Food  and  Beverage  new  trends  in  ski  area  management.    New  concepts  approach  By:  Daniel  Buyo  Andorre  Grandvalira-­‐Fort  Collins  CO,  Des.2016  

 Part  of  research  for  Ski  Area  Operations  and  Human  Resources  Module  SKI  AREA  MANAGEMENT  PROGRAM.  Teacher:  Ooi,  Nathalie.  

 We  are  on  a  new  paradigm;  young  people  increase  incomings,  especially  IT  start  up  employers   and  owners.   They   still   young   then  offer   should  deferral   of   traditional  luxury  premium  offer  for  baby  boomers  or  gen  X  preferences.    The  challenge  is:  How  to  keep  the  food  and  beverage  money  spends  of  these  new  young   customers?   Some   of   the   answers   are   on   "après-­‐ski"   concepts,   "La   Folie  Douce"   in   Alpe   D’huez   or   Val   Thorens   did   long   time   for   previous   generations,  actuating  as  one  of  the  symbols  of  ski  party,  but  “wool  shirts”  and  “wooden  pubs”  at  ski  villages  should  rethink  the  strategy  going  inside  the  slopes  with  restaurants  or  coffee  shops  to  attract  them  to  the  night  party  time.        Same  paradigm  we  can  apply  to  restaurants  of  ski  villages  to  convince  the  skiers  after  long  ski  powder  day,  to  left  the  mountain  lodge  sofa  and  move  them  to  dinner  out.    

   Food  Groomer  concept      Then  new  trends  as  food  trucks  should  be  integrated  to  ski  resort.    Can   satisfy   these   challenge,   but   why   not   "snow   groomer   -­‐   food   truck   concept”?  Becoming   a   new   investment   in   Grandvalira-­‐Andorre   fleet,   hybrid   equipment  

between   grooming   and   food     &   beverage   departments.     Becoming   the   first   Ski  Resort   in   the  world   to   adopt   the   new   creation   of   Snowlicious   and   Prinoth  with  partnership  with  Andrea  Campi,  Italian  Chef  of  Osteria  al  Dosso  at  Aprica.    The   challenge   go   longer,   because   is   a   hybrid   concept  where   Food   and   Beverage  management  meet  the  ski  resort  operation  area  of  groomers  fleet.  A  new  proposal  avaible  in  Grandvalira,  sector  Pas  de  la  Casa-­‐Grau  Roig  as  one  of  the  new  proposals  with  an  ambitious  partnership  with  Hard  Rock  Coffee  Group.  The  trip  starts  on  8  th  December   of   2016   as   world   wide   exclusive   concept.   One   proposal   that   will   be  exported   soon   to   Aspen  with   the   same   prototype  whit   Andrea   Campi   is  moving  around  the  FIS  Alpine  Ski  World  Cup  as  official  catering  supplier.    

   Low   margin   around   25%   :   Logistic   expenses   go   higher   in   the  mountain,   even  happens  High  Mountain  hosting,   then   the  margin  decrease.    The  new  vehicle  can  decrees   the  cost  and  give   to   the  staff  extra  margin   to  be  competitive;  As  soon  as  each  morning  starts  from  storage  with  all  supply  full  to  spend  the  ski  day  service.      Of  course  that  there  are  several  challenges  on  the  new  format  but  only  trying  new  formats,   resorts   can   discover   the   new   trends.   The   challenge   go   beyond,   because  the   main   goal   is   to   implant   an   online   order   trough   mobile   app   and   deliver   20  minutes  later  on  the  go  without  removing  ski  or  board  marking  next  challenge.      plus  info  in:      Dani  Buyo,  danibuyo@grandvalira.com  (Grandvalira  Mountain  Business  Department)    https://www.prinoth.com/es/snow-­‐groomers/applications/snowlicious/    Resources  from:      

SAETDE  Grandvalira  /  Prinoth  /  Snowlicious