Aspen Snowmass: A ski resort of the future
Sustainability, philanthropy and openness as core values
November 3, 2020
Aspen in the American state of Colorado is undoubtedly one of the most famous ski resorts in the world. But if you only think of celebrities, "champagne powder" and luxury, you're wrong. The Aspen Skiing Company has been committed to climate protection, environmental friendliness and sustainability as well as equality for years and is not stopping there, even in these difficult times. At the heart of it all is a strong community of passionate Aspen Skiing Company employees and locals who are on fire for this very special place and the nature surrounding this small town in the Rocky Mountains. A cohesion that is unparalleled. Exchange and encounters also play a central role. Three exciting initiatives make Aspen a ski resort with a future.
Green measures in the ski area and lobbying on a federal level
The largest photovoltaic system ever built at a ski resort, energy-efficient buildings, power generation from coal-burning emissions and a comprehensive renewable energy program: Aspen, Colorado, is one of the "greenest" winter resorts in the world. For more than 20 years, activists from all levels of the Aspen Skiing Company have been standing up for their "green" convictions - at home in Colorado in the form of massive public relations work and countless initiatives, both large and small; but also in Washington, with tireless lobbying. The powder enthusiasts are not only concerned with the preservation of their livelihood, but above all with a future worth living for all the inhabitants of the planet, which they see under massive threat. Aspen Snowmass has become a national leader in the fight against global warming. In addition to the comprehensive renewable energy program and longstanding social and environmental initiatives in the local community that Aspen has been tirelessly pushing for decades, new measures and initiatives are added year after year. For example, the Aspen Skiing Company is using four of the innovative and climate-friendly Tier V PRINOTH snowcats this coming season, following a test last winter. Tier V standards set the world's strictest benchmarks for carbon monoxide, harmful particulates, and smog-forming and climate-warming nitrogen oxides. The new snowcats are also more fuel efficient and allow operators to increase performance through smart features. The Willits Center, scheduled to open in spring 2021, represents Aspen Snowmass' efforts to operate sustainably and will provide an additional 138 employee beds. The $19 million project will be funded with no public subsidies and will be 100 percent electric. Connecting the Willits Center to the bus system not only helps alleviate traffic and congestion problems in the region, but is another climate-friendly solution as it eliminates the need for employees to own cars. Employees will receive free bus tickets, and Aspen Snowmass will also pay for the installation of a WE-Cycle bike rental station to make it even easier for them to get to the bus station.
For the community and beyond
In addition to community service activities and initiatives within the company itself, Aspen Skiing Company supports two employee-run charities: the Environment Foundation and the Caring For Community Fund. For example, the company recently gave the $20,000 in proceeds generated from the sale of the old Big Burn Life to the Caring for Community Fund, which is funded and run by Aspen Snowmass employees. An overarching goal is to mobilize resources, staff and guests to make a difference in the Roaring Fork Valley and beyond - for example, in the form of donations to support the community during the Corona pandemic, providing shelter for wildfire evacuees, or distributing grants to organizations that advance climate action. Within the Roaring Fork Valley community, volunteerism in environmental or social projects is widespread and takes on a significant role. This spirit is also carried by employers. The Aspen Skiing Company, for example, grants its employees two days of special paid leave for this purpose.
More than just skiing: Creating encounters and awakening inspiration
One of the core values of Aspen Skiing Company's business model is to create offerings that feed into the "Aspen Idea" - Aspen as a place to revitalize mind, body and spirit. It's about creating interactions, stimulating engagement with new topics and sparking inspiration. A key component of this is the "Art in Unexpected Places" initiative, which was launched back in 2005 by the Aspen Skiing Company in conjunction with the Aspen Arts Museum. The idea is to bring guests into contact with art in unexpected places and to promote a connection between skiing and culture. Components of the campaign include art installations at the ski resort as well as the design of the annual tickets in collaboration with a selected partner. Over the years, Aspen Skiing Company has featured the work of internationally recognized artists such as Paula Crown, Yutaka Sone, Peter Doig, Karen Kilimnik, Jim Hodges, Carla Klein, Mamma Andersson, Mark Grotjahn, David Shrigley, Mark Bradford, Anne Collier, Takashi Murakami and Laura Owens. For this program, the Aspen Skiing Company received the 2003 National Arts Award from Americans for the Arts.
Picture credits: pixabay, Jesse Hoffmann, Tamara Susa, Aspen Skiing Company
