WHISTLER'S SNOW BIZ
Written by Joanna Grealish, POW Canada Science Alliance Member
Whistler… Snow us the Money!
This winter’s started off with a bang! With a solid opening day base of 126cm, we’ve forgotten all about 2024’s snowless season…
The arrival of snow is more than just a time for snow sport enthusiasts to dust off their boots; it’s fuel to Whistler’s economy. POW Canada’s ‘Snow is Money’ campaign reminds us that in places like Whistler, our powder days are pay days. With the looming threat of climate change, our future pay days may be few and far between.
Whistler Snow: Economic Snowballing
Since its inception in 1966, Whistler has grown into a world-renowned ski Mecca and economic powerhouse. With 8,171 acres of skiable terrain and an annual snowfall of 35.5ft per year, the resort attracts millions of visitors annually. Every snowflake that falls is a business opportunity. With a total of 1,104 employees, Whistler Blackcomb’s estimated annual revenue is an approximate $300m. WB is proof that snow isn’t just a natural phenomenon, it’s nature’s big-ticket item to some serious cash. Snow ultimately fuels the thriving economic engine that sustains the Whistler community and beyond.
Climate Change: Turning Up the Heat
Sadly, our beloved powder days are not guaranteed. With the ever-growing effects of climate change, the traditional snow season is becoming increasingly less predictable. We have to ask ourselves… was 2024 really just the ever-mentioned El Niño year it was framed to be?
The climate change risk that the world of ski tourism faces is uncertain, yet snowballing rapidly. Globally, resorts are feeling the heat, with rising temperatures, shrinking snow coverage, and glaciers that no longer exist. Throw in the growing number of natural hazards, and its clear what is happening: the slopes are getting steeper, and not in the way we want.
The Horstman Glacier is a melting reminder that time is ticking. In 2020, the Horstman T-bar that had been running since 1987, was retired due to glacier retreat. Fast forward to 2024, snow melt and glacier retreat meant no summer training camps - leaving athletes and snow lovers at a loss.
Rising temperatures mean rain at lower elevations and less natural snow at higher altitudes. Sadly, many mountain regions are near the total limits of their capacity to naturally adapt. As these trends become the new norm, resorts are increasingly relying on artificial snowmaking and transporting snow from higher altitudes—both costly and energy-intensive solutions. But how long until the tens of millions of dollars spent on these solutions outweigh the economic benefits they provide? These approaches deepen the very problem they’re meant to address, creating a vicious, finite cycle. It's time to heed to Mother Nature’s wake-up call.
Shredding Through the Struggle: The Snow Sport Industry
The Sea-to-Sky’s winter climate, snowfall, and mountainous terrain are key to its identity within snow sports, and serve as central elements in shaping Whistler’s global tourism brand. The cultural significance of snow sports in Whistler is profound and cannot be understated.
Ski tourism isn’t just a pastime in Whistler - it is the very spirit of our local culture and livelihood. But as temperatures rise and the winter seasons shorten, the clock is ticking. Our community faces financial uncertainty, the struggle of adapting to alternative solutions and new infrastructure, all alongside the slow loss of socio-cultural identity.
Shaping Tomorrow’s Snow: Protecting the Powder
POW Canada’s ‘Snow Me the Money’ campaign calls for action in addressing the impacts of climate change on snow sports. POW is working to activate the snow sports community to take collective action to reduce carbon emissions, support sustainability efforts, and advocate for climate-conscious policies.
Whistler, and resorts alike, must continue to evolve in the face of climate challenges. This requires supporting initiatives that help fight the climate crisis. Without these efforts, the future of snow-based industries, our livelihoods, communities, and ultimately, our cultural identities remain uncertain.
References
- Whistler and Blackcomb Mountain Statistics
https://www.whistler.com/about-whistler/stats-facts/
- Whistler Blackcomb Revenue and Competitors
https://growjo.com/company/Whistler_Blackcomb
- Climate Change and the Future of Ski Tourism in Canada’s Western Mountains https://www.mdpi.com/2673-5768/5/1/13 https://doi.org/10.3390/tourhosp5010013 ● Summer Training Camps on Hold at Whistler Blackcomb’s Horstman Glacier https://www.snowindustrynews.com/articles/2024/april/summer-training-camps-on-hol d-at-whistler-blackcombs-horstman-glacier/
- Snow Conditions and the Demand for Skier Accommodation in British Columbia: A Comparison of Climate Change Impacts Under RC4.5 and RC8.5 Emission Scenarios https://open.library.ubc.ca/media/stream/pdf/24/1.0433752/3 ● Whistler Blackcomb Cited as Significant Industrial Water User
https://www.piquenewsmagazine.com/local-news/whistler-blackcomb-cited-as-signific ant-industrial-water-user-3320806