Lake Tahoe resorts: Upgrades give a lift
LOS ANGELES — The nation's ski industry suffered an epic wipeout last season, with the least snowfall in decades and one of the steepest drops in skier visits on record.
But instead of retrenching, resort owners are opening their wallets wide on upgrades and expansions.
One of the biggest jumps in spending is taking place at the snow-covered peaks around Lake Tahoe, where resorts are in the midst of a spending splurge of more than $100 million over the next five years.
The flurry of spending began two years ago and includes a newly built on-mountain lodge at Northstar California and a mile-long terrain park at Alpine Meadows, plus new lifts and upgrades to snow-making equipment at several resorts. The Olympic House lodge at Squaw Valley resembled a tired, aging casino before it recently underwent a $2 million face lift.
"We are putting our shoulder into this," said Andy Wirth, president and chief executive at Squaw Valley. "We know that last year was an anomaly."
Although the nation's ski mountains enjoyed bountiful snowfall in the 2010-11 season, last year they suffered the lowest snowfall in 20 years, forcing half of resorts to either open late or close early.
"We know the snow is going to come back, and we want to be ready and not have to play catch up," said Nadia Guerriero, general manager of the Village at Northstar, who has managed a $3 million face lift that includes new outdoor furniture, fire pits and a concert stage next to the village skating rink.
Most of the expenditures come from the deep pockets of two Colorado companies, Vail Resorts, which also owns and operates popular resorts in Colorado and Wyoming, and KSL Capital Partners, a private equity group in Denver. Combined, the two companies own or operate five of the biggest resorts around Lake Tahoe.
Despite erratic snow seasons, Vail Resorts and KSL say they are confident in the future of snow sports and see Lake Tahoe as an underdeveloped gem, in proximity to millions of potential resort visitors from the Bay Area, Sacramento and Southern California.
"Lake Tahoe is a place of unparalleled natural beauty with large, dynamic and successful markets in San Francisco, Sacramento and Reno," said Eric Resnick, a managing director at KSL.
Vail Resorts first moved into the Lake Tahoe area with the purchase of Heavenly ski resort in 2002. The company took over Northstar in 2010 and Kirkwood in February.
KSL acquired Squaw Valley ski resort in 2010 and took over Alpine Meadows in 2011, combining the operations to offer skiers 44 lifts and 270 trails on more than 6,000 acres of land.
Only a year after Vail Resorts spent $63 million to take over operations at Northstar in 2010, the company began to spend upward of $30 million for a new lodge with 700 seats for drinking and dining, a new high-speed chairlift and two intermediate trails on the backside of the mountain. Snowboarding legend Shaun White was even tapped to design a 22-foot halfpipe.
At the new Zephyr Lodge, which opened last December, Bill Rock, vice president and chief operating officer at Northstar California, pointed to the self-serve salad bar, the food counter that serves Asian fusion dishes, and the wall of windows that look out on the snow-capped Sawtooth Ridge.
Across the lake, Heavenly ski resort completed building a similar on-mountain lodge, Tamarack, in 2010.
The ski resorts are not alone in spending in Lake Tahoe.
In 2009, the Ritz-Carlton Hotel Co. invested $300 million to open a six-story, 170 guest-room luxury hotel at the Northstar resort, the only five-diamond, AAA-rated hotel around the lake.
Not everyone is happy about the big-money investments. Some longtime skiers fear the resort upgrades will lead to higher lift ticket and season pass prices. Those prices already have increased $5 to $50, depending on the mountain.
Steve Grevstad, a Grass Valley resident and former president of the Bota Bagger Ski Club in Truckee, Calif., said he worries that higher lift ticket prices will make it too expensive for families.
"If you have a family with two kids, you are going to come up there and kiss a $1,000 bill goodbye," he said. "They are not going to have the discount tickets in the future the way they had in the past."
But other skiers welcome the investments, saying the changes will entice them to visit the resorts more often.
"As an outsider who skis there, I welcome the improvements," said Ann Lawson, a veteran skier and trip organizer for the Pasadena-based Grindelwald Ski Club.
The dark cloud on the horizon for the ski industry is climate change.
National Ski Areas Association spokesman Troy Hawks said ski operators are taking action by cutting greenhouse gas emissions at their operations but also by investing heavily in snow-making equipment.
Squaw Valley, host of the 1960 Winter Olympics, invested $4 million in snow-making guns and equipment over the summer, plus another $4 million on new trail groomers over the past two years.
"The conditions last year really made it easy to sell such investments to our owners," said Wirth, the Squaw Valley CEO.