Ep.18 - Christian Théberge of Shames Mountain, British Columbia

The Mountain the Community Saved: Bottomless Powder & the heart of Skiing

Today we're heading north, back to BC, just west of Terrace, to a legendary powder paradise and the only co-op-owned ski area in North America.

A ski resort that had fallen on tough times. And a community—and even the former owners themselves—that rallied together to save it.

Today on Selling Snow, we’re Chatting with Shames Mountain General Manager Christian Théberge for one of the most unique ski business stories in the industry.

We’ll hear how a small remote ski area transformed into one of the world’s most fascinating community ownership stories, why building community trust may be more important than building new lifts, and what ski operators can learn about sponsorship, leadership, transparency, and surviving tough seasons.

We’ll also hear how bake sales, pet rocks, and a community refusing to let their mountain disappear helped save a ski hill.

So let’s put on our gore tex powder bibs, and head up to Shames for a conversation with Christian Theberge.

12 Actionable Insights from This Episiode

1. Stop Selling Skiing. Start Selling Community Infrastructure.

Description

Many ski areas define themselves by terrain, snowfall, vertical feet, or ticket sales. Communities and partners often see value through a completely different lens. A ski hill can function as social infrastructure — a place that helps retain families, attract professionals, support local business, and improve quality of life.

Ski areas that position themselves as essential community assets often gain access to funding, partnerships, and political support that pure recreation businesses struggle to access.

How Shames Uses It

Shames positioned itself as something the community needs, not simply a place people ski. Their value proposition extends beyond recreation into workforce attraction and community health.

How You Can Use It

Create a yearly Community Impact document including:

• jobs supported

• youth participation numbers

• volunteer impact

• economic spending

• newcomer attraction stories

Use this document in municipal meetings, grant applications, and sponsor discussions.

Episode Quote:

"It is what helps them retain engineers. It's what attracts doctors, nurses, lawyers to relocate."

2. Transparency Creates Trust Faster Than Perfection

Description

Many ski operators delay difficult communication because they want solutions before talking publicly. The problem is that silence allows guests and stakeholders to write their own story.

People forgive difficult realities. They rarely forgive surprises.

Transparent organizations build trust reserves long before they need them.

How Shames Uses It

During severe financial pressure, Shames openly explained their circumstances and invited the community into the reality of operating the mountain.

That vulnerability generated support.

How You Can Use It

For difficult decisions create a communication framework:

• What happened

• Why

• Alternatives considered

• Financial implications

• Next steps

Use this framework for:

• early closures

• pricing changes

• staffing challenges

• operational cuts

Episode Quote:

"We tell them, we get transparent about this, we say, hey, we need help."

3. Build Trust Deposits Before You Need Withdrawals

Description

Community goodwill behaves like a bank account.

Organizations that disappear until sponsorship season often struggle. Organizations that consistently contribute create relationships that eventually return value.

Trust compounds.

How Shames Uses It

Shames spent years supporting local causes, donating experiences, and participating in community activities before major asks emerged.

How You Can Use It

Track annual "community deposits":

• donated tickets

• nonprofit support

• school involvement

• volunteer hours

• local events attended

Measure community engagement as seriously as revenue metrics.

Episode Quote:

"You've been there for them."

4. Invest in Future Skiers Even When Current Skiers Push Back

Description

Existing guests naturally advocate for investments benefiting themselves.

Future growth often comes from projects current users initially resist.

Leadership requires allocating resources toward tomorrow's customer base, not only today's loudest voices.

How Shames Uses It

Shames invested heavily in a covered carpet and beginner experience despite criticism from experienced skiers.

How You Can Use It

Categorize capital projects:

Retention Investments(improve current experience)

Acquisition Investments(create future customers)

Require investment into both categories annually.

Episode Quote:

"Some folks really had trouble accepting that we were going to spend almost a million dollars on creating new skiers."

5. Sponsorship Works Better When Businesses See Themselves In Your Mission

Description

Most sponsorship pitches focus on logos and exposure.

Businesses increasingly invest where there is shared purpose.

The strongest sponsorships solve business problems.

