Washington, D.C. — The ski industry’s top executive is on a mission to end winter skiing in the U, even as it’s struggling to cope with the effects of the flu pandemic.
Katherine McEvoy is the president of the ski industry trade group and the former CEO of the U-M ski program.
The organization is the largest trade association for ski resorts in the country.
McEvoy has been working to help the industry address the pandemic, which has left many skiers and snowboarders with nowhere to go in the cold months of December and January.
She said she was told she was in a “very difficult position” and that the ski and snowboarding industry has “changed the way we do business.”
I’ve been at the table and I’ve been trying to be helpful, she said.
It’s a hard conversation, but I’m hopeful we’re going to come up with a solution that will really help people.
I’m really optimistic that we’re not going to have to go back to the old days, she added.
We can’t do it all by ourselves.
I think we can do it by taking our business elsewhere.
McEvorey said that she and other executives have visited many resorts and asked the industry for help in getting rid of winter skiing.
Some resorts have already said they are pulling out of the winter season and have begun to hire staff to deal with the pandemics.
There’s a lot of fear around skiing in December and Jan., she said, and I think that’s understandable.
You don’t want to have the flu, but you also don’t need to be scared.
“We want to be able to have fun, and skiing in this climate is the perfect way to do that,” she said of winter skiers.
But McEvoreys vision of a world in which the winter ski season is no longer in danger of being cancelled out by the flu is one she thinks could be a difficult sell to the general public.
“It’s not the time for us to be doing everything we can to make sure we’re having fun,” she added, adding that she believes the industry can do a better job of “working together.”