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. 

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. 

Environment Scanning ∘ March 27 – April 2

Local News

Massanutten Resort Closes Some Amenities, Not All

  • This article provides resort patrons and timeshare holders an update on the current status of Massanutten Resort’s open and closed facilities due to COVID-19. 
  • Areas of the resort that remain open are the golf course, General Store and Market and carry-out food from restaurants. Guests with reservations are still able to come to the resort, but the options for activities to do there are extremely limited. 
  • These updates are critical, as guests with current or future plans to visit the resort will need to determine if they should alter or maintain their itinerary. 
  • Because so many facility amenities are currently closed, an enormous increase in visitors may occur when Governor Northam’s shelter-in-place and social-distancing practices are no longer necessary and the resort opens again. 

Here are the restaurants in the area still serving food 

  • Restaurants are all required to close their dining rooms and only continue to provide service through delivery, drive-thru, or pickup services, as these options are considered safe during this pandemic.
  • This article provides a list of the restaurants around the Harrisonburg and Massanutten area that are still providing their dining services.  
  • This information may be useful to those who are temporarily staying or permanently live in the condos on the resort premises, as well as people living in the area. 
  • A good restaurant meal can be a very welcome comfort during these troubling times. This article gives readers the addresses, as well as the phone numbers, of each spot so people can order their food from home.

Social Media

Experience of a Lifetime – Blog

After a positive experience at the resort, a former JMU student shares her adventures with her readers. From rock-climbing to exploring the scenic ranges of the Shenandoah Valley, Cheryl Locke details the many great experiences that await patrons of Massanutten Resort.

Massanutten Moment – Facebook

Massanutten Resort introduced “Massanutten Moment,” a source to help patrons stay positive and busy during self-isolation and social distancing. By offering virtual exercise instruction, this is an easy way to encourage resort patrons to get outside and be active!

Clientele Comments – Facebook

As a well-respected resort, it is in Massanutten’s best interest to protect what they value most: their guests, team and property. Below are comments left by customers who are frustrated by Massanutten’s decision to keep its outdoor facilities open to the public. This is a tough time for everyone and it is important that the resort considers and addresses people’s opinions and fears fairly to create a positive atmosphere and reputation amidst the COVID-19 pandemic.

Industry News

Northam: Virginia coronavirus cases could peak in late May 

  • Prediction models are now indicating that the number of coronavirus cases in Virginia won’t reach its peak until anywhere from late April until late May.
  • In speaking at a recent news conference, Governor Northam made Virginians aware that they needed to prepare for the long haul, as this pandemic will continue to affect the state and the world for more months to come. 
  • This prediction raises the question of when businesses, such as Massanutten Resort, will be able to open up. This current prediction makes it unlikely that establishments will see any business this summer.   

After $2 Trillion Stimulus, a Call for Another U.S. Rescue Fund 

  • Nationally, businesses are hurting financially from the effects of the COVID-19 pandemic and government-mandated shutdowns. Industry groups are urging the federal government to do more for hurting businesses by creating a recovery fund.  
  • This fund would give relief to businesses by providing them money to help retain and rehire employees, maintain benefits, and keep up with their expenses. 
  • The diminished amount of work has led to a record number of unemployment claims. Even extremely successful employers have had to furlough some of their workers.  
  • Massanutten Resort could greatly benefit from federal funding, as it is losing money daily. In addition to closing many of its amenities, the resort has also cancelled any spring reservations which are a tremendous revenue source. All these closures also result in a large amount of employees temporarily lacking work.

Advisory

With COVID-19’s global impact, preventative measures have been put in place to help stop the spread of the virus all around the United States. Massanutten Resort has closed all indoor and most outdoor amenities to ensure the safety of its customers and employees. The resort needs to continue following CDC guidelines to uphold their commitment to combating this virus. Some customers have raised concerns online about their displeasure with the fact that outdoor activities are still open. Massanutten must re-evaluate this decision if it wants to maintain the satisfaction of its customers to retain business when it opens again.

Environment Scanning ∘ March 6 – March 26

Local News

Ski resorts suspend operations due to coronavirus

  • Multiple resorts around the Shenandoah Valley area, including Snowshoe Mountain Ski Resort, Wintergreen Resort and Massanutten Resort have suspended most or all operations.
  • Snowshoe Resort closed all its lift operations, food and beverage, and retail services despite the lack of any confirmed cases of COVID-19 in West Virginia at the time of this decision. 
  • Massanutten Resort and Wintergreen Resort both closed their snow sports and indoor facilities, but some outdoor amenities remain open. 

