Entrepreneur Erik Mogensen is revolutionizing the ski industry with technology at small, independent resorts like New Hampshire’s Black Mountain. Mogensen’s ski mountain consultancy, Entabeni Systems, is implementing high-tech systems that streamline operations and collect data to inform decisions at Black Mountain. By analyzing transactional data at a detailed level, Mogensen aims to improve everything from lift ticket sales to food and beverage offerings.
Mogensen’s goal is to keep skiing accessible and enjoyable for all, even at smaller resorts that can’t compete with conglomerates like Vail. Through his company Indy Pass, skiers can access multiple independent ski areas, including Black Mountain, as an alternative to larger multi-resort passes. Mogensen’s technology has also benefited other independent resorts, like Beaver Mountain in Utah, by streamlining ticketing and offering lower-priced passes.
While the integration of technology has improved efficiency at ski resorts, not everyone is pleased with the changes. Some, like skier Sam Shirley, find the increased use of technology to be a hassle and prefer the simplicity of traditional skiing. Despite this, larger resorts like Vail continue to invest heavily in technology for data-driven decision-making and improved guest experiences.
Mogensen believes that skiing doesn’t have to be a luxury and can instead be a community center. With lift tickets at Black Mountain costing a fraction of those at larger resorts, Mogensen hopes to preserve the old-time skiing experience while embracing modern technology. Skiers like Thomas Brennick have noticed the positive changes at Black Mountain since Mogensen took over, with increased snowmaking and a renewed focus on creating a welcoming environment for all.
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