Podcast #188: Crystal Mountain, Michigan CEO John Melcher

The Storm Skiing Journal and Podcast

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Who

John Melcher, CEO of Crystal Mountain, Michigan

Recorded on

October 14, 2024

About Crystal Mountain, Michigan

Click here for a mountain stats overview

Owned by: The Petritz Family

Located in: Thompsonville, Michigan

Year founded: 1956

Pass affiliations: Indy Pass & Indy+ Pass: 2 days, no blackouts

Reciprocal partners: 1 day each at Caberfae and Mount Bohemia, with blackouts

Closest neighboring ski areas: Caberfae (:37), Hickory Hills (:45), Mt. Holiday (:50), Missaukee Mountain (:52), Homestead (:51)

Base elevation: 757 feet

Summit elevation: 1,132 feet

Vertical drop: 375 feet

Skiable Acres: 103

Average annual snowfall: 132 inches

Trail count: 59 (30% black diamond, 48% blue square, 22% green circle) + 7 glades + 3 terrain parks

Lift count: 8 (1 high-speed quad, 3 fixed-grip quads, 2 triples, 2 carpets – view Lift Blog’s inventory of Crystal Mountain’s lift fleet)

Why I interviewed him

The biggest knock on Midwest skiing is that the top of the hill is not far enough away from the bottom of the hill, and this is generally true. Two or three or four hundred vertical feet is not a lot of vertical feet. It is enough to hold little pockets of trees or jumps or a racer’s pitch that begs for a speed check. But no matter how fun the terrain, too soon the lift maze materializes and it’s another slow roll up to more skiing.

A little imagination helps here. Six turns in a snowy Michigan glade feel the same as six turns in Blue Sky Basin trees (minus the physiological altitude strain). And the skillset transfers well. I learned to ski bumps on a 200-vertical-foot section of Boyne Mountain and now I can ski bumps anywhere. But losing yourself in a 3,000-vertical-foot Rocky Mountain descent is not the same thing as saying “Man I can almost see it” as you try to will a 300-footer into something grander. We all know this.

Not everything about the lift-served skiing experience shrinks down with the same effect, is my point here. With the skiing itself, scale matters. But the descent is only part of the whole thing. The lift maze matters, and the uphill matters, and the parking matters, and the location of the lift ticket pick-up matters, and the availability of 4 p.m. beers matters, and the arrangement of base lodge seating matters. And when all of these things are knotted together into a ski day that is more fun than stressful, it is because you are in the presence of one thing that scales down in any context: excellence.

The National Ski Areas Association splits ski areas into four size categories, calculated by “vertical transportation feet per hour.” In other words: how many skiers your lifts can push uphill in an ideal hour. This is a useful metric for many reasons, but I’d like to see a more qualitative measurement, one based not just on size, but on consistent quality of experience.

I spend most of my winter bouncing across America, swinging into ski areas of all sizes and varieties. Excellence lives in unexpected places. One-hundred-and-sixty-vertical-foot Boyce Park, Pennsylvania blows thick slabs of snow with modern snowguns, grooms it well, and seems to double-staff every post with local teenagers. Elk Mountain, on the other side of Pennsylvania, generally stitches together a better experience than its better-known neighbors just south, in the Poconos. Royal Mountain, a 550-vertical-foot, weekends-only locals’ bump in New York’s southern Adirondacks, alternates statuesque grooming with zippy glades across its skis-bigger-than-it-is face.

These ski areas, by combining great order and reliable conditions with few people, are delightful. But perhaps more impressive are ski areas that deliver consistent excellence while processing enormous numbers of visitors. Here you have places like Pats Peak, New Hampshire; Wachusett, Massachusetts; Holiday Valley, New York; and Mt. Rose, Nevada. These are not major tourist destinations, but they run with the welcoming efficiency of an Aspen or a Deer Valley. A good and ordered ski day, almost no matter what.

Crystal Mountain, Michigan is one of these ski areas. Everything about the ski experience is well-considered. Expansion, upgrades, and refinement of existing facilities have been constant for decades. The village blends with the hill. The lifts are where the lifts should be. The trail network is interesting and thoughtfully designed. The parks are great. The grooming is great. The glades are plentiful. The prices are reasonable. And, most important of all, despite being busy at all times, Crystal Mountain is tamed by order. This is excellence, that thing that all ski areas should aspire to, whatever else they lack.

