No snow necessary Ask any long-time local in a ski town how they ended up in Aspen, Vail, or Whistler, and they?ll tell you: ?I came for the winters, and stayed for the summers.?
That might seem odd to the millions of Americans who only ski a few times each year, if at all. Whether in Colorado, Vermont, or Utah, ski towns are known primarily as winter destinations, when snow blankets the high country and lodging is at its most expensive. This makes sense because, well, the foundation of any good ski town will always be its skiing.
Except it might not be. The ski industry has seen a decline in participants over the past decade, and rising fears about the potential effects of climate change have some questioning whether resorts will have as much snow to ski on in 50 years. Ski towns looking to diversify have worked to transform themselves into four-season destinations. Leading the way is Vail Resorts, North America?s biggest ski company. Vail Resorts owns and operates 13 ski areas around the world, including Whistler Blackcomb in Canada and its flagship resort, Vail, in Colorado.
Working with town councils and local business people, ski companies are betting big on spring, summer, and even fall. They?ve invested tens of millions of dollars to help non-skiers realize what locals have known for years: Ski towns are worth visiting even when there?s no snow.

Courtesy of the Vail Local Marketing District
The town of Vail on the Fourth of July.
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