STOP IT!
Yes, you!
Stop thinking about calling in sick this morning
and heading off to the nearest ski slopes.
Wait until tomorrow. The snow
will be better this weekend. Honest.
At least, that's what the guys at the ski resorts
want you to believe. A study just
released by Dartmouth University reveals that ski resorts consistently report greater snowfall on
Saturdays and Sundays than on weekdays.
Could this be true? To find out,
the study compared resort-reported conditions to government weather data. And what was uncovered was a blizzard of
lies. Across the industry, resorts
overstate their recent snowfall depth by an average of 23% on weekends, the days
most critical to their success.
Moreover, resorts that are within easy driving distance of major
metropolitan areas - that have the most to gain by a fib - tend to inflate
their numbers more than remote resorts.
And can you guess who are the most grievous offenders? Resorts that don't offer a money-back
guarantee. Nice.
Thankfully,
the research also uncovered a new wrinkle in snow-reporting that's working in
skiers' favor. Snowfall can vary wildly
from area to area, even from mountain to mountain, and the only way to truly
gauge local snowfall is to go take a look.
That hasn't been feasible before.
But now, with cell phones and twitter, folks who are on the mountain or
who live and work nearby can broadcast actual snow conditions as they happen. And it's keeping the resorts honest. While
the Dartmouth research was taking place, iPhone released an application that
allows users to instantly report conditions on the ground. Immediately following the app's release, the
number of overstated snowfall reports fell significantly. And they fell differently at different ski
resorts: those resorts with good iPhone
signals were more truthful about snowfall than those with poor iPhone
signals. Imagine that. Snow jobs, meet Steve Jobs.
So OK, forget what we said at the beginning. Check
your iPhone. If today's a powder day, by all means blow off work. Go have a
good time. But be warned: that technology can make for a great day playing
hooky, but your boss can call you on it.
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Keeler@quickSilverhg.com