Scottsdale, AZ (Monday, May 30, 2005) - At the National Ski Areas Association (NSAA) National Convention and Tradeshow held earlier this month at the Scottsdale Princess Resort in this southwestern desert city, numerous awards for excellence were presented to ski and snowboard areas and ski industry veterans from across the United States and Canada.

Whistler/Blackcomb, B.C., Canada, won the 2005 Golden Eagle Award for Overall Environmental Excellence. The resort, which also won the Golden Eagle in 2003 and is a five-time Silver Eagle award winner, was nominated in four other Silver Eagle categories. In all, the National Ski Areas Association (NSAA) received 62 Golden and Silver Eagle award applications.

"The entire industry should be energized by the commitment and innovations demonstrated by this year's award recipients," said NSAA Director of Public Policy Geraldine Link. "Their impressive sustainability efforts serve as a model for businesses inside and outside the ski industry."

Whistler's integrated Environmental Management System (EMS), now in its eighth year, is the most sophisticated and comprehensive EMS in the industry. Major accomplishments of Whistler's environmental stewardship program include: energy savings of 4,138,000 kWh, or 18 percent of overall consumption for the 2003/04 and 2004/05 seasons; dedicating $320,000 for conservation initiatives this season; and reducing waste by more than 540 tons per year. Other finalists were Moonlight Basin (Montana) and Purgatory at Durango Mountain (Colorado).

Silver Eagle awards went to: Colorado’s Arapahoe Basin and Aspen Skiing Co. (Co-winners - Excellence in Water Conservation); Mammoth Mountain, Calif., (Excellence in Energy Conservation/Clean Energy); Moonlight Basin, Mont., (Excellence in Fish and Wildlife Habitat Protection); Gore Mountain, N.Y., (Excellence in Environmental Education); Jackson Hole Mountain Resort, Wyo., (Excellence in Visual Impact); Squaw Valley USA, Calif., (Excellence in Stakeholder Relations); and Northstar-at-Tahoe, Calif., (Excellence in Waste Reduction and Recycling).

Silver Eagle, Water Conservation: Co-winners Arapahoe Basin, Aspen Skiing Co.
Arapahoe Basin constructed a new snowmaking system in 2002 and 2003 to provide quality skiing and snowboarding for guests and consistency in the resort's opening and closing dates.

A-Basin has demonstrated that it is possible to design and operate a snowmaking system in a manner that maintains critical stream flows, protects fish habitat and mitigates impacts to water quality--while at the same time still meeting operational goals.

Meanwhile Aspen released a white paper in 2004 on growth in Snowmass Village and the associated impacts on water demand. Aspen's goals were to help support a sustainable vision for water supply for Snowmass Village, bring together stakeholders with an interest in the issue, and to take a leadership role in the pursuit of solutions. Aspen has already implemented a host of the suggested measures in the white paper, and plans to dramatically increase water storage at Snowmass, Aspen Ski Co.’s largest resort, as a step toward addressing in-stream flows.
Finalist: Purgatory at Durango Mountain

Silver Eagle, Energy Conservation/Clean Energy: Mammoth
A response to California’s 2000 energy crisis, Mammoth’s company-wide energy conservation program has conserved natural resources and reduced energy costs without sacrificing quality of service. The program’s numerous achievements include: cutting annual electricity use by 9 percent, and propane use by 100,000 gallons; generating 20 percent of its purchased electricity through offsite renewable resources; powering the company's on- and off-road fleet with biodiesel; and educating and empowering over 2,000 employees to ensure the success of its energy conservation efforts.
Finalists: Keystone Resort, Whistler/Blackcomb

Silver Eagle, Fish & Wildlife Habitat Protection: Moonlight Basin
Moonlight Basin has impressively rehabilitated a large landscape that had been damaged through years of extensive logging by others. Its commitment to environmental excellence is demonstrated by its goal of protecting up to 85 percent of its original 25,000 acres in a natural state, either by conservation easements or other protective status. This maintains important wild land linkages in a landscape that has suffered significant fragmentation. Moonlight has worked cooperatively with regulatory agencies and public land managers to achieve environmental objectives that extend well beyond its holdings. Last year, the resort won a Silver Eagle for its programs in viewscape protection.

