MTS Summit Award
MTS Summit Award
The response to the call for nominations for our MTS Summit Award, sponsored by United, was overwhelming. The submissions truly exceeded our expectations, and we were blown away by the incredible initiatives that were submitted!
The winners of the 2024 MTS Summit Award are SkiWelt Wilder Kaiser - Brixental and Vail Resorts, both of whom submitted truly outstanding entries. We would also like to extend an honorable mention to Ski Utah for their Discover Winter program. But it wasn't just the winners who impressed us. We were truly inspired by all of the nominations we received, which highlighted the incredible work being done in our industry. From cutting-edge technology to community-driven initiatives, we are proud to be a part of an industry that is constantly pushing the boundaries and striving for excellence.
Check out the 2024 WINNERS below
SkiWelt Wilder Kaiser - Brixental
VAIL RESORTS
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Vail Resorts, with nearly 55,000 employees across 41 mountain resorts, recognizes that providing an exceptional guest experience starts with ensuring their team feels supported. In mountain communities, mental health challenges are prevalent, impacting one in five adults. Understanding this, Vail Resorts launched Epic Wellness, prioritizing mental health prevention through comprehensive support. Epic Wellness offers an array of resources, including free therapy accessible from day one of employment, doubling its mental health care investment since 2022. Notably, it has expanded therapy options, introduced a mindfulness app, and provided confidential coaching for personal wellness goals. The clinical network now includes specialists for various populations and concerns, with more on-site therapists for easier access.
Moreover, Vail Resorts' commitment extends to virtual peer support resources and events like Epic Wellness Month, promoting mental health awareness and community building. Dr. Corey Levy and Alexis Ramirez lead the dedicated Epic Wellness Team, emphasizing proactive support and reducing stigma. The company's goal is to make mental health care as normal and accessible as physical health care, ensuring employees can care for themselves and each other effectively. By investing in these initiatives, Vail Resorts aims to create a culture where mental wellness is prioritized, empowering employees to thrive personally and professionally.
3 Zinnen plc
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The 3 Zinnen Dolomites ski resort, nestled in the heart of the Dolomites, is poised for significant expansion, connecting with Austrian and Veneto ski areas. This ambitious project will expand the current 110 kilometers of slopes to an impressive 160 kilometers, catering to all skill levels with diverse terrain. The merger will add extensive free-ride areas in Austria and offer a unique Dolomite experience in the less touristy Veneto region. The existing ski circuit, "Giro delle Cime," will expand to encompass three regions, allowing skiers to explore East Tyrol, Veneto, and South Tyrol's alpine-Mediterranean atmosphere. The resort's sustainable mobility concept, the "Ski Pustertal Express," provides eco-friendly access, with the main access point located next to a railway station, enhancing the overall experience.
One of the standout features for skiers will be the culinary experience, with a blend of South Tyrolean, Italian, and Austrian cuisines available. The cultural mix is enriched by the warm hospitality of hut owners, offering a friendly welcome in multiple languages. Once completed, the expansion will make 3 Zinnen Dolomites the first ski area in the Dolomiti Superski region to extend beyond Italian borders, connecting two countries and three regions. This development will elevate it to one of the largest ski resorts in the Dolomites. While the project is still in progress, with planned annual modernizations, locals and operating companies are working tirelessly to realize this promising endeavor. The ski connection is expected to become a reality in just a few years, marking a significant milestone for the resort and the entire region.
Canadian Mountain Holidays Heliskiing & Summer Adventures
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CMH operates within Indigenous territories in British Columbia, CA, fostering relationships with Indigenous Nations and supporting access for community members to their traditional lands. Their work is exemplified through the annual Youth Gathering, soon to be in its fifth year, held at various lodges including the successful Galena team. The Gathering brings together community leaders, elders, and youths, aged 11-25, to bond, engage in ceremony, and learn from each other on their Traditional Territory. Participants immerse themselves in land-based activities such as fishing, canoeing, and learning about local flora. Elders share knowledge, language skills are practiced, and traditional games played. A highlight is heli-hiking in the Selkirk Mountains with CMH guides, where participants experience alpine lakes, wildlife spotting, and glacier walks. CMH staff eagerly contribute to the event, forming meaningful connections and friendships. Returning youth demonstrate a profound connection to the visited places and often become leaders in their communities. The program fosters genuine relationships between CMH and the Ktunaxa Nation, paving the way for mentorship, employment opportunities, traditional knowledge sharing, and lasting friendships.
