
 
Lauri Klefos said her group will not see numbers on January hotel occupancy until later this month. December occupancy was down a little, and she said she would not be surprised if January was off from a year ago as well.
 
But, Klefos said, tourism business is about more than just snow — even in the Berkshires.
 
"Independent retailers have told me they've had some of the best Decembers they ever had because people were out shopping," Klefos said.
 
"Ski areas may not be having a banner year, but a lot of them did creative things for their guests who were there in the beginning of the season."
 
Berkshire East was glad it could keep its downhill mountain bike open until later than usual, Porter-Henry said.
 
Both Jiminy and Berkshire East benefited from a wide range of amenities that do not require a ski or snowboard.
 
"The long-term outlook for New England still look pretty strong, but we expect to see El Nino years and years that are shorter for skiing," Porter-Henry said. "That does point for the need for the downhill mountain bike part, the coaster, the zip lines, white water rafting. We're trying to position ourselves as one of the top outdoor adventure destinations in New England."
 
Klefos said the strength of the Berkshires' tourism trade allows the region to weather uncooperative weather.
 
"I always tell people, there are three things to look at," she said. "The strength of the program or product you're offering, and we have incredible things in the Berkshires. The second factor is the economy, and this year gas prices are lower and consumer confidence is up. Then the third thing is acts of nature. If it's a rainy June or July, that's going to hurt the summer season.
 
"I'm not going to say it's going to be our best winter ever, but it's not as dire as people are thinking it might be."
 
Everyone involved in the ski industry is looking forward to a strong holiday weekend and school vacation week, especially now that it looks more like a Berkshires winter.
 
"The coming vacation week is always one of our most important weeks of the year, no matter the season," Jiminy Peak's Fogel said. "We are optimistic for a strong week given the snow that we just received leading into it."
 
"The President's Weekend and Martin Luther King weekend tend to be our biggest weekends for rentals," Ski Fanatics' Carter said. "Having natural snow makes the locals engaged. Now the locals will probably want to ski more.
 
"I know I want to ski more."
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