“The NSAA, Golden Eagle and Silver Eagle awards provide a national benchmark for excellence in our industry,” said Burt Mills, CEO of Moonlight Basin. “They serve as a model for future programs industry-wide, so winning these awards is a wonderful affirmation of Moonlight Basin’s company ethic and mission. They also provide us with measures against which we can improve our programs in the future, especially as they relate to environmental conservation and participation in our community.”
Finalists: Big Mountain, Mt. Hood Meadows

Silver Eagle, Environmental Education: Gore Mountain
Through its "Northwoods Knowledge" program, Gore Mountain is sharing information about the ecology and heritage of the Adirondack Park with every one of its guests. By placing educational placards inside its gondola cabins, the resort created an environ-mental interpretive center and transformed every gondola ride into an educational opportunity. Additionally, Gore themed the names of lifts and trails after the Great Camps of the Adirondacks, placed interpretive signage throughout the mountain and hosts onsite community environmental education programs.
Finalists: Big Mountain, Mammoth

Silver Eagle, Visual Impact: Jackson Hole Mountain Resort
More acres of wild, federal preserves and privately conserved land surround Jackson Hole Mountain Resort than any other destination ski resort in the country. For that reason, the resort has set a goal of voluntarily improving the visual aesthetic of the mountain. Jackson Hole has successfully camouflaged its mountain access road, dating back to the 1960s, through extensive hydro-seeding, mulching and re-vegetation work. Additionally, the resort has addressed a 1997 rock cut associated with its Bridger Gondola construction by staining the color to visually soften the gray glare of its exposed surfaces. The stain is composed primarily of iron and manganese salts naturally present in rock and soil and is expected to remain for up to 100 years.

“We have built a productive working relationship with the U.S Forest Service regarding environmental projects within the Resort. We are both equally committed to seeking out these improvements and working together for long term stewardship,” commented Jerry Blann, President JHMR.
Finalists: Mt. Hood Meadows, Purgatory at Durango Mountain

Silver Eagle, Stakeholder Relations: Squaw Valley USA
Since 1998, Squaw Valley USA has gone to great lengths to improve its environmental programs, educate guests and employees, and get involved in the local community. The resort has a multi-faceted environmental outreach program that includes: participation in Friends of Squaw Creek and the Truckee River Watershed Council; sponsoring highway cleanups; hosting facility eco-tours; and hosting outreach events on Earth Day and Sustainable Slopes Day. Squaw also recently revamped its website to highlight its environmental efforts and enlist the support of employees and guests.

“We have dedicated a tremendous amount of time, energy and resources to environmental improvement and sustainability projects over the years,” explained Squaw Valley Ski Corp. President Nancy Wendt. “It is incredibly rewarding to receive recognition for our efforts, especially when the award comes from our peers and such a diverse and experienced group of judges. We appreciate the acknowledgement and remain dedicated to continuing our efforts.”
Finalists: Mt. Hood Meadows, Whistler/Blackcomb

Silver Eagle, Waste Reduction & Recycling: Northstar-at-Tahoe
Northstar-at-Tahoe has planned the new Village at Northstar using guidelines of the Leadership in Energy & Environmental Design (LEED) rating system established by the U.S. Green Building Council. As part of this sustainability effort, Northstar requires all builders and contractors to sort waste materials and recycle. Northstar applied these requirements in the recent deconstruction of its Clock Tower Building. The resort’s efforts diverted 305 tons of material from local landfills by reusing and recycling components of the building. Deconstructing a building of this magnitude piece by piece typically takes 10 times longer and costs 20-50 percent more than traditional demolition. Northstar's deconstruction project is a model for the industry.
Finalists: Deer Valley, Whistler/Blackcomb

The Golden Eagle Awards for Environmental Excellence were established in 1993 by the Times Mirror Company to recognize the environmental achievements of ski areas. The awards were administered this season by NSAA and judges included: Michael Berry, NSAA President; Jerry Blann, NSAA Environmental Committee Chair; Dave Holland, U.S. Forest Service; Kirk Mills, Colorado Department of Public Health & Environment; Patrick Nye, Bonnevillle Environmental Foundation; Rob Pauline, Wildlife Habitat Council; Doug Robotham, Trust for Public Land; Ed Ryberg, U.S. Forest Service; Bob Sachs, U.S. Environmental Protection Agency; and Jack Zehren, President, Zehren & Associates.

NSAA also announced three winners of its first annual Customer Service Awards at its National Convention and Tradeshow. The awards are designed to improve industry service, recognizing resorts for positive development in areas of employee training, guest incentives and overall service.

