Selling Snow

Ep.17 - Justin Modroo of Beartooth Basin on How To Nourish The Soul Of Skiing

I am so excited about today’s episode. I’ve been hearing about this summer-only ski area near Yellowstone for years and have always been intrigued. Today, we head high above the tree line to one of the most unique ski operations around. The only summer-only ski area in North America, Beartooth Basin. No hotels. No village. No snowmaking. No high-speed lifts. Just 500 feet of steep summer snow, two diesel-powered platter lifts, and a community of skiers who are absolutely obsessed with the place. Our guest today is Justin Modroo, the General Manager of Beartooth Basin, a ski area that operates for only a few weeks each year, but has become one of the most legendary hidden gems in skiing. In this conversation, Justin shares how Beartooth survives with a short summer season, why they intentionally cap skier numbers, how they built a cult-like following without traditional marketing, and why authenticity and community might matter more than luxury amenities in the future of skiing. This episode is a reminder that sometimes the most important thing a ski area can sell isn’t convenience, size or amenities, it’s soul. Plain and simple fun. So let’s head up the Beartooth pass, get our costumes on, hit the mandatory drop in and ski every day like it’s closing day in our conversation with Justin Modroo from Beartooth Basin. Get all 12 Actionable Insights from this episode at www.sellingsnow.com [https://www.sellingsnow.com/post/ep-17-justin-modroo-of-beartooth-basin-wyoming]

Ep.16 - Noel Landry of Mt. Buller, Australia on Running A Ski Area Like One Long Event

Today, we’re heading down under to the Victorian Alps,  three hours outside of Melbourne, Australia to a fascinating ski resort model built on collaboration. My guest today is Noel Landry, a Canadian-born ski patroller turned Olympic event operator turned ski resort GM, who now oversees one of Australia’s most collaborative and community-driven mountain operations. In this episode, we dive into what Noel calls “running winter like a 121-day event,” and unpack how Mt Buller operates within a complex mix of private ownership, government-managed infrastructure, community stakeholders, and independent businesses, all while a ski area with some of the best advanced terrain in Australia. We talk about: * Why Australian skiing is completely different from North America, * How Mt Buller markets the entire resort community together, * The challenge of converting snow players into lifelong skiers, * Lessons from the events world that apply directly to ski operations, * and why collaboration might actually be the greatest competitive advantage a resort can have. There’s a ton of operational and marketing insight packed into this one. So let’s head up to the village in the clouds, and in some creamy down under snow under the gum trees with Noel Landry of Mt. Buller. We pulled 12 Actionable Insights from this episode that you can use to up your own game. Find all 12 at www.sellingsnow.com

Ep.15 - Evan Kovach of Mountain Creek Resort, New Jersey on Pre-Sell, Pricing Smart, and Winning the Never-Evers

Imagine a ski area that is a 90-minute drive from 20 million people. It sounds like a dream on the business side. But imagine, literally millions of those have never skied before, and there is a massive volume of competing entertainment options. In this episode of Selling Snow, we’re heading back to the East Coast and the hills of New Jersey. Coming off one of their all-time best snow seasons (Yes, New Jersey beat out many iconic western ski areas for snow this year), we sit down with Evan Kovach, General Manager of Mountain Creek Resort, one of the highest-volume ski areas in North America, sitting just outside New York City and serving millions of potential guests. And what’s fascinating about their model… is that it’s not built on powder days or destination travel. It’s built on the science of selling, introducing new skiers to the sport, having an epic terrain park scene, and being the alpine backyard for the New York metro area. We get into how they: * Pre-sell 60–70% of their business before the season even starts * Use pricing and inventory to actively shape demand * Turn night skiing into a massive growth engine * And most importantly… how they attract and serve the never-ever skier—the people who are choosing between skiing, the movies, or staying home Because if you want to grow your ski area in today’s market, you don’t just need more skiers… You need a better system for creating them. Now let’s head through the Lincoln tunnel and down I -80 for a chat with Evan Kovach at Mountain Creek Resort, New Jersey. We pulled 12 Actionable Insights from this episode. You can find all of them at www.sellingsnow.com [https://www.sellingsnow.com/post/ep-15-evan-kovach-of-mountain-creek-resort-new-jersey]

Ep.14 - Scott Turlington of Tamarack Resort on going from Full Reset to Record Revenue

Imagine building one of the first new ski areas in North America in years, and just four years in, almost having the whole thing collapse, only to re-emerge years later and realize a slightly adjusted version of the original vision? This week, we’re off to Tamarack Resort in Idaho, a mountain that didn’t just get built from scratch, but had to rebuild itself after hitting some serious turbulence. It's a fascinating deep dive into one of the most unique comeback stories in the ski industry.  We sit down with CEO Scott Turlington, who’s been part of Tamarack’s journey from the very beginning, through the early vision, the 2008 financial crisis, and then returned to lead the resurgence that’s turning heads across the industry. This conversation goes way beyond lifts and snow. We get into what it really takes to rebuild trust with your audience, how to position a resort that’s both destination and local, and why marketing is less about flashy campaigns and more about consistently delivering on your promises. There are lessons here for anyone in mountain ops, marketing, or really any business trying to grow in a competitive space. So let’s get on our blue jeans and head out to the mountain on the shores of Lake Cascade for a chat with CEO of Tamarack Resort, Scott Turlingon. We pulled 12 Actionable Insights from this episode that you can use to up your own game. Find all 12 at www.sellingsnow.com. [https://www.sellingsnow.com/post/ep-14-scott-turlington-of-tamarack-resort-idaho]

Ep.13 - Cindy Dady and Travis Baptiste of Sunlight Mountain on Hot to Make Skiing Fun and Affordable Again

What if the future of skiing isn’t bigger, flashier, or more expensive—but actually simpler, more human, and more affordable? In this episode of Selling Snow, we sit down with Travis Baptiste and Cindy Dady from Sunlight Mountain Resort, a fiercely independent ski area in Colorado that’s quietly rewriting the playbook. While much of the industry is chasing scale, Sunlight is doubling down on community, experience, and value and it’s working. You’ll hear how they’re attracting loyal destination visitors from unexpected markets like Florida and Texas, convincing folks on the front range to go a bit further, why they’ve resisted raising prices even after major capital investments, and how their “vibe-first” philosophy is turning first-time guests into lifelong advocates. If you’re wondering how smaller or independent resorts can compete and win while updating infrastructure without raising prices, this episode is for you. Now let’s hop in the hot springs and then head up to Sunlight Mountain for a chat with CEO Cindy Dady and Marketing Manager Travis Baptiste. We pulled 12 Actionable Insights from this episode to help you up your own marketing game. Find all 12 at www.sellingsnow.com. [https://www.sellingsnow.com/post/ep-13-cindy-dady-and-travis-baptiste-of-sunlight-mountain-colorado]