4 minute read
Our Future
IT IS AN EXTRAORDINARY TIME TO BE ALIVE. COMING OFF THE HEELS OF THE COVID-19 PANDEMIC, OUR WORLD HAS CHANGED FOREVER, SOME FOR BETTER, AND SOME FOR WORSE. BUT FOR NOW, LET’S FOCUS ON SOME OF THE POSITIVE THINGS IN OUR WORLD. FIRSTLY, OUR ABILITY TO USE TECHNOLOGY TO MOVE AHEAD HAS NEVER BEEN BETTER; ZOOM, MICROSOFT TEAMS, GOOGLE, YOU NAME IT, THERE IS A WAY TO CONNECT AND COLLABORATE WITH PEOPLE ALL OVER THE WORLD. THIS ‘TREND’ ISN’T REALLY A TREND - IT IS GOING TO CONTINUE TO CHANGE THE WAY PEOPLE WORK AND LIVE. FURTHERMORE, TIME SPENT WITH FAMILY, OUTDOORS, FOCUSED ON HEALTH, WELLNESS AND EXERCISE, HAS NEVER BEEN MORE IMPORTANT. THIS PANDEMIC HAS REMINDED US THAT LIFE CAN BE FRAGILE AND THAT THE BEST DEFENSE IS A GOOD OFFENSE - BEING FIT AND HEALTHY, SPENDING TIME OUTSIDE, AND OF COURSE, VALUING TIME SPENT WITH FAMILY AND FRIENDS.
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So, what does this all mean for Alpine Ski Club and our future? It means that it has never been brighter. Over the next decade, we will likely see a continued migration of people out of Toronto and into Collingwood and other areas that can offer an improved lifestyle. We are already seeing this happen as people can work wherever, whenever. But that is only one side of the equation for our club. As families continue to value time together, the demand for private ski clubs will only increase. Property values continue to rise in Collingwood and there is limited hill space. The race will be on for those wishing to join a private club given the immense benefits associated with it. With more and more people moving to Collingwood, purchasing property, and making it a seasonal home, the summer and shoulder seasons will also be highly valued. Alpine can play a key role in helping those who migrate here to enjoy their new lifestyle. We have the most magnificent clubhouse, a large property with sweeping views of the Escarpment and the Bay, ample recreation and social activities, and a close-knit membership and community.
With these changes in the area comes extensive opportunities for Alpine. Let’s start with winter; we will continue to invest in making the overall experience at Alpine ‘the best on the ridge’. This isn’t just about skiing and snowboarding – this is about snowshoeing,
cross-country, hiking, skating, and apres-ski events – there is no limit. Our creativity is at a peak and we aim to continue to drive our member engagement. We also hope to ensure that mid-week when our Club is less busy it can be enjoyed not just by guests but also by businesses and corporations who need an escape. By offering a VIP mid-week experience unmatched by other clubs, we can further support the growth of our Club. Our digital and social assets and footprint will evolve, and we can attract sponsors who value the attractive demographics of our families. There is so much more we can do, and we will find a way to experiment with new initiatives and ideas to attract new members, drive revenue, invest back into the Club, and of course, keep our members happy.
And what about the shoulder seasons? Offering opportunities for hiking, biking, exploring, and gathering together will create an extended community for the Club year-round. We believe that Alpine can evolve over time to offer more value to more people on more days than just the winter season.
Finally, there is the summer season. Imagine camps running for both children and adults, concerts under the stars, and movie nights in the parking lot. Imagine hiking, biking, yoga, fitness facilities, and the ability to stop in for a meal or a drink with friends all summer long. Not to mention Alpine’s hosting capabilities with a robust calendar filled with weddings, private parties, conferences, trade shows, and corporate events. All of these opportunities not only support the Club financially but offer Alpine more opportunities to grow and expand on our experience.
The bottom line is that we are really only just scratching the surface for what a premium, year-round, family-oriented club can be. As the demographics continue to shift in Collingwood and the surrounding area, and the population grows, Alpine needs to be positioned as the best club on the ridge, offering the most for our members and building upon our legacy as the place where memories are made that last a lifetime.
Finally, Alpine’s Management and Board are excited to engage our membership this season in order to further develop and formalize the long-term strategic plan and vision for the Club. Stay tuned for more information on this exciting next chapter for Alpine.
