One of the most common ways of driving business to ski resorts is by hosting events. These events may range from competitions, conferences, to concerts. The goal is to bring in new people who may have otherwise given their business to another resort or skipped out on the experience all together. Events help deliver value not only to the guests in attendance through creating memories, but to the resort as well in the form of positive word-of-mouth advertising. When real value is delivered to the consumer that is where repeat business will be generated.
Hopefully when people head to an event they turn it into a vacation when they spend the night and their money on food and drinks. Aside from just spending their money on the necessities of food and shelter, those in the retail industry hope that the guests take a stroll through the shops and purchase new trendy items. In the case of a resort hosting competitions, it brings the  best athletes all to one place and gives an opportunity for the tourists to see how those invested in the ski industry are spending their money allowing them to make informed decisions. Even better, competitors are the easiest demographic to convert into life long skiers and riders for returned business to the resort and the outdoor retail industry in general. Copper Mountain is in the midst of a ten year contract with United States of America Snowboard Association (USASA) Nationals that brings in around 1,200 competitors every year. There is no question in my mind that of all those athletes, 90% of them will be life long snow sport enthusiasts.