What we talked about

What’s new for Crystal skiers in 2024; snowmaking; where Crystal draws its snowmaking water; Peek’n Peak, New York; why Crystal is a good business in addition to being a good ski area; four-seasons business; skiing as Mother; what makes a great team (and why Crystal has one); switching into skiing mid-career; making trails versus clearcutting the ski slope; ownership decided via coinflip; Midwest destination skiing’s biggest obstacle; will Crystal remain independent?; room to expand; additional glading opportunities; why many of Crystal’s trails are named after people; considering the future of Crystal’s lift fleet; why Crystal built a high-speed lift that rises just 314 vertical feet; why the ghost of the Cheers lift lives on as part of Crystal’s trailmap; where Crystal has considered adding a lift to the existing terrain; that confusing trailmap; a walkable village; changes inbound at the base of Loki; pushing back parking; more carpets for beginners; Crystal’s myriad bargain lift ticket options; the Indy Pass; why Crystal dropped Indy Pass blackouts; the Mt. Bohemia-Crystal relationship; Caberfae; Indy’s ultimatum to drop Ski Cooper reciprocals or leave the pass; and why Crystal joined Freedom Pass last year and left for this coming winter.

Why I thought that now was a good time for this interview

The Storm’s mission is to serve all of American lift-served skiing. That means telling the stories of ski areas in every part of the country. I do this not because I have to, but because I want to. This newsletter would probably work just fine if it focused always and only on the great ski centers of the American West. That is, after all, the only part of U.S. ski country that outsiders travel to and that locals never leave. The biggest and best skiing is out there, at the top of our country, high and snowy and with a low chance of rain.

But I live in the East and I grew up in the Midwest. Both regions are cluttered with ski areas. Hundreds of them, each distinct, each its own little frozen kingdom, each singular in atmosphere and arrangement and orientation toward the world. Most remain family-owned, and retain the improvisational quirk synonymous with such a designation. But more interesting is that these ski areas remain tethered to their past in a way that many of the larger western destination resorts, run by executives cycled in via corporate development programs, never will be again.

I want to tell these stories. I’m aware that my national audience has a limited tolerance for profiles of Midwest ski centers they will never ski. But they seem to be okay with about a half-dozen per year, which is about enough to remind the wider ski community that this relatively flat but cold and hardy region is home to one of the world’s great ski cultures. The Midwest is where night-skiing rules, where blue-collar families still ski, where hunting clothes double as ski clothes, where everything is a little less serious and a little more fun.

There’s no particular big development or project that threw the spotlight on Crystal here. I’ve been trying to arrange this interview for years. Because this is a very good ski area and a very well-run ski area, even if it is not a very large ski area in the grand landscape of American ski areas. It is one of the finest ski areas in the Midwest, and one worthy of our attention.

What I got wrong

* I said that “I forget if it’s seven or nine different tree areas” at Crystal. The number of glades labeled on the trailmap is seven.

* I said Crystal had been part of Indy Pass “since the beginning or near the beginning.” The mountain joined the pass in May, 2020, ahead of the 2020-21 ski season, Indy’s second.

Why you should ski Crystal Mountain, Michigan

Crystal’s Loki pod rises above the parking lots, 255 vertical feet, eight trails down, steep on the front, gentler toward the back. These days I would ski each of the eight in turn and proceed next door to the Clipper lift. But I was 17 and just learning to ski and to me at the time that meant bombing as fast as possible without falling. For this, Wipeout was the perfect trail, a sweeping crescent through the trees, empty even on that busy day, steep but only for a bit, just enough to ignite a long sweeping tuck back to the chairs. We lapped this run for hours. Speed and adrenaline through the falling snow. The cold didn’t bother us and the dozens of alternate runs striped over successive hills didn’t tempt us. We’d found what we’d wanted and what we’d wanted is this.

I packed that day in the mental suitcase that holds my ski memories and I’ve carried it around for decades. Skiing bigger mountains hasn’t tarnished it. Becoming a better skier hasn’t diminished it. Tuck and bomb, all day long. Something so pure and simple in it, a thing that bundles those Loki laps together with Cottonwoods pow days and Colorado bump towers and California trees. Indelible. Part of what I think of when I think about skiing and part of who I am when I consider myself as a skier.

I don’t know for sure what Crystal Mountain, Michigan can give you. I can’t promise transformation of the impressionable teenage sort. I can’t promise big terrain or long runs because they don’t have them. I’m not going to pitch Crystal as a singular pilgrimage of the sort that draws western Brobots to Bohemia. This is a regional ski area that is most attractive to skiers who live in Michigan or the northern portions of the states to its immediate south. Read: it is a ski area that the vast majority of you will never experience. And the best endorsement I can make of Crystal is that I think that’s too bad, because I think you would really like it, even if I can’t exactly explain why.

Podcast Notes

On Peek’n Peak

The most difficult American ski area name to spell is not “Summit at Snoqualmie” or “Granlibakken” or “Pomerelle” or “Sipapu” or “Skaneateles” or “Bottineau Winter Park” or “Trollhaugen,” all of which I memorized during the early days of The Storm. The most counterintuitive, frustrating, and frankly stupid ski area name in all the land is “Peek’n Peak,” New York, which repeats the same word spelled two different ways for no goddamn reason. And then there’s the apostrophe-“n,” lodged in there like a bar of soap crammed between the tomato and lettuce in your hamburger, a thing that cannot possibly justify or explain its existence. Five years into this project, I can’t get the ski area’s name correct without looking it up.

