Building the Snow Operations Workforce of Tomorrow

The snow operations industry is facing an urgent challenge: recruiting and retaining skilled workers. With the growing demand for expertly groomed trails and safe, enjoyable experiences for guests, the need for a robust and dedicated workforce has never been greater. Yet, seasonality, remote locations and the physical demands of snow operations often deter potential employees. To secure the industry’s future, innovative recruitment and retention strategies are essential.

Labor shortages are an increasingly significant issue in the snow operations sector. Seasonal work is often perceived as unstable, with limited opportunities for career growth. Additionally, snow operations are typically located in remote or mountainous regions, adding logistical challenges for workers.

This workforce challenge isn’t just about filling positions – it’s about attracting individuals passionate about the industry and providing them with a reason to stay.

Innovative recruitment strategies

To attract new talent, snow operations businesses must think outside the box. Here are some approaches making waves in the industry:

• Collaboration with educational institutions: Building partnerships with local schools, colleges and technical institutions can create a pipeline of trained and motivated workers. Programs like Colorado Mountain College’s Ski Area Operations program offer specialized training, ensuring graduates are job-ready upon completion. By sponsoring scholarships or hosting workshops, businesses can tap into a pool of young, enthusiastic talent.
   
• Highlighting job perks: Snow operations often come with unique benefits, such as free ski passes, discounted gear or on-site housing. Emphasizing these perks in job postings can attract candidates who value lifestyle alongside career opportunities. For example, Vail Resorts offers its employees an “Epic Pass” that includes access to its properties worldwide.
   
• Leveraging social media and digital platforms: Platforms like LinkedIn, Instagram and TikTok are powerful tools for reaching younger generations. Showcasing the day-to-day life of snow operations through engaging videos, employee testimonials, and behind-the-scenes content can help demystify the industry and highlight its appeal.
   
• Offering flexible roles: The seasonality of snow operations can be both a challenge and an opportunity. By creating dual-season roles or partnering with local industries for off-season employment, businesses can provide year-round stability for workers. For instance, ski resorts in Utah collaborate with summer tourism operators to ensure continuous employment for their teams.

Retention success stories

Retaining employees is equally crucial to building a sustainable workforce in the snow operations industry. While attracting talent is often the initial focus, ensuring employees feel valued and engaged is what keeps them committed over the long term.

Retention strategies not only prevent the constant churn of new hires, but also create a more experienced and knowledgeable workforce capable of delivering high-quality results. Here are some strategies your resort can try:

• Mentorship and professional development: Mentorship programs can foster a sense of belonging and provide employees with clear career pathways. Edge Outdoors is an organization that offers mentorship programs and scholarships to Black, Indigenous, women of color and members of the LGBTQ+ community. Their goal is to empower to experience the healing power of nature, improve physical fitness, build resilience and community, and address the discriminatory practices that historically excluded Black, Indigenous and women of color from mountain spaces and recreational activities.
   
• Creating a positive workplace culture: A strong workplace culture can make all the difference in employee retention. Recognizing achievements, encouraging open communication, and fostering teamwork are simple yet effective ways to build morale. Mammoth Mountain Resort has one of the top Ski & Snowboard Schools in the nation. Their website says they “have a fun, dynamic and diverse staff of ski and snowboard instructors from around the world who love working with people and sharing their joy of winter sports.… We value those who come to the workplace happy, are able to work well with both our guests and our fellow Mammoth Mountain teammates, and can work collaboratively with flexibility under the direction and feedback of their superiors.”
   
• Competitive compensation and benefits: Competitive wages and comprehensive benefits packages can reduce turnover rates. Businesses that invest in health insurance, retirement plans and paid training opportunities demonstrate their commitment to employees’ well-being. Vail Resorts group recently pledged to invest $175 million annually into their employee experience. This allows them to offer a starting wage of $20 per hour, with wage increases based on career stage and leadership differentials. They also offer a Seasonal Frontline Leadership Development program so that all employees can build a career and grow within the mountain. Besides that, Vail Resorts offer free passes, a 40% retail discount, employee housing, flexible remote work and more.

Future solutions

As the snow operations industry navigates the challenges of recruitment and retention, it is clear that innovative solutions will play a pivotal role in shaping its future. While current strategies focus on attracting and retaining talent, the next wave of advancements will hinge on leveraging technology and creating sustainable work environments that cater to the evolving needs of the workforce.

From AI-driven training tools to comprehensive wellness initiatives, there is a lot of potential to redefine how the industry operates. Embracing these solutions is not just a forward-thinking approach – it’s a necessity for ensuring the longevity and success of snow operations businesses in an increasingly competitive landscape. As a result, the industry can build a resilient and adaptive workforce prepared for the challenges ahead.

Online training platforms such as Litmos or TalentLMS enable resorts to create customized e-learning courses. These programs can cover snow grooming techniques, equipment handling, safety protocols and emergency response strategies. Employees can access these courses remotely, providing flexibility and reducing the need for frequent in-person training sessions. For example, a snowcat operator might complete an online module on advanced grooming techniques before attending a practical session, reducing downtime during peak season.

Moreover, resorts can implement simulators powered by AI to train staff on snow groomers or lift maintenance equipment. These simulators provide realistic scenarios and performance feedback, enabling staff to refine their skills in a risk-free environment.

AI tools can monitor equipment performance in real time, identifying potential failures before they occur. This proactive approach minimizes downtime and ensures that groomers, lifts and snow machines operate smoothly throughout the season. Balancing the demands of snow operations with personal life is essential for long-term employee satisfaction. Offering staggered shifts or part-time opportunities allows employees to balance personal responsibilities with work demands.

Resorts can set up relaxation zones, yoga sessions or fitness centers to help employees recharge. Big Sky Resort in Montana provides employees access to its fitness center as part of its commitment to health and wellness. Recognizing the challenges faced by working parents, resorts could establish on-site childcare facilities or partner with local providers to offer subsidized services. This initiative not only supports parents, but also demonstrates a commitment to family-friendly policies.

Providing access to counseling services, stress management workshops or employee assistance programs helps address the mental health challenges associated with demanding seasonal roles. For instance, Aspen Skiing Company has a fund that gives their employees tools to succeed and take care of their health. The Caring for Community fund focuses on health care, specifically improving access to mental health and addiction counselling services, crisis support, and educational and job training resources.

By adopting innovative recruitment strategies and prioritizing employee retention, businesses can build a workforce ready to meet future challenges. Investing in people is not just about filling positions – it’s about securing the industry’s success for years to come.