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0 of 3 Premium Clicks used this month SUBSCRIBE Print + Online Subscriber Activation | Register x Forgot Password | Need an Account? e-edition | subscribe | newsletter | deals Classifieds Jobs Autos Real Estate FEATURED » NEWS NOW 'Watchdog' helps recover rare kingsnake from Medford pet store ... Scrambling for eggs ... Our View: Commons construction schedule raises questions ... 'Watchdog' helps recover rare kingsnake from Medford pet store ... Scrambling for eggs ... Our View: Commons construction schedule raises questions ... MT. ASHLAND SKI AREA Ski survey gets heavy response Suggestions include improving the indoor experience at the mountaintop complex Comment By John Darling for the Mail Tribune MailTribune.com By John Darling for the Mail Tribune Posted Sep. 25, 2014 at 6:24 PM By John Darling for the Mail Tribune Posted Sep. 25, 2014 at 6:24 PM » RELATED CONTENT • Read the Mt. Ashland Ski Area survey recap » Social News To no one’s surprise, 1,200 survey respondents said the Mt. Ashland Ski Area should have more runs, longer runs, more beginner-intermediate runs and faster lifts — but they lavished more attention on the indoors part of the mountain experience, calling for better food, a bigger bar, more gear storage and easier flow through the lodge. There was also considerable support for more after-school and youth programs, as well as environmental education. For summertime, respondents liked the idea of mountain biking, organized hiking and concerts. These are the top desires in an unprecedented opinion poll of “Mount-A” fans, a poll taken to make sure the mountain is on track with what skiers and boarders want, after a disastrous non-season last year due to a lack of snow. The dry season led to a $750,000 loan from the Small Business Administration to make up for lost revenue. The mountain’s new general manager, Hiram Towle, said staff has taken the top four items in the survey as their “to do” list for the upcoming year — healthier and more varied food, more seating and storage in the lodge, a bigger bar with longer hours and an enhanced culture of guest services where every contact leaves people feeling it’s been “as memorable and fun as possible.” Many respondents implored Mt. Ashland to stay within budget when it does improvements so that, above all, the ski area survives as it gets back on its feet again. “Our belt is as tight as it can be,” said Chris Cook, community outreach coordinator and a Mt. Ashland board member, adding that her takeaway from the survey is that, “People really care about Mount Ashland. We had so many people write, ‘We really love you and need you for the area’s recreation and economy.' ” In surveying people, Mt. Ashland gave open-ended, not multiple choice questions, resulting in scores of opinions and low percentages in most categories. It sampled both “internals” (those on the mountain’s email list) and “externals,” who did the survey by any other means. The internals were much more devoted to the mountain and bought many more season passes. Combining all groups, more, bigger and longer runs were favored by 12 percent, more beginner and intermediate runs by 11 percent, and faster, upgraded lifts by 11 percent. With the lodge, 33 percent want an "upgrade-remodel," 16 percent called for more seating and tables, and 9 percent want the lodge to be bigger, with better crowd control. Healthier food got a 53 percent positive response, faster service clocked in at 12 percent, and "more selection" tallied 8 percent. A bigger bar got backing from 25 percent of respondents, while 9 percent favored more staff and a heated, covered outdoor deck. Sampling “internal” respondents about why they bought season passes, the most positive responses fell into the categories of "love to ski," "support Mt. Ashland" and "value-convenience." Sampling non-purchasers of season passes, the reasons fell into the categories of poor weather, not open, moved, don’t ski enough and angry that pass holders weren’t refunded after last year’s non-season (they were allowed to buy half-price passes for the upcoming season). Mt. Ashland’s pinched financial position means that any capital improvements or new runs or lifts are a long way in the future, said Towle. Staff is seeking to improve beginner-intermediate runs through grooming, he said, and has already regraded Sonnet lift (the “bunny slope” beside the lodge) to make it more even and easy. “We’re not adding any new lifts at this time,” notes Cook. “We don’t have $3 million, so we’re looking at doing it with grooming.” Some lifts have “been around a long time” and will be placed in 5-, 10-, and 15-year capital plans for upgrades, said Towle. John Darling is a freelance writer living in Ashland. Email him at [email protected].   By John Darling for the Mail Tribune MailTribune.com By John Darling for the Mail Tribune Posted Sep. 25, 2014 at 6:24 PM » Comment or view comments Reader Reaction » STAY INFORMED Email NewsLetter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. Southern Oregon Directory Featured Businesses Loading... 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