Cardrona & Treble Cone
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In 2020, amidst a global shutdown, two ski areas in New Zealand defied the norm and opened. This decision sparked internal reflection, leading to a commitment to represent the under-represented in the ski industry. Cardrona and Treble Cone, nestled near Wānaka in New Zealand's South Island, recognized their responsibility as industry leaders and embarked on the "All In" project. Their aim was to challenge gender stereotypes and promote equitable gender representation in the ski industry. Initially, the ski areas noticed a significant gender disparity in their social media content, with only a fraction featuring women actively participating in skiing and snowboarding. Realizing they were not effectively engaging with their female audience, they decided to act. They launched the “All In” project, which included celebrating women's skiing and snowboarding through a documentary. Subsequently, they quietly tested the market by using footage from the project in their marketing campaigns, resulting in record-breaking sales without anyone noticing the shift towards featuring women. The success of the “All In” project prompted Cardrona and Treble Cone to publicly commit to equitable gender representation in their media and challenge the rest of the industry to do the same. This commitment gained widespread positive response, leading to national and international recognition and inspiring other ski areas and industry brands to join the representation pledge. The “All In” initiative expanded beyond gender representation to include other under-represented communities on the slopes. It showcased the talents of adaptive athletes and highlighted programs like Ride Tamariki, which aim to break down barriers to entry for children and teens from diverse backgrounds. Through mini-documentaries and engaging content, “All In” continues to inspire and enrich the lives of individuals who may not have previously seen themselves represented in the world of snow sports. In the words of Marian Wright Edelman, "You can't be what you can't see," emphasizing the importance of representation in inspiring future generations. Cardrona and Treble Cone, along with other industry leaders, are paving the way for a more inclusive and diverse snow sports community in New Zealand and beyond.
Cervino Green Development Srl
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Cervino Green Development, an affiliation of 14 hotels and chalets based in Breuil-Cervinia, Aosta Valley at the foot of the iconic Cervino (Matterhorn), is born from a multigenerational brainstorming of a group of hospitality and tourism entrepreneurs with a long-term vision to support the sustainable green development of Breuil-Cervinia, the member properties and their services. Having the good of the mountains at heart and wanting to commit with all expertise and resources to make the guests stay up to the beauty and opportunities that Cervinia has to offer, the mission of Cervino Green Development is to make the Cervino/Matterhorn one of "the greenest symbolic mountains in the world". To this end, the company has identified the rethinking of the city's viability and mobility as a priority, to get ever closer to a "carbon-free" model like the Swiss one in Zermatt and keep working to minimize the environmental impact of all associated structures.
Club med
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Club Med, renowned for pioneering the all-inclusive concept since 1950, debuted its first four-season resort in Canada, Club Med Québec Charlevoix, in late 2021. This marked a significant return to North America's mountain scene, inspired by the success of their European, Japanese, and Chinese ski resorts. Nestled in the Le Massif de Charlevoix region, the resort spans 300+ acres and offers over 300 rooms blending modern Canadian design with a 5-star Exclusive Collection luxury space.Ideal for families, couples, groups, and solo travelers, Club Med Québec boasts unlimited ski-in/ski-out access and year-round activities such as skiing, biking, hiking, sledging, and horseback riding. Guests enjoy locally-inspired culinary delights with sweeping views of the St. Lawrence River and mountains. Unique ski workshops and gourmet experiences immerse guests in the region's culture and flavors.
