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David Lynn takes reins of Canada West Ski Areas Association

Former Sun-Rype Products Ltd. CEO takes over association representing ski areas
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David Lynn has traded fruit for snow. The former president and chief executive officer of Sun-Rype Products Ltd. recently took the reins of Canada West Ski Areas Association from long-time president Jimmy Spencer. It's a good fit for the senior business executive - he brings 22 years of experience to the job, along with degrees in commerce and finance from UBC.

Growing up in Vancouver, Lynn was part of the Point Grey High School ski program as a teen, but had his eureka moment in his 30s when he finally succeeded in skiing a mogul run on Whistler with a reasonable degree of success. Now based in Kelowna, where he lives with his young family, Lynn is still an avid all round athlete. He's completed 21 marathons, plays squash and racquetball and holds a black belt in karate. He's also been skiing the mountains of British Columbia for 30 years and has a thorough understanding of what the ski industry is all about.

 

Pique: What's the most important role you'll be playing in your new job?

Lynn: CWSAA is an association that represents the interests of the ski areas in western Canada. Thus, some of our core areas of focus are government relations, safety, education and sharing of best practices through various conferences and meetings. Personally, I am passionate about increasing participation in skiing and boarding and working with other stakeholders to increase skier visits in western Canada.

 

Pique: How does one measure the success of the industry as a whole - is it strictly economic or are other factors considered?

Lynn: Certainly, one can measure the success of the industry in terms of both economic and non-economic factors. Economically, the industry provides employment for many people, drives economic activity and contributes significantly to government revenues. However, we also provide significant societal benefits from both a health and quality of life perspective.

 

Pique: What does the ski industry give to the public?

Lynn: First and foremost, the opportunity to participate in a variety of healthy, fun and social winter sports, in a natural and beautiful environment. The ski industry also provides significant economic benefits in terms of employment, economic activity and tourism.

 

Pique: The Western Canadian ski industry is vulnerable to economic trends, what efforts are being made, or should be made, to protect it?

Lynn: Yes, we are certainly impacted by economic factors such as the Canada - U.S. exchange rates. However, many skiers and boarders are very passionate about their sport; thus, our industry suffered less than many others during the recent economic downturn.

In Western Canada, the ski area operators invest significant amounts of money on an ongoing basis to continuously improve the quality of the skiing and boarding they offer. In addition, there are some government programs that provide support for tourism generally, and skiing specifically.

 

Pique: What's a bigger threat - global warming or economic crisis?

Lynn: In the short term, economic factors are a bigger threat. Global warming may prove to be a bigger threat longer-term, but there is considerable uncertainty regarding the timing and magnitude of its impact.

 

Pique: What's the most pressing challenge facing the ski industry today?

Lynn: After significant growth in the eighties and nineties, skier visits in western Canada have leveled off in recent years. This has been driven by a number of economic, demographic and lifestyle factors. As an industry, we need to work hard to increase participation in skiing and boarding, particularly among young people.

 

Pique : There's major competition between resorts - is it healthy or could they benefit from working together?

Lynn: There is a healthy degree of competition between resorts. However, in my brief time at CWSAA, I have been very impressed by how our members work together for the overall good of the industry and to support smaller ski areas.

Pique: Everyone looks to Whistler as the go-to model of success - what other hills are innovative and forward thinking? How so?

Lynn: Whistler-Blackcomb is certainly a great success story on many levels (e.g. skier visits, revenue, profit, resort ranking). However, there are many other examples of innovative and forward thinking ski areas in Western Canada. Grouse Mountain has achieved great success with its summer program and environmental initiatives (e.g. Eye of the Wind). Sun Peaks has evolved into a beautiful four-season resort municipality over the past 10 years. Revelstoke is a relatively new ski area and yet they offer outstanding vertical (1,713 metres). Mount Washington and Mount Seymour are currently in the process of installing Canada's first covered magic carpets.

 

Pique: The corporatization of the ski industry - is it killing the original free spirited nature of the beast?

Lynn: The Western Canadian ski industry is significantly less consolidated than many other industries. Accordingly, there is still a very diverse and interesting mixture of owners and managers. Thus, while the industry is professional in many respects, it certainly doesn't suffer from being overly corporate.

 

Pique: Is industry diversification saving ski towns or turning them into carnivals?

Lynn: From my perspective, the vast majority of the diversification and innovation that has taken place in the western Canadian ski industry has been very positive. I do think the industry provides important benefits to local towns, particularly in terms of generating employment and economic activity.

 

Pique: What would you say to families who would like to start skiing, or get their kids skiing, but find the costs prohibitive?

Lynn: There are a number of good options available to help reduce the cost of family skiing. Most ski areas offer free lift tickets for children under a certain age; thus, there is a benefit to getting your kids into skiing at an early age. The Grade 4/5 Snowpass Program (www.snowpass.ca) is an excellent money-saving option for older children. With respect to equipment, many shops offer used kids ski equipment, and some will even buy it back when your kids outgrow it.

 

Pique: What is your favourite development or progression in the ski industry?

Lynn: Two things come to mind. First, the advent of high-speed lifts has significantly increased the potential number of runs that a skier or boarder can enjoy on any given day. Second, the introduction and ongoing evolution of shaped skis has greatly enhanced both the accessibility and fun of the sport.

 

Pique: What do you wish had stayed the same?

Lynn: My age!

 

Pique: Do you have a favourite apres spot? Favourite apres drink & snack?

Lynn: That really depends on which hill I am skiing - many of them offer great après ski-options. As a former Molson employee, I am still quite loyal to their products when it comes to après-ski alcoholic beverages!

 

Pique: How many days do you ski/year?

Lynn : In recent years, around 20, but I'm looking forward to a significantly higher total for the upcoming season (2011-12).

 

Pique: Favourite run?

Lynn: It's very hard to pick a single favorite. Certainly, the double-blacks on the backside of Silver Star, and the "Gun Runs" at Apex would rank very high on my list.

 

Pique: What kind of legacy would you like to leave?

Lynn: I would like to make a positive contribution in terms of participation and safety in skiing and boarding.