Environment Scanning ∘ April 3 – April 16

Local News

Massanutten adjusts policies in response to COVID-19

•  Massanutten Resort has shifted some of their policies as the COVID-19 outbreak continues to develop. The resort is no longer offering group timeshare sales tours, spring reservations, or appointments from residents from virus hotspots.
• This decision is also a result of a recent complaint to the Virginia State Police from a concerned citizen. The complaint stated that the resort was not complying with Governor Northam’s emergency orders, as videos showing resort tours with over 10 people were submitted. 
• Because Massanutten Resort is categorized neither as a non-essential nor essential business, it can continue operation as long as it follows the 10 person gathering maximum and social distancing protocols.

ValleyFest postponed due to COVID-19

• ValleyFest is an annual beer and wine festival that has been held at Massanutten Resort for the past 20 years, but was postponed this year due to COVID-19 precautions. 
• The event is the largest fundraiser each year for its sponsor, the Harrisonburg-Rockingham Chamber of Commerce. Food trucks, crafts, drinks from wineries, cideries, and breweries, and performances by local bands all help attract customers to make this event successful. 
• The event is rescheduled for September 19 and all original tickets will be honored. Tickets will be refunded if anyone is unable to make the new date. 
• While this was a big fundraiser for the Chamber of Commerce, it was provided an opportunity for Massanutten Resort to gain publicity and attention from the public, as many more people were exposed to its facilities and amenities.

Social Media

By the Side of the Road Local Inn – Blog

By the Side of the Road, a short-term rental property company near Massanutten Resort, encourages visitors to visit the resort’s water park. Through detailing the different slides, pools and tubing options, By the Side of the Road gives a compelling argument for why guests visiting their properties should make a stop at Massanutten for a day of fun. 

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Easter Pick-up Menu – Facebook

As churches have closed their physical location across the nation, families will have to celebrate Easter from their home with their families. Massanutten Resort will be offering take-out Easter meals as a service to families who do not want to cook or do not have the resources, such as ingredients or kitchen, to do so.

Industry News

Quarantines extend at two of Austria’s top ski resorts

• The COVID-19 pandemic continues to have widespread effects across the globe and is causing establishments to close or limit their operations. 
• The virus particularly thrives at ski resorts, where crowded post-ski bars provide a breeding ground hotspot. Ski resorts in different areas, specifically around Austria, have extended their quarantines, causing them to remain closed through ski season. 
• Foreign tourists at these resorts were allowed to leave the resorts when the initial quarantine was announced, further spreading infections. This fueled mismanagement accusations.
• Massanutten Resort has also received some complaints about the way that it is handling the situation. The resort should make sure that it follows the appropriate procedures, such as extending quarantine and ensuring that any employees who have contracted or have been in contact with the coronavirus stay at home, just as the resorts in Austria have done.

Vail Resorts to lay off 2,000 workers throughout Colorado

• With the uncertainty of the state of the world, many employees are permanently or temporarily out of work. Over 17 million people have filed for unemployment since the COVID-19 pandemic has started, far breaking any previous unemployment record. 
• Vail Resort in Colorado, one of the nation’s biggest and most popular ski resorts, has furloughed over 2,000 employees for an indeterminate amount of time due to facility closures. Other resorts around the country, such as Beaver Creek, Keystone and Breckenridge, have all temporarily reduced their employees as well.  
• Resort officials expect to have workers back within six months, but would ideally like to return to normal operations within one to two months. All full-time hourly employees lost pay but retained their healthcare coverage, while salaried employees’ pay was cut anywhere from 5% up to 25%. 
• Massanutten Resort has also closed many of its facilities and subsequently has had to decrease the number of hours most employees are able to work.  

Advisory

During these past few weeks, lives around the world have been drastically altered due to the novel coronavirus. Massanutten Resort has had to divert from its usual schedule of events and amenity openings when deciding what the best plan is to ensure the safety of the resort’s customers and staff. The resort needs to continue following government orders to ensure the safety of the Shenandoah Valley and help contribute to flatten the curve, which they were not complying with previously. By taking preventive and preemptive measures, Massanutten will not only remain in compliance with recommended steps, but it may also be looked at as more favorable in the eyes of the public.