Winter Forecast.

• Author: Brewer, F.S.
• Position: 2002 Winter Olympics economic effects in Utah

WILL THE OLYMPICS BE A DOWNHILL GLIDE OR A BUMPY RIDE FOR AREA RESORTS?

You would think there could be no better way to attract destination skiers to Utah's slopes than by hosting the 2002 Winter Olympic Games. Considering the media coverage Utah's skiing and famous powder have already garnered and have yet to garner because of the Olympics, you might even think Utah's resorts are bound to have a banner 2001-2002 season.

Well, you might want to think again, as have the owners and operators of the 13 ski resorts scattered across Utah.

"There is a general feeling among resort owners that there could be a downturn in business this ski season,' says Nathan Rafferty, director of communications at Ski Utah, the marketing arm of the Utah Ski and Snowboard Association. "The first reaction people have to coming to Utah is, 'the Olympics will be there and it will be crazy, so better stay away'."

Bruce Lewis, business editor at The Park Record, has made similar observations about how people may perceive the 2001-2002 ski season because of the Olympics. "The blush is definitely off the Olympic rose."

With a projected decrease in "skier days" [the industry revenue standard that represents the total number of lift tickets sold in one season) ranging anywhere between 20 and 60 percent from last year's record-setting season of more than 3.2 million skier days, it's not hard to see why Utah resorts are more than a little worried about turning a profit this winter. Visions of painfully long lift lines, ski slopes-turned-ant hills, pricey accommodations, bumper-to-bumper traffic, "no vacancy" signs, and the general hubbub associated with an international event as high profile as the Winter Olympics have all contributed to a buyer-beware perception that does not bode well for Utah's ski industry.

But it is a perception that Ski Utah, and the resorts it represents, would like skiers to believe is a misconception, citing the fact that only three of Utah's 13 resorts - Park City, Deer Valley and Snowbasin - will actually serve as Olympic venues. In fact, Olympic events will compromise a mere 2 percent of Utah's total ski acreage over the course of 17 days.

In order to assuage fears of a hectic ski season and to lure destination skiers to Utah's slopes this winter, Ski Utah has put together a sweeping, unprecedented promotional program called "2002 Ski Utah Celebration." The program offers skiers who stay three or more nights at one of the 100-plus participating...