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Selling Snow: Daily Summaries Delivered
by Andrew Zwicker
Welcome to Selling Snow, the podcast for ski industry pros, marketers, or anyone who wants to learn more about marketing in the ski business. I’m your host, Andrew Zwicker, with 25 years in and around marketing skiing, and this show is all about learning from the best in the business, so you can up your marketing game, or just get a peek behind how ski resort marketing works. Our first episodes include hilarious and candid conversations with Michael J Ballingall of Big White, Lonie Gleiberman of Mount Bohemia, Marin Kejvel of Ski Cape Smokey, Jeff Penseiro of Baldface Lodge and Jason Levinthal of J Skis. Every episode tells the backstory on the guest, their ski area or ski business. Then it does a deep dive into how they market and sell their product from spectacular failures to keen wisdom and insights that you can use today to up your own marketing game. Grab a hot chocolate, sit back and enjoy conversations with some of the best on how they are selling their ski business, because there's no business like snow business on Selling Snow.
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- 2 weeks ago1h 20m
Ep.33 - Brian McCutcheon of Gold Rush Heli Skiing
Imagine coming across a ski tenure that hadn’t been used in years, stretching across an area roughly 15% the size of Switzerland, deep in the massive mountains and huge snowfalls of northern British Columbia. What would you do with it? Finding that unused giant ski tenure? That’s what Brian McCutcheon came across, and in 2026, he launched his first season in the heli-skiing business with Gold Rush Heli Ski. But how do you turn 648,000 acres of wild mountain terrain into a working business? We get into the challenge of building an operation from scratch, why Brian chose small groups and long runs over a cookie-cutter experience, how partnerships with helicopter operators help keep the business nimble, and why sometimes the smartest move is to grow slowly, hire great people, and let the customer experience do the selling. We also talk about designing packages around busy customers, managing weather risk, and the surprising summer opportunities hiding in a business built around deep winter snow. Now let’s fly up to Atlin for a chat with Gold Rush Heli Ski Co-Founder Brian McCutcheon. We pulled 10 Actionable Insights from this episode. Find them all at www.sellingsnow.com
- 3 weeks ago1h 12m
Ep.32 - Chris Salhany of Castle Mountain
What happens when you take nearly 1,000 acres of incredible cat-skiing terrain, add a high-speed quad, and suddenly give a whole lot more skiers access to fresh tracks? And how do you grow a ski resort without losing the independent, community-driven spirit that makes it special in the first place? Today, we're heading to Castle Mountain Resort in the Southern Canadian Rockies of Alberta, a mountain known for legendary snow, big terrain, and an authentic, no-frills skiing experience. It's the kind of place where the skiing does the talking, the shareholders are out there ripping laps themselves, and you don't need a luxury village to have a world-class day on the hill. Castle is entering an exciting new chapter, with the Stagecoach Express opening up almost 1,000 additional acres of skiable terrain, a big jump in season pass sales, and plans to grow into a four-season destination, all while keeping that independent mountain identity intact. I'm joined by Chris Salhany, the resort's president, who's bringing decades of experience in ski area operations, risk management, and mountain development to the role. We'll talk about the decision to expand, balancing growth with community ownership, what actually works when marketing a mountain, creating a guest experience that keeps people coming back, and some hard-earned lessons on running a seasonal business. Now let's head off to the Southern Canadian Rockies for a chat with Chris Salhany, president of Castle Mountain Resort in Alberta. We pulled 10 Actionable Insights from this epiasode for Selling Snow Intelligence. Find them all at www.sellingsnow.com
- 4 weeks ago1h 12m
Ep.31 - Chris Haggerty, GM of Monarch Mountain
What if you could grow your ski area by nearly 50%—without raising your season pass prices? That’s exactly the kind of challenge Monarch Mountain in Colorado has taken on. In this episode, I’m joined by Chris Haggerty, GM of Monarch Mountain, to talk about the story behind their big No Name Basin expansion, how they’ve managed growth while staying true to what makes Monarch unique, the importance of season-pass holders and community, and some of the lessons Chris has learned stepping into leadership at an independent ski area. We get into financial discipline, growing ancillary revenue, managing people and operations, and why sometimes the best thing a GM can do is simply listen to the people who already know what they’re doing. And if you’re enjoying Selling Snow, help support the show by sharing it with a friend or colleague in the ski industry. It’s one of the easiest ways you can help us keep growing the show. And now, let’s head out into No Name Basin with Chris Haggerty of Monarch Mountain, Colorado. We pulled 10 Actionable Insights from this episode. Find them at www.sellingsnow.com
- Sep 29, 20261h 4m
Ep.30 - Richard Burkley, CEO of Lake Louise
Imagine running a ski area where you can ski for three days and still not cover half the terrain.With views so inspiring, you could alost forget how incredible the skiing is? Now imagine that your marketing strategy is built around something surprisingly simple: keep the lifts spinning, keep the terrain open, and give people what they came for. That sounds easy, but at a place like Lake Louise, with massive alpine terrain, unpredictable weather, a national park to operate in, and guests coming from around the world, making that happen is anything but simple. In this episode, we sit down with Lake Louise CEO Richard Burkley to talk about what it really takes to run one of the most iconic ski areas in North America, and why sometimes the best marketing strategy is simply delivering an incredible mountain experience, consistently. We get into long-term planning, snowmaking, climate, short booking windows, marketing to mountain families, shared passes, employee cross-training, and one of my favourite ideas from the episode: “Follow the Guest.” So let’s head up the Icefields Parkway, through Beautiful Banff National Park for a chat with Lake Louise CEO Richard Burkley. Get all 10 Actionable Insights from this episode at www.sellingsnow.com
