There’s a number of people that have recently become disenchanted with the leadership that is currently in place “over the hill” at Squaw Valley Ski Holdings. The fact is, decisions are being made that not only will change the nature of Alpine Meadows forever, they will also alter the fabric of the Lake Tahoe area and the Tahoe ski industry. It’s one thing to just sit back and complain about how things are. It’s another thing to know what we want.
An article was posted today on the Friends Of Alpine Meadows Facebook page. The article was penned by John Kircher, owner and general manager of Crystal Mountain Resort in Washington. The Kircher family name is big in the ski industry, as John’s dad Everett started Boyne Resorts in 1947. Boyne Resorts now operates more than 10 resorts in the US and Canada.
What makes Kircher different than the typical ski area GM? He reportedly skis about 120 days per season. When he’s on the mountain and in for apres ski, he’s talking to the customers. He knows what’s going on at his mountain, and in the minds of his customers. He’s there to create the experience that they desire, because it’s also the experience he desires.
When last year brought a huge dump to Crystal Mountain in late September, he decided to open the mountain, just to make an amazing day happen for some lucky skiers and riders. Kircher’s wife Kim, a notable blogger, described the situation:
“Maybe you’ve already seen it on Facebook. Perhaps you are one of the lucky 75 to comment first on Crystal’s post today. If so, you’ve heard the stoke. After a little investigative reporting this morning, when a few of us rode the gondola for some “exploratory turns” in Green Valley, my husband’s eyes grew wide. What if we could open up and let a small number of people ski this early snow? What if we limited it to just 50 or so people? Could it be done? We really shouldn’t let this snow go to waste.
This is how John’s mind works.
Even though this is a business, even though we are supposed to think about things like “the bottom line” and making a profit, really he’s in this business because he loves to ski.
He knows what skiers want because he’s one of them.
John turned his “what if” questions into reality this afternoon, by opening our online commerce page to 51 lucky people. So many people tried to buy those tickets, the site crashed. I’m not quite sure how many people it takes to crash a website, but I’m guessing it’s a lot.” – Kim Kircher
In Kircher’s mind, problems on the hill become opportunities to improve the experience on the mountain. When a controlled avalanche destroyed a chairlift last spring after 10 feet of new snow, Kircher simply accelerated the timeline for an installation of a new lift, getting it done and ready for this season, less than 6 months later. Additionally, a GazEx propane based avalanche control system was installed in Powder Bowl to avoid a possible repeat destruction scenario.
How do we know all of these different things about Crystal Mountain? Well it’s because Kircher himself knows the little details that are important in making his mountain work for his customers. He then took the time to let them know exactly what he was thinking. He communicates not in double tongued marketing speak, but in a simple and down to earth blog post that lets people know he is truly a skier at heart. Kircher probably laughs when he sees SquAlpine’s tagline that reads, “Skiing has a soul, this is where it lives.”
We yearn for the day when where we can say the same about the owner and CEO of Alpine Meadows.
Here’s the link to Kircher’s post at the Crystal Mountain website:
I had the honor of spending a little time getting to know Jonn and his lovely wife Kim. It is so refreshing to see ski industry leadership that is focused on uphill transportation and the skiing experience, not theme park attractions and out of boot amenities.
As noted, even the Cummings were better than the status quo.
This is how you run a ski resort. Appreciate your employees and the community, constantly reinvest in the skiing experience, and when money is low buy that extra chair lift you said you were adding with money from your own pocket! Now thats dedication to the skiing experience! Crystal always has and always will be one of my favorite mountains. Take note #KSL and #andywirth #Youaredoingitwrong
I have a fantasy that John Kircher, or someone like him, will come to AM, buy the place and let it truly be a soul skier’s mountain so we can finally put this divisiveness to bed and get back to the roots of skiing and what the AM experience is. Kircher is a skier, for the skier and by the skier. I’m sure his best days on the mountain have nothing to do with the the out of boot amenities. Yes, an apres beer in a bar or on his tailgate talking to customers, but not the “village amenities.” What KSL might consider is a survey, asking what the AM guest/skier would like and then LISTEN and implement these ideas. Alpine doesn’t want to be Squaw, it wants to be a better version of itself; perhaps with a little more terrain open. I say we meet with a bunch of stoked AM people and form a movement to be sure that the voice of the locals who love AM, are heard. In fact, I think a little film could show KSL how different Alpine and Squaw are and would like to remain that way.
