More trees, less paper

Resorts of the Canadian Rockies is not producing its annual glossy brochure

Trees covered in snow along an alpine ski run.

"Trees are for Glades" is a green campaign of the Resorts of the Canadian Rockies. — naumoid/iStock/Thinkstock photo

If you’re into winter outdoor sports, global climate change may have you a bit nervous. Will milder winters with lower snowfall be more frequent?

Three ski resorts in the Kootenays are taking a stand by lowering their environmental footprints. For the upcoming ski season, Resorts of the Canadian Rockies (RCR)—which includes the Fernie Alpine Resort, the Kicking Horse Mountain Resort and the Kimberley Mountain Resort—will not be printing its main brochure for the first time.

This green campaign is called “Trees are for Glades.”

“Our industry is so dependent on snowfall, storm systems and temperature, and we can see the negative impact that climate change is having on the ski industry in places like California,” said Lindsay Minor, destination sales manager for RCR. “We wanted to do something that would lessen our environmental footprint.”

Brochures have been an important point of contact with consumers, especially at ski shows and ski shops. Most of the brochures end up in a landfill or a recycling bin.

In place of its annual vacation planner brochure, RCR will be directing skiers and riders to the ski resorts’ websites. “All information like trail maps, vacation packages and town information can be easily found on our websites,” said Minor. “Asking for email signups instead can teach consumers to use more sustainable methods to gather information.”

And for every consumer who signs up to receive information via email, the company will plant one tree through the nonprofit Trees for the Future, an international nonprofit organization that plants trees to revitalize communities in Africa, Asia and Latin America.

Not only will this reduce paper use and plant trees, but it will also save the company money because those brochures cost a lot to produce and distribute.

RCR’s goal for this campaign is to save over 75,000 pieces of paper and plant 10,000 trees.


Virginia Rasch

Virginia is a writer and copy editor with Koocanusa Publications. She is an avid outdoor recreationist in all seasons and has lived in the Kootenays for 10 years. With degrees in the natural sciences, she has worked as a tour guide, an environmentalist, a writer, and a copy editor of scientific publications. Virginia now brings her passion for everything green to Kootenay Business. View all of Virginia Rasch’s articles

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