Peter Shelton

Keep the World Cup

Posted in Ski racing, Watch columns by pshelton on December 21, 2012

Telluride Ski Resort owner Chuck Horning has said that all aspects of the ski area operation should be up for review. Is hosting the FIS ski- and snowboardcross World Cup, for example, worth the expense? Especially in a low-water year when snowmaking resources might be better allocated to opening terrain for paying customers?

My answer is an unequivocal yes. Early-season weather will forever be fickle; there will be big years and lean ones. The World Cup is a marketing coup of immense and, unfortunately for some, intangible value. (more…)

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