After Colorado's Driest Ski Season in 40 Years: How Front Range Outdoor Businesses Weather-Proof Their Marketing

Short answer: Colorado's outdoor recreation economy is worth about $18.1 billion, and winter sports alone brought in $1.6 billion in 2024, more than any other state. But the 2025–26 season brought the lowest snowpack in more than 40 years, and Vail Resorts said visitation in the Rockies fell 25%. Denver and Front Range businesses tied to the outdoors, such as ski and bike shops, outfitters, guides, rental companies, gyms and gear brands, can't control the weather. They can build marketing that doesn't depend on it: year-round offers, a loyal local audience and campaigns ready to switch with conditions.

01What happened last season

CU Boulder reported that Colorado's snowpack was at its lowest in over 40 years. The Denver Gazette reported Vail Resorts CEO Rob Katz saying Rockies visitation fell 25%, and that the company saw a "moderate decline" in early Epic Pass sales for 2026–27. Denver7 reported that the slow season was felt far beyond the slopes, including local ski shops along the Front Range.

Federal data shows the bigger picture: the Colorado Springs Gazette reported Colorado's outdoor industry grew 3.6% in 2024 to nearly $18 billion, but growth is slowing and the state fell behind national growth rates.

Why weather-dependent marketing breaks

When your whole calendar rides on one season, a bad snow year means ads running for products people aren't buying and inventory sitting on shelves. The fix is a marketing plan with several revenue lanes and the ability to shift budget quickly.

A weather-proof plan

1. Build year-round reasons to visit

Ski shops can lead with tuning and boot fitting in fall, then bike service, trail running and paddle gear in spring. Guides can pair winter tours with summer hikes and fall foliage trips. Publish pages for each season so you rank all year, not just in December.

2. Own your local audience

Front Range residents are your most reliable customers: they ski on weekends, bike after work and buy gear year-round. Build an email and SMS list with consent, and send useful updates: conditions, clinics, demo days, trail reports. That audience doesn't vanish in a dry winter.

3. Prepare campaigns for both scenarios

Before the season, create two ad sets: one for a big snow year (rentals, lessons, tune-ups) and one for a lean year (uphill and backcountry gear, indoor training, travel to snowier destinations, early bike season). Switch when conditions become clear.

4. Answer conditions questions with content

People search "Is it worth skiing this weekend?", "best early-season ski tune Denver" and "where to mountain bike in March near Denver". Helpful, current answers rank and get quoted by AI tools, and they bring people to your store.

5. Show the experience on video

Short videos of a boot fitting, a trail ride or a guided trip sell the experience. Keep them coming through every season so your audience stays engaged when snow is thin.

6. Catch every lead in peak weeks

When storms do hit, lessons, rentals and tune-ups spike all at once. An AI follow-up agent answers calls and booking requests instantly so your team can focus on customers in the shop.

The bottom line

The outdoor economy is still one of Colorado's great strengths, but last winter showed how fragile a single-season plan is. Build year-round offers, own your local audience and keep campaigns ready for any conditions. See how we help Denver and Front Range businesses market through every season.

Frequently asked questions

Should ski shops advertise in a low-snow year? Yes, but change the message: tuning, backcountry and uphill gear, and early spring products often outperform rental and lesson ads when snow is thin.

How can an outdoor business build a year-round audience? Collect emails and SMS opt-ins at every purchase and event, and send useful seasonal content, not just sales.

Does SEO matter for outdoor businesses? Very much. Many customers search for conditions, trails and services before buying. Seasonal pages and timely updates keep you visible all year.

Sources

• Record-low snowpack tests Colorado's recreation economy, CU Boulder Today, March 2026
• Worst winter in memory triggers cascading economic strain in Colorado mountain towns, Denver Gazette, May 2026
• Colorado's outdoor economy slowing down, The Gazette, March 2026
• Slow ski season tests Colorado's pass-driven ski economy, Denver7