James Madison, Bridgewater College Call Off In-Person Class For Rest Of Semester

  • James Madison University and Bridgewater College have cancelled all in-person classes and will be holding classes online for the rest of the semester. This decision is an attempt to slow the spread of COVID-19 among students, their families and friends.
  • Campus buildings are closed to the public and students who live on-campus are required to move out by March 29 at both schools. Additionally, all events are cancelled or rescheduled, regardless if they exceed the CDC’s recommended gathering size or not. 
  • Many college students go to Massanutten Resort to ski or snowboard in order to get away from the stress of school. These school closures will result in the resort losing a large amount of its patrons and therefore revenue. 

Social Media

Massanutten Moment – Facebook

Massanutten Resort introduces “Massanutten Moment,”  a resource to comfort and calm the mind while practicing social distancing and isolating at home. This device includes tips and tricks on how to remain tranquil, happy and healthy while handling the grief and stress of COVID-19. 

Massanutten Resort Guide – Blog

Written by a pleased customer of Massanutten Resort, this blog gives readers an insight on the pros of the resort, where to stay and what to do to ensure the best possible experience.

Activity Line Up – Instagram

To assure safety and promote the practice of social distancing, Massanutten Resort has created a schedule of “social distancing-friendly” events. These events allow locals to get out of the house, destress and get a breath of fresh air during these tough times.

Industry News

Vail, Alterra Close 49 Ski Resorts Amid Virus Outbreak

  • Some of the nation’s largest ski resort companies have decided to close 49 of their most well known resorts due to the coronavirus outbreak.
  • This decision has created confusion among patrons of Vail Resorts and Alterra Mountain Company, as both companies originally vowed on Saturday to stay open during the pandemic, while still practicing safe measures. 
  • Both companies have promised to work with customers money wise who have bought tickets or planned to go to their resorts for the next few weeks.
  • Massanutten Resort must make sure that it is communicating with its employees, patrons and other stakeholders as clearly as possible to avoid any confusion. It has been releasing consistent information so far and should continue with this practice. 

Trump moves to blunt coronavirus’ heavy impact on US economy

  • President Trump’s administration is expected to propose an $850 billion economic stimulus to address the fall of the economy. One proposed means of achieving this is by  sending checks to all individuals in the workforce. 
  • Businesses small and large alike have been financially impacted by shutdowns and closures. The tourism industry is specifically being affected more and more each day, such as hotels who are reporting occupancy rates in the single digits. 
  • Loss in business for tourist attractions could result in job losses and permanent closures, as corporations and organizations may not have the savings or funds to sustain their business with minimal revenue. 
  • Massanutten Resort has shut down most of its facilities, leaving many employees out of a paycheck for a while. Senior management needs to carefully consider how the resort will handle this situation, as their decision could greatly impact the reputation of the company and cause potential damage to people’s lives.

Advisory

In order to ensure that business can continue like normal as quickly as possible, it is important that Massanutten Resort management officials do their part in closing resort facilities in addition to practicing and encouraging social distancing of their guests and employees. Massanutten Resort has already begun to take necessary steps to ensure the health and well-being of its guests and employees and is communicating everything clearly and transparently. The resort must evaluate how or if it is going to help support its employees who are currently out of work. It is crucial that Massanutten Resort stays proactive in the measures it is taking to minimize any negative health, economic and social impacts.  

Environment Scanning ∘ February 21 – March 5

Local News

How High Of Wages Can Restaurants Stomach?

  • The Virginia House of Delegates’ proposed Bill 395 would raise the state minimum wage to $9 an hour and increase it each year until $15 an hour in 2023.
  • In order to cover the cost that they are paying their employees, restaurant owners will have to increase menu prices, cut their number of employees and be more strict about benefits such as breaks, schedules and free food.
  • Massanutten Resort has minimum wage employees in its four restaurants, in addition to housekeepers, cashiers, dishwashers and lifeguards at its two pools.

Massanutten Resort a Mountain Wedding Retreat

  • Engaged couples are more frequently choosing Massanutten Resort, with its incredible views and on-site lodging, as their wedding ceremony venue. 
  • Guests can experience a weekend adventure and wedding all in one place, as golf, hiking, rappelling, ziplining, rock-climbing and swimming are all available during their stay. 
  • Weddings at the resort can accommodate about 150 people and can occur during any season of the year. Ceremony packages start at $3,000.

