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Mammoth Lakes, CA
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Monday, January 5, 2009
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June Mountain looks up, moves forward |
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Friday, 26 October 2007 |
With a new vision/mission statement, the Mountain assesses opportunities
By Melanie Tunget
June Lake Correspondent
 A series of “Vision for June Mountain: Going Forward” meetings, held at the Double Eagle Resort and Spa in June Lake during the summer on Aug. 8-9 and Sept. 8, exploring the future of the ski area with the goal of garnering ideas on how to move June Mountain forward. The meeting agenda covered a menagerie of topics and included a review of the current master plans for both the Rodeo Grounds Project and the ski area. Through a PowerPoint presentation, there was an analysis of the strengths, weaknesses, opportunities and threats (SWOT analysis) as well as discussions exploring a new vision and strategic direction.
The SWOT analysis began by looking at the strengths, which included a review of what the community wants the mountain to be in the future. Today, there are plenty of good existing qualities to the mountain—its spectacular beauty, small town feel, easy access to the backcountry and the fact that there are differences between June and Mammoth Mountain's ski areas.
Additionally, June Mountain has the opportunity to build on a very green platform and incorporate recycling programs, training staff to deal with problems in an environmentally friendly way and the use of recycled materials, and may in the future talk about wind power and water recycling, as well.
The relationship between Mammoth and June is also one of its key strengths. Mammoth Mountain is open and helpful, and supplies important resources for June Mountain, in addition to keeping key people employed.
Conversely, June Mountain has some definite weaknesses: a lack of bed base in the June Lake area, lack of work force housing and employees, unreliable snow and infrastructure challenges such as Chair 1. The discussions at the meetings explored ways to deal with these challenges and hopefully eliminate these weaknesses in the future.
While there are some obvious weaknesses at the mountain there are some tremendous opportunities, such as the chance to create one of the greenest areas in the country. June Mountain also has the opportunity to become a retreat center destination. Marketing strategies in the future will change to place more emphasis on pursuing both family and women’s markets. Clearly possessing a solid foundation to expand and grow, the Mountain will offer more year-round opportunities so that its natural resources could be used for more than just skiing and boarding. Activities will be developed that honor the wilderness and nature and a sense of brand will be created through “place.”
Unfortunately, there are some real threats to June Mountain, such as the ski area closing due to the lack of progress related to base area development. Also a threat is not having an adequate water supply for snowmaking—the ski area hasn’t opened on time in three of the last nine seasons due to a lack of snow, and it is extremely important to make the Christmas opening. Finally, the lack of economic viability and sustainability and missing the opportunity to move forward with the community will also negatively impact its future.
A new vision/mission
Out of these meetings came an emerging image along with new vision and mission statements. By 2012, it is envisioned that June Mountain will be the choice of families seeking a deeper connection with each other in a spectacular mountain environment that is safe and comfortable, set in a small town community that is environmentally and economically sustainable.
Along with a new vision came a new mission. June Mountain is the base camp that will organize and deliver mountain adventures especially for kids, family oriented lodging and dining at a fair price and the opportunity for learning in the tradition of Eastern Sierra camps.
The next step is putting these ideas into play. The vision and the mission statements are in place, but there is more to it than just that. The tricky part is putting the words into action. It’s the strategies and the tactics in motion. The strategies are the broader objectives and goals and the tactics are the specific things the mountain is going to do. The strategic emerging objectives include the target markets for families and women, the camp activities, water, learning, development and sustainability.
The target markets will be families and women. The family market will be targeted this season with programs and activities that cater to families and set the platform for the 2012 vision. The Mountain wants to improve some of the kids' programs and expand classes and ski school. Women will also be an important part of the marketing strategy as there will be more programs designed by women for women. Additionally, the Mountain wants to create a women’s ski program, not just a women’s ski week.
June Mountain seeks to broaden the scope and variety of camp activities to include recreation and programs beyond just skiing and boarding. These activities may include sledding, concerts, guest speakers, hiking and a retreat center. Other strategies related to development, amenities, activities and programs will focus on the idea of a family camp in order for June Mountain to become known nationally as a family centered destination.
Water is also a crucial element, forcing the need to immediately determine the optimal operational approach and strategies necessary to obtain an adequate water supply in order to meet planned snowmaking expansion.
The Mountain will also develop learning programs that are heavily focused on the environment with effective teaching and leadership elements, as well as consider appropriate partnerships which will be heavily focused on the environment and green resort development. Programs that will be considered for learning will include climate change, green resort development, health and wellness, high altitude search and rescue, water hydrology, geology, fishing, an interpretive center, retreat opportunities, Native American studies and a possible museum.
June Mountain's future is a potentially bright one, as opportunities are abundant. The new vision and mission statements are great foundations on which to build something fresh and green. The result will be that visitors and guests of June Mountain will leave with a different mindset and appreciation for this unique place, applying new perspectives after returning to their home environments and lifestyles.
One thing is clear: June Mountain needs to add more volume, but carefully. There are still many words that need to be put into action, but by gradually accomplishing each goal, June Mountain has the potential to become a choice resort destination. There is a very special feeling here that it is a beautiful and unique multi-generational destination.
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Last Updated ( Saturday, 03 November 2007 )
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Copyright © 2009 The Mammoth Times All Rights Reserved
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