Ski Industry Reports Past Season Up 3 Percent, Honors Individuals

By PAULA TRACY, InDepthNH

NORTH CONWAY, NH — New Hampshire ski areas this past winter saw 2,424,587 visits, a 3 percent increase over the previous winter which was much warmer and wetter.

The solid improvement was announced when SKI NH, the statewide advocacy group for the state's alpine and cross country resorts and areas, met for its annual meeting, last Tuesday at Cranmore.

The organization which represents more than 30 New Hampshire areas also celebrated a number of people for their work to advance the industry.

Among them were state Sen. Tim Lang, R-Sanbornton and, receiving a lifetime achievement award was the Peabody family.

A press release from the event noted the 2024-25 winter season in New Hampshire "proved to be one of steady growth and resilience, despite a slow start with warmer temperatures and drought-like conditions that made early-season snowmaking a challenge for some," according to Ski New Hampshire President Jessyca Keeler.

“Though it was relatively warm and dry at first, the weather turned around and became more like a true winter, complete with cold temps and snow,” said Keeler, who continued that “the shift back to a more seasonal climate helped increase our skier visit numbers,” starting just before the holidays and continuing into to the first couple weeks of March.

A perennial key performance indicator for the downhill snow sports industry is the "skier visit."

The National Ski Areas Association defines a "skier visit" as a measure of frequency recorded every time an individual uses a lift ticket or pass at a ski area.

Although small ski areas like those in New Hampshire account for 59 percent of the market in the United States based on their number of lifts, they tallied approximately 13 percent of total skier visits and are considered important "feeders" to the extra-large resorts which dominate almost 60 percent of the market.

Skiers and snowboarders learn in the East but travel for vacations in the West where the mountains are much larger and the snow more reliable.

NSAA divides ski country into six regions. All six regions experienced a decline in skier visits in 2023-24 against previous season’s unparalleled numbers in 2023-2022.

In New Hampshire this past winter total visits across alpine, cross-country, and tubing were estimated at 2,424,587—marking a 3 percent increase over last year and a 6 percent rise compared to the 10-year average, the press release indicated.

Alpine ski areas welcomed a decent number of visitors, with estimated visits reaching 2,221,206—up 3 percent year-over-year and 7 percent above the decade-long trend.

Cross-country areas, despite facing weather-related challenges, gained ground over the previous season, with an estimated 99,548 visits, 14 percent higher than last year but 12 percent below the 10-year average.

Tubing maintained similar growth patterns, totaling 103,833 visits—a 3 percent year-over-year increase, but coming in at 4 percent below the 10-year average.

Those planning to head out next winter can look forward to new trails and features such as the new black diamond glade coming to Bretton Woods; new quads coming to Pats Peak and Bretton Woods; a new T-Bar to service Waterville Valley Resort’s competition center; major snowmaking upgrades such as those planned for North Peak at Loon Mountain, and spruced up lodges.

The awards presented by Ski New Hampshire are as follows:

THE PEABODY FAMILY

Ski NH’s Lifetime Achievement Award was established in 1999 to recognize a member of the New Hampshire ski industry who has devoted a large part of their professional career to furthering the NH ski area experience for our guests.

This year’s award went to the Peabody family in recognition of their decades-long contributions to the state’s ski industry and outdoor recreation community. The Peabody family also received a formal Governor’s Commendation from Gov. Kelly Ayotte at the dinner, presented by Cannon Mountain General Manager Jace Wirth.

“The Peabody name is inseparable from the history of Cannon Mountain and skiing in New Hampshire,” said Wirth. “This family has shaped not only one mountain but also the identity of our state’s outdoor culture.”

Roland Peabody, the family’s patriarch, played a foundational role in the development of New Hampshire skiing. In 1933, he founded the Franconia Ski Club, opening doors for generations of youth to access the sport and grow the state’s skiing community from the ground up. He was instrumental in establishing the Cannon Mountain Aerial Tramway in 1938—the first passenger aerial tramway in North America—and served as Cannon’s first manager.

After Roland’s passing, his son Roger Peabody carried forward the family’s vision, involvement, and stewardship at the mountain. As manager of both Cannon Mountain and Franconia Notch State Park, Roger guided these public treasures into a new era while preserving their deep cultural roots. Roger’s children, including Jere, Jon, Jennifer, and others, have continued the tradition of service, leadership, and advocacy.

