Well this is an interesting study!
Snowed: Deceptive Advertising by Ski Resorts, by two Dartmouth College economics profs, shows that ski resorts in the U.S. inflated their snowfall amounts near weekends, when they thought they could attract more skiers. Ski resorts that were closest to population centres, and therefore had the most to gain, inflated their numbers the most. Weather Service data doesn’t show a “weekend effect” that would explain the resorts’ numbers.
From an NPR story:
According to Zinman, resorts reported 23 percent more snow on weekends. And the resorts that had the most to gain by fluffing up their numbers did more of it.
According to Zinman, resorts with more people living within driving distance inflated their numbers more, as did resorts that don’t offer money-back guarantees.
The researchers didn’t single out specific resorts in their report, choosing instead to make broad statements about the industry as a whole.
Most interestingly, half way through their study, they watched as a new iPhone app was released, which allowed skiers on the slopes to report numbers back themselves. What happened? Suddenly caught, the ski resorts immediately stopped inflating their numbers.
At least, the ones with iPhone reception did.
(via Poynter)
Grant Hamilton
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