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Home My WebLink AboutMt. Ashland Annual Report Preparatory Information for Mt. Ashland Association Annual Report to the City of Ashland July 20, 2004 MAA Organizational Overview ~ - (\",. .."",. \.. ..~ ."~ . ~~,. . ~ ~~ ,,' 'f t.. The Mt. Ashland Association (MAA) is a non-profit, 501 (c) 3 charitable organization organized under the laws of the State of l Oregon exclusively to provide educational and recreation opportunities to the general public. .~ The MAA operates and manages the ski area through a $1/year lease from the City of Ashland, the owner of the ski area's fixed assets and holder of the special-use permit from the Rogue River National I Forest. The City ownership of the assets on the mountain was made possible through private donations from the general public raised during the community campaign in 1992. No tax dollars were used to purchase the facilities nor have any been used to operate and manage the ski area since its formation. The MAA is governed by a volunteer Board of Directors composed of II individuals from all walks of life who live, work, and raise families in the Rogue Valley. The Board oversees an equally diverse staff team which brings years of professional ski area management and outdoor-environmental education experience to the operation of the area. Over 300 volunteers generously give of their time and talent each season that is critical to the ski area's operation. The MAA is also comprised of approximately 500 members who actively support the mission of the organization. Association Strategic Plan Mission Statement The Mission of the Mt. Ashland Association is to provide a quality, affordable winter recreation experience that renews and enhances the lives of people in Southern Oregon and Northern California. Vision Statement The Mt. Ashland Association's Vision is to be a vital community asset recognized throughout the region for providing a variety of welcoming and fulfilling recreational experiences in an alpine environment. Values Statements Community · We are respectful, honest and conscientious in our dealings with each other and our communities. · We are a staff that works as a team to include our recreation partners and our guests as. part of the Mt. Ashland community. · We provide a stimulating and supportive work environment, emphasizing common sense, flexibility and compassion for one another in our policies so that our staffs needs are met. · We maintain a safe work environment, providing proper tools, equipment and training. · We are an integral part of our local and regional communities. -1L 1'1 Strategic Plan / Values Statements, continued Guest Service We are community owned recreational resource, providing excellent value for our guests. Our business is providing superb guest service. We strive to be helpful, patient, and accommodating as we provide programs and solutions to meet our guest's needs. We provide "GemGtlichkeit"- a courteous, caring, friendly and fun atmosphe~e. We strive to provide a safe and stimulating recreational experience. Stewardship As caretakers of the environment and the facilities on Mt. Ashland we recognize its importance to our regional communities. We strive to be resourceful, informed and active as we care for this remarkable and noteworthy place. We are financially responsible. We make efficient use of the resources entrusted to us and make sensible improvements to provide the infrastructure and services needed for the future. We provide educational opportunities and programs to foster understanding and stewardship of the environment by future caretakers of the area. . . . . . . . "..;J Goal Statements 1. We will seek to improve the quality of the guest experience by anticipating and being responsive to their needs. 2. We will increase revenue and control costs to generate sufficient revenues to fund ongoing capital needs. 3. We will increase utilization of the ski area's capacity from 35% to 45% over the next five years by encouraging new visits and retaining existing guests. 4. We will maintain a board-designated capital reserve to ensure future operating stability. 5. We will provide a work environment for staff that is supportive, rewarding and fbn. 6. We will strive to ensure that our directors, staff and volunteers are skilled, informed, diverse and active. 7. We will enhance our guest experiences and our vitality by improving facilities and terrain balance. 8. We will work to build awareness of the positive role of the Mt. Ashland Ski Area in the community. 9. We will create and implement a development program to fund program enhancements and planned expansion and related improvements. 10. We will expand and enhance our educational programs. Fiscal Year 2004 Review National and Regional Context - Snowsports Business Overview and Trends · The demand for snow sports is strong with three of the last four seasons setting nationwide visitation records. Visits for 2003-2004 are currently projected at 56.8 million visits. · Growth in the Pacific Northwest (Oregon and Washington) has exceeded the national average. Ski area operators enjoyed the third best season by tallying a combined 4.71 million skier visits. · The 2003-04 season was the third best ever for the Mt. Ashland Ski Area. · As the population of the Pacific Northwest grows, so does the interest in snow sports. Demographically, a significant number of "early retirees"(i.e., 50-65 year olds) are enjoying the sports of skiing and snowboarding. "Echo-boomers" are moving through grade school~, coming of age and picking up snow sports in noteworthy numbers. Northwest ski area operators are preparing for an unprecedented opportunity to enhance visitation by youth 15-25 years. old over the next decade. · Challenges in the snow sports business include rising insurance, labor and fuel costs. Liability insurance costs have risen nearly 75% in the last two years. · The business, nationwide, is experiencing a seasonal labor pool shortage and a trend of recruiting employees from other countries has emerged. "' The ski area opened on December 