For most of us, the snow isn’t here yet. However, the skiing season has begun. As one of the largest economic drivers in the state, the ski industry affects every New Hampshire resident. Every year about 2.8 million people visit the ski areas of New Hampshire — and most of those people come from out of state. They spend an estimated $384 million, generating thousands of jobs and hundreds of millions more in economic impact. That’s why the winter season is an important one for the state, especially for the northern and western areas. On this episode of “The State We’re In,” host Melanie Plenda talks with Jessyca Keeler, president of Ski New Hampshire about the outlook for the season and what’s new in New Hampshire ski areas.
By Rosemary Ford and Caitlin Agnew
This article has been edited for length and clarity.
Melanie Plenda:
Please tell our audience more about Ski New Hampshire. As an organization, what do you do and whom do you serve?
Jessyca Keeler:
We are a nonprofit 501(c)(6) trade association that represents ski areas from around the state of New Hampshire. We currently have over 30 members. We also work with a host of associate members that are kind of adjacent to the ski industry.
We have three or four different buckets, if you will, of activities. One of those is advocacy and government relations work. We also do a lot of educational programming and planning for our members and offer networking opportunities as well. Then we do some marketing and PR and communications work.
Melanie Plenda:
In a general sense, what is the outlook for the 2024-2025 ski season this year? How does the weather look? How many people are expected?
Jessyca Keeler:
We're always an optimistic bunch in the ski industry. While I'm not a meteorologist, one thing I will note is that this is apparently a La Nina year in terms of global climate phenomena or patterns. What that means, at least what we've read or been told that that means, is that we could be looking at a colder winter than average. Precipitation could be higher, could be lower. We could be seeing more storms. But honestly, time will tell.
We’re excited about the pattern that we're currently in. It's gotten colder in the last week or so. We've had a couple snow events. So we're excited about that. In terms of how many people are expected to come, I mean that really depends a lot on the weather. As much as ski areas do a lot of work to prepare for the winter and make sure that we have a great skiing surface and experience for people, the weather really can dictate how many people come in any given season. But, over the last 10 years, we've been averaging approximately 2.3 million skiers, which would be Alpine, cross-country and tubing visitors, over the course of each winter. So hopefully, we'll be in that range.
Melanie Plenda:
For our audience, tell us more about the direct and perhaps indirect impact that skiing has on the New Hampshire economy. What businesses and industries are affected? What kind of revenue does it generate?
Jessyca Keeler:
The last economic impact study we did was about six years ago, and what we were looking at was about $384 million in direct and indirect spending by skiers. That's spending at ski areas but also spending at places like restaurants and lodging properties and grocery stores and gas stations. But then you look at the induced effect, which really brings that number up to about a 500-plus-million-dollar economic impact to the state of New Hampshire. So that means that you're taking the employees who work in those businesses, whether it's the ski areas or the lodging properties or the restaurants, and they are then spending their funds, their income, if you will, on rentals or homes. They're paying taxes, going to the same grocery stores and gas stations that guests are going to, and they're just generally contributing back to the economy. So overall, we're looking at about a half a billion dollars a year. That number may have grown or changed since the study was completed in early 2019, but that's roughly the economic impact.
Overall, we're looking at communities in generally rural and mountainous parts of the state that rely heavily on tourism. So that's, you know, a lot of those communities, the ski area is kind of the big attraction — the big driver, the big economic driver for those areas. So without those ski areas, a lot of those other businesses might not do so well. It's an important economic driver for a lot of parts of the state.
Melanie Plenda:
It looks like many ski areas upgraded facilities over the summer, especially in terms of snow-producing equipment. Can you tell us more about that?
Jessyca Keeler:
Ski areas are constantly investing in snowmaking. This is something that's been going on for decades, really. When the ski industry started back in the 1930s in the state, it was pretty evident right away that we might need some help along the way, because Mother Nature can be kind of fickle in the winters here in New England and in New Hampshire.
It's really just important and vital for ski areas to invest in that technology so that we can guarantee a great product for skiers and riders who are coming up here to ensure that our winter tourism industry is healthy. So it's something that we do on a regular basis. I think this year alone, at least eight ski areas that I've counted that I know of invested — some small investments, some really big investments — in snowmaking this year, and I expect that to continue in the years to come.
Melanie Plenda:
How is climate change affecting the industry?
Jessyca Keeler:
It's definitely something that we've been grappling with over the years. We are seeing warming winters. Winters seem to start a little bit later. It takes a while for the weather to get cold enough to make snow, or for us to start seeing snowfall, or the ground freezing. This time of year, ski areas are sometimes opening later than they planned, maybe by a week or so. We're seeing that on the other end as well, in the spring. So we might be having warmer springs happening earlier than we expect, and that has caused some ski areas to close earlier than planned.
Likewise, with the extreme weather events that we're seeing. Last year, in December, we had this big rain and flooding event that kind of caused us to lose a lot of the snowmaking gains that we had right before the holidays. That really had an impact on us. Then in the spring, we saw some crazy storms where a lot of heavy snow fell, and in some places it was so heavy that it was either more icy or it was so heavy that it brought down trees, which caused power outages. Then ski areas can't over operate in those regions.
So it's definitely having an impact on our industry, but we're pretty resilient, and we have been taking strides and making efforts over the years to try and deal with what comes our way.
Melanie Plenda:
What’s being done to mitigate that impact?
Jessyca Keeler:
Investments in snowmaking are a really important part of that adaptation for us as an industry, and ski areas are constantly reinvesting in that. Other investments include grooming technology as well — better groomers. There's a lot of work done on the slopes during the summer months to prepare for a season so that you can have less snow on the trails, for example. There’s a lot of different things that ski areas are doing to adapt.
Melanie Plenda:
Your organization also gathers skiing deals. Can you tell us more about those? Are there still discounts, and how regularly is that updated? And when’s the best time to get a deal?
Jessyca Keeler:
So it really depends on what kind of deal you're looking for. If you're a season pass holder — if you know you're going to ski more than, say, five times in a winter and you know you want to go to either the same mountain or different mountains — we do provide information about different season passes. I find that the best time to buy those is usually in the spring, when season one is still going. So if you're skiing in March, you might start to see ski areas advertising to you for the best rates for next season. If you're pretty sure that you're going to ski next season, I would recommend that you get your passes in the spring. It's usually like April, May, maybe into June, it varies by ski area, but those are the best times to get a pass.
Melanie Plenda:
What does the future look like for skiing in New Hampshire?
Jessyca Keeler:
Like I said, we're optimists, and I would say I fall into that category as well. The ski areas, based on the investments that they've been making at their properties — we're not just talking about snowmaking, we're talking about new lodges, new trails, new mountains, even added to some of the existing ski resorts. We’re just seeing a lot of investment, and I think that points to a healthy industry. The future is bright. With those snowmaking and snow grooming investments that we've made, I think that we're prepared to deal with whatever comes our way.
Melanie Plenda:
Well, good luck with the season. Jessyca Keeler, president of Ski New Hampshire, thank you for joining us today.
“The State We’re In” is a weekly digital public affairs show produced by NH PBS and The Marlin Fitzwater Center for Communications. It is shared with partners in the Granite State News Collaborative, of which both organizations are members.These articles are being shared by partners in the Granite State News Collaborative. For more information, visitcollaborativenh.org