The traditional ski resort business model, generating all revenue during a four-to-five-month winter window, is being fundamentally reshaped by summer operations that now contribute meaningful revenue to mountain communities across Idaho. Summer operations at Idaho ski resorts generated $65.8 million in 2023-24, a 60% increase from 2020-21. This growth reflects both the expanding menu of warm-weather activities and the increasing willingness of visitors to view ski resorts as year-round destinations. Brundage ski resort near McCall exemplifies this evolution, leveraging its mountain infrastructure and natural setting to attract visitors well beyond the traditional ski season.
The economics driving this transformation are straightforward. Ski resorts carry substantial fixed costs year-round, including property taxes, loan payments on lift infrastructure, insurance, and core staff salaries. Every dollar of summer revenue helps offset these costs and improves the financial viability of the operation. For mountain communities like McCall that depend on visitor spending, extending the active tourism season from 5 months to 8 or 9 months creates more stable employment and more sustainable local businesses.
The Summer Activity Portfolio
Mountain Biking
Lift-served downhill mountain biking has become the primary summer draw at resorts nationwide. Chairlifts transport riders and bikes to the summit, and purpose-built trails offer everything from flowy intermediate runs to technical expert descents. Trail construction investment has been significant.
Scenic Lift Rides
The simplest summer offering requires minimal additional investment: run the chairlift and charge for the view. Alpine wildflowers, panoramic mountain vistas, and cooler summit temperatures draw families and older visitors who want mountain access without physical exertion.
Events and Weddings
Mountain venues offer dramatic backdrops that command premium pricing. Music festivals, corporate retreats, fundraising events, and destination weddings generate high per-event revenue with relatively low operational overhead.
Hiking and Trail Running
Lift-accessed hiking eliminates the most strenuous part of reaching alpine terrain. Guided nature hikes, wildflower tours, and trail running events attract fitness-oriented visitors and families seeking moderate outdoor activity.
McCall's Summer Advantage
McCall possesses a summer asset that most ski towns lack: Payette Lake. The 5,300-acre lake provides boating, paddleboarding, swimming, fishing, and lakefront recreation that operates independently of mountain activities. This means McCall's summer tourism does not depend solely on the ski resort converting to warm-weather operations. The combination of lake recreation, mountain activities, and the surrounding Payette National Forest creates a diverse enough summer offering that visitors plan multi-day trips rather than single-activity day visits. That extended stay duration generates significantly more economic impact per visitor than a day-trip model.
The Revenue Shift
Idaho's overall ski industry revenue growth from 2020-21 to 2023-24 shows summer gaining ground on winter. While lift ticket and pass revenue grew 26%, summer operations revenue grew 60%, nearly two and a half times the rate. Food and beverage revenue grew 51%, partially driven by expanded summer dining options at resort facilities. This faster summer growth rate, if sustained, will gradually shift the revenue balance toward a more even year-round distribution, reducing the extreme seasonal risk that has historically characterized the ski industry.
The $186.6 million in capital investment across Idaho resorts in 2023-24 includes significant summer infrastructure: mountain bike trail construction, adventure course installations, lodge renovations for year-round use, and event facilities. These investments pay returns across both seasons, improving the per-dollar efficiency of capital spending compared to winter-only projects.
Employment Implications
Seasonal employment has been the ski industry's persistent challenge. Workers willing to relocate for a four-month winter season are increasingly difficult to find, particularly in mountain communities where housing costs have risen sharply. Summer operations address this directly by extending the employment season. A lift operator who works November through April and then transitions to mountain bike operations from June through September has an 11-month position rather than a 5-month one. This extension makes mountain community jobs viable as primary employment rather than seasonal gig work, which improves recruitment, retention, and the quality of the guest experience.
The Year-Round Mountain Community
The broader impact of summer resort operations extends well beyond the mountain itself. Restaurants that once closed in May now operate through October. Rental properties generate income across eight months instead of four. Retail shops maintain inventory and staff for an extended season. Road and trail maintenance receives attention during summer months when conditions allow permanent improvements. The transformation from a winter-only tourism economy to a year-round model creates resilience: a poor snow year is financially survivable when summer revenue covers a meaningful percentage of annual costs, and a rainy summer can be offset by strong winter performance. This diversification is what turns mountain communities from fragile seasonal economies into sustainable year-round places.
Sources: Ski Area Management Magazine, Idaho Department of Commerce, National Ski Areas Association, Visit Idaho Industry Reports, McCall Area Chamber of Commerce