Wahine, yes, we ran that survey last spring and we will be running one again soon. Fortunately, the Alpine Meadows GM and Alpine Meadows staff did what they could react positively to our survey and make adjustments. Unfortunately, their hands were tied and mouths silenced by the dark forces “over the hill”. Hopefully, SVSH and KSL will recognize that the Alpine Meadows faithful will not stand by passively as 50 years of history is erased.
Mark, Once again you have hit the nail on the head. Keep up your very good reporting…sb
Screw all of you, Andy Wirth is the coolest dude around. He hangs with the bro brahs, he skydives (not that well). He even knows some lyrics to a Pearl Jam song. He also skied in Colorado, did you hear that? COLORADO! This year his ski area was ranked 25th BEST ski area in the west, top 25 baby! (ski mag). I’m sure the rankings have never been this good before. I heard there is a Kickstart campaign to build a statue of Andy down by the 7-11. I hope someone will name some trails and lifts after him other then Andy’s rope tow to nowhere. We are in the presence of a legendary figure, all hail. Did somebody just flush?
Thank you for that chuckle.
and you forgot to mention how squaw was selling season passes for $1, yes, $1 online yesterday, how freakin kewl is Andy Wirth for doing that?
At the heart of it John is an outdoorsmen as was his father. Even in grade school he was thinking about fly fishing and skiing and how to build a great experience for skiers!
he needs people who are on the ground and in tune or there’ll be tears. Gracious that exec of his was almost in tears when he – belatedly – realised omg Citygate were working for Lapfco. Now if those KSL clowns don’t know what’s going on or going on at that level, they should listen to the little voice inside their heads.
The employees already named a lift after him, and sort of a run, in a Northstar kind of way, I.e.. their goal
withless run
aka big blue
What greater honor can a man of the people have than to have employees honor him so
Squaw opened for a day with that early snow on Oct 25, 2012. Just sayin.
Squaw has always been a great mountain, but always a corporate resort. That will never end. They are, just like to many things these days, getting too big to sustain themselves and us along with it. The good ol’ days are just that…old days, gone by. Remember them. Watch an old Warren Miller film and remember growing up as a kid ripping on mountains when your parents could afford to take you there and you could still eat for a fair price on the hill. Yeah, remember those days.
I can’t make up my mind between a $1 Coors Light or a $1 Squaw Silver Pass. Can you ask the worlds greatest CEO which one’s one’s better value? 🙂
Read this today..
http://www.tahoedailytribune.com/northshore/13266072-113/leadership-valley-squaw-community
Are these words of wisdom? Just asking?
http://www.tahoedailytribune.com/northshore/13245895-113/valley-olympic-squaw-ilfeld
May I say the photo content on the Friends of Alpine Meadow is lacking. Who on Facebook can throw down some Real pics of our many ski season at Alpine??
“If your actions inspire others to dream more, learn more, do more, and become more, you are a leader”
John Quincy Adams
IOV has talented future leaders who are in touch, upfront, honest, visible, approachable, and smart. Best of all, they think and ask questions from true independent experts, judging from the top class speakers they get to their public meetings. And aren’t the public meetings refreshingly open with real questions receiving the real answers, not corporate spun b/s.
Andy’s brilliant, but he can only lead his tribeof self-interested sucks. A true leader unites them all. I think IOV has a great future.
Seeing how this article on John Kircher has already been jacked, but brings to light the seriousness of local issues with corporate leadership and community overlap, thought it would behove many to read this recent letter to ed in sierra sun by jennifer gurecki, she is on point and is a true badass and a true leader.
http://www.tahoedailytribune.com/northshore/13266072-113/leadership-valley-squaw-community
http://www.girlma.de/2014/03/founder-profile/
Never fear, we’re working up a piece on leadership today to highlight Jennifers awesome letter…