Let it Snow, Let it Snow!

by Brian Lawson 

Sure, when the snow falls each winter it may not always be good for the daily commute but it's great for the northern Michigan economy. Crystal Mountain is the largest employer in Benzie County and the fourth largest in Manistee County with 45 downhill slopes and 40km of cross-country trails. The equation is pretty simple, the more skiers and snowboarders, the more employees needed to take care of those customers. Not a bad model for a state with the highest unemployment rate in the nation.

It goes without saying that the weather is a key component to the success of winter tourism destinations. Northern Michigan ski resorts have been aggressive in their efforts to ease Mother Nature's burden when it comes to snow. Ski areas have made significant investments in snowmaking including Crystal which increased its snowmaking capacity by 30%, part of a $1.4 million investment over the last six years. The upgrade, coupled with temperatures consistently under 28 degrees, is paying immediate dividends.

"This is the most snow we've had this early, ever," said Michael Call, Crystal Mountain vice president of Mountain Operations. "We've actually had to turn some of the snowguns off because we have too much snow in spots. It's been amazing."

While snowmaking is essential to quickly building a solid base on the slopes, the snow created by Mother Nature plays an important role as well. There are few things better than fresh natural powder but flakes falling from the heavens serve as an extremely cost effective marketing tool as well. A snow shower can serve as a nice reminder of the fun that awaits on the mountain. When the flakes fall the phones typically start ringing and increased tourist traffic not only benefits ski areas but the surrounding communities as well. The winter guests that visit Crystal Mountain also visit the shops and eateries in Frankfort, Beulah, Benzonia, and Honor further bolstering the local economy.

Investments in Michigan-made products, an increased demand for labor, and added revenue for local economies is just what Michigan seems to need right now. "Let It Snow! Let It Snow! Let It Snow!" never sounded so good.   

Brian Lawson is Public Relations & Events Manager at the Crystal Mountain Resort in Thompsonville