Insights from a (short) season

Mt Buller chalked up 100 years of skiing this winter. It’s a big milestone for any alpine resort, let alone one in Australia. As we look at how far we’ve come since a handful of skiing pioneers hiked up and slid down the summit in 1924 it’s timely to talk about the major role alpine tourism now makes for this state.

Victorian Minister for Tourism Steve Dimopoulos joined the community on Mt Buller for the King’s Birthday long weekend winter kick off marking the 100-year celebration and sharing his wishes for a good snow season. He shared some remarkable numbers from a recent economic study that might surprise you.

Alpine resorts punch way above their weight and this study clarified just how many dollars and jobs are supported by our snowfields.

Alpine resorts are responsible for generating $2.14 billion (billion with a b) annually into the state economy and $1.33 billion of that comes from direct visitor spend.

The folks in treasury must love the fact that for every $1 the government invests in alpine areas the private sector puts in another $4.

Alpine resorts also create 12,000+ equivalent fulltime jobs in regional areas where they are needed to support healthy communities.   And that is just the financial side of the ledger before we get into the role alpine areas play in providing improved mental and physical health for resort visitors and the environmental management of an important ecosystem.

Although alpine areas are tucked away up in the mountains and not always given the attention their contribution deserves, these numbers show why Victorians should care about these special places and why it makes sense for our state to support, promote and celebrate its unique high country – shouting it from the mountain tops (pun intended).

So, that’s the context, let’s talk about the season just gone… There’s no sugar coating it – 2024 was one of the more challenging winters on record and for Mt Buller it came to an abrupt and early end on 1 September which clipped 25% off the usual season length taking with it the spring events calendar, September school holidays and a prime time for casual skiers, beginners and après lovers to make the most of longer days and spring snow.

Mt Buller only received two major snowfalls for the winter and then was slammed with unprecedented gale force winds for weeks in late August… Not the conditions we’d hoped for in our 100th year but these conditions, thankfully, are the exception not the rule. To put it in perspective the last time the resort was closed for skiing on 1 September was in 1982.

Working with weather and the variables that come with having Mother Nature as a business partner, like farmers, we hope for the best and plan for the worst in the snow industry.

To use a skiing analogy our team on Mt Buller lean forward in the front of our boots (set ourselves up for success), we look where we want to go (have a plan) and keep our knees soft (ready to adapt).  It’s a business where we know our plans may have to change quickly – just like a skier finding icy conditions or an unmarked hazard in the snow.

For example – Mt Buller was the only resort in Australia offering chair-lifted skiing and snowboarding for the opening weekend in June.  That was possible because of consistent investment in all-weather snowmaking technology and a careful plan to make and hold snow ahead of the season start.  When the early snow falls came late Mt Buller could still welcome guests, promise beginner lessons from day 1 and all the associated hospitality businesses were able to open their doors because we had some snow.

Tricky seasons like this one only strengthen our resolve to continuously invest in smart technology, tools and skills that help the resort to mitigate the risks of climate change.

This is why Mt Buller is leaning into more snowmaking infrastructure, low-energy and water-efficient guns and renewable energy as just some of the tools to boost snow cover and top up natural snowfalls.

No one wants these tough seasons, but when they arise there’s always an opportunity and a lesson - the obstacle is the way. Mt Buller becomes a more resilient community, and our resort operations get better when we have problems to solve and things don’t go to plan.  

So, the Mt Buller team is regrouping and already working on ways to make the 2025 winter season the best it can be. This includes getting jobs done around the hill and also doing a deep-dive into guest feedback and working on what we can improve and change.

October is an exciting time when 2025 Season Membership is on sale at a discounted Early Bird rate rewarding loyal guests with a competitive price on unlimited days on the slopes along with a host of benefits, including free days at international sister resorts that members can use as soon as this December.

The resort is also getting ready for the ‘green season’ and in just a couple of weeks the walking and riding trails will open, Australia’s first via ferrata climbing experience RockWire will offer adrenaline-infused climbs at the summit and the flowers will be bursting into bloom.