SNOW IS MONEY | PRESSURE THE DECISION-MAKERS TO TREAT IT AS SUCH.

Snow Me The Money - A thought experiment that leads to a different way of thinking.

You are probably wondering how the heck do we even begin to quantify something as unpredictable and fleeting as snowfall? And you’re right, it's impossible to fully capture snow’s true value, but that doesn’t mean we can’t get a pretty good estimate based on what we know. So, what goes into calculating its worth?

The total Canadian Snowsport industry currently generates over 9.1 billion dollars annually. On average, snowsport areas across Canada report receiving 358cm in annual snowfall[1]. Therefore each centimeter of snow that falls across Canada is worth over 25 million dollars to the snowsport industry.

‘Snow’ is more than a season. It's the backbone of an industry that generates billions in economic impact. Read on as we break down the numbers, the challenges and the impact snow (or the lack there of) can have on the Canadian economy.

VALUE OF SNOW SPORTS ACTIVITIES:

The Canadian snowsports industry brings in an impressive $9.1 billion in economic impact annually. Here's how that breaks down:

• Alpine skiing: $4 billion
  • Ontario: $373 million
  • Quebec: $833 million
  • British Columbia: $2.15 billion
  • Alberta: $505 million
• Heli-skiing and cat-skiing: $188 million
• Snowmobiling: $4.5 billion
• Cross-country skiing, snowshoeing, and backcountry skiing (Alberta): $448 million

These numbers represent more than just profits—they’re the lifeblood of local economies, supporting jobs, businesses, and communities across the country. But without snow, these activities grind to a halt.

THE SNOWFALL EQUATION[2]: EVERY FLAKE COUNTS 

Snow is valuable. Every centimeter plays a crucial role in driving the snowsports economy. But while Canada’s ski areas receive an average of 358 cm of snow annually, snowfall isn’t evenly distributed. For example, here's the average annual snowfall across ski areas in key provinces:

• British Columbia: 498 cm
• Ontario: 127 cm
• Quebec: 295 cm
• Alberta: 368 cm

FORECA$TER TOOL: WHEN IT SNOWS, MONEY FALLS FROM THE SKY -RESORT ECONOMIC IMPACT

So how do we take snowfall and turn it into dollars that make sense? Snow forecasting is not a perfect science and neither is calculating the value of snow. 

With an overall economic impact of over $9 billion, our average snowfall at ski areas in Canada reaching over 350cm, every time 1cm of snow that blankets Canada generates on average over $25 million from the snowsport economy. Dividing the Canada-wide 1cm of snow value by the approximately 275 ski areas across Canada3, each centimeter of snow that falls at each resort is worth approximately $93,000. 

Remember, this is a thought experiment, a conversation starter, and an exercise in what it takes to capture the ecosystem services that are often left out of our economic plans, yet essential for our economies, livelihoods and well-being. See below for all the reasons why quantifying the value of snow is as good as impossible, and join the conversation on why snow is valuable to you.

THE CHALLENGE OF PUTTING A PRICE ON SNOW:

QUANTITY, LOCATION, QUALITY, TIMING, PERCEPTION AND INTANGIBLE VALUE

At Protect Our Winters Canada, we know that snow is essential for the snowsports industry and the many livelihoods it supports. But when we try to nail down an economic value on snow, things get tricky. It’s not just about how much snow we get, but what kind of snow, when it falls, and where it lands.

HOW MUCH SNOW FALLS: MINIMUM SNOW BASE

When it comes to ski resorts, heli-ski lodges, cross-country ski trails, and snowmobiling routes, there’s a critical number: 30 cm of base. This is the minimum amount of packed or groomed snow required for most operations to run effectively. Anything below this threshold—whether it’s 1 cm or 29 cm—has almost no economic value because these businesses can’t function.

On the other hand, once that 30 cm mark is hit, adding more snow doesn’t necessarily boost the economic value. Resorts and other snow-dependent activities are already operational, so the economic returns stay steady, regardless of whether there’s 30 cm or 50 cm on the ground.

WHERE SNOW FALLS:

Canada has a wide range of snowsport facilities, from multi-national corporations to volunteer grassroot community-led coops, therefore where the snowfalls and how this asset is captured will mean a range of economic outputs. Blue Mountain and Chicopee might get the same amount of snow, but the economic output will be very different. Our forecasting tool represents an average of all our diverse snowsport areas.

Similarly, for ski areas that a limited amount of snow is like a rare diamond, each cm is vital and thus more valuable. Conversely those regions that get a ton of snow, like Whistler and Revelstoke, snow is a relatively abundant resource, and thus each additional cm is likely worth less. Regardless, its clear that with snow increasingly in short supply, there’s a lot of value at risk.

WHAT KIND OF SNOW FALLS: POWDER, ICE AND RAIN

Snowfall is far from uniform. For starters, 1 cm of powder snow is not the same as 1 cm of groomed snow. The powder that backcountry skiers and heli-skiing companies thrive on is different from the packed snow on a resort run, which has been carefully prepared to maintain consistency and safety. The economic value of powder skiing, where untouched snow is the main draw, differs greatly from resort skiing, where smooth, reliable snow conditions are prioritized.

