In the scenic landscape of Jackson, New Hampshire, Thomas Brennick, an enthusiastic skier since he was 4, relishes his frequent skiing adventures at Black Mountain with his grandchildren. “It’s a return to simpler times,” Brennick noted while on the Summit Double chairlift on a sunlit Friday. “It’s classic skiing at its finest.”
Black Mountain, the state’s oldest ski area, has integrated modern technology behind the scenes to improve efficiency without losing its charm. Unlike large resort conglomerates such as Vail Resorts, which owns Attitash Mountain Resort and several others across the Northeast, smaller independent resorts struggle to match in infrastructure and purchasing power. However, one entrepreneur believes that technology might level the playing field for these ski areas.
Erik Mogensen, an entrepreneur who acquired Black Mountain last year, has transformed it into a testing ground for his venture, Entabeni Systems. The company offers tech-driven solutions, like online platforms for lift tickets, lesson reservations, and equipment rentals. By harnessing data analytics, they aim to refine operations, from where to enhance snowmaking efforts to determining the best menu options.
Mogensen explains, “While big operators possess scale advantages, buying equipment in large quantities, we remain agile. Decisions about grooming, trail openings, or even a mid-day alteration of our food offerings can be made swiftly.” His endeavor has roots in making skiing accessible; starting Entabeni Systems in 2015, Mogensen recently expanded by acquiring Indy Pass. This pass allows skiers to enjoy multiple independent resorts, offering a different experience from multi-resort passes like Epic and Ikon by larger companies.
Black Mountain has been part of this movement, with Mogensen purchasing it to prevent its closure and envisions turning it into a cooperative. Numerous Indy Pass resorts work with Entabeni Systems, such as Utah’s historic Beaver Mountain resort. According to Kristy Seeholzer, a family member of its founders, Entabeni’s streamlined ticketing has facilitated diverse pricing and attendance options, though challenges with the software remain.
Not everyone shares the enthusiasm for technology’s role in skiing, however. Sam Shirley, with a background in ski instruction in New Hampshire and Maine, prefers cross-country skiing now, finding the technological aspects cumbersome. He misses the spontaneity of last-minute trips, feeling deterred by advance purchase incentives and the necessity of sharing personal details.
Notably, tech-driven changes are not exclusive to small resorts. Large ski areas utilize technology such as radio frequency identification chips in lift tickets and passes, tracking skiers’ movements for operational insights. John Plack, communications director for Vail Resorts, highlights their data-driven approach, resulting in reduced lift wait times and improved customer experiences.
While the technological advancements offer increased efficiency, there’s a cost involved. At Vail’s Keystone Resort in Colorado, a single-day lift ticket recently commanded a high price, underscoring the financial implications. The revenue from their Epic Pass supports investments in snowmaking amid shorter winters and fluctuating snowfall.
Despite these industrial giants, Mogensen remains committed to the charm of smaller ski experiences. Black Mountain offers more affordable lift tickets, emphasizing the community and atmosphere rather than treating skiing as a luxury. “The essence of skiing encompasses the taste of hot chocolate and the camaraderie around a fire pit,” Mogensen stated.
Brennick, who skis at Black Mountain with his family, has observed positive changes since the resort’s transition, appreciating the increased snowmaking efforts. “There’s a noticeable difference,” he remarked, acknowledging the developments under new ownership.