DESIGN
SE Group helps clients to diversify operations
and guests’ experiences while maintaining the
integrity of their brands.
tion that is expanded,” said Humber.
“We are also looking to build on the
existing operational infrastructure for
summer activities.”
Another consideration is that the
summer visitors may have different
interests than the winter guests. “It’s
not just about what is possible from a
physical perspective. It also has to be
feasible from a market perspective,”
said Humber.
Breckenridge Ski Resort is an example
of a resort that offers a full roster
of summer experiences such as the
Epic Discovery Alpine Camp, which
includes ziplining, climbing and hiking.
“That is in direct response to the
fact they are located in a high-tourist
traffic area in Colorado, full of families
on vacation looking for things to do,”
said Humber.
In contrast, Telluride Ski Resort focuses
more on summer festivals that
run the gamut from the famous Telluride
Bluegrass Festival to film festivals
and farmers’ markets. “The reason
they do that is because they are off the
beaten path,” said Humber. “They have
to attract people to come for the weekend
and be able to entertain them for
a weekend.” Another example of outof
the-box thinking is Utah’s Snowbird
Resort’s Oktoberfest which runs from
August 17 to October 20.
In a competitive industry, having a
strong brand which differentiates a
resort is key. SE Group helps clients to
diversify operations and guests’ experiences
while maintaining the integrity
of their brands. “Having a strong
brand presence is critical to offering
an authentic and unique experience,”
said Humber.
Climate change brings
new challenges
Climate change has made winters
warmer and shorter which complicates
mountain resort planning and design.
“How can we build a ski resort that
may not have snow in 10 years?” asked
Cushing. “We are increasingly having
to rely on making snow.” Snowmaking
adds water to the mountain, making
good drainage systems and sediment
control systems necessities.
With less snow, some ski trails are designed
to be narrower because that requires
less snow coverage. Additionally,
modern advances have made for significant
increases in the energy-efficiency
of snowmaking technology.
Despite these challenges, SE Group
continues to find ways to innovate,
making them one of the most soughtafter
firms for resort design. “No project
is too big or too small,” said Williams.
“We work completely across the
industry on small community projects
to large international resorts.”
In 2018, SE Group celebrated 60
years. The longevity is a testament to
their ability to adapt to environmental
and marketplace challenges. Cushing
jokes that every new decade seems to
usher in seismic changes to the ski resort
industry. Clients can rest assured
that SE Group is ready for 2020.
Skiing at Sugarbush Resort; Claybrook development in background
38 September 2019 | snowopsmag.com
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