Snowfall also varies significantly across Canada. While urban centers like Montreal or Toronto get one amount of snow, snowsport destinations like Tremblant or Whistler receive much more. So, when we talk about snowfall in terms of its economic value, deciding which numbers to use becomes a challenge. Do we count urban snowfall, where it has little economic impact, or do we focus on the mountain regions, where snow is essential? When an urban area has no snow, people often forget about ski resorts having snow which leads to fewer people traveling to ski or snowboard.

WHEN SNOW FALLS: TIMING IS EVERYTHING

Perhaps the most important factor when it comes to putting a value on snow is timing. Snowfall in November or December is far more valuable than snowfall in February or March. Early snow sets the stage for a strong winter season, allowing ski resorts to open during the critical Christmas and New Year’s holidays—a period that accounts for a significant portion of the industry’s annual revenue.

Late-season snow, while still welcome, doesn’t hold the same economic power. By then, many people have already taken their holidays, and even if there’s plenty of snow, fewer people may be out skiing, snowmobiling, or enjoying the outdoors. So, when we think about the value of snow, it’s not just about how much we get—it’s about when we get it. Not to mention, if a big amount of snow is followed by rain, well it’s a bunch of “money” going to waste.

HOW MUCH SNOW PEOPLE THINK FALLS: URBAN PERSPECTIVES

There’s something special about seeing snowfall on your doorstep that gets people excited to play outdoors. Even if we get a good snowfall on our ski and snowsport areas, the lack of snowfall often happens in urban areas, like Montreal, Toronto and Vancouver. While ski areas are operational, many people aren’t aware or incentivized to get out to the hills. Furthermore, if our local grassroots ski areas don’t get enough snow or can’t make enough snow, local skiers often won’t or can’t travel to those areas with snow and instead may participate in other activities. If this happens enough across the country, we begin to lose the winter sport culture that Canada and Canadians are known for.

EVERY SNOWFLAKE IS UNIQUE: THE INTANGIBLE AND UNCAPTURABLE VALUES

Just like each snowflake is hard to grasp, there's also so much value from snow that is hard to put our finger on!

SNOWMAKING[4]: A COSTLY REPLACEMENT

When natural snow falls short, snowmaking steps in—but it comes at a high price. Canadian resorts spend around $156.9 million annually on snowmaking to keep ski resorts operational. This includes:

• Total energy consumption: 478 million kWh
• Total cost of energy: $91.8 million
• Total water consumption: 43.4 million m³
• Total cost of water: $65.1 million

At a cost of $2.77 per cubic meter of snow, snowmaking may help fill the gaps left by a warming climate, but it's not sustainable or cheap. Snowmaking also emphasizes just how precious natural snowfall truly is.

WHY IT ALL MATTERS: THE HIDDEN COSTS OF CLIMATE CHANGE

As temperatures rise and snow cover decreases, the snowsports industry will face increasing challenges. Warmer winters, unpredictable snowfalls, and shorter seasons could all lead to fewer days with the critical 30 cm of snow needed for operations. Ski seasons could shorten, snowmobiling trails may vanish, and heli-skiing terrain could shrink—all of which will impact the $9.1 billion the industry contributes to the Canadian economy. In fact, each day of adequate snow cover supports around $5.7 million in economic activity.

By province, the economic value of each ski day looks like this:

• Ontario: $3.19 million/day
• Quebec: $6.08 million/day
• British Columbia: $13.78 million/day
• Alberta: $3.3 million/day

With every day of lost snow, we lose millions in economic value—not to mention the immeasurable loss to our way of life. 2.7 million Canadians actively participate in winter sports with Canadian snowsport areas providing 21.069 million alpine skier days each year, where beginners to professionals hit the mountains. However, with increasingly unpredictable winters, the Canadian Snowsports Council (CSC) saw a moderate decline in participation for the 2023/24 season due to poor weather conditions. This decline could be a sign of what's to come if climate change continues to disrupt seasonal snow patterns.

At Protect Our Winters Canada, we’re advocating for policies and actions that address climate change because we know the future of our winters—and the livelihoods that depend on them—are at stake. Snow isn’t just a natural resource; it’s a key part of Canada’s economy, culture, and way of life. And without it, we all stand to lose.

If you aren't already, become a POW Canada Member and join thousands of Canadians. It’s free and only takes an e-mail.

SOURCES
1) OntheSnow - Self reported by resorts.
https://www.onthesnow.com/

2) Snow cover in Canada: https://www.canada.ca/en/environment-climate-change/services/environmental-indicators/snow-cover.html
https://www.statista.com/statistics/553393/average-annual-snowfall-canada-by-city/
https://www.onthesnow.com/british-columbia/skireport

3) Canadian Ski Council
https://www.skicanada.org/

4) Snowmaking Costs:
https://www.statista.com/statistics/516279/electricity-costs-for-end-users-canada-by-province/https://cwsaa.org/economic-impact-of-ski-areas-2024/

OTHER SOURCES:
POW Canada Outdoor Recreation Economic Report

Losing Our Cool - The Future Of Snowsports In A Warming World