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John DeVivo, Cannon Mountain General ManagerFor our second interview we talk skiing and riding with John DeVivo, General Manager at Cannon Mountain. Cannon has had a busy year installing a brand-new double chair on the recently re-opened Mittersill Ski Area.
Q: Congratulations on the recent opening of the new Mittersill Chairlift and ski area. When did the process of acquiring the land and this vision begin? Tell us about some of the major hurdles that had to be overcome to make this project a success.
A: The land exchange had been in the works for some 20 years or so. The biggest hurdle was the land swap itself; finding the right exchange to satisfy the needs of both White Mountain National Forest and the Department of Resources and Economic Development. The idea of exchanging the land parcel at Mittersill and the 244-acre parcel of Sentinel Mountain State Forest came to fruition in 2007, and the exchange was completed in March, 2009. George Bald (DRED Commissioner) and Bill Carpenter (NH Forests & Lands) teamed up with Tom Wagner (WMNF Manager) and Susan Mathison (WMNF) to make it happen, and then we worked creatively with the NH Audubon Society to protect the Bicknell's Thrush habitat over there.
Q: Any other plans for Mittersill? Base lodge, amenities, etc?
A: We'll manage the area as an 86-acre natural terrain area for the time being. We haven't set a timetable yet, but we'll gradually add snowmaking to a few primary routes, and we'll do some grooming over there in the future. The success of the area will dictate the timeframe on adding a small base facility and expanding or upgrading the parking pods over there.
Q: You joined Cannon at a very pivotal time. Pressure to lease the area to a private entity was at an all time high. Tell us why you feel that it would be a mistake for the state of NH to do so.
A: Let's skip the emotional, historical and rhetorical stuff. People love Cannon for what it is, but the pro-leasing folks want the financials and the facts. The facts are that Cannon provides 35-38% of the annual revenue of the NH State Park system and is the focal point of the State's flagship park (FNSP); Cannon has been profitable for 3 years in a row, and will wipe out it's existing debt this year; Cannon has spent well over $6 Million on improvements since 2008 and has huge marketplace momentum right now - (so why give that momentum away to a lessee?); Cannon's revenue divisions are all well ahead of the current budget and last year's actuals right now; and lastly - at least ten major privately owned NE ski areas have changed hands in the last three years, while Cannon has thrived as a State-owned area despite that industry instability.
Q: Cannon is a unique ski area that has a loyal following, most people would refer to it as a "throwback" that offers great value. This must present challenges for you when trying to preserve that unique feel and also make it profitable. Describe how you balance the two.
A: One primary goal is to drive revenue and stimulate the North Country economy while still offering the East's best value - which actually has nothing to do with having the lowest price ticket. It's all about a great ticket price backed up with a bigger mountain and balanced growth, so that we don't negatively impact the 'Notch while inviting more people up here to enjoy it. Another primary goal is to vigilantly protect the character and integrity of Franconia Notch while enjoying some financial success. I tell our die-hards that if they want us to remain State-owned and operated, then they'll have to allow us to make some changes and become profitable in order to do so. Were the area to change hands or be leased, I believe that things would change very dramatically.
Q: Cannon has long been considered a ski area that caters to advanced skiers and riders thanks to its challenging terrain. Over the past 5 years there's been a strong effort to cater to beginners as well. Do you feel that public opinion is finally changing thanks to things like the addition of the Tuckerbrook Beginner Area?
A: One of the great myths about Cannon has always been that it's for advanced skiers & riders only - but the reality is that most of our terrain (other than Mittersill) is rated "Easier" and "More Difficult". The transition from our Brookside-to-Tuckerbrook-to-Eagle Cliff terrain offers some of the best learning progression in the State. We don't really market to hard-core skiers and riders anymore; they know about our advanced terrain at this point (chuckle).
Q: Now that you've been the general manager for several years, is there anything that you've encountered at Cannon that you would have never expected when you accepted the position?
A: I knew about Cannon's rabidly loyal population base; we skied a lot here when I was a kid, because my Dad was one of those "terminal intermediates" who loved skiing the rougher areas like Cannon, Sugarloaf and Wildcat - he considered it a badge of honor. What I didn't expect was that the political side of being a State-owned operation is fairly intense, especially when dealing with the third largest governmental body in the world. It's been interesting, for sure… but I use every trip to Concord as a means of educating Legislators as to why we do what we do, and as a means for learning more about navigating the process. I spent twenty years prepping for this job, and it's been a rewarding challenge.
Q: 10 years from now do you envision any more trails or lifts on the mountain, or has it hit a happy medium? (any major projects in the immediate future)
A: The mountain itself suffers one flaw: that the mid-mountain area becomes fairly tight on busy days due to its hourglass shape. There's really no easy way to change that topography, so our goal is to spread folks out at the top and bottom, and over at Mittersill, to ease that mid-mountain flow. We'll add snowmaking lines on a few major routes at Cannon proper, and there will eventually be some snowmaking and grooming over at Mittersill, but we haven't set a timeline on it. The challenge is to grow slowly and carefully - we don't want to negatively impact the 'Notch. We'll concentrate on snowmaking and grooming and smaller-scale facility improvements over the next couple of years.
Q: Favorite trail, why?
A: Vista Way, for sure. I think it offers the best view in the State of New Hampshire.
Q: You have two weeks vacation and it has to be outside of New Hampshire, where are you headed?
A: We've been promising our kids a Disney trip at some point, and my sister and her husband run a sailing school that operates in Rhode Island and the US Virgin Islands, and we're the only family members who've never visited. A week at each would be great… just gotta find the time and money!
Q: Which ski movie, why: Aspen Extreme, Hot Dog, Downhill Racer or Ski School?
A: Hot Dog, naturally! The infamous Harkin Banks "Kick Ass Blaster" trick and the awesome Chinese Downhill race at the end are ski movie legends! I've probably watched that movie 30 times.
Q: Anything else that you want the people reading this interview to know?
A: Sure - I've got a wife and three kids who all rip it up on snow, and we've got one dog and one hamster who don't ski or snowboard… ha ha ha! We live in Bethel, Maine, but we spend all of our weekends and holidays right here in Franconia.
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