Selling Snow

About Selling Snow

Welcome to Selling Snow, the podcast for ski industry pros,  marketers  or anyone who wants to learn more about marketing in the ski business. I’m your host, Andrew Zwicker, with 25 years in and around marketing skiing, and this show is all about learning from the best in the business, so  you can up your marketing game,or just get a peek behind how ski resort marketing works. Our first episodes include hilarious and candid conversations with Michael J Ballingall of Big White, Lonie Gleiberman of Mount Bohemia, Marin Kejvel of Ski Cape Smokey, Jeff Penseiro of Baldface Lodge and Jason Levinthal of J Skis. Every episode tells the backstory on the guest, their ski area or ski business. Then it does a deep dive into how they market and sell their product from spectacular failures to keen wisdom and insights that you can use today to up your own marketing game. Grab a hot chocolate, sit back and enjoy conversations with some of the best on how they are selling their ski business, because there's no business like snow business on Selling Snow.

Publisher

Andrew Zwicker

Category

business

Language

en

Explicit

No

First episode

5 Feb 2026

Latest episode

13 Oct 2026

Latest episodes

35 episodes in the feed.

1. 

   13 Oct 2026

   Ep.32 - Chris Salhany of Castle Mountain

   What happens when you take nearly 1,000 acres of incredible cat-skiing terrain, add a high-speed quad, and suddenly give a whole lot more skiers access to fresh tracks? And how do you grow a ski resort without losing the independent, community-driven spirit that makes it special in the first place? Today, we're heading to Castle Mountain Resort in the Southern Canadian Rockies of Alberta, a mountain known for legendary snow, big terrain, and an authentic, no-frills skiing experience. It's the kind of place where the skiing does the talking, the shareholders are out there ripping laps themselves, and you don't need a luxury village to have a world-class day on the hill. Castle is entering an exciting new chapter, with the Stagecoach Express opening up almost 1,000 additional acres of skiable terrain, a big jump in season pass sales, and plans to grow into a four-season destination, all while keeping that independent mountain identity intact. I'm joined by Chris Salhany, the resort's president, who's bringing decades of experience in ski area operations, risk management, and mountain development to the role. We'll talk about the decision to expand, balancing growth with community ownership, what actually works when marketing a mountain, creating a guest experience that keeps people coming back, and some hard-earned lessons on running a seasonal business. Now let's head off to the Southern Canadian Rockies for a chat with Chris Salhany, president of Castle Mountain Resort in Alberta. We pulled 10 Actionable Insights from this epiasode for Selling Snow Intelligence. Find them all at www.sellingsnow.com

2. 

   6 Oct 2026

   Ep.31 - Chris Haggerty, GM of Monarch Mountain

   What if you could grow your ski area by nearly 50%—without raising your season pass prices? That’s exactly the kind of challenge Monarch Mountain in Colorado has taken on. In this episode, I’m joined by Chris Haggerty, GM of Monarch Mountain, to talk about the story behind their big No Name Basin expansion, how they’ve managed growth while staying true to what makes Monarch unique, the importance of season-pass holders and community, and some of the lessons Chris has learned stepping into leadership at an independent ski area. We get into financial discipline, growing ancillary revenue, managing people and operations, and why sometimes the best thing a GM can do is simply listen to the people who already know what they’re doing. And if you’re enjoying Selling Snow, help support the show by sharing it with a friend or colleague in the ski industry. It’s one of the easiest ways you can help us keep growing the show. And now, let’s head out into No Name Basin with Chris Haggerty of Monarch Mountain, Colorado. We pulled 10 Actionable Insights from this episode. Find them at www.sellingsnow.com

3. 

   29 Sept 2026

   Ep.30 - Richard Burkley, CEO of Lake Louise

   Imagine running a ski area where you can ski for three days and still not cover half the terrain.With views so inspiring, you could alost forget how incredible the skiing is? Now imagine that your marketing strategy is built around something surprisingly simple: keep the lifts spinning, keep the terrain open, and give people what they came for. That sounds easy, but at a place like Lake Louise, with massive alpine terrain, unpredictable weather, a national park to operate in, and guests coming from around the world, making that happen is anything but simple. In this episode, we sit down with Lake Louise CEO Richard Burkley to talk about what it really takes to run one of the most iconic ski areas in North America, and why sometimes the best marketing strategy is simply delivering an incredible mountain experience, consistently. We get into long-term planning, snowmaking, climate, short booking windows, marketing to mountain families, shared passes, employee cross-training, and one of my favourite ideas from the episode: “Follow the Guest.” So let’s head up the Icefields Parkway, through Beautiful Banff National Park for a chat with Lake Louise CEO Richard Burkley. Get all 10 Actionable Insights from this episode at www.sellingsnow.com

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

3 ratings

Spotify

5.0 / 5

2 ratings

Contact Selling Snow

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.