How to cultivate a new market of skiers and snowboarders.

When former “Crazy Canuck” Ken Read, coined the term “White Circus” he was talking about the world cup circuit, and the colour of the snow, not the athletes, but with our population growing ever more ethnically diverse Canada’s ski slopes are looking conspicuously white.

When you look at the history of resort development it’s obvious European immigrants built most if not all, of North America’s ski resorts. Today however most immigrants are not from Europe, so the ski industry needs to find a way of reaching out to our ethnically diverse population to increase skier visits. Continue Reading