‘CHANGE IS INEVITABLE’
BOGUS BASIN FACES THE FUTURE
BY SAMANTHA STETZER
Despite the challenges of a pandemic, Bogus Basin enjoyed a record number of Treasure Valley visitors during the 2020-2021 ski and snowboard season. That’s an impressive and complicated feat for a nonprofit resort, facing a swelling population while balancing affordability and value. Taking a cue from trail maintenance and education organizations like Ridge to Rivers and the Southwestern Idaho Mountain Biking Association (SWIMBA), Bogus’ director of marketing, Austin Smith, says that the resort is in the midst of developing new operations that will assuredly bring change, but also offer beneficial upgrades to residents. “Change is inevitable,” Smith says. “Change is the presence of improvement — even if at times it feels like it takes a step backward, it’s a minor reset to claw forward.” BALANCING GREATER DEMAND AND AFFORDABILITY Since it opened more than 80 years ago, Bogus Basin has maintained a unique foothold across the ski industry. Large corporations dominate ownership of mountain resorts, privatizing the industry and increasing prices for profit and yet, Bogus has remained a nonprofit. As demand for use of the mountain increases, including summer months of trail and entertainment recreation, so does the ALL PHOTOS COURTESY BOGUS BASIN
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need and cost of maintenance and operations. During the pandemic snow season, Bogus saw five days of seriously congested use. And 2021-2022 will most certainly bring even bigger crowds. “[We] could lift prices on day passes and season passes and push local people out of the market,” Smith says. “But we had to ask, who are we serving? Our original population? Or are we now accommodating the new, out-of-market population?”