This year's awards were presented in three categories: Best Overall Customer Service Program; Best Customer Service Employee Training and Implementation Program; Best Customer Service Guest Incentive/Rewards Program. The 2004/05 winning programs are:

Best Overall Customer Service: Aspen/Snowmass, Colo.
This season the resort created a new Director of Customer Service position. The director oversaw customer service programs that include: the Greet and Engage customer service training for front-line employees; an all volunteer group of more than 125 uniformed mountain ambassadors; and the Heads Up employee recognition program. The resort reports guest return rates as high as 78 percent.

Best Customer Service Employee Training and Implementation Program: Intrawest Corporate, British Columbia, Canada
Programs includes the W.I.S.H. sales and service training program for front-line employees. The acronym stands for: Welcome each guest to develop rapport and build trust; Initiate conversation to determine needs and expectations; Suggest complete solutions; and Help the guest above and beyond making the sale.

Best Customer Service Guest Incentive/Rewards Program: Welch Village, Welch, Minn.
As part of the Welch Referrals program, all employees were given referral cards to be handed out to guests. Each card offered a $5 discount on tickets, rentals or lessons. Beginners, people who had left the sport and infrequent visitors to Welch Village were all targets for the program.

Also awarded by the NSAA were 12 winners of its 2004/05 Marketing Awards, presented annually to ski resorts nationwide, both large and small, for their successful marketing programs that help grow the sports of skiing and snowboarding. This year's awards were presented in three categories: Best Overall Marketing Campaign; Best Program to Increase Trial by New Participants; and Best Program to Increase Overall Frequency of Existing Participants. The 2004/05 winning programs are:

Best Overall Marketing Campaign (500,000 + visits) Aspen/Snowmass, Colo.
After a successful first year, Aspen/Snowmass grew it's The Power of Four program with a strategic platform: Communicate with loyal customers, fill the pipeline with new participants and continue to build the brand. The Power of Four reached out to guests and reservation staff to excite everyone about the destination. Many different promotional venues were used, including package promotions, 60,000 thank you postcards were sent to guests that visited the resort, the website was updated and the resort expanded its distribution of materials in several advertising mediums.

Best Overall Marketing Campaign (250,000 - 500,000 visits) Stowe Mountain Resort, Vt.
A visual "passport" theme simplified Stowe's primary marketing message and communicated the essence of the Stowe brand. Unique stamps depicted specific trails and experiences, highlighting various parts of the resort's terrain. The integrated marketing plan included print ads, direct mail promotions, brochures, television spots and consumer shows. The concept embodied the classy characteristics of a travel destination with the feel of world class travel.

Best Overall Marketing Campaign (100,000 - 250,000 visits) Schweitzer Mountain Resort, Idaho
In the local winter market, Schweitzer promoted the value of the resort, offering reason that although Schweitzer is more expensive than competitors, guests receive more for their money. In the non-local market, Schweitzer promoted the uncrowded slopes: "Skiers Don't Visit Schweitzer To Be Seen - You Need A Crowd For That." Summer advertising was based on a different message - "Schweitzer offers tons to do, including nothing." The campaigns had the same look and feel creating a unified promotion while reaching several different target markets. Due to lack of snow this season, results were difficult to calculate, however the number of summer visitors doubled the previous year.

Best Overall Marketing Campaign (0 - 100,000 visits) Moonlight Basin, Mont.
Moonlight Basin's marketing campaign was designed to increase trial and conversion of skiers and riders, and attracted potential second home owners while remaining committed to the preservation and restoration of thousands of acres of land damaged by logging prior to the purchase of the resort. Moonlight Basin used both conventional and non-conventional tactics which included rewarding high school students for excellence in academics, hosting an audiovisual arts festival, providing a venue for environmental public lectures and the implementation of exceptional customer service.

Best Program to Increase Trial By New Participants (500,000 + visits) Winter Park, Colo.
The first part of The Easy Start Program was to improve the popular beginner terrain with the creation of Sorenson Park and the expansion of Discovery Park. The Easy Start program was then introduced to guests ages seven to adult as a daily program that offered a lift ticket and half day lesson for $39, and a lift ticket, half-day lesson and equipment rental for $49 (the option of three half-day tickets and lessons was also available). The ski and snowboard school has seen a 39 percent increase in trial and a 27 percent student return rate.

Best Program to Increase Trial By New Participants (250,000 - 500,000 visits) Stevens Pass, Wash.
The resort launched an offsite sales program in partnership with Costco Wholesale. In an effort to increase sales of the Stevens Advantage Card, Costco sold two-packs of the card at the store's sports and leisure kiosks. Stevens Pass was able to target 4,230 new Advantage Cardholders.