Anyway, it is a nice little ski area, broad and varied and well-lifted, lodged in a consistent little Lake Erie snowbelt. They don’t show glades on the trailmap, but most of the trees are skiable when filled in. The bump claims 400 vertical feet; my Slopes app says 347. Either way, this little Indy Pass hill, where Melcher learned to ski, is a nice little stopover:

On Crystal’s masterplan

Crystal’s masterplan leaves room for potential future ski development – we discuss where, specifically, in the podcast. The ski area is kind of lost in the sprawl of Crystal’s masterplan, so I’ve added the lift names for context:

On Sugar Loaf, Michigan

Michigan, like most ski states, has lost more ski areas than it’s kept. The most frustrating of these losses was Sugar Loaf, a 500-footer parked in the northwest corner of the Lower Peninsula, outside of Traverse City. Sunday afternoon lift tickets were like $12 and my high school buddies and I would drive up through snowstorms and ski until the lifts closed and drive home. The place went bust around 2000, but the lifts were still standing until some moron ripped them out five years ago with fantasies of rebuilding the place as some sort of boutique “experience.” Then he ran away and now it’s just a lonely, empty hill.

On Michigan being “littered with lost ski areas”

Michigan is home to the second-most active or semi-active ski areas of any state in the country, with 44 (New York checks in around 50). Still, the Midwest Lost Ski Areas project counts more than 200 lost ski areas in the state.

On Crystal’s backside evolution and confusing trailmap

By building pod after pod off the backside of the mountain, Crystal has nearly doubled in size since I first skied there in the mid-90s. The Ridge appeared around 2000; North Face came online in 2003; and Backyard materialized in 2015. These additions give Crystal a sprawling, adventurous feel on par with The Highlands or Nub’s Nob. But the trailmap, while aesthetically pleasant, is one of the worst I’ve seen, as it’s very unclear how the three pods link to one another, and in turn to the front of the mountain:

This is a fixable problem, as I outlined in my last podcast, with Vista Map founder Gary Milliken, who untangled similarly confusing trailmaps for Mt. Spokane, Washington and Lookout Pass, Idaho over the past couple of years. Here’s Lookout Pass’ old and new maps side-by-side:

And here’s Mt. Spokane:

Crystal – if you’d like an introduction to Gary, I’m happy to make that happen.

On resort consolidation in the Midwest

The Midwest has not been sheltered from the consolidation wave that’s rolled over much of the West and New England over the past few decades. Of the region’s 123 active ski areas, 25 are owned by entities that operate two or more ski areas: Vail Resorts owns 10; Wisconsin Resorts, five; Midwest Family Ski Resorts, four; the Schmitz Brothers, three; Boyne, two; and the Perfect Family, which also owns Timberline in West Virginia, one. But 98 of the region’s ski areas remain independently owned and operated. While a couple dozen of those are tiny municipal ropetow bumps with inconsistent operations and little or no snowmaking, most of those that run at least one chairlift are family-owned ski areas that, last winter notwithstanding, are doing very well on a formula of reasonable prices + a focus on kids and night-skiing. Here’s the present landscape of Midwest skiing:

On the consolidation of Crystal’s lift fleet

Crystal once ran five frontside chairlifts:

Today, the mountain has consolidated that to just three, despite a substantively unchanged trail footprint. While Crystal stopped running the Cheers lift around 2016, its shadowy outline still appears along the Cheers To Lou run.

Crystal is way out ahead of the rest of the Midwest, which built most of its ski areas in the age of cheap fixed-grip lifts and never bothered to replace them. The king of these dinosaurs may be Afton Alps, Minnesota, with 15 Hall chairlifts (it was, until recently, 17) lined up along the ridge, the newest of them dating to 1979:

It’s kind of funny that Vail owns this anachronism, which, despite its comic-book layout, is actually a really fun little ski area.

On Crystal’s many discounted lift ticket options

While Crystal is as high-end as any resort you’ll find in Michigan, the ski area still offers numerous loveably kitschy discounts of the sort that every ski area in the country once sold:

Browse these and more on their website.

On Indy Pass’ dispute with Ski Cooper

Last year, Indy Pass accused Ski Cooper of building a reciprocal resort network that turned the ski area’s discount season pass into a de facto national ski pass that competed directly with Indy. Indy then told its partners to ditch Cooper or leave Indy. Crystal was one of those resorts, and found a workaround by joining the Freedom Pass, which maintained the three Cooper days for their passholders without technically violating Indy Pass’ mandate. You can read the full story here:

On Bohemia and Caberfae

Crystal left Freedom Pass for this winter, but has retained reciprocal deals with Mount Bohemia and Caberfae. I’ve hosted leaders of both ski areas on the podcast, and they are two of my favorite episodes:

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