Restructuring?

More WSI employees dismissed; locals positive about resort's future

The departure of two more Winter Sports Inc. employees at Big Mountain ski resort last week raised more questions about corporate restructuring in the wake of Hines' departure from the Glacier Village partnership.

Big Mountain public relations director Dan Virkstis, and Bill Reed, the head of reservations for WSI, were dismissed late last week. Earlier this year WSI cut two positions: resource development director Craig Cook and chief of operations Michelle Reese. WSI president and CEO Mike Collins stepped down last September to pursue personal interests. Several other employees, including marketing director Michael Moffatt, left voluntarily to pursue other professional interests.

WSI Chief Executive Officer Fred Jones denies any formal reorganization plans, pointing out that many of the changes took place before he officially took the helm in early April. But he did concede to a modified business outlook.

"We're figuring out how we can operate on a profit," Jones said, emphasizing accountability in the business perspective. "This is not a wholesale reorganization."

Though Jones declined to comment on recent departures, he asserted that Big Mountain would draw the talent of current employees to fill vacancies.

While many officials in the building and real estate sector said they are sad to see Hines go, local reaction to Big Mountain's separation from Hines and WSI's new leadership with Jones have been overwhelmingly positive.

"The return to the local is a wise thing. It re-emphasizes the mountain's strong points. There is no downside to Hines leaving the area," remarked Jim Trout, president of Whitefish's MountainWest Bank.

As for specifics on WSI's new vision, Jones said it's too early to anounce exact plans, but that many of the plans laid by Hines, Inc. will continue.

"We will be making revisions to the Hines plan," said Jones, specifying that the movement of skiers and boarders in the village area, as well as lift and trail alignments were at the top of the agenda.

As to the size of the new plans, one thing Jones did say was that future buildings would be smaller than Hines' grand visions, a downscale Jones feels will fit in better with the area.

Plans for the village area will continue, particularly the "rings" of development that include townhouses at the core, surrounded by single-family dwellings. Rental units are also an emphasis. A variety of developers are expected to build on Big Mountain.

"We're open (to a variety of developers), but we have the full intention of creating rentable beds in the core," Jones commented.

Locals remain a focus, both as a market and as a way to get visitors to repeat their trips.

"What makes Whitefish great is the people. But you don't go out and tell people that. You get them to experience it. You entice them once, the key is getting them to come back," said Jones.

According to Jones, the "Pure Montana" tag line will remain in place, with a local emphasis on keeping it Montana. Jones has spent many hours tailoring his Montana knowledge by asking opinions of specific groups and via the Chamber of Commerce.

"We don't want to turn it into something else. We want (Big Mountain) to feel and act like Montana," Jones explained.

Placing that message in very specific regional markets is the strategy.

"We recognize that we can't afford some markets," said Jones.

Though the strategy may have changed, the reaction in most sectors is the awareness of the product is now heightened.

"There are so many possibilities of what can happen. The more input, the more things can happen," commented Rocky Mountain Real Estate broker Judy Martinson. "People buy because it's a fantastic ski area. They love that we're not plastic."

As to fears the separation will scare off buyers, or fail to deliver on promised plans, Martinson shrugs it off.

"Plenty of people see the value (here) and will want to develop it. WSI will make sure that happens correctly," said Martinson.