How PR Drives Sustainable Practices at Ski Resorts: An Executive’s Perspective

The ski industry faces mounting pressure to address its environmental impact while maintaining profitability and guest satisfaction. As winter sports destinations grapple with shorter seasons and unpredictable weather patterns, many resorts have implemented substantial sustainability programs – yet struggle to effectively communicate these initiatives to stakeholders. Public relations plays a central role in promoting eco-friendly practices, from renewable energy adoption to water conservation. Based on more than two decades of experience working with leading ski destinations, we’ve observed that strategic PR can transform sustainability from a cost center into a competitive advantage.

Building the Business Case for Sustainability Communications

Ski resorts that effectively promote their environmental initiatives see measurable benefits. A 2022 National Ski Areas Association (NSAA) study found that 73% of skiers consider a resort’s sustainability practices when choosing where to ski. Additionally, resorts with strong environmental messaging reported 12% higher guest satisfaction scores compared to those without dedicated sustainability communications.

PR teams must position green initiatives as more than just responsible business – they represent opportunities to reduce costs, build brand loyalty, and attract new visitors. For example, Vail Resorts saved over $2.5 million annually through energy efficiency programs while generating positive press coverage that reinforced their leadership in sustainable operations.

Renewable Energy: From Infrastructure to Impact

The most successful resort sustainability PR campaigns focus on tangible results rather than vague promises. Wolf Creek Ski Area in Colorado provides an instructive example – they became the first resort to power operations entirely through renewable energy. Rather than simply announcing this milestone, their PR team:

• Created compelling visual content showing their solar array installation process
• Developed an energy dashboard displaying real-time renewable power generation
• Partnered with environmental organizations to validate and amplify their achievement
• Pitched targeted stories to industry publications and mainstream media
• Integrated sustainability messaging across all guest touchpoints

This comprehensive approach helped Wolf Creek increase visitor numbers by 18% the following season while earning recognition from the Environmental Protection Agency.

Water Conservation: Making Every Drop Count

Water usage represents one of the ski industry’s greatest environmental challenges and PR opportunities. Forward-thinking resorts like Powderhorn Mountain demonstrate how to turn conservation into competitive advantage through strategic communications.

Their gravity-fed snowmaking system reduces water and energy use by 30% compared to traditional methods. The PR team structured a year-long campaign highlighting:

• Technical innovations driving efficiency gains
• Partnerships with local watershed protection groups
• Employee-led conservation initiatives
• Guest education programs
• Quantified environmental impact metrics

This integrated approach earned Powderhorn features in major outdoor publications while strengthening relationships with environmental stakeholders.

Guest Education: Beyond Leave No Trace

While basic environmental messaging remains important, leading resorts now take a more sophisticated approach to visitor education. Eldora Mountain Resort exemplifies this evolution through:

• Interactive digital displays showing real-time resource conservation data
• Staff training programs focused on sustainability storytelling
• Social media campaigns celebrating guest participation in green initiatives
• Partnerships with scientific organizations for educational programming
• Stone paper trail maps and other visible sustainability touchpoints

These efforts position environmental responsibility as part of the guest experience rather than an afterthought.

Internal Engagement: Employees as Sustainability Ambassadors

The most effective sustainability PR starts with internal alignment. Resort staff must understand and believe in environmental initiatives to authentically promote them to guests. Successful programs typically include:

• Regular sustainability training and updates
• Employee recognition for environmental leadership
• Internal communications highlighting green achievements
• Staff participation in conservation projects
• Measurable sustainability goals tied to performance reviews

When employees actively support sustainability efforts, they become powerful advocates who enhance PR campaign credibility.

The future of ski resort PR lies in moving beyond basic environmental messaging to demonstrate measurable impact through strategic communications. Success requires integrating sustainability across all touchpoints while maintaining authentic connections with guests, employees and stakeholders. Those who master this approach will lead the industry’s essential transition toward true environmental responsibility.