If oil is the black gold that’s currently making Alberta rich, Whistler’s almost constant and copious snowfall so far this season is the white gold that’s bringing people — and profits — to the resort.

By all reports the 2007 holiday season is shaping up to be the busiest on record in Whistler, with some local businesses reporting early numbers that shatter last year’s Christmas/New Year’s period, which also broke records. Final numbers won’t be available until next week, but Whistler Blackcomb (WB), accommodation providers, retailers, restaurateurs, and recreation companies are all reporting an increase in business over last year — with some citing a boost of up to 40 per cent.

And when asked what’s the secret to Whistler’s success, most people’s first response is snow, snow and more snow. Record snowfall last season, this year’s early season snow and the almost daily deluge of fresh white stuff since the mountains opened in November — and a number of other factors — have people from all over the world flocking to Whistler.

“We’re pacing ahead of last year’s (record holiday season),” said Stuart Rempel, WB’s senior vice president of sales and marketing. “Last year’s great snowfall really gave a lot of people the confidence to book early for the holidays.”

The regular fresh snow has the valley looking prettier than ever, and the skiing is exceptional on all zones of the mountains, he said. “I don’t think I’ve ever seen the Christmas (season) conditions as consistent and great as they are,” Rempel said of his 35-year history of skiing in Whistler. “Guests… are enjoying themselves — it’s nothing but smiling faces.”

Louise Lundy, president of Whistler’s Chamber of Commerce, did an informal poll of local businesses on Monday (Dec. 31) and in addition to increased sales, most business owners were reporting an overall positive vibe in the Village. Great weather and fantastic skiing are resulting in high spirits.

“Everybody seems happy,” Lundy said. “Customers are happy and talking about positive experiences, and just loving the snow.”

Lundy said she heard from operators of restaurants, retail outlets, accommodation and recreation providers, all of whom reported an increase in business over the 2006 holiday period. Specific numbers ranged from increases of eight to 40 per cent, she said.

“For the most part everybody I’ve talked to is way up over last year,” Lundy said.

Anyone who set foot in the Village over Christmas and New Year’s can attest to the busyness on the Village Stroll, in local coffee shops, grocery stores, restaurants and parking lots. Anecdotes have been flying about hotels at capacity, and the early numbers show there’s truth to the stories.

Actual numbers will be available next week, but Tourism Whistler’s (TW) pacing reports show an overall 80 per cent occupancy in the resort between Dec. 24 and Jan. 4, with the period between Dec. 27 and 31 jumping to 90 per cent, said Arlene Schieven, TW’s vice president of marketing. Those occupancy rates represent growth over the last two years’ levels.

“I think it’s the fact that we’ve had two years of good snow and a good early start to the season,” she said. “I’m sure there’s a lot of factors but snow is always the one that people are waiting to see.”

More snow is in the forecast, but even if the white gold stops falling, the rest of Whistler’s 2007-’08 season is already shaping up to be busier than the past two. Easter falls in March this year, which could be part of the reason for a rush of early bookings, Schieven said.

“It is looking very strong right through until the end of March with pretty much double-digit growth over the last couple of years,” she said. “Definitely, March is looking very, very strong.”

Specific demographics from the holiday period aren’t available yet, but there are some indications that U.S. visitation hasn’t been noticeably damaged by the high Canadian dollar. Despite fears of the potential to lose American guests when the loonie reached parity with the U.S. greenback in September, there doesn’t seem to be a shortage of Americans in the resort.

“There’s lots of Americans here,” Rempel said. “If we have good product and we deliver good service… and fair prices, I think our American guests will continue to visit.” Rempel said he’s talked to many Americans who are excited about their Whistler experience and will be talking positively of the resort when they return home.

Article Courtesy of the Whistler Question.