Deep snow, regional tourism fuel Jasper’s winter comeback

More than 80 centimetres of snow fell at Marmot Basin over the last two weeks — and the impact is felt beyond the ski resort.

The tourism-dependent economy of Jasper, Alta., has been recovering from extensive wildfire damage and two consecutive poor snow seasons.

Snow is a form of currency for the town, which relies on Marmot attracting regional tourists to keep the lights on in the winter season. Without snow, that’s a hard sell.

For Brian Rode, vice-president of Marmot Basin, the abundance of snow is a relief.

“It's really night-and-day between last year's conditions and this year’s conditions,” said Rode. “The Rockies in Alberta are having just a spectacular year.”

Marmot has opened almost all of its terrain, save the Eagle East area. But that isn’t due to a lack of snow. Once avalanche control makes the high alpine area safe to skiers and boarders, Rode said the conditions will be “fantastic.”

Rode said skier visits are up 15 per cent compared to this time last year, despite the season opening a week later.

Marmot isn’t the only business benefitting from the powder. Rode described the relationship between the longstanding winter anchor and the townsite as “symbiotic.”

"Our whole community, in a way, is in the ski business in the wintertime," Rode said.

To strengthen that connection this year, a new shuttle service has launched, offering $10 round trips between local hotels and the mountain.

“When Marmot wins, Jasper absolutely wins as well,” said Rode.

Albertans — especially Edmontonians — drive Jasper’s winter economy, whereas in the summer months, they rely on international tourists, said Tyler Riopel, CEO of Tourism Jasper.

That’s partly because winter highways in the Rockies can be difficult to navigate for those who aren’t used to the conditions, he said.

Jasper is, essentially, Edmonton’s “backyard” and “playground,” Riopel said.