Social Media

4K on the Fairway – Facebook

Massanutten Resort is opening a new slide at its outdoor waterpark this summer and is looking for name submissions that fit the theme of the existing attractions. The winner will receive two annual waterpark passes.

Reviews, Do’s and Don’ts at Massanutten Resort – Critic Blog

This site offers an overview of Massanutten Resort from a family-friendly perspective and details reviews from prior resort patrons. It lists activities that the author loves, along with items of interests and amenities that the author believes families should take advantage of. 

Massanutten Resort Calls For Name Submissions For New Waterslide – Facebook

4K on the Fairway, in conjunction with Massanutten Resort’s Snow Moon Festival, is a race being held to benefit Elkton Area United Services, a social service agency that serves Rockingham County. Along with the race, this festival will offer live music, raffles, fireworks and parades. 

Industry News

Coronavirus spreads into European tourist hotspots

  • The coronavirus has spread to European tourist hotspots, including top ski resorts.
  • The economic effects of this potentially severe pandemic could reach those of the financial crisis and crash of 2008.
  • Although the illness has taken its largest foothold in Asia and Europe, there are confirmed cases of infection and death across North America.
  • If the virus becomes rampant on America’s East Coast, tourism may decline and Massanutten Resort may feel the financial impact with fewer patrons. 

Winter’s last gasp? East Coast watches potent storm set to lurk offshore late week 

  • A large storm is expected to hit the East Coast this weekend, potentially the last chance for any meaningful winter weather.
  • The southern half of the East Coast is expected to get a mix or rain and wet snow throughout Friday with temperatures that will not be cold enough for solid snow accumulation. 
  • Ski season along the East Coast is ending earlier than a typical year due to above average temperatures, as Virginia is experiencing its fifth warmest winter on record.

Advisory

It is important for resort management to be aware of possible wage increases and verify that the resort has the financial capacity to retain its employees. Maintaining and grooming the facilities will be critical, as spring brings the start of the wedding season. While the coronavirus outbreak is not extreme on the East Coast yet, Massanutten must maintain awareness of the problem. If the outbreak worsens and visitors decline, the resort’s economic success may be harmed. With the lack of natural winter weather, Massanutten Resort should be prepared to either produce more artificial snow or shut down its slopes earlier.

Environment Scanning ∘ February 7 – February 20

Local News

January Home Sales Show Historic Increase

  •  Nearly 100 homes were sold in Harrisonburg in the month of January 2020, a 32% increase from sales in January 2019. 
  • This increase may be attributed to a national and local housing shortage, low interest rates, a strong economy, and consumer optimism.
  • New families populating the area could result in a larger presence of guests at Massanutten Resort or more season pass holders.

Shenandoah Aims To Attract More Tourists

  • The Page Valley Arts Council, a group that promotes tourism within the Shenandoah Valley, is hosting events to attract people to the area and boost the town’s profile. 
  • Attractions such as Music and Art in the Park, Ghost Walks, and a community yard sale aim to entice people to visit the Shenandoah region. 
  • More tourists in the area will provide business to small and local businesses, such as restaurants, shops, and hotels.
  • As Massanutten Resort is located in the Shenandoah Valley, it will benefit from the increased amount of visitors in the area and can also contribute to the efforts of recruiting people to come.

Social Media

MASSANUTTEN PRESENTS PALE FIRE TAP TAKEOVER – Facebook

Massanutten Resort is partnering with Pale Fire Brewing Co. for an all-day tap takeover. This is great way for the brewery to gain more exposure and potential customers and is a way for the resort to promote the Shenandoah area. By drawing tourists, resort patrons also provide business to companies nearby, tying into the article mentioned above.

RECOMMENDED ACTIVITIES AND TIPS TO BETTER YOUR STAY AT MASSANUTTEN RESORT – Blog

This blog promoting Massanutten Resort is a great way to gain exposure. The blogger has credibility among parents, especially mothers. Her recommendations may heavily influence families’ decisions of whether or not to come to the resort or what to do when there.

MASSANUTTEN’S 3RD ANNUAL SNOW MOON FESTIVAL – Facebook

With an arctic plunge, brunch, live music, tap takeovers, fireworks, and a torchlight parade, this event will draw young people and families alike. It is a great way to showcase the variety of activities that the resort is able to host, while profiting and raising money for charity.

