Mountain Transformation
This team has transformed the skier and rider experience at the mountain by focusing on customer service, grooming and snowmaking, expanding and reconfiguring the base lodges and adding long-dormant Mittersill terrain. A dozen new trails and glades have been added, along with three terrain parks.
People have noticed: In a recent SKI Magazine readers survey, Cannon was ranked No. 3 in the East -- out of 141 ski areas -- for Overall Satisfaction. And by maintaining Cannon's commitment to value, it has been ranked No. 1 in the East for Value by SKI Magazine readers for five years in a row.
This team has transformed the skier and rider experience at the mountain by focusing on customer service, grooming and snowmaking, expanding and reconfiguring the base lodges and adding long-dormant Mittersill terrain. A dozen new trails and glades have been added, along with three terrain parks.
People have noticed: In a recent SKI Magazine readers survey, Cannon was ranked No. 3 in the East -- out of 141 ski areas -- for Overall Satisfaction. And by maintaining Cannon's commitment to value, it has been ranked No. 1 in the East for Value by SKI Magazine readers for five years in a row.
Even lease supporters have taken note. At the Feb. 9, 2012 Senate Energy and Natural Resources committee hearing, Sen. John Gallus -- a lease supporter -- praised the way the mountain is run and quipped, "I'm president of the John DeVivo fan club."
Financial Turnaround
In July 2007, the mountain had a $1.5 million operational deficit. On the way to wiping out that deficit, Cannon has generated an average profit of $515,000 annually since then. That's a remarkable turnaround -- especially considering it was pulled off during the deepest recession since the Great Depression. Meanwhile, Cannon last year recorded $900,000-worth of New Hampshire-based philanthropy.
On an Upward Swing
Skier visits have increased since 2007 as part of a slow-growth strategy that aims to bring 25 percent more people to the Notch over the next few years -- without being disruptive to the mountain or the guest experience. In 2008-09 and 2009-10, when visits to New Hampshire resorts fell by about 3 percent overall, Cannon posted gains.
The seasonal snowsports programs have doubled in attendance in the past five years as more families ski at Cannon, in line with the mountain's marketing strategy, and the snowsports school has produced steady annual revenue growth. An adaptive sports program came to Cannon four years ago. And season pass revenue has topped the $1 million mark in each of the past three years.
Mittersill Reborn
The neighboring Mittersill Ski Area, closed since 1984, became part of Cannon through a 2009 land-swap agreement with the U.S. Forest Service. The deal added 50 percent more terrain to the combined Cannon/Mittersill. The new Mittersill Double Chair began operating in 2011, and plans are under way to add limited snowmaking and trail improvements at Mittersill. This project will be privately funded through the Franconia Ski Club and gifted to the state. For the foreseeable future, most of Mittersill will remain "sidecountry" skiing with an emphasis on ungroomed, natural terrain.
Food and Retail
The food and retail operations have both been overhauled, with new and expanded facilities. Both are providing increasing revenue to the mountain. A new Cannonball Pub was built in partnership with Centerplate, the mountain's food service provider, and the Notchview and Mountain Station cafes were both renovated.
