Who
Joe Hession, CEO of Snow Partners, which owns Mountain Creek, Big Snow American Dream, SnowCloud, and Terrain Based Learning
Recorded on
May 2, 2025
About Snow Partners
Snow Partners owns and operates Mountain Creek, New Jersey and Big Snow American Dream, the nation’s only indoor ski center. The company also developed SnowCloud resort management software and has rolled out its Terrain Based Learning system at more than 80 ski areas worldwide. They do some other things that I don’t really understand (there’s a reason that I write about skiing and not particle physics), that you can read about on their website.
About Mountain Creek
Located in: Vernon Township, New Jersey
Closest neighboring public ski areas: Mount Peter (:24); Big Snow American Dream (:50); Campgaw (:51)
Pass affiliations: Snow Triple Play, up to two anytime days
Base elevation: 440 feet
Summit elevation: 1,480 feet
Vertical drop: 1,040 feet
Skiable Acres: 167
Average annual snowfall: 65 inches
Trail count: 46
Lift count: 9 (1 Cabriolet, 2 high-speed quads, 2 fixed-grip quads, 1 triple, 1 double, 2 carpets – view Lift Blog’s inventory of Mountain Creek’s lift fleet)
About Big Snow American Dream
Located in: East Rutherford, New Jersey
Closest neighboring public ski areas: Campgaw (:35); Mountain Creek (:50); Mount Peter (:50)
Pass affiliations: Snow Triple Play, up to two anytime days
Vertical drop: 160 feet
Skiable Acres: 4
Trail count: 4 (2 green, 1 blue, 1 black)
Lift count: 4 (1 quad, 1 poma, 2 carpets - view Lift Blog’s of inventory of Big Snow American Dream’s lift fleet)
Why I interviewed him
I read this earlier today:
The internet is full of smart people writing beautiful prose about how bad everything is, how it all sucks, how it’s embarrassing to like anything, how anything that appears good is, in fact, secretly bad. I find this confusing and tragic, like watching Olympic high-jumpers catapult themselves into a pit of tarantulas.
That blurb was one of 28 “slightly rude notes on writing” offered in Adam Mastroianni’s Experimental History newsletter. And I thought, “Man this dude must follow #SkiTwitter.” Or Instabook. Of Flexpost. Or whatever. Because online ski content, both short- and long-form, is, while occasionally joyous and evocative, disproportionately geared toward the skiing-is-fucked-and-this-is-why worldview. The passes suck. The traffic sucks. The skiers suck. The prices suck. The parking sucks. The Duopoly sucks. Everyone’s a Jerry, chewing up my pow line with their GoPro selfie sticks hoisted high and their Ikon Passes dangling from their zippers. Skiing is corporate and soulless and tourist obsessed and doomed anyway because of climate change. Don’t tell me you’re having a good time doing this very fun thing. People like you are the reason skiing’s soul now shops at Wal-Mart. Go back to Texas and drink a big jug of oil, you Jerry!
It's all so… fucking dumb. U.S. skiing just wrapped its second-best season of attendance. The big passes, while imperfect, are mostly a force for good, supercharging on-hill infrastructure investment, spreading skiers across geographies, stabilizing a once-storm-dependent industry, and lowering the per-day price of skiing for the most avid among us to 1940s levels. Snowmaking has proven an effective bulwark against shifting weather patterns. Lift-served skiing is not a dying pastime, financially or spiritually or ecologically. Yes, modern skiing has problems: expensive food (pack a lunch); mountain-town housing shortages (stop NIMBY-ing everything); traffic (yay car culture); peak-day crowds (don’t go then); exploding insurance, labor, utilities, and infrastructure costs (I have no answers). But in most respects, this is a healthy, thriving, constantly evolving industry, and a more competitive one than the Duopoly Bros would admit.
Snow Partners proves this. Because what the hell is Snow Partners? It’s some company sewn together by a dude who used to park cars at Mountain Creek. Ten years ago this wasn’t a thing, and now it’s this wacky little conglomerate that owns a bespoke resort tech platform and North America’s only snowdome and the impossible, ridiculous Mountain Creek. And they’re going to build a bunch more snowdomes that stamp new skiers out by the millions and maybe – I don’t know but maybe – become the most important company in the history of lift-served skiing in the process.
