A ski resort that few people outside its local vicinity had ever heard of was the latest to make headlines around the world a month ago as it announced it was going to cease ski operations.
‘French ski resort in Alps shuts due to shortage of snow’ reported The Independent, ‘Another European ski resort is closing due to lack of snow’ said Time Out, The Mirror went for ”Devastation” as another European ski resort closes due to vanishing snow‘ whilst The Guardian did a deeper dive with, ‘Fears for future of ski tourism as resorts adapt to thawing snow season.’ The story also appeared in dozens more publications around the world.
The only problem is that the ski area in question, L’Alpe du Grand Serre, has decided it isn’t closing its ski area after all, at least not this winter.
Instead, after the news of the closure threat was publicised, the French government announced financial support, as did the local municipality of La Morte, and a number of major players in the ski industry. In addition, a public crowdfunding campaign raised almost €200,000, prompting the officials who made the original closure decision to reconsider. Things will now be reassessed in a year’s time.
“We’ve received so many messages of support, testimonials, offers of help, and donations from all over France,” Domitille Hocq, a member of resort support association of La Morte vivante, which launched the crowdfunder, told Le Monde newspaper.
There has not been the same global media coverage of the news that L’Alpe du Grand Serre isn’t closing after all.
It’s not the first resort where money has been found to keep slopes open after widespread publicity of a closure threat. La Chapelle d’Abondance was apparently on the rocks in 2020 but will be fully open this winter and similarly Austria’s Heiligenblut which was said to be at risk of permanently closure in the summer will be open as normal.
Of course, ski areas do permanently close, just like any business, and climate change is making the multiple challenges that smaller, lower ski areas face, even more difficult. But in the near-term bigger problems are often things like justifying spends on essential equipment upgrades, rapidly increasing power costs and changing consumer habits that are the bigger problems right now. The latter apparently exacerbated by media stories implying that ski holidays are under severe threat by climate change.
These increasingly frequent stories always have the same structure of focusing on one small ski area that’s in trouble, taken from the many thousands in the Alps that few regular skiers have heard of. The stories imply (by ensuring that no context is provided), that this is a major resort and typical of many others. Last year some reports implied, again by avoiding giving any context, that a ski area in trouble that is actually close to Rome, was in the Alps.
This is, of course, not to pretend that climate change does not pose an existential threat to ski holidays, but just to say that ski resorts have been closing for many decades for multiple reasons and that most of these reports do not give all the facts or paint the full picture.
L’Alpe du Grand Serre now says it plans to open for its 24-25 ski season on Saturday, 21st December, conditions permitting.
