Skip to content
Join our Newsletter

Altitude organizer looking for community support

Bergeron says event could triple in size, bring 15,000 people to Whistler

Lee Bergeron readily admits that his company, Out on the Slopes Productions, has been struggling to pay off some of the debts left by the late founder of Whistler’s gay week.

And Bergeron has had a difficult time negotiating advertising and pricing for the events at this year’s Altitude, as several Whistler businesses are feeling the pinch. But in acknowledging his problems he’s hoping the community will share his vision for the future of the event.

"I should start with the problems that were left behind by the former owner and that has clouded it," Bergeron said this week.

The founder of Out on the Slopes Productions, Brent Benaschak, died Dec. 30, 2003, but Bergeron did not gain full control of the company until last October, which left him little time to promote this year’s Altitude gay ski week, which takes place Jan. 29-Feb. 7.

Benaschak was known for his flair and love of Whistler and the snow, but he was not renown for being financially prudent.

"So the more assistance I can get from all of the community means that this cloud wouldn’t be looming as large and it means I could be left to grow the event," said Bergeron.

"We are a part of what happens in this resort and I do not want special treatment. But this is a baby product and it needs to be nurtured because there is a lot of competition out there."

The competition Bergeron is referring to has come on with a vengeance in the past 12 months. During that time gay ski weeks have started in Telluride, Mammoth and Lake Louise and the Canadian dollar has increased in value against the U.S. greenback.

Another concern for Bergeron is that the cruise industry has always been extremely popular with the gay community and on the same week Altitude is happening what’s billed as the "world’s biggest gay cruise" is sailing from Florida.

Despite the growing competition, Bergeron is certain he could triple the number of people coming to Whistler for Altitude if the right people with the right amount of money support the event. Last year between 3,500 and 4,000 people attended. This year he expects 4,500.

"Altitude, above any other ski week in the world, has a brand and that is that it has always been known as the biggest and best," he said. "As far as the gay community is concerned Altitude put Whistler on the map, and this event could be 12,000-15,000 people in three years.

"If I could get past some of the hindrances and sit down with a group of people that fully wanted to support it and were willing to back up support with money, we could see 15,000 in the village within three years. And the money that would raise for the community would be outrageous, but it will take a collective effort."

Tourism Whistler communications director Michelle Comeau Thompson agreed that Bergeron was dealing with several issues but reaffirmed that her organization fully supported Altitude.

"Lee has had some big challenges, including some financial challenges, that he has had to deal with almost single handedly," said Comeau Thompson.

"He’s done some pretty amazing due diligence to keep the event alive and risen to the challenge. But from what we’ve seen many (people in Whistler) have also done an amazing job rebuilding bridges and relationships that may have been left hanging.

"From a Tourism Whistler perspective this event has been very successful and it has been kind of the core initiative to open up the gay market. Overall, Tourism Whistler would like to see this event continue its legacy and continue to succeed because the gay market is very important."

One of the biggest concerns this year, as with most years, has been the pricing, which is something the whole community has been struggling with.

"When I used to come to Altitude I used to complain about how expensive the prices were," said Bergeron. "But when you do an event in a resort like Whistler, it’s like trying to throw a seven-day, 40-event party on a desert island. Everything is three times more expensive. Just lodging for my staff alone is probably five per cent of the ticket prices — just lodging."

Bergeron added that another factor in dealing with people that attend events like Altitude is that they generally have enough money to be able to change their holiday plans quickly.

"The gay market is very lucrative and these other communities are actively pursuing the gay market and they’re looking for the companies to bring in the dollar.

"I think Whistler has had a program but it may have become complacent. The game’s changed and there are other challenges – like the program guide we’re doing. In the years past we’ve had tremendous support from Whistler to buy ads that help pay for the program guide but everyone, in a sense, has gotten entitlement over it because they’ve had our customers coming for so long.

"They’ve gotten their customers and they feel they no longer need to advertise, but now we can no longer afford to put the program out because we don’t have the advertisers. And these are the advertisers that we helped build their business for them through our customers.

"It’s difficult for me not to be frustrated with some of the lack of movement because… our groups have a lot of money and they’re fickle, so at the drop of a hat they can make a decision to go some where else."