Could such an outfit possibly have materialized were the industry so corrupted as the Brobot Pundit Bros declare it? Vail is big. Alterra is big. But the two companies combined control just 53 of America’s 501 active ski areas. Big ski areas, yes. Big shadows. But neither created: Indy Pass, Power Pass, Woodward Parks, Terrain Based Learning, Mountain Collective, RFID, free skiing for kids, California Mountain Resort Company, or $99 season passes. Neither saved Holiday Mountain or Hatley Pointe or Norway Mountain or Timberline West Virigina from the scrapheap, or transformed a failing Black Mountain into a co-op. Neither has proven they can successfully run a ski area in Indiana (sorry Vail #SickBurn #SellPaoliPeaks #Please).
Skiing, at this moment, is a glorious mix of ideas and energy. I realize it makes me uncool to think so, but I signed off on those aspirations the moment I drove the minivan off the Chrysler lot (topped it off with a roofbox, too, Pimp). Anyhow, the entire point of this newsletter is to track down the people propelling change in a sport that most likely predates the written word and ask them why they’re doing these novel things to make an already cool and awesome thing even more cool and awesome. And no one, right now, is doing more cool and awesome things in skiing than Snow Partners.*
*That’s not exactly true. Mountain Capital Partners, Alterra, Ikon Pass, Deer Valley, Entabeni Systems, Jon Schaefer, the Perfect Clan, Boyne Resorts, Big Sky, Mt. Bohemia, Powdr, Vail Resorts, Midwest Family Ski Resorts, and a whole bunch more entities/individuals/coalitions are also contributing massively to skiing’s rapid-fire rewiring in the maw of the robot takeover digital industrial revolution. But, hey, when you’re in the midst of transforming an entire snow-based industry from a headquarters in freaking New Jersey, you get a hyperbolic bump in the file card description.
What we talked about
The Snow Triple Play; potential partners; “there’s this massive piece of the market that’s like ‘I don’t even understand what you’re talking about’” with big day ticket prices and low-priced season passes; why Mountain Creek sells its Triple Play all season long and why the Snow Triple Play won’t work that way (at least at first); M.A.X. Pass and why Mountain Creek declined to join successor passes; an argument for Vail, Alterra and other large ski companies to participate on the Snow Triple Play; comparing skiing to hotels, airlines, and Disney World; “the next five years are going to be the most interesting and disruptive time in the ski industry because of technology”; “we don’t compete with anybody”; Liftopia’s potential, errors, failure, and legacy; skiing on Groupon; considering Breckenridge as an independent ski area; what a “premium” ski area on the Snow Triple Play would be; why megapasses are “selling people a product that will never be used the way it’s sold to them”; why people in NYC feel like going to Mountain Creek, an hour over the George Washington Bridge, is “going to Alaska”; why Snow Triple Play will “never” add a fourth day; sticker shock for Big Snow newbs who emerge from the Dome wanting more; SnowCloud and the tech and the guest journey from parking lot to lifts; why Mountain Creek stopped mailing season passes; Bluetooth Low Energy “is certainly the future of passes”; “100 percent we’re getting more Big Snows” – but let’s justify the $175 million investment first; Big Snow has a “terrible” design; “I don’t see why every city shouldn’t have a Big Snow” and which markets Snow Partners is talking to; why Mountain Creek didn’t get the mega-lift Hession teased on this pod three years ago and when we could see one; “I really believe that the Vernon base of Mountain Creek needs an updated chair”; the impact of automated snowmaking at Mountain Creek; and a huge residential project incoming at Mountain Creek.
What I got wrong
I said that Hession wasn’t involved in Mountain Creek in the M.A.X. Pass era, but he was an Intrawest employee at the time, and was Mountain Creek’s GM until 2012.
I hedged on whether Boyne’s Explorer multi-day pass started at two or three days. Skiers can purchase the pass in three- to six-day increments.
Why now was a good time for this interview
Okay, so I’ll admit that when Snow Partners summarized the Snow Triple Play for me, I wasn’t like “Holy crap, three days (total) at up to three different ski areas on a single ski pass? Do you think they have room for another head on Mount Rushmore?” This multi-day pass is a straightforward product that builds off a smart idea (the Mountain Creek Triple Play), that has been a smash hit at the Jersey Snow Jungle since at least 2008. But Snow Triple Play doesn’t rank alongside Epic, Ikon, Indy, or Mountain Collective as a seasonlong basher. This is another frequency product in a market already flush with them.