Best Program to Increase Trial By New Participants (100,000 - 250,000 visits) Mount Sunapee Resort, N.H.
The resort prides itself on its family programs. Families First was created to allow families to learn together. For $69, families with children eight years of age and older could purchase a one day program which provided them with rentals, an all day beginner lift ticket, a two hour lesson for $60 per person and the option to purchase a second and third day lesson package for the same price. Nearly 300 guests participated in the program.

“Skiing and snowboarding is one of the few activities that families can enjoy together for a lifetime,” said Maura Gorman, director of the Learning Center at Mount Sunapee. “It seemed to make sense that families should be introduced to the sport the same way that they can enjoy it in the future: together.”

Best Program to Increase Trial By New Participants (0 - 100,000 visits) Tenney Mountain, N.H.
The resort deployed its SnowMagic Infinite Crystals Snowmaking (ICS) system in a decidedly un-winter-like venue during the 2004/05 season. At the edge of the Gulf of Mexico, in Hank Aaron Stadium, Tenney created the Bay Bears Snowpark which attracted 20,000 new snow play enthusiasts in its inaugural season. The Snowpark consisted of a tubing hill, snow play area, and snowball park. Tenney Mountain and Mobile Bay Bears sold 60 percent of the 90 minute sessions offered.

Best Program to Increase Overall Frequency of Existing Participants (500,000 - + visits) Aspen Snowmass, Colo.
The resort launched a redesigned website that was described as a multimedia journey into the soul of Aspen/Snowmass. The goal of the new design was to display the real destination and communicate the feeling when guests visit Aspen/Snowmass. Results showed that the time spent on the site by each guest increased in a four year period and overall hits on the site increased with a 2004/05 average of nearly 20 million.

Best Program to Increase Overall Frequency of Existing Participants (250,000 - 500,000 visits) Sierra-at-Tahoe, Calif.
The resort's pre-promotion research showed that the number of repeat visits by existing customers dropped significantly after three days of skiing and riding at the resort. As a result, their marketing team created three-packs with a significant financial incentive for customers; Lift Ticket 3-Pak, Learn to Ski/Ride Guarantee, Demo 3-Pak, Daycare 3-Pak and Wild Mountain 3-Pak. The program exceeded the employees sales goals by nearly 50 percent in several categories and Sierra-at-Tahoe saw a 760 percent increase in the number of multi-day tickets sold.

Best Program to Increase Overall Frequency of Existing Participants (100,000 - 250,000 visits) Loveland Ski Area, Colo.
The resort's 3-Class Pass rewarded first time skiers and riders with a free season pass for completing three beginner lesson packages. The 3-Class Pass program addressed an industry challenge of trial and conversion, by providing a reward for those participants who acquired the skills needed to continue the sport. Upon signing up for one beginner lesson, each consumer was presented with a 3-Class Pass card to assist in keeping track of their progress. The program had a conversion rate of 28 percent.

Best Program to Increase Overall Frequency of Existing Participants (0-100,000 visits) Moonlight Basin, Mont.
The resort created two retention programs, a loyalty program and (Moonlight Basin Aspirations Reward Team) M-BAR-T , a program that simultaneously promoted return visits and generated community goodwill. The loyalty program rewarded return guests with a $5 discount off the rack rate of a current ticket when they presented an expired lift ticket from that season. M-BAR-T rewarded a complimentary season pass to high school students who maintained a 3.0 or better grade point average. In addition, students with a GPA below a 3.0 received a pass if they showed a .2 improvement of their GPA. Moonlight Basin issued passes to more than 600 area students.

This season NSAA presented a total of eight National Ski Area Safety Program awards to ski areas that use innovative programs to promote slope safety during National Safety Awareness Week which was held, Jan.15 - 21. The 2005 winners are:

• Best Small Resort Safety Week Program - Eaglecrest Ski Area, Alaska
• Best Overall Safety Program - Vail Mountain, Colo.
• Best Terrain Park Safety Program - Welch Village Ski Area, Minn.
• Most Creative Safety Ideas - Aspen Skiing Co., Colo.
• Best Community Outreach Safety Program - Mountain High Resort, Calif.
• Best Safety Week Program - Heavenly Resort, Calif.
• Best Safety Theme "Go with the Flow"-Sunday River Ski Resort, Maine
• Best Safety Mascot -"Whiteface Willy" - Whiteface, N.Y.