by TetonGravity
Apr 18th 2014
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2 comments
In recent history, the term “resort” has come to describe more and more of the places where we ski and snowboard. Where ski areas, ski hills, and mountains once appropriately presented the snow sliding experience as a relatively bare-bones and self-determined adventure in the hardy climes of nature’s winter, marketing departments, possible due to stagnating visitation, have sought to rebrand their facilities as resorts, giving potential visitors the mind’s eye image of being pampered at a spa or having all of their cares and wants massaged by the fingertips of an army of wait staff intent on delivering them to a specific parking spot, ferrying them merrily to a station where bright-cheeked men with a strange resemblance to Santa Claus buckle their boots for them, and delivering a Bloody Mary at the snap of a finger a la Sandals Saint Lucia.