12, 2003 with a 29" base at the lodge and 39" at the summit. I I : The ski area received 350 inches of total snowfaII this season, with more than 50 days with fresh snow. The snow pack peaked on March 2 with and 134" at the base of the lodge and 172" at the summit. Wintry weather was followed by a sunny spring that had skiers and riders basking in 21 straight days of sun. Due to long spell of warm weather, visitation was down at Mt. Ashland and throughout the western United States during this period. The area had 115 days this season, and was closed for two days, December 29, and January 1, due to closed roads due to exceptionally heavy snowfall. Other ski areas in the state were also closed during the same periods. For the first time in our history we exceeded over 100,000 skier visits two years in a row, hosting 102,239 for the '03-'04 season. Over 6,400 season pass holders enjoyed the skilsnowboard season. Over 2,400 youth participated in the Mt. Ashland After School Ski/Snowboard Program at a highly discounted cost. Many participated via scholarships offered by the Association and the individual programs. Mt. Ashland's national award winning environmental education program, the Youth Summer Service Program, celebrated a decade of operation, with over 330 alumni. MAA 2003-04 Highlights and Season Overview . . . . . . . .... ... '~" ~ -', '\ ; l 6i:' '':I I I. .~;...~' J ~ 1 !. : .' ~ MAA 2003-04 Highlights and Season Overview ( continued) · Tickets, services and programs with a value of over $300,000 were donated to community youth and charitable organizations. · The Snow Science program completed its second season. Over 700 school age youth participated in the program. Effort from the Medford Rotary and MAA enabled 150 kids from Washington Elementary School in Medford to participate in the program on full scholarship. · Mt. Ashland partnered with ACCESS by hosting the 3rd Annual Ski and Ride Against Hunger Day on April 4, generating over 1,800 meals to low income families and donating over $10,000 in lift tickets. · On March 6 we hosted our 40th anniversary birthday bash. Activities included our Ski Patrol Demo Days, Ski Party 1964 with music and dancing, the baby boomer buffet, a birthday card and retro fashion contest. Financial Reports FY '2004 Results · A CPA review is currently being conducted on the financial statements for the 2004 fiscal year. A vailable information will be provided verbally on July 20, 2004, with complete financials to follow upon completion of the review. Economic Impact Report This economic impact report utilizes fiscal year 2003 data. $ 932,456 $1,226,515 $ 875,776 $ 257,835 $3,292,582 2.9 $9,548,487 I' , Planning 'III o annual strategic plan review and update, with prioritizatio n of action programs under each goal heading. o Extensive guest surveys. For instance this season we received, reviewed and incorporated over 400 comments from mountain suggestion boxes, and another 100 from a mailing of an extensive facilities survey mailed to over 600 guests. o Professional training through the National Ski Areas Association (NSAA) and the Pacific Northwest Ski Areas Association (PNSAA). o Project research. For instance this season extensive research was performed on parking and shuttles and base area facilities improvements. Selected improvements planned for FY '05 o Lodge improvements including expanded food service, new furnishings and carpeting, lighting and fireplace heating. o Parking lot plowing equipment for maintaining maximum parking space. o Continued discount season pass program o New programs designed to improve the quality of the experience for new guests and to improve retention. o Improved event and program information and management systems o Improved and consistent terrain feature offerings for freeestyle skiers and snowboarders. o As always, extensive maintenance and facility upgrades. Regulatory Actions o The Oregon Department of Environmental Quality is in the process of issuing a renewal permit for operation of our wastewater treatment system. Each permit is valid for five years. The DEQ is planning a public hearing on the permit application; date, time and location TBA. Expansion planning and preparation o We are anticipating a Forest Service Final Environmental Impact Statement and Record of Decision on the expansion plans later this summer. o Our primary work at this time is continuing extensive dialog with users toward improved services, developing detailed base area facility plans, and assisting the Forest Service with baseline monitoring. . The planning process looks forward five years, with a more detailed focus on the next fiscal year. Components incl ude, among others: . . . . 1 ~. ~i :,-~, ~"-l1n -1~' L- f - u.: r '1 --, . .. ,!", - 11 , I ......3- ............ Conceptual base facilities design Mt. Ashland Association Management Boa rd of D i recto rs Greg Williams, President Owner/Operator, Ashland Greenhouses Thomas W. Pyle, Vice-President Professor of Journalism, Emeritus, SOU retired Kurt Austermann, Secretary BLM, retired William Little, Treasurer Consulting Engineer Blair Moody, Past-President BLM, Forester Douglas McGeary Attorney, Jackson County Debbie Ameen V.P. Asante Foundation Thomas Reid, CPA Accountant, Owner Reid-Hanna & Co. Ron Roth Owner/Operator Geppetto's Restaurant Pa t Acklin Assistant Professor, Geography, SOU Joan Thorndike Owner/Operator, La Mera Gardens Professiona I Staff Jeff Hanson General Manager Debbie Jones Administrative Operations Director Rick Sa ul Marketing and Snow Sports Director Bruce Meek Mountain Manager Ray Havira Mountain Maintenance Director Ty Hisatomi Development Director John Cerini Skier Services Manager John Heinz Vehicles Manager Doug Knudson Lifts Manager Doug V olk Ski Patrol Director Chris VanNess Learning Center Supervisor Ada Rivera Rental Shop Supervisor Marshall Kinkead Food and Beverage Manager -.~ -r &~ -,M?I4.shland 40 yeas of alpine inspration Mt. Ashland Association 693 Washington St., P.O. Box 220 Ashland, OR 97520 (541) 482-2897 fax (541) 482-3644 info@mtashland.com http: www.ITltashland.com