NASJA Day 0: Capitalism and the Life of Sport

If you listen to some skiing and snowboarding enthusiasts, business sucks the soul out of their sports. But at last night’s reception at the annual NASJA meeting, I was reminded that business–the organized, disciplined pursuit of an activity organized with the aim of making a profit–is key to our sports.

For example, I talked with Art Bowles, who, if memory serves, oversaw the installation of the first high-speed detachable quad lift in North America, at Breckenridge. He’s at the NASJA meeting to receive an award, and deservedly so. Such lifts make it possible for skiers and riders to get many more laps in during a day.

Did Bowles do this work because of his love for skiers? Not exactly, though I’m sure he loves the sport. He did it because he was employed, and his employer wanted to make a buck by satisfying customers. They decided that getting people up the mountain faster would solve a pressing problem of the day, and lead to a more satisfying skiing experience. And more satisfied customers means repeat business. Co-ops are fine, but they usually lack the capital to pay for the latest and best in goodies (chair lifts, snowmaking equipment, etc.) that we take for granted.

I also spoke with some representatives of Boyne USA, which has been involved of late in some interesting deals with CNL Properties. CNL is a real estate firm that has bought several mountain areas, such as Sugarloaf USA. CNL then gives a lump sum to Boyne, which in turn makes operational improvements to the resorts, and operates them. One company works on developing real estate; another runs the daily business of grooming, food and beverage service, ski patrol, lift tickets and lift operations, and so forth. All very much in line with the division of labor described by Adam Smith.