So why did I dedicate an entire podcast and two articles (so far) to dissecting this product, which Hession makes pretty clear has no ambitions to grow into some Indy/Ikon/Epic competitor? Because it is the first product to tie Big Snow to the wider ski world. And Big Snow only works if it is step one and there is an obvious step two. Right now, that step two is hard, even in a region ripe with ski areas. The logistics are confounding, the one-off cost hard to justify. Lift tickets, gear rentals, getting your ass to the bump and back, food, maybe a lesson. The Snow Triple Play doesn’t solve all of these problems, but it does narrow an impossible choice down to a manageable one by presenting skiers with a go-here-next menu. If Snow Partners can build a compelling (or at least logical) Northeast network and then scale it across the country as the company opens more Big Snows in more cities, then this simple pass could evolve into an effective toolkit for building new skiers.
OK, so why not just join Indy or Mountain Collective, or forge some sort of newb-to-novice agreement with Epic or Ikon? That would give Snow Partners the stepladder, without the administrative hassle of owning a ski pass. But that brings us to another roadblock in Ski Revolution 2025: no one wants to share partners. So Hession is trying to flip the narrative. Rather than locking Big Snow into one confederacy or the other, he wants the warring armies to lash their fleets along Snow Partners Pier. Big Snow is just the bullet factory, or the gas station, or the cornfield – the thing that all the armies need but can’t supply themselves. You want new skiers? We got ‘em. They’re ready. They just need a map to your doorstep. And we’re happy to draw you one.
Podcast Notes
On the Snow Triple Play
The basics: three total days, max of two used at any one partner ski area, no blackouts at Big Snow or Mountain Creek, possible blackouts at partner resorts, which are TBD.
The pass, which won’t be on sale until Labor Day, is fully summarized here:
Snow Partners Launches 3-Day Pass for Mountain Creek, Big Snow, More Ski Areas TBD
The miracle of the Big Red Shed
And I speculate on potential partners here:
On the M.A.X. Pass
For its short, barely noted existence, the M.A.X. Pass was kind of an amazing hack, granting skiers five days each at an impressive blend of regional and destination ski areas:
Much of this roster migrated over to Ikon, but in taking their pass’ name too literally, the Alterra folks left off some really compelling regional ski areas that could have established a hub-and-spoke network out of the gate. Lutsen and Granite Peak owner Charles Skinner told me on the podcast a few years back that Ikon never offered his ski areas membership (they joined Indy in 2020), cutting out two of the Midwest’s best mountains. The omissions of Mountain Creek, Wachusett, and the New York trio of Belleayre, Whiteface, and Gore ceded huge swaths of the dense and monied Northeast to competitors who saw value in smaller, high-end operations that are day-trip magnets for city folks who also want that week at Deer Valley (no other pass signed any of these mountains, but Vail and Indy both assembled better networks of day-drivers and destinations).
On my 2022 interview with Hession
On Liftopia
Liftopia’s website is still live, but I’m not sure how many ski areas participate in this Expedia-for-lift-tickets. Six years ago, I thought Liftopia was the next bargain evolution of lift-served skiing. I even hosted founder Evan Reece on one of my first 10 podcasts. The whole thing fell apart when Covid hit. An overview here:
Liftopia’s Missed Pandemic Opportunity: New Owners, a Ruined Reputation, and an Uncertain Future
Skiing’s original digital upstart faceplants
On various other day-pass products
I covered this in my initial article, but here’s how the Snow Triple Play stacks up against other three-day multi-resort products:
On Mountain Creek not mailing passes
I don’t know anything about tech, but I know, from a skier’s point of view, when something works well and when it doesn’t. Snow Cloud’s tech is incredible in at least one customer-facing respect: when you show up at a ski area, a rep standing in a conspicuous place is waiting with an iPhone, with which they scan a QR code on your phone, and presto-magico: they hand you your ski pass. No lines or waiting. One sentimental casualty of this on-site efficiency was the mailed ski pass, an autumn token of coming winter to be plucked gingerly from the mailbox. And this is fine and makes sense, in the same way that tearing down chairlifts constructed of brontosaurus bones and mastodon hides makes sense, but I must admit that I miss these annual mailings in the same way that I miss paper event tickets and ski magazines. My favorite ski mailing ever, in fact, was not Ikon’s glossy fold-out complete with a 1,000-piece 3D jigsaw puzzle of the Wild Blue Gondola and name-a-snowflake-after-your-dog kit, but this simple pamphlet dropped into the envelope with my 2018-19 Mountain Creek season pass:
Just fucking beautiful, Man. That hung on my office wall for years.
On the Cabriolet
This is just such a wackadoodle ski lift:
Onetime Mountain Creek owner Intrawest built similar lifts at Winter Park and Tremblant, but as transit lifts from the parking lot. This one at Mountain Creek is the only one that I’m aware of that’s used as an open-air gondola.
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