How Shames Uses It

Corporate partners support Shames because they view the mountain as helping recruit and retain employees.

How You Can Use It

Approach employers with:

"We help improve employee lifestyle and retention."

Potential partnership examples:

• employee family ski programs

• wellness passes

• relocation benefits

• youth access programs

Episode Quote:

"The relationship is really reciprocal."

6. Communicate The Why — Not Just The Decision

Description

Operators frequently communicate decisions.

Great operators communicate reasoning.

When people understand constraints, tradeoffs, and context, resistance often drops dramatically.

How Shames Uses It

When difficult operational decisions occurred, Shames published detailed explanations rather than simple announcements.

How You Can Use It

Create a standard operating communication template:

• Decision

• Reasoning

• Constraints

• Alternatives explored

• Long-term goal

This works for:

• operating calendars

• staffing

• capital spending

• closures

Episode Quote:

"Going through all the reasons behind running a ski hill."

7. Diversify Revenue Like Weather Is Guaranteed To Hurt You

Description

Most ski areas still depend heavily on snowfall and lift-ticket volume.

Increasing climate volatility creates significant financial risk.

The strongest operators build revenue streams that weather cannot completely erase.

How Shames Uses It

Shames developed revenue through sponsorships, grants, partnerships, and community programs.

How You Can Use It

Build a revenue vulnerability map:

List all revenue categories.

Then ask:

"What happens if snowfall drops 20%?"

Identify revenue that survives poor snow years.

Episode Quote:

"There are all kinds of things that can affect a season."

8. Plan Operations Like You're Landing With An Empty Fuel Tank

Description

Seasonal businesses often operate with razor-thin margins.

Ski areas especially run long periods where expenses arrive before revenue.

Operational planning needs contingency thinking built in.

How Shames Uses It

Christian described operating a ski hill as managing constant uncertainty.

How You Can Use It

Create three seasonal operating scenarios:

• Good winter

• Average winter

• Poor winter

Predetermine responses:

• hiring levels

• capital delays

• spending reductions

• emergency revenue opportunities

Do not create contingency plans during crisis.

Episode Quote:

"We have to land on empty."

9. Think Beyond Guests—Support The Entire Local Ecosystem

Description

The strongest ski areas function inside larger networks.

Restaurants, employers, schools, municipalities, and nonprofits all contribute to long-term health.

Your guests live in systems.

How Shames Uses It

Shames positioned itself as part of a regional ecosystem rather than an isolated attraction.

How You Can Use It

Build an ecosystem map:

• Schools

• Large employers

• Tourism groups

• Healthcare organizations

• Community groups

Ask:

"How can we help each succeed?"

10. Community Ownership Changes Leadership

Description

The more ownership people feel, the more opinions they bring.

Leadership becomes less about authority and more about alignment.

Managing stakeholders becomes a core operational skill.

How Shames Uses It

Shames operates with thousands of cooperative owners creating broad stakeholder input.

How You Can Use It

Develop structured feedback systems:

• surveys

• advisory groups

• annual town halls

• guest committees

Without systems, feedback becomes noise.

Episode Quote:

"Try to get 10 people to agree to something… now try to get 2,500."

11. The Best Marketing May Not Look Like Marketing

Description

Traditional advertising can be expensive and forgettable.

Community involvement creates visibility and trust simultaneously.

How Shames Uses It

The mountain consistently supported local events and organizations.

How You Can Use It

Track:

• schools supported

• events attended

• charities helped

• partnership activity

Community visibility often creates stronger loyalty than ad spend.

Episode Quote:

"Being involved and finding a way to give back."

12. Your Real Product Is Belonging

Description

Guests often remember connection more than infrastructure.

Chairlifts move people uphill.

Communities create loyalty.

The strongest brands understand they are selling identity and belonging.

How Shames Uses It

Throughout the episode, Shames repeatedly framed the mountain as a gathering place rather than a transaction.

How You Can Use It

Ask your leadership team:

"What emotional outcome are we creating?"

Potential answers:

• family connection

• adventure

• confidence

• belonging

• community identity

Design experiences around those answers.

Episode Quote:

"A place of togetherness."