Let there be white

Whitewater Ski Resort continues to grow, but always remains true to its community ties

Kirk Jensen and Anne Pigeon are excited about what the future holds for Whitewater Ski Resort. — Colin Payne photo

Whitewater Ski Resort has come a long way from the place where the office phone was located in a barn on the access road to the mountain. Spend a winter day at Whitewater and you'll find a lodge, learning centre, 69 runs and some of the best eats you're apt to find at a ski hill. In April of 2011, the resort was deemed Chamber Business of the Year by the Nelson & District Chamber of Commerce.

Anne Pigeon has been with Whitewater for 21 years. Like many Kootenay residents, the allure of deep snows drew her to Nelson; she started her life at Whitewater in the resort's guest services before advancing to administration and marketing roles. She has recently become the managing director of indoor operations and marketing, while her colleague Kirk Jensen is the managing director of outdoor operations. Together, they interact directly with the resort's owners, Knee Deep Development, and are at the forefront of decision-making that will take Whitewater into the future.

Pigeon has been there to catch the curve balls—and snowballs—that Mother Nature throws at the mountain. Working at a ski hill means being at the mercy of the weather. Whitewater has seen its share of both high times and challenging years, often due to varying amounts of snow. Still, the resort has found ways to compete with larger establishments; after financial difficulties in the mid-'80s, the resort transitioned from a society to a consortium, but began to differentiate itself from other skiing destinations.

"At the time, it was out of neccessity—we didn't have any money to invest," said Pigeon. "But over time, we stayed true to that—a funky little resort in the middle of nowhere where you had to be a good skier. (It was) just an edgy little place and through that, we've built an amazing marketing niche."

Building that niche is something Pigeon is particularly proud of. Her work with the Whitewater Marketing Consortium put Nelson on the map as a winter ski destination, and was something she worked at long before Nelson had a destination marketing office. But though Pigeon has won recognition for her work, she said that it is very much a group effort.

"We have such positive feedback, but it comes with a lot of hard work," said Pigeon. "There's a crew behind the scenes that gives its heart and soul to Whitewater and I feel very proud to be part of that team."

Connections to the hill run deeper than the powder Whitewater is renowned for—because in many ways, Whitewater is literally a resort the community built. Volunteer efforts from the Silver King Ski Club and local families constituted some of the original driving forces behind the mountain. Today, when skiers manoeuvre between the Whitewater's treed runs, they can thank those club members who desired a mountain with a natural look, rather than a place devoid of forests.

In the late 1990s Whitewater was purchased by Mike and Shelley Adams, leading to another of the things Whitewater is known for: food. Maintaining its reputation for outstanding grub is another thing that Pigeon said is important, and the resort spends much more than is typical on food costs. Dishes like the Glory Bowl have become perennial favourites; though no longer directly involved with the resort, Shelley Adams has authored the successful Whitewater Cooks book series.

Whitewater was purchased by Knee Deep Development in 2008, providing a cash injection that allowed the resort to get past the growth plateau it had reached. Whitewater is now progressing on a steep upward trajectory, most obviously seen in the recently-installed Glory Ridge triple chair. The new chair began taking people to new heights in December of 2010, opening up new terrain and signifying Whitewater's first major expansion in 34 years.

While currently finishing up some of the recent projects, management is also looking to the future with a five-year plan, which will see infrastructure improvements, a satellite kiosk and possibly another chairlift. Whatever the future holds for Whitewater, though, Pigeon is emphatic that the resort will maintain a funky, hip aura—much like Nelson itself. The overriding goals are simple: give skiers and snowboarders an affordable place to pursue their passions. Respect the environment and see that growth is sustainable. Ensure Whitewater remains a hill Nelsonites can be proud of.

"I feel very blessed with my life and very lucky," said Pigeon. "I've always said I have the best job in town."