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Who

Bruce Schmidt, Vice President and General Manager at Okemo Mountain Resort, Vermont

Recorded on

Feb. 27, 2024 (apologies for the delay)

About Okemo

Click here for a mountain stats overview

Owned by: Vail Resorts

Located in: Ludlow, Vermont

Year founded: 1956

Pass affiliations:

* Epic Pass: unlimited access

* Epic Local Pass: unlimited access

* Epic Northeast Value Pass: unlimited access with holiday blackouts

* Epic Northeast Midweek Pass: unlimited weekday access with holiday blackouts

* Epic Day Pass: access on “all resorts” and “32 resorts” tiers

Closest neighboring ski areas: Killington (:22), Magic (:26), Bromley (:31), Pico (:32), Ascutney (:33), Bellows Falls (:37), Stratton (:41), Saskadena Six (:44), Ski Quechee (:48), Storrs Hill (:52), Whaleback (:56), Mount Snow (1:04 ), Hermitage Club (1:10 )

Base elevation: 1,144 feet

Summit elevation: 3,344 feet

Vertical drop: 2,200 feet

Skiable Acres: 632

Average annual snowfall: 120 inches per On The Snow; Vail claims 200.

Trail count: 121 (30% advanced, 37% intermediate, 33% beginner) + 6 terrain parks

Lift count: 20 (2 six-packs, 4 high-speed quads, 5 fixed-grip quads, 2 triples, 1 platter, 6 carpets – view Lift Blog’s inventory of Okemo’s lift fleet)

View historic Okemo trailmaps on skimap.org.

Why I interviewed him

Whether by plan or by happenstance, Vail ended up with a nearly perfect mix of Vermont ski areas. Stowe is the beater, with the big snows and the nasty trails and the amazing skiers and the Uphill Bros and the glades and the Front Four. Mount Snow is the sixth borough of New York City (but so is Florida and so is Stratton), big and loud and busy and bursting and messy, with a whole mountain carved out for a terrain park and big-drinking, good-timing crowds, as many skiers at the après, it can seem, as on the mountain. And Okemo is something that’s kind of in-between and kind of totally different, at once tame and lively, a placid family redoubt that still bursts with that frantic Northeast energy.

It's a hard place to define, and statistics won’t do it. Line up Vermont’s ski areas on a table, and Okemo looks bigger and better than Sugarbush or Stowe or Jay Peak. It isn’t, of course, as anyone in the region will tell you. The place doesn’t require the guts that its northern neighbors demand. It’s big but not bossy. More of a stroll than a run, a good-timer cruising the Friday night streets in a drop-top low-rider, in no hurry at all to do anything other than this. It’s like skiing Vermont without having to tangle with Vermont, like boating on a lake with no waves.

Because of this unusual profile, New England skiers either adore Okemo or won’t go anywhere near it. It is a singular place in a dense ski state that is the heart of a dense ski region. Okemo isn’t particularly convenient to get to, isn’t particularly snowy by Vermont standards, and isn’t particularly interesting from a terrain point of view. And yet, it is, historically, the second-busiest ski area in the Northeast (after Killington). There is something there that works. Or at least, that has worked historically, as the place budded and flourished in the Mueller family’s 36-year reign.

But it’s Vail’s mountain now, an Epic Pass anchor that’s shuffling and adding lifts for the crowds that that membership brings. While the season pass price has dropped, skier expectations have ramped up at Okemo, as they have everywhere in the social-media epoch. The grace that passholders granted the growing family-owned mountain has evaporated. Everyone’s pulling the pins on their hand grenades and flinging them toward Broomfield every time a Saturday liftline materializes. It’s not really fair, but it’s how the world is right now. The least I can do is get their side of it.

What we talked about

Summer storm damage to Ludlow and Okemo; the resort helping the town; Vermont’s select boards; New England resilience; Vail’s My Epic Promise fund and how it helped employees post-storm; reminiscing on old-school Okemo and its Poma forest; the Muellers arrive; the impact of Jackson-Gore; how and why Okemo grew from inconsequential local bump to major New England ski hill; how Okemo expanded within the confines of Vermont’s Act 250; Vail buys the mountain, along with Sunapee and Crested Butte; the Muellers’ legacy; a Sunapee interlude; Vail adjusting to New England operations; mythbusters: snowmaking edition; the Great Chairlift Switcheroo of 2021; why Okemo didn’t place bubbles on the Quantum 6; why Okemo’s lift fleet is entirely made up of Poma machines; where Okemo could add a lift to the existing trail network; expansion potential; does Okemo groom too much?; glade expansion?; that baller snowmaking system; what happened when Okemo’s season pass price dropped by more than $1,000; is Epic Pass access too loose at Okemo?; how to crowd-dodge; the Epic Northeast Midweek Pass; limiting lift ticket sales; and skyrocketing lift ticket prices.

Why I thought that now was a good time for this interview

Bruce Schmidt first collected a paycheck from Okemo in the late 1970s. That was a different mountain, a different ski industry, a different world. Pomas and double chairs and primitive snowmaking and mountain-man gear and no internet. It was grittier and colder, in the sense that snowpants and ski coats and heated gloves and socks were not so ubiquitous and affordable and high-quality as they are today. Skiing, particularly in New England, required a hardiness, a tolerance for cold and subtle pain that modernity has slowly shuffled out of the skier profile.

Different as it was, that age of 210s and rear-wheel drive rigs was not that long ago, and Schmidt has experienced it as one continuous story. That sort of institutional and epochal tenure is rare, especially at one ski area, especially at one that has evolved as much as Okemo. Imagine if you showed up at surface-lift Hickory and watched it transform, over four decades, into sprawling Gore. That’s essentially what Schmidt lived – and helped drive – at Okemo.

That hardly ever happens. Small ski areas tend to stay small. Expansion is hard and expensive and, in Vermont especially, bureaucratically challenging. And yet little Okemo, wriggling in Killington’s shadow, lodged between the state’s southern and northern snow pockets, up past Mount Snow and Stratton but not so far from might-as-well-keep-driving Sugarbush and Mad River Glen, became, somehow, the fourth-largest ski area in America’s fourth-largest ski state by skier visits (after Colorado, California, and Utah, typically).

The Mueller family, which owned the ski area from 1982 until they sold it to Vail Resorts in 2018, were, of course, the visionaries and financiers behind that growth, the likes of which we will probably never witness in New England again. But as Vail’s roots grow deeper and they make these mountains their own, that legacy will fade, if not necessarily dim. It was important, then, to download that part of Schmidt’s brain to the internet, to make sure that story survived the big groom of time.

What I got wrong

I said in the intro that Bruce started at Okemo in 1987. He actually started in the late ‘70s and worked there on and off for several years, as he explains in the conversation.

I said that Okemo’s lift fleet was “100 percent Poma.” This is not exactly right, as some of the lifts are officially branded Leitner-Poma. I’m also not certain of the make of Okemo’s carpets.

I noted in the intro that Okemo was Vail’s second-largest eastern mountain. It is actually their largest by skiable acreage (though Stowe feels larger to me, given the expansive unmarked but very skiable glades stuffed between nearly every trail). Here’s a snapshot of Vail’s entire portfolio for reference:

Why you should ski Okemo

The first time I skied Okemo was 2007. I rode a 3:45 a.m. ski bus north from Manhattan. I remember thinking three things: 1) wow, this place is big; 2) wow, there are a lot of kids