Cannon’s Peabody Base Lodge, the Peabody Express Chairlift, and the Roland Peabody Memorial Slopes stand as permanent testaments to the family’s pioneering influence on New Hampshire’s ski culture.

Beyond Cannon Mountain, the Peabody family has played a vital role in shaping regional ski area policy and development. Their commitment to public access, youth engagement, and community-driven leadership exemplifies the spirit of the Granite State.

ANDREW NOYES

The H.H. “Bill” Whitney Award is given to recognize an individual who has made an outstanding contribution to the ski and snowboard industry in New Hampshire. This year’s Whitney Award was presented to Andrew Noyes.

“Since 1984, Andrew has made outstanding contributions to New Hampshire's ski and snowboard industry, embodying the spirit of innovation and leadership that this prestigious award was established to recognize,” said Loon Mountain Resort General Manager Brian Norton.

“For nearly four decades, Andrew has been an unwavering pillar at Loon Mountain Resort, pioneering as the resort's first-ever Vice President of Guest Services. His impact extends far beyond his job title – Andrew has shaped the guest experience at Loon through his exceptional leadership, operational knowledge, and commitment to excellence.”

What truly distinguishes Andrew is his hands-on approach to leadership, said Norton. “On any given day, you might find him washing dishes, driving a shuttle bus, addressing facility issues, or spearheading signature events like the Highland Games. This ‘lead by example’ philosophy has not only elevated service standards at Loon but has influenced operational excellence across the industry.”

Andrew's contributions to New Hampshire's ski industry extend well beyond Loon's boundaries—and even beyond North America. His active involvement with the Western White Mountains Chamber of Commerce and White Mountain Attractions has strengthened the region's tourism infrastructure, directly benefiting the entire ski industry. Internationally, Andrew has been a key figure in promoting tourism to both New England and the United States.

SUE WEMYSS

Ski NH’s Al Merrill Award was presented to Sue Wemyss.

Ellen Chandler, Ski NH Board Member and Executive Director of Jackson XC, spoke about Sue’s contributions to Nordic skiing: Sue started in the ski industry as an Alpine skier and racer, and was convinced to ‘give cross-country skiing a try’ after joining the cross-country running team at Middlebury College. She pivoted from success at the collegiate level, including the World University Team, to the U.S. Ski Team, the 1984 U.S. Olympic Nordic Ski Team, the World Championship Team, and many years on the World Cup Team.

Returning to the trails of New England, she served as the Ski School Director and Recreational Programs instructor at Great Glen Trails for 24 years, teaching Nordic Skiing, fitness, kayaking, and mountain biking to all age groups.

Sue has directed the Great Glen to Bretton Woods Nordic Adventure, a truly epic point-to-point cross-country ski tour and race; and the New England Bill Koch League Festival in 2012 and 2016. She was awarded the 2012 New England Nordic Ski Association Bill Koch League Award of Excellence for ‘exceptional contributions to youth Nordic Skiing in New England.’ She was recently the Book Project Leader and contributing writer for ‘Trail to Gold: The Journey of 53 Women Skiers,’ which was published in 2021. In these ways and others, “Sue has definitely, positively impacted the sport of Nordic skiing,” said Chandler.

TIM LANG

The Chandler-McLane Government Service Award was established in 2000 to recognize a public official serving in the New Hampshire state government who has worked hard in serving the people of New Hampshire, has kept people informed as to what is happening in the process and any potential impacts, and has been a key player on issues that are important to the ski industry and to tourism in general. This year, the award was presented to NH Sen. Tim Lang, R-Sanbornton District 2.

“This legislative session, Senator Lang has been our go-to legislator in Concord, helping to secure full funding of the Division of Travel and Tourism’s promotional marketing budget,” said Simon Thomson of Sheehan Phinney Capitol Group and legislative advisor for Ski New Hampshire. Thomson noted that although as of the awards dinner the full budget hadn’t been adopted, “we are in a great position to secure that critical funding.”

