Wrightwood, CA ¿ February 28, 2001 ¿ Mountain High has served Southern California since 1937 but never has its popularity or persona been so great. This week, the Wrightwood resort celebrated as attendance levels rocketed past 425,000, the previous record set during the 1997/98 season.
Now with one third of the winter left to go, Mountain High expects to see skier visits exceed 500,000 placing it in the top 15 resorts in the country. “Business levels have far surpassed our expectations,” stated Brad Wilson, Director of Marketing. “We have set records every month this year.”
With its convenient location and attractive, new image, success seemed inevitable for Mountain High but no one could have imagined it would come so soon. “We have worked very hard to reach these numbers but never dreamed they would come this quickly,” said Karl Kapuscinski, General Manager. “The fact that they have is very exciting and we look forward to seeing business levels grow as we continue to develop the resort.”
A number of factors contributed to Mountain High’s amazing attendance but a strong on-hill product, quality guest service and aggressive marketing remain on the top of the list. Despite marginal snowmaking conditions during December and early January, Mountain High was able to offer consistent snow coverage throughout the resort.
“We were the first area open in Southern California again this season so we began making snow early and continued at every opportunity,” said Kapuscinski. Since then the resort has been ensconced in natural snow and the amounts are rivaling the largest years in history. These incredible snowfalls have reinforced Mountain High’s message of big mountain riding right in your own backyard which it has conveyed through colorful print ads, exciting internet content and a weekly, snow-report styled radio campaign. Skiing conditions now top those at some destination areas and with the deepest base in recent memory, Mountain High expects to be open for quite a while.
“Traditionally March and early April have been very good snow producers for us,” claims Wilson. “So with any luck, I believe we’ll be skiing into May.”
For more information or to schedule an interview, please call John McColly, Marketing and Public Relations Manager, at (760) 249-5808, extension 231.