Essay: Time Is Right for DEI To Shape New Hampshire’s Ski Industry
This spring I was invited to be a presenter at the annual Ski New Hampshire Annual Conference & Trade Show. I wanted my presentation to stay true to my mission in working with industry leaders in brand marketing. As a marketing professional, I wanted to explore factors that may be challenging ski tourism-related businesses in the state. As a person of color in the state, I was energized to highlight the importance of diversity, equity and inclusion initiatives in fostering resilience and growth.
Ski tourism in New Hampshire: a vital economic driver
New Hampshire’s picturesque landscapes and ski resorts have long made it a magnet for tourists seeking winter adventure and scenic beauty. The ski tourism industry plays a pivotal role in the state’s economy, providing jobs, revenue and fostering community development. Across the nation, and here in New Hampshire, marketing budgets traditionally associated with ski tourism have predominantly catered to white visitors.
I found that there were two major shifts impacting the ski industry nationwide.
First, a shift in weather patterns, which has produced shorter seasons in ski regions and has introduced greater unpredictability. Secondly, a demographic shift and the surge in interest in outdoor ski sports among racial and ethnic diverse populations.
The demographic shift
There is a significant demographic shift taking place within the state’s population. According to recent statistics, the number of individuals identifying as members of racial and ethnic minority groups has experienced a remarkable surge. Since the 1990s, this number has grown by a staggering 74.4%, with minority residents now constituting 12.8% of the state’s population, up from 7.5% in 2010.
The changing face of New Hampshire presents both challenges and opportunities for ski tourism-related businesses. Growing up in Philadelphia, I never had opportunities to embrace ski sports. Many children are first introduced to ski sports through a parent, and neither of my parents were skiers. I found this trend to be a challenge in improving diversity in the visitors to New Hampshire ski resorts. As I became a parent in New Hampshire, I made sure that my children were introduced at an early age.
Takeaways from the conference
At the conference, my presentation focused on DEI marketing and underscored the importance of recognizing and understanding the demographic shifts.
“Our annual conference consists of educational programming for our members. We were excited to add a session to educate our members on opportunities for DEI initiatives. Our members recognize that our local ski tourism industry must adapt its strategies to cater to the diverse needs and preferences of the evolving visitor base,” says Jessyca Keeler, president of Ski New Hampshire.
The DEI session at the conference was filled with management teams and field marketing teams from both small nonprofits to larger corporate-run facilities. Session attendees were very interested to learn about how DEI principles can significantly impact the state’s crucial economic sector. I revealed many valuable insights to the attendees and highlighted the need for adaptability and innovation in the industry’s approach to attract and retain a diverse group of visitors.
Examples of DEI in action
I was pleased to learn that several ski resorts and businesses in New Hampshire are actively implementing the following DEI initiatives:
Vail Resorts, owners of Crotched Mountain Ski Area, Wildcat Mountain Resort, Attitash Mountain Resort and Mount Sunapee Resort, is leading by example. The company has initiated internal discussions among its teams to define what DEI means to them at a local level. Additionally, they have undertaken outreach efforts to engage with Native American tribal groups and LGBTQIA+ communities, emphasizing inclusivity.
Whaleback Mountain, in collaboration with organizations such as YES, Intertribal groups, and the Share Winter Foundation, also invites inner-city youth to experience skiing at their mountain. Their focus is on making skiing more affordable and accessible to a wider audience.
Cranmore Ski Resort, Ragged Mountain Resort, and McIntyre Ski Area have focused on recruiting diverse staff members to reflect the increased diversity of their customers. Cranmore Mountain is actively working with minority influencers to enhance inclusivity.
McIntyre Ski Area in Manchester enjoys a naturally diverse customer base. The resort further encourages this diversity by providing inner-city youth with lessons, rentals and other amenities, ensuring that skiing is accessible to all.
Pat’s Peak in Henniker has also held a Diversity on the Slopes event on Dr. Martin Luther King Jr. Day in January to encourage members of New Hampshire’s diverse community to experience skiing.
The business case for DEI in ski tourism
Beyond ethical considerations, there is a compelling business case for embracing DEI in the ski tourism industry. Diverse and inclusive businesses are better equipped to attract a broader customer base, tap into new markets and drive innovation. By offering products and services that cater to a diverse range of sizes, skin tones and gender expressions, ski resorts can ensure that all visitors feel valued and respected.
By implementing DEI initiatives, ski tourism businesses can create welcoming and inclusive environments, making skiing accessible to a broader audience. By fostering an environment that is welcoming and inclusive to people from all backgrounds, ski resorts and related businesses can position themselves for sustainable growth.
This article is featured in the winter 2023 issue of 603 Diversity.
603 Diversity’s mission is to educate readers of all backgrounds about the exciting accomplishments and cultural contributions of the state’s diverse communities, as well as the challenges faced and support needed by those communities to continue to grow and thrive in the Granite State.
