A letter from Dan Leever: Wow, Taos gets WPST

Wow, do those Taos guys get it.

As reported by our contributor, Shauna Farnell, and our Publisher, Peter Lange, Taos Ski Valley (Taos) put on a World Class show when hosting the World Pro Ski Tour World Championships last weekend.

I won’t add to the narrative about the outstanding organization and amazing athleticism, as impressive as it was. Instead, I would like to focus on the people of Taos Ski Valley including management and ownership.

In this era of corporatization of resort operators, I thought we had forever lost owners who ran their businesses for the love of the sport and profit. Taos owner Louis Bacon is investing under the strategy of “better not bigger”.

Taos is the world’s first ski resort with a Certified B Corporation status, which meets the highest standards of verified social and environment performance. David Norden, the CEO, was intimately involved in planning the World Champs. He said over and over, “what do you need?”

The entire weekend was a project of passion by everyone involved. It is clear to me that the locals and especially the employees are valued and respected. That attitude naturally permeated between the staff and the athletes – how refreshing.  

As a major proponent of skiing and ski racing, I have been saying the following for years: First, a vibrant, passionate local community is critical to their guest experience and ultimately their success. Second, growing the sport including growing ski racing and hyper enthusiast based on-mountain activities is strategic. Taos Ski Valley is a fine example of both.

All I can say to the Taos Ski Valley is thank you. Thank you on behalf of all ski enthusiasts, especially ski racing fans.