Thomson shared that Senator Lang has been “a tireless advocate for policies that will increase our state’s lagging electric vehicle infrastructure - a key issue for the entire tourism industry.” Lang introduced SB 52 in 2023, which sought to help address EV charging infrastructure deficiencies in the state, and in the 2025 session also introduced SB 106, which aims to enhance the participation of customer generators in net energy metering and thereby promote renewable energy use and potentially impact electricity costs for ratepayers.

Sen. Lang was recognized by the industry for “his unwavering commitment to the people of New Hampshire and his efforts to enhance the quality of life in our state.”

ALLEN LESSELS

The Ski NH Media Award was established in the late 1980s to recognize a member of the media for excellence in coverage of the New Hampshire ski industry through balanced and objective reporting. Creativity and enthusiasm for outdoor winter recreation are a plus. This year’s award was presented to Allen Lessels by long-time friend and colleague Ben Wilcox of Cranmore Mountain Resort.

“Approximately 40 years ago, Allen started in the sports department at the Boston Globe and he always put skiing on the same footing as NASCAR and mainstream Boston sports,” said Wilcox, continuing that “Allen has always had a Granite State perspective, which made him special to all of us right from the start.”

A Concord, NH native, Lessel’s career also included work at the Union Leader, Portland Press Herald, the Hartford Courant, and the Concord Monitor, among others, and he was the host of “Ski NH,” a radio program on WKXL in Concord, NH.

Even in retirement, Allen has stayed with his profession, and he continues to pitch and publish in mainstream media. An avid skier, he hit the slopes 80 days this season and was researching next season’s pitches well into April, while also working as a ski ambassador for Bretton Woods.

NEXT GEN AWARD

Ski NH’s Next Gen Award salutes young professionals who are working at a Ski New Hampshire member resort, are under the age of 40, and are making an impact in the state’s ski industry and exemplifying innovative leadership.

This year, two awards were presented, one to Brantly Ludington, director of Mountain Operations at Cranmore Mountain Resort, and the other to Ana Yacoubian, Tickets/Central Reservations Manager at Loon Mountain Resort.

Brantly has been an integral part of Cranmore for 15 years, starting in Cranmore’s Snowsports School before transitioning to Terrain Parks, where he worked as the supervisor for many years, explained Ben Wilcox, President and General Manager of Cranmore Mountain Resort. Over the last few years, he was promoted to Assistant Mountain Manager and then to Director of Mountain Operations following the retirement of Glenn Harmon.

“Since assuming this role, Brantly has successfully managed a complex snowmaking upgrade project that helped drastically increase Cranmore's snow making operation,” said Wilcox. “He revamped Cranmore’s Grooming Department, leading to improved grooming quality on the slopes, and has effectively built trust with his colleagues and staff at the resort, and is a respected member of Cranmore’s Leadership Team.

“Beyond his duties as Mountain Operations Director, Brantly chairs Cranmore’s Safety Committee and has taken an active role with Ski NH by assisting with the development of the annual conference curriculum, and he joined the Ski NH Legislative Committee this past winter.”

Recently retired Vice President of Guest Services for Loon Mountain Resort, Andrew Noyes, spoke about why his former employee, Ana Yacoubian, qualified for the Next Gen Award: “In just two years since joining Loon Mountain as a central reservations agent, Ana demonstrated exceptional growth and capability, quickly rising to manage multiple critical guest-facing departments. She now oversees all reservations, product development, year-round season pass sales, ticket operations, guest services, and the concierge department.

“What sets Ana apart is her rare combination of operational expertise and people skills. She navigates complex challenges with a calm demeanor that instills confidence in both her team and senior leadership,” said Noyes. “This composure, particularly during high-pressure situations that define our industry's peak seasons, has earned her respect from colleagues at all levels, including those with decades of experience in the ski industry.

“Beyond her professional accomplishments, Ana actively engages with the broader ski community, building relationships with industry partners and seeking opportunities to contribute to New Hampshire's vibrant ski culture. Her natural leadership ability inspires those around her to elevate their performance and share her enthusiasm for creating exceptional mountain experiences.”

Ski New Hampshire is the statewide association representing 30+ alpine and cross-country resorts in New Hampshire.

This article first appeared on InDepthNH.org and is republished here under a Creative Commons license.