THE past several seasons has seen a rapid increase in snowplay and tobogganing visitors to Hotham, and stakeholders are working hard to keep up with the demand for this emergent element of Australian snowsports.
The snowplay and tobogganing area at Wire Plain is frequented by multicultural visitors who are coming to experience snow for the first times and oftentimes bringing whole extended families for a weekend adventure in the snow.
Culturally and Linguistically Diverse (CALD) visitors are flocking to Hotham to have this experience, and work is underway to ensure that this market is catered for and their needs are being met to have the best experience possible on their trip.
Important among these considerations is having inclusive linguistically diverse information available to these guests who may have English as a second language and struggle to navigate the alpine environment.
Much of the assumed knowledge that is prevalent in the hardcore Hotham skiing community needs to be communicated effectively to ensure snowplay is safe and fun for all.
Director of Snowstuff Park, Steve Belli, spoke about some of the considerations and factors at play in catering to this market.
“We are getting a lot of visitation from CALD communities which is great; the snowplay is very popular towards the end of the day, 2pm onwards so it is important that we have facilities to cater to these clients,” he said.
“Work will begin on the Snowplay Hub down at Wire Plain in October of this year, offering shelter, food and beverage and retail services and stepping up the level of infrastructure that is there to support these guests.
“It’s really positive that we’re getting people excited to come up and experience the snow for the first time.
"Part of growing and servicing this market is hopefully developing a product set to keep them as ongoing visitors to the mountain and get them into the sport and potentially taking up skiing or snowboarding and using the lifting infrastructure also.”
The Snowplay Hub is a step in the right direction with this, ensuring families are able to shelter and eat when they visit Hotham.
Having a highway through the resort is a significant factor in limiting the ability to manage these guests and ensuring they are engaging in snowplay areas.
During this winter there has been some low-level issues with people engaging in snowplay in lifted areas which is not advised or permitted for safety of all guests.
Ensuring that information is available to guests to inform them where snowplay is permitted is critical to their safety and the safety of the riders on the hill.
Additional funding to support this emerging market will be useful to capture the ongoing interest and imagination of the newest guests to the resort.