The resort prioritizes wellness with a 25-yard heated pool, outdoor jacuzzi, Nordic-inspired spa, and a Wellness Fusion program encompassing nutrition, yoga, sports, spa treatments, and nature reconnecting activities. Children are catered to through immersive Kids' Clubs, allowing parents to unwind. Club Med chose Le Massif de Charlevoix for its rich culture, stunning vistas, and UNESCO-designated biosphere status, aligning with their commitment to sustainable development. The resort holds Green Globe and BREEAM certifications, focusing on eco-conscious initiatives like food waste reduction and local sourcing. Since its inception, Club Med Québec has significantly boosted the local economy, creating 350 direct and 450 indirect jobs while promoting tourism and community engagement. International travelers, comprising 30% of winter visitors from North and South America, Europe, and beyond, flock to experience Club Med's inclusive standards, further endorsed by a Rainbow Certification for LGBTQ+ inclusivity.
Mammoth Lakes Tourism
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In Summer 2021, Mammoth Lakes Tourism faced a challenge exacerbated by the pandemic: visitors engaging in irresponsible behavior, from improperly extinguishing campfires to leaving trails littered. To address this, they collaborated with The Shipyard agency to create a bold solution: a custom song called “No Bleepholes,” aimed at promoting better behavior with humor. This initiative marked a shift towards integrating destination stewardship into all marketing efforts. The subsequent brand campaign, "The Real Unreal," celebrates Mammoth Lakes' natural beauty and adventurous spirit, contrasting it with manufactured realities often found in digital escapism. Emphasizing responsible travel, the campaign urges visitors to #KeepMammothUnreal for future generations.
The creative approach showcases the area's stunning landscapes and unique features, involving local photographers and residents passionate about preserving the environment. The #KeepMammothUnreal hashtag became a focal point for community engagement, amplifying the campaign's message across various channels. Paid media tactics targeted travelers throughout their planning cycle, while owned channels disseminated campaign content and responsible tourism tips. Earned media efforts included press releases, influencer trips, and community engagement initiatives like launch events and monthly coffee gatherings to gather feedback and foster local support. Community involvement was key, with initiatives like the Trail Host Program, employing locals to promote responsible recreation on popular trails. By rallying the community and visitors alike around the cause of stewardship, Mammoth Lakes Tourism aims to ensure the area remains truly unreal for years to come.
SKI UTAH
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The outdoor industry is undergoing a transformation in branding, with increased representation of ethnically diverse models and the emergence of organizations promoting inclusivity. Despite these efforts, participation of non-white individuals in outdoor activities remains low. Ski Utah's Discover Winter program, launched in response to the Black Lives Matter movement, aims to address this issue by making skiing more inclusive for Utah's multiracial population. Unlike traditional learn-to-ski programs targeting children, Discover Winter focuses on adults, removing barriers to entry by offering free participation. Through partnerships and funding, the program covers the costs of lessons, equipment, clothing, and transportation. Outreach efforts target diverse communities and organizations, facilitating participation and creating a supportive environment. Participants receive gear and instruction, with volunteers assisting throughout the process. Completion of the program grants participants a Yeti Pass, encouraging continued engagement with winter sports. The program's success is evident in its impact: it has introduced 575 ethnically diverse adults to skiing and snowboarding, with the majority sharing the experience with friends or family and expressing intent to continue. Additionally, the program has led to the establishment of a local chapter of the National Brotherhood of Snowsports, fostering ongoing engagement in outdoor activities beyond the program. Ski Utah's Discover Winter program exemplifies proactive efforts to promote diversity and inclusivity in snow sports, demonstrating measurable impact and potential for recognition.