Industry News

Cold air arrives just in time to salvage Presidents’ Day weekend for skiers in the Mid-Atlantic

  • Ski resorts, from Pennsylvania to Virginia, are producing extra artificial snow due to the cold weather that is moving down the east coast.
  • Snow loss, due to rain and melting during President’s Day weekend, is being countered by over three inches of natural snow has fallen at the high country ski areas.
  • Conditions for skiing in the Mid-Atlantic will be ideal over the next few days due to cold temperatures, wind, and increased snow production.
  • With these optimal conditions, Massanutten Resort attendance can be expected to increase this week.

What’s New in Ski Country This Season

  • Ski resorts are improving their technologies to attract millennials and Gen Xers, groups who are typically less interested in skiing and snowboarding than previous generations. 
  • Faster chairlifts, more modern accommodations, radio-frequency identification (RFID) lift passes and apps that provide challenges and awards while on the slopes are all technologies that have been implemented so far. 
  • Airline corporations and bus services are providing transportation directly to popular ski resorts.
  • As Massanutten Resort has been open since 1973, some of its facilities and machinery may be outdated and be unappealing to younger people. 

Advisory

The boom in home sales provides an opportunity for Massanutten to target local families to purchase season passes. Massanutten should continue partnering with local establishments for events to do its part in boosting tourism around Shenandoah. With the weather being in prime ski condition, more people will be hitting the slopes. While the resort has started increasing its snow production accordingly, it needs to ensure that lifts and facilities are working properly and are fully staffed to account for the spike in patrons. It should also take inventory of outdated machinery around the resort and make plans to update them.

Environment Scanning ∘ January 14 – February 6

Local News

10 day forecast for McGaheysville, VA

  • Warm weather in the Valley will not be favorable for good skiing conditions. With high temperatures between the 40 and 50 degree range, there is little to no possibility for natural snow creation.
  • Resorts with more ideal winter sports conditions will draw potential customers instead of Massanutten. An example includes Snowshoe Resort in West Virginia with predictions of snow in their area this weekend.
  • An earlier start to spring could mean a sooner start for the golf season for the two courses that Massanutten has. While cutting into ideal skiing and snowboarding profits, golfing is also lucrative. A golf pass costs nearly $90.
  • Forecasts are subject to change but typically provide a somewhat reliable prediction. 

Rockingham County Declares Itself a Second Amendment Sanctuary

  • Virginia lawmakers recently passed a law allowing officers to take guns from dangerous people. Many counties, including Rockingham, disagree with this legislation. 
  • The county has declared itself a Second Amendment sanctuary, meaning it is an area that prohibits the enforcement of certain gun control measures that seem to violate the Second Amendment.
  • Hunting is a popular activity in the Massanutten area. Timeshare property owners have the ability to hunt on Massanutten Mountain as long as they have a current hunting license, permission, and registration with Resort Security.

Social Media Posts

The Scoop on Massanutten Resort – Twitter

Another slope opened at Massanutten Resort! – Instagram

Massanutten Monday Night Madness – Facebook

Industry News

For Some Resorts, Multi-Mountain Passes Mean Crowded Slopes and Longer Lift Lines

  • Ski resorts across the country specifically near metropolitan areas, are becoming extremely congested, both on the slopes and around the facilities.
  • More season pass purchases and heavy winter storms have caused increased interest in skiing, snowboarding, and tubing. 
  • Single day lift tickets are progressively getting more expensive causing season passes to be more appealing. 
  • While this season’s mountain conditions for Massanutten have not been ideal, the resort does sell season passes. They are also affiliated with the Indy Pass, a multi-resort pass similar to Icon and EPIC passes mentioned in this article. 

What we know about the deadly avalanche at the Alpine Meadows ski resort

  • An avalanche at Alpine Meadows resort caused the death of one man and serious injuries of another.
  • Avalanche control was conducted prior to the two men were on the mountain, as the area received 2 feet of snow in 24 hours, and was deemed safe to ski on. 
  • This death reflects the fifth avalanche fatality this year and the tenth this ski season in the United States.
  • Despite the lack of snow the resort has received this year, there is always the possibility of an avalanche if more snow falls or if the resort receives more in future years.

Advisory

The current poor weather in the area may decrease ski sport activities, making it critical to continue promoting other features of the resort. Such features include the indoor waterpark and the array of craft and food activities offered. As Virginia is in the heart of a debate over gun laws, Massanutten must continue to monitor the pulse of the issue and ensure the hunters who use its property are abiding by the regulations. Because both of Massanutten’s single day and season passes are relatively inexpensive, the resort should make sure that they are not overselling which could lead to the overcrowding of its slopes.

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