Seasonal businesses are tricky for staff engagement, but creating the right culture will keep the team loyal, engaged, and excited to come to work. 

The ski industry thrives on the energy of its seasonal staff—lift operators, ski instructors, F&B, Patrol, Parking and more—who bring the slopes to life each winter. But with high turnover, short-term employment, and demanding conditions, keeping these workers engaged is no easy feat. The secret to a committed crew lies in fostering a culture that prioritizes connection, purpose, and fun. Here’s how ski resorts can build a vibrant workplace culture to keep seasonal staff motivated and loyal. 

Why Culture Matters in Seasonal Work 

Seasonal jobs in the ski industry often attract a mix of young adventurers, locals, and snow enthusiasts chasing a unique lifestyle. While the allure of free lift passes and mountain vibes draws them in, it’s the workplace culture that determines whether they stay, perform at their best, or return for another season. A strong culture transforms a transient job into a meaningful experience, reducing turnover and boosting team morale. According to industry data, resorts with high employee engagement see up to 20% lower staff turnover and improved guest satisfaction scores, directly impacting the bottom line. 

Strategies for Building a Loyal, Engaged Crew 

• Create a Sense of Community 
  Ski resorts are often remote, and seasonal staff may feel isolated, especially if they’re far from home. Counter this by fostering a tight-knit community. Organize team-building events like group ski days, bonfires, or après-ski gatherings. Encourage managers to connect personally with staff, learning their stories and motivations. Hosting welcome events is a great way to spark camaraderie at the beginning. And – this is of utmost importance – don’t forget locker room space. Seasonal staff need a place to store uniforms, equipment, personal belongings, and get ready for the day. While most ski areas have spaces of this type, they are, unfortunately, often in disrepair with peeling paint, beat up old lockers, and smell of rotting ski boots. Investing in these spaces bolsters the employee experience and instills a sense of pride and understanding that the organization truly cares about and respects its frontline workers. This keeps workers invested in their roles and the resort’s success. 

• Empower Through Purpose 
  Seasonal workers want to feel their work matters. Communicate how their roles—whether operating a lift or serving hot cocoa—create memorable guest experiences. Train managers to recognize contributions publicly, like shouting out a liftie who handled a busy morning rush with a smile. There is irreplaceable value engrained into every role, no matter the responsibility. This should be made well known on a frequent basis. 

• Offer Growth Opportunities 
  While seasonal roles are short-term, offering skill-building opportunities can inspire loyalty. Provide training programs, like ski instructor certifications or leadership workshops, that staff can carry into future seasons or careers. For instance, Killington Resort’s “Learn to Lead” program offers seasonal workers management training, encouraging them to return as supervisors. Ski Cooper’s mentorship program pairs frontline staff with leadership over the course of the season to provide one on one, personalized guidance and training to those who are striving to create a career in the ski biz. Even small investments in development show staff they’re valued beyond the season. 

• Keep the Fun Alive 
  The ski industry is built on fun, so let that spill into the workplace. Offer perks like free ski days, discounted gear, or friendly competitions (think “best snowman” contests or staff slalom races). These perks don’t just boost morale—they create memories that tie workers emotionally to the resort. Mammoth Mountain, for example, hosts staff-only night skiing events, blending work and play in a way that keeps the crew excited. Purgatory Resort’s “Employee Engagement Month” is a full 30 days of events, parties, raffles and prizes that drive fun and excitement. Ultimately, the great majority of seasonal staff join the ranks each winter because they love the fun of the sport. Make sure to keep it that way! 

• Listen and Act on Feedback 
  Seasonal staff often have fresh perspectives but may feel their voices don’t matter. Create channels for feedback, like weekly check-ins or anonymous surveys, and act on what you hear. If workers report long shifts without breaks, adjust schedules. If they want more social events, plan them. Showing responsiveness builds trust and makes staff feel valued. Resorts like Breckenridge have used feedback to improve housing conditions, directly reducing turnover. One-on-one is always a winner. Imagine the ripple effect of a senior leader asking a frontline staff member for their thoughts about how to improve a process or product, then acting on their feedback, and recognizing the employee in front of the team for his/her apposite thinking! No ski area leader is too busy to make a habit of finding one good idea from the team each week and acting on it. 

The Payoff: Loyalty and Performance 

A strong culture doesn’t just keep staff happy—it drives business results. Engaged workers deliver better guest experiences, leading to higher ratings and repeat visitors. Resorts with low turnover also save on recruiting and training costs, which can eat up to 30% of payroll budgets for seasonal hires. Plus, returning staff bring experience and efficiency, reducing the learning curve each season. 

Challenges and Solutions 

Building culture isn’t without hurdles. Budget constraints can limit perks and direct investment in employee experience, and remote locations make community-building tough. To overcome this, focus on low-cost, high-impact initiatives like peer recognition programs or manager-led check-ins.  

The Path Forward 

The ski industry’s seasonal workforce is its heartbeat, and culture is the pulse that keeps it strong. By fostering community, purpose, growth, and fun, resorts can turn transient jobs into rewarding experiences. As the industry faces labor shortages and rising guest expectations, investing in culture isn’t just nice—it’s essential. Keep the crew committed, and they’ll keep the mountain buzzing.