While the Ski Area Citizens Coalition's "D" report card of Sun Valley Co. might seem a bit harsh, it's not entirely without merit. While Sun Valley Co. has done (and will continue to do) a considerable amount for environment preservation, there remains some distance to cover before its environmental legacy is truly "world-class."
I don't believe that Sun Valley Co. got this "D" because it doesn't care. I believe firmly that those working there and especially Mr. Holding do care about this valley. They care about the legacy that they'll leave future generations, and this shows predominantly in their past development choices and the amount of pride they take in this development.
While I see little value in judging the foibles of individual rating systems, one thing is indisputable—Sun Valley Co. is lagging behind in the environmental performance race. Putting aside the Ski Area Citizens Coalition's report card, let's turn to the ski industry's own trade association, the National Ski Areas Association. While that organization, naturally, isn't in the business of calling their members out on the carpet for "poor performance," they do help set overall industry direction and best management guidelines.
One such strategic direction that the National Ski Areas Association has set is recognizing the negative impact of climate change. The group understands the link between its businesses and global warming. No snow, no skiing. It's pretty simple. Subsequently, it is calling for a stronger commitment from the ski industry for sound environmental stewardship and has crafted a program, now in its seventh year, called Sustainable Slopes.
While this program, like most programs, is not without criticisms (i.e., lacking performance-based standards, third-party oversight and penalties for noncompliance), it does chart a course for ski resorts to follow to significantly boost environmental performance. An Environmental Charter containing a wide variety of 21 key principles, ranging from recycling to water and energy use, identifies how resorts can make more sustainable use of natural resources.
Sun Valley Co. has done a significant amount in shaping this community over the past 20-odd years. Sun Valley Co. has even spent a considerable amount of resources mapping out the next 50 years in its master plan. Environmental initiatives such as Sustainable Slopes similarly ask resorts to look ahead, through an environmental lens, at what shape the valley will be in the decades ahead. Sun Valley Co. has already started to look ahead at its development legacy with its master plan. Concurrently, it should focus some effort on its environmental legacy.
As the Sun Valley Co. master plan stipulates, "the development program will allow Sun Valley Resort to maintain its world-class standing for decades." Judging from feedback from guests, Sun Valley Co.'s own employees, the community at large and the ski industry's own guidelines, it is difficult to imagine a "world-class" resort without a solid environmental program. It would seem a small jump to direct some of this same intensity toward its environment housekeeping.
I know what you may be thinking: "Here we go again, another greenie promoting costly changes in the name of environmental protection." Well, the vast majority of those who live and visit here do so because of the quality of our environment. Other resorts have long recognized this link, as have their guests, and have taken steps to craft comprehensive environmental programs—programs that tangibly benefit the environment, improve the resort experience for its guests and, hold on here, increase profits. Yes, that's right. There's actually money that can be made here.
Well, don't take my word for it. Look at all the cost-savings that the Sustainable Slopes Annual Report identifies in actual case studies. Let's not forget, too, that cost-savings add directly to the bottom line. Every dollar you save is a dollar in profit. In other words, instead of having to sell, say, 1,000 more tickets to earn an extra $1,000 in profit, by reducing operating expenses by $1,000, that money is yours to keep that year and each and every year afterward. Many large companies (Ford, Nike, Target, Wal-Mart, etc.) have long recognized this, as have some ski companies like the Aspen Ski Co. and Whistler.
Such changes are no longer viewed as "environmental correctness." They make sound business cents (pardon the pun). In fact, 180 ski resorts have already endorsed the National Ski Area Association's Environmental Charter, representing more than 75 percent of the ski resorts nationally by skier days. In fact, even Snowbasin, a Sun Valley affiliate, has endorsed the charter touting its stewardship efforts on its Web site. With numbers that large, it's hard to ignore or dismiss.
Sun Valley Co. now has a tremendous opportunity here. The ground, so to speak, is fertile, and the company has already expressed interest. Last December, the Environmental Resource Center was invited by the company's senior management to make a presentation on how they could "green up" the resort. Borrowing heavily from the Sustainable Slopes program, we suggested that they create their own environmental affairs program called SunStainability. Sun Valley Co. General Manager Wally Huffman spoke enthusiastically about these ideas, lamented the negative criticisms he's received from guests and looked toward his directors to help pull it all together.
While Sun Valley Co. is no stranger to major projects, this SunStainability initiative is not a project you can do in your spare time. It'll take leadership from the top and through to each department, a sound project plan that is effectively managed and evaluated, expert advice from within, as well as from outside consultants, and sufficient resources to make all of this happen.
As its name implies, the Environmental Resource Center is committed to serving the community as a resource as it moves toward greater sustainability. As such, the ERC stands ready to help Sun Valley Co. plan and implement such a comprehensive environmental initiative. I know that Mr. Huffman and the rest of the Sun Valley Co. staff have a tremendous amount on their plates. I also know that Mr. Huffman supports these efforts. After all, he saw its importance, raised the issue among his senior directors and eventually invited the ERC to present some ideas. To his credit, he has appointed a senior director to help push this along, but the resources available pale in comparison to those directed toward stewarding Sun Valley Co.'s development legacy.
Now we just need to roll up our sleeves and get serious about making a difference. The ERC would love to help Sun Valley Co. further polish its "world-class" luster, get an "A" in the process and help ensure that our community's children will enjoy the same spectacular environment that we currently enjoy.
Craig Barry is the executive director of the Ketchum-based Environmental Resource Center.
