Whistler-Blackcomb resort hopes Olympics won't keep customers away

WHISTLER, B.C. - The Olympics may be coming to town but officials at Whistler Blackcomb resort are hoping that won't stop the skiers and snowboarders from hitting their slopes this winter.

In an effort to woo customers who might be tempted to avoid Whistler because of the Olympics, the resort launched a marketing campaign this fall offering visitors "a deal you can't refuse."

Early-bird season passes have been slashed by almost 30 per cent to $1,100, the lowest in a decade at the largest ski resort in North America. Early booking deals with accommodations and lift tickets from $88 per person, per night all season long are also on offer.

To top it off, the first 2,000 people to purchase season passes received two tickets to Olympic victory celebrations in either Vancouver or Whistler.

The Olympics and the resulting "aversion factor" are the main reason for the slashed prices, discounted passes and perks. Business generally increases after a Games, but the aversion factor before the Olympics has been seen in Salt Lake City, Turin, Sydney, Beijing and other Olympic host cities and resorts.

Stuart Rempel, the resort's senior vice-president of marketing and sales, said potential visitors are worried about getting tangled up in the crunch of an international event.

Other resorts around B.C. are gaining from Whistler's loss. Silver Star, Big White and Sun Peaks are reporting higher than normal bookings thanks to skiers and snowboarders avoiding Whistler.

Kamloops' Sun Peaks resort has also reported a 10 per cent increase in bookings this year. Christopher Nicolson, president of Tourism Sun Peaks, said skiers from British Columbia and other North American locations are looking for an alternative to Whistler.

"The aversion effect is great for the rest of British Columbia," Nicolson said. "It's spreading the skiers and snowboarders around."

During the Olympic and Paralympic period, which begins Jan. 25 with course setup, more than 90 per cent of terrain will remain open with only the runs in the area of the Olympic alpine venue and the training runs on both mountains closed. During the Paralympics in March, 90 per cent of the terrain will also be open with only the race course and training runs closed on Whistler Mountain.

"Historically host mountains see a decrease in skiers the year of the Olympics because of misconceptions that the resort will be either too busy or under construction," Rempel said. "But we think there is no better time to visit Whistler."

There will be challenges. Throughout all of February no day parking will be allowed at the resort and overnight rooms will be nearly impossible to find. However there will be enhanced bus service from Vancouver as well as within Whistler. The local bus fleet will increase from 39 to 135 buses and transportation will be around the clock.

"On the mountain, it will be business as usual with the exception of parking and access challenges," Rempel said. "But most of our destination guests come up on the bus.

"It'll be a magic year," he added. "I mean imagine being an employee during the Games."

Lift Operator Michael St. Eve will be working right through the Winter Games. Although he hopes skiers don't avoid the resort, he said more terrain for regulars isn't exactly a hardship.

"With less people, the skiing is going to be amazing and being around for the Olympics is a once in a lifetime opportunity," St. Eve said. "I know some people consider taking off for the Olympics but I think it's worth sticking around."

Despite the obvious transportation challenges, Whistler Blackcomb promises that everything from ski lessons to on-mountain restaurants will be running. Donna Kerr, the Whistler Kids Ski School co-ordinator, said all of the programs will run as usual, including lessons for families.

"It's going to be a good snow season, I can feel it in the air," said Kerr. "It's also an opportunity for staff and customers to rub shoulders with the best athletes in the world."

Opening Day for the 2009-2010 season is Nov. 26, although early openings are always possible if the conditions are sufficient.