Gondolas travel past the Stowe Mountain Lodge in Stowe, Vt.
For years, ski areas were focused on one thing, and one thing only: snow sports. But in recent years, an increasing number of resorts have been adding year-round attractions for non-skiers, too: mountain bike trails, a mountain coaster, hockey rinks and even a water park. We discuss the trend toward diversification, marketing strategies focused on bringing skiers from out of state, and what local ski areas are doing to recruit new people to keep the industry growing. Our guests are Parker Riehle, president of the Vermont Ski Areas Association, and Frank Pauzé, a professor of business and the director of the Resort Management Program at Green Mountain College.