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Who

Joe Hession, CEO of Snow Partners, which owns Mountain Creek, Big Snow American Dream, SnowCloud, and Terrain Based Learning

Recorded on

May 2, 2025

About Snow Partners

Snow Partners owns and operates Mountain Creek, New Jersey and Big Snow American Dream, the nation’s only indoor ski center. The company also developed SnowCloud resort management software and has rolled out its Terrain Based Learning system at more than 80 ski areas worldwide. They do some other things that I don’t really understand (there’s a reason that I write about skiing and not particle physics), that you can read about on their website.

About Mountain Creek

Located in: Vernon Township, New Jersey

Closest neighboring public ski areas: Mount Peter (:24); Big Snow American Dream (:50); Campgaw (:51)

Pass affiliations: Snow Triple Play, up to two anytime days

Base elevation: 440 feet

Summit elevation: 1,480 feet

Vertical drop: 1,040 feet

Skiable Acres: 167

Average annual snowfall: 65 inches

Trail count: 46

Lift count: 9 (1 Cabriolet, 2 high-speed quads, 2 fixed-grip quads, 1 triple, 1 double, 2 carpets – view Lift Blog’s inventory of Mountain Creek’s lift fleet)

About Big Snow American Dream

Located in: East Rutherford, New Jersey

Closest neighboring public ski areas: Campgaw (:35); Mountain Creek (:50); Mount Peter (:50)

Pass affiliations: Snow Triple Play, up to two anytime days

Vertical drop: 160 feet

Skiable Acres: 4

Trail count: 4 (2 green, 1 blue, 1 black)

Lift count: 4 (1 quad, 1 poma, 2 carpets - view Lift Blog’s of inventory of Big Snow American Dream’s lift fleet)

Why I interviewed him

I read this earlier today:

The internet is full of smart people writing beautiful prose about how bad everything is, how it all sucks, how it’s embarrassing to like anything, how anything that appears good is, in fact, secretly bad. I find this confusing and tragic, like watching Olympic high-jumpers catapult themselves into a pit of tarantulas.

That blurb was one of 28 “slightly rude notes on writing” offered in Adam Mastroianni’s Experimental History newsletter. And I thought, “Man this dude must follow #SkiTwitter.” Or Instabook. Of Flexpost. Or whatever. Because online ski content, both short- and long-form, is, while occasionally joyous and evocative, disproportionately geared toward the skiing-is-fucked-and-this-is-why worldview. The passes suck. The traffic sucks. The skiers suck. The prices suck. The parking sucks. The Duopoly sucks. Everyone’s a Jerry, chewing up my pow line with their GoPro selfie sticks hoisted high and their Ikon Passes dangling from their zippers. Skiing is corporate and soulless and tourist obsessed and doomed anyway because of climate change. Don’t tell me you’re having a good time doing this very fun thing. People like you are the reason skiing’s soul now shops at Wal-Mart. Go back to Texas and drink a big jug of oil, you Jerry!

It's all so… f*****g dumb. U.S. skiing just wrapped its second-best season of attendance. The big passes, while imperfect, are mostly a force for good, supercharging on-hill infrastructure investment, spreading skiers across geographies, stabilizing a once-storm-dependent industry, and lowering the per-day price of skiing for the most avid among us to 1940s levels. Snowmaking has proven an effective bulwark against shifting weather patterns. Lift-served skiing is not a dying pastime, financially or spiritually or ecologically. Yes, modern skiing has problems: expensive food (pack a lunch); mountain-town housing shortages (stop NIMBY-ing everything); traffic (yay car culture); peak-day crowds (don’t go then); exploding insurance, labor, utilities, and infrastructure costs (I have no answers). But in most respects, this is a healthy, thriving, constantly evolving industry, and a more competitive one than the Duopoly Bros would admit.

Snow Partners proves this. Because what the hell is Snow Partners? It’s some company sewn together by a dude who used to park cars at Mountain Creek. Ten years ago this wasn’t a thing, and now it’s this wacky little conglomerate that owns a bespoke resort tech platform and North America’s only snowdome and the impossible, ridiculous Mountain Creek. And they’re going to build a bunch more snowdomes that stamp new skiers out by the millions and maybe – I don’t know but maybe – become the most important company in the history of lift-served skiing in the process.

Could such an outfit possibly have materialized were the industry so corrupted as the Brobot Pundit Bros declare it? Vail is big. Alterra is big. But the two companies combined control just 53 of America’s 501 active ski areas. Big ski areas, yes. Big shadows. But neither created: Indy Pass, Power Pass, Woodward Parks, Terrain Based Learning, Mountain Collective, RFID, free skiing for kids, California Mountain Resort Company, or $99 season passes. Neither saved Holiday Mountain or Hatley Pointe or Norway Mountain or Timberline West Virigina from the scrapheap, or transformed a failing Black Mountain into a co-op. Neither has proven they can successfully run a ski area in Indiana (sorry Vail #SickBurn #SellPaoliPeaks #Please).

Skiing, at this moment, is a glorious mix of ideas and energy. I realize it makes me uncool to think so, but I signed off on those aspirations the moment I drove the minivan off the Chrysler lot (topped it off with a roofbox, too, Pimp). Anyhow, the entire point of this newsletter is to track down the people propelling change in a sport that most likely predates the written word and ask them why they’re doing these novel things to make an already cool and awesome thing even more cool and awesome. And no one, right now, is doing more cool and awesome things in skiing than Snow Partners.*

*That’s not exactly true. Mountain Capital Partners, Alterra, Ikon Pass, Deer Valley, Entabeni Systems, Jon Schaefer, the Perfect Clan, Boyne Resorts, Big Sky, Mt. Bohemia, Powdr, Vail Resorts, Midwest Family Ski Resorts, and a whole bunch more entities/individuals/coalitions are also contributing massively to skiing’s rapid-fire rewiring in the maw of the robot takeover digital industrial revolution. But, hey, when you’re in the midst of transforming an entire snow-based industry from a headquarters in freaking New Jersey, you get a hyperbolic bump in the file card description.

What we talked about

The Snow Triple Play; potential partners; “there’s this massive piece of the market that’s like ‘I don’t even understand what you’re talking about’” with big day ticket prices and low-priced season passes; why Mountain Creek sells its Triple Play all season long and why the Snow Triple Play won’t work that way (at least at first); M.A.X. Pass and why Mountain Creek declined to join successor passes; an argument for Vail, Alterra and other large ski companies to participate on the Snow Triple Play; comparing skiing to hotels, airlines, and Disney World; “the next five years are going to be the most interesting and disruptive time in the ski industry because of technology”; “we don’t compete with anybody”; Liftopia’s potential, errors, failur