Sunstar Swiss Hotel Collection
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Sunstar Swiss Hotel Collection epitomizes a commitment to sustainability and social responsibility, transcending mere values to become indispensable imperatives in today's world. With a journey spanning over two decades, Sunstar's dedication to environmental stewardship and community engagement has become a defining feature of its identity. Originating with CO2 compensation efforts, Sunstar's sustainability initiatives have evolved into a comprehensive integration of eco-conscious practices throughout its operations. Despite the challenge of maintaining quality guest experiences and financial stability, Sunstar navigated this delicate balance with innovative solutions and strategic partnerships. Strategic collaborations with organizations like Swisstainable, Bienen Schweiz, Uszit, and Cause We Care have facilitated Sunstar's pursuit of sustainability goals. Similarly, partnerships with social projects such as OK:GO, PluSport, and Too Good To Go underscore Sunstar's commitment to fostering inclusive and barrier-free tourism, supporting disability sports, and combating food waste. Local communities and employees alike benefit from Sunstar's initiatives, which prioritize social well-being and pride in sustainability. By setting new standards in eco-friendly hospitality and continually seeking innovative partnerships, Sunstar has become a driving force for positive change, enhancing both the environment and the social fabric of its communities. Sunstar serves as a beacon of hope and a model for responsible operation in today's world, inspiring others in the hospitality industry and beyond. This nomination celebrates the remarkable achievements of the Sunstar Swiss Hotel Collection, encouraging emulation and progression towards a more sustainable and compassionate future.
vail resorts
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Vail Resorts is dedicated to fostering a welcoming environment for young skiers and snowboarders, recognizing that many develop a passion for the sport early in life. Vail Resorts invests in programs and products to inspire the next generation, aiming to make skiing and snowboarding accessible to all. Through initiatives like the Epic for Everyone youth access program, they partner with over 100 nonprofits to bring underrepresented youth to their resorts. During the 2022/23 season, Vail Resorts hosted nearly 11,300 young participants, surpassing their goals. The program offers free sessions, including lessons and equipment rentals, along with mentorship and career opportunities. Vail Resorts invests significantly in youth access, allocating $9.8 million in the 22/23 season. They also support career development programs for high school students, expanding their reach beyond Colorado. Travis Tafoya, Senior Manager of Inclusive Access, leads these efforts, emphasizing diversity, equity, and inclusion within the outdoor industry. His work aims to make the outdoors accessible to all, reflecting Vail Resorts' commitment to inclusivity. Through these initiatives, Vail Resorts has established the largest youth access program among ski area operators in North America, ensuring that everyone feels welcome on the mountain.
Weisse Arena Group
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Reto Gurtner, a pioneer in sustainability in winter sports, initiated sustainable strategies in Flims, LAAX, and Falera. His upbringing in Flims, coupled with exposure to the "Limits to Growth" study in 1972, sparked his interest in sustainability. Taking over his father's cable car business in the 1990s, he expanded it into the Weisse Arena Group, emphasizing sustainability. The Greenstyle initiative aims for tourism in harmony with nature, a destination where visitors can vacation guilt-free, the preservation of winters, and a future with clean energy for children. The initiative involves the Weisse Arena Group, a non-profit foundation, and the Greenstyle LAB. Celebrating its 10th anniversary in 2023, the initiative published a book showcasing its projects in energy, water, zero waste, food & beverages, biodiversity, and communication, serving as a model for others in the industry.
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SkiWelt Wilder Kaiser - Brixental stands as one of the world's largest ski areas, boasting 82 modern lifts and 270 km of piste. Impressively, it has maintained its green credentials for over two decades by operating solely on renewable hydroelectric power. The area's commitment to sustainability is evident through pioneering projects, such as Europe's first solar-powered lift and extensive use of solar energy across various facilities. Water conservation is a priority, with 17 natural reservoirs integrated into the landscape for snow-making, utilizing snow melt, rain, and spring water. Innovative techniques, including GPS-equipped snow groomers, have led to a 25% reduction in water consumption since 2017. Additionally, SkiWelt harnesses solar power and waste heat to further minimize its environmental impact, with plans to expand these initiatives.
Recognized for its eco-friendly practices, SkiWelt has received prestigious awards and continues to strive for environmental excellence. Its commitment extends beyond operations to transportation, with convenient train and bus connections dating back over 75 years. As a pioneer in sustainable travel, SkiWelt offers a variety of eco-friendly options, including overnight trains and shuttle services from major cities, promoting green alternatives for visitors. With ongoing efforts to reduce its carbon footprint and innovative projects in the pipeline, SkiWelt remains dedicated to preserving the environment while providing world-class skiing experiences.
