Ski resort takes major financial hit from pandemic
The COVID-19 health and safety orders have had a major impact on the bottom line at Big White.
The ski resort said since the initial travel advisories in late November, the resort and its reservation service have cancelled $7.3-million in lift ticket and accommodation bookings.
The business said it has received hundreds upon hundreds of emails, messages and comments from families and individuals disappointed by these decisions.
Over and above the $7.3 million is the lost revenue for the other departments on the mountain – including the ski and board school, food & beverage, equipment rental, hard and soft good sales, retail, events and activities.
“As challenging as it has been, we know that we are doing the right thing to bend the curve. And this has been confirmed by many of our local season passholders and those who wish to visit but cancelled on their own,” said Peter Plimmer, President and CEO of Big White Ski Resort Ltd.
“When the provincial health officer clearly states ‘avoid non-essential travel,’ then the subject is not debatable in cancelling reservations for those who live outside our local area, even if it results in a substantial financial hit. It will always snow at Big White, and eventually COVID-19 will be gone. But, while it’s here, our focus is day to day.”
Small, locally owned businesses on the mountain are struggling to keep their seats filled and staff employed. Jude Brunt, co-owner of Globe Cafe, said these changes they’ve made due to COVID-19 go against their DNA of offering genuine hospitality, but that everyone has gone above and beyond, including the staff and locals, to keep the spaces safe and welcoming.
“We’re also having to keep our staff motivated in innovative ways, when their overall well-being is so adversely affected this season,” Brunt said. “Staff virtual team events, care packages, and assistance with mental health challenges are all part of our responsibility as employers this year, and our businesses will hopefully survive because of it.”
On January 21, 2020, Big White Ski Central Reservations Ltd recorded an occupany of 87.5 per cent. Today, the occupancy is 14.7 per cent. Mid-week skier visits are down by 84 per cent, Ski & Board School by 96 per cent, and other ancillary businesses are down over 80 per cent. All resort businesses are offering locals exceptional deals, as they’re the only ones able to visit the resort so far this year. Never before has this opportunity existed for locals due to the popularity and influx of international visitors.
“We are grateful to our locals and season passholders for following the rules and skiing at their local hill,” says Michael J. Ballingall, Senior VP at Big White Ski Resort Ltd. “Every choice we, as individuals, make, every opportunity we have to ‘do the right thing,’ is imperative during these times. For everyone who has stayed home when they felt unwell, who has gotten a test, who has forgone a family or friend get together, who has cancelled their trip due to travel advisories – you are the reason we still have a ski season, and we applaud you for it. After all, it can truly be said ‘we’re all in this together.’”
During the Christmas and New Year’s holidays, Big White Ski Resort Ltd introduced a new Lift Ambassador program – a program that has provided employment for an additional 12 team members who have moved from inside operations to outdoor operations. The Lift Ambassadors monitor the lift lines and enforce COVID-19 safety protocols every day, seven days a week. This weekend, the Big White Fire Department will be assisting in reminding all visitors of the COVID-19 safety program and what individuals can do to bend the curve.
“The outdoor program is working brilliantly,” commented Trevor Hanna, VP of Hospitality at Big White Ski Resort Ltd.
“Season passholders and local skiers and snowboarders have really championed the resort’s Safety Plan, and to date, we are proud to say there has been no identification of transmission of COVID-19 outdoors or in the workplace on Big White Mountain.”