The Snow Report Goes Mainstream: Deer Valley President Bob Wheaton Breaks it Down on CNBC

Posted By: The Ski Channel on January 3, 2012 10:51 am

As you may have noticed, there has been very little snowfall this season. What was originally heralded as a slow start to winter is starting to seem like it may be the status quo for the remainder of this 2011/2012 ski and snowboard season. This weather situation is not isolated to any particular region, but rather is afflicting a large majority of the ski resorts around the nation.

Mainstream media is even beginning to cover the situation across their platforms. We all know that when the mainstream press latches onto a topic, there must be some opportunity for sensationalism and/or dramatics. News producers would love to have their reporters rushing to the mountain resorts hoping to catch some footage of skiers and snowboarders in an apocalyptic scene, plowing through the mud and dirt on snowless slopes. However, this vision could not be further than the truth, and in reality things aren’t looking too bad at some of the nation’s ski resorts.

Bob Wheaton, president of Deer Valley Resort went on CNBC this past week to talk about skiing conditions at his resort and the state of snowfall across the nation. Even though there has been next to no new snowfall throughout the past two months, Deer Valley has been able to open over half of its 100 trails, and the crowds have not stopped filling the lift lines. In fact, Utah has seen a 42% increase in skier day visits this year and the mountains have not had to resort to any price cuts or sales gimmicks to get riders on the slopes.

The key to this says Wheaton is Deer Valley’s superior snowmaking operations, “I think that one of the reasons for that is that at Deer Valley and here in Utah, we’re really known for a consistent product. If Mother Nature doesn’t provide what she usually does to us, we have the technology to supplement that.”

Having the capacity to cover over 660 acres of mountainside terrain is an amazing ability, and its all thanks to Deer Valley’s long-term commitment to capital improvements. Since 1990, the resort has undergone $137 million in renovations and it was worth every penny.

Bob Wheaton closed the interview with a statement that could not paint a clearer picture of the scene at Deer Valley, “I can’t wait to get back on the mountain!”