- Sep 22, 20261h 4m
Ep.29 - Doug Pierini, CEO of Jackson Hole
Welcome to Season 2 of Selling Snow! Jackson Hole… just saying or hearing those two words evokes a host of images and emotions for many. Jackson Hole is one of the most iconic ski areas in the world. Steep terrain, legendary snowfall, a fiercely loyal customer base, and a reputation that has been built over decades. But success creates a pretty interesting problem for ski area operators: how do you grow without taking away the experience that made people fall in love with you in the first place? In this episode of Selling Snow, we’re heading to Jackson Hole to talk about that balancing act. We get into growth, capacity, the guest experience, what happens when demand starts pushing against your limits, and how one of the most recognizable ski areas in North America thinks about protecting what makes it truly Jackson. Now let’s get in line for the first tram, and connect with Doug Pierini, CEO of Jackson Hole. We pulled 10 actionable insights from this episode to help you up your game. Find them all at www.sellingsnow.com Thank you to the over 7,000 unique listeners who have downloaded Selling Snow in our first 28-episode season. This project started just before Christmas 2025 with the first test episodes recorded, and it has been growing rapidly since. Thank you to all of the great comments and emails you’ve sent about how much you’re enjoying the show. It’s been a real pleasure and fun talking to so many great minds in the ski industry. So I’m excited to be back to launch Season 2 as we continue to be your place for peer-to-peer knowledge sharing to up everyone’s game. Let’s kick things off with a trip over to one of the most epic ski areas going, and also throw out a huge thank you to one of our new supporters and partners, e-liberty.
- Sep 7, 202656 min
Ep. 28 - Paul Anderson, CEO of NZSki - The Art of Running Multiple Ski Areas
Imagine waking up in Queenstown, looking out at the Mountains, knowing you’ve got three ski areas to run, a massive expansion project in the works, Australians pouring across the Tasman, and climate change quietly asking you to rethink what the next 20 years of skiing is going to look like. Oh, and you just came into the ski industry from finance. Today’s guest is Paul Anderson, CEO of NZSki which owns Mt. Hutt, The Remarkables and Coronet Peak in New Zealand In this episode, we talk about how NZSki manages three very different mountain personalities under one company, and why sometimes the smartest marketing move is to let the individual mountain brands do the talking. We also dig into the massive expansion planned for The Remarkables, the importance of getting people hooked on skiing when they’re young, how they’re using everything from CRM to reality TV to reach different audiences, and why climate adaptation is becoming part of the long-term business plan whether we like it or not. So grab a flat white, chuck on your jandals, and let’s head over to Queenstown for a chat with Paul Anderson, CEO of NZSki. We pulled 10 Actionable Insights from this episode. You can find Here
- Aug 10, 20261h 0m
Ep.27 - Lachlan Blyton-Gray of Selwyn Snow Resort on Finding and owning their niche
It’s perhaps not well known, and potentially contentious, but just outside of Selwyn Australia is home to the first ski club, potentially on earth. The Kiandra Pioneer Ski Club was formed in 1861. By 1957, they had the first t-bar, and in the 60s and 70s, they moved up the road to the current site at Selwyn Snow Resort. 50 years later, it burned to the ground, and they got a unique opportunity to start fresh General Manager Lachlan Blyton-Gray shares how they rebuilt a better guest experience, own their niche that the bigger destination resorts simply can't compete in, and turned one of the darkest moments in the resort's history into a long-term competitive advantage. So grab a meat pie and a hot choccy while we head to Selwyn for a chat with General Manager, Lachlan Blyton-Gray.
- Jul 28, 202645 min
Ep.26 - Part 2 - James Urquhart of Mt. Hutt
Ok, where we left off in Part 1, James was just giving us the rundown on Mt Hutt and his career leading up to it, and getting into the family ownership and family vibe of the mountain, where most of the staff have been there 3 years or more, if not decades. Now let’s dive right back in for Part two as we get into a chat on marketing, sales, operations and all of the inside skiing candid stories, advice and tips. Here’s Part 2 with James Urquhart of Mt Hutt in New Zealand. Get all 10 Actionable Insights from this episode at www.sellingsnow.com
About Selling Snow
Welcome to Selling Snow, the podcast for ski industry pros, marketers, or anyone who wants to learn more about marketing in the ski business. I’m your host, Andrew Zwicker, with 25 years in and around marketing skiing, and this show is all about learning from the best in the business, so you can up your marketing game, or just get a peek behind how ski resort marketing works. Our first episodes include hilarious and candid conversations with Michael J Ballingall of Big White, Lonie Gleiberman of Mount Bohemia, Marin Kejvel of Ski Cape Smokey, Jeff Penseiro of Baldface Lodge and Jason Levinthal of J Skis. Every episode tells the backstory on the guest, their ski area or ski business. Then it does a deep dive into how they market and sell their product from spectacular failures to keen wisdom and insights that you can use today to up your own marketing game. Grab a hot chocolate, sit back and enjoy conversations with some of the best on how they are selling their ski business, because there's no business like snow business on Selling Snow.
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