Millions of dollars are added to the B.C. economy year after year through wax, boards, poles and snow.
With nearly 50,000 seasonal day visits, four major annual events and spectacular trails drawing a growing number of skiers from across North America and beyond 鈥� a new economic impact study shows that Vernon鈥檚 (SLNC) contributes $5.2 million to the B.C. economy every year through club operations and associated tourism.
That鈥檚 in addition to nine person years of employment (one person working full-time for nine years) and $900,000 in taxes to all levels of government annually.
鈥淲e are so excited to share how much the club has to offer the community,鈥� says Cyndy Flores, board chair, SLNC, the non-profit that operates a trail network and activities within Silver Star Provincial Park. 鈥淪ome people might be surprised to learn what a destination we鈥檝e become and the ripple effect that has on local tourism.鈥�
The study, conducted by Lions Gate Consulting, shows the club鈥檚 operations and events bring critical dollars to local hotels, restaurants and equipment shops.
In the 2022-23 season alone, four major events 鈥� including two BC Winter Games events 鈥� drew 993 non-local participants. With stays of three-to-five nights, that translates to 5,115 鈥榩erson nights鈥� in Vernon accommodations, and that鈥檚 on top of spending at restaurants and ski shops.
On those huge event days or just busy 鈥榖luebird鈥� days when many of the club鈥檚 2,800 local members are out enjoying trails alongside visitors, the aging Sovereign Day Lodge quickly overflows. It was built in 1993 and offers just 4,154 square feet of floor space. Flores says having the numbers from the economic impact study will help make the case for a new day lodge.
鈥淲e have the best conditions and if we had the lodge to match, in addition to serving locals, we could be hosting national races and world championships. How exciting would that be for our community?鈥�
The study concluded that building a new day lodge could generate an additional $4 million in labour income, 37 person-year jobs and $712,000 in taxes during construction.
With outstanding high-elevation snow conditions and world-class grooming, Canada鈥檚 largest cross-country ski club already attracts ski teams from across the continent for training 鈥� as well as more and more ski tourists.
鈥淛ust the other day I gave a trail map to a woman from Austria and she was taking it back to her cousin, who is coming here in April for the Sovereign 2 SilverStar Marathon,鈥� says Wendy Shannon, general manager. 鈥淚t鈥檚 an event people have come to love. For others, it鈥檚 the top-notch grooming.鈥�
In November and December 2023 alone, the club saw 1,043 tickets (day and packs) and 198 season passes purchased by non-locals 鈥� creating $90,421 in revenue. Among locals (anyone residing between West 琉璃神社 and Salmon Arm), 433 tickets were purchased, and, between June and December, 1,462 season passes purchased 鈥� creating $613,030 in revenue.
Rising day ticket sales through the season also point to more tourists: 15,554 day tickets were sold in 2022-23 鈥� up from 13,835 the previous season and 8,891 in 2020-21. Total day visits (among all users) are also increasing: 48,744 last season, up from 48,106 in 2021-22. The 鈥楥OVID winter鈥� of 2020-21 saw exceptionally high day visits totaling 55,323 鈥� more than nearby provincial parks see in the busy summer season.
鈥淭hese numbers are also a reminder of our incredible local community outreach,鈥� says Flores, of the club鈥檚 mandate to promote an accessible and affordable winter activity for schools and families, and adaptative adventures for people with different abilities.
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