渥太华滑雪旅行展无美国滑雪场参展，Jay Peak Resort因成本退出

Skift Take

American ski resorts began abandoning an Ottawa trade show before U.S.-Canada relations soured. Now, even as Canadian bookings show signs of recovery, some exhibitors have no plans to return. For organizers, the bigger challenge may be proving that trade shows are still worth the investment.

More than 100 exhibitors were featured at the sold-out Ottawa Ski, Snowboard & Travel Show October 17-18 at the Cohere Centre, attracting more than 9,000 attendees. But for the first time in two decades, not a single American ski resort had a booth. 

Monica Kunstadt, director of the show, told CTV News it was the first time in at least 20 years that no American ski resorts had exhibited.

Strained relations between Canada and the U.S. may help explain the absence, but some American resorts began reconsidering their participation well before current political tensions. 

Jay Peak Resort in Vermont stopped exhibiting primarily because of rising costs and a broader reassessment of its marketing strategy. The resort participated in the Ottawa show for approximately six years before deciding to withdraw in 2024.

“We made the decision to step away from the Ottawa Ski Show two years ago, primarily due to the increasing costs associated with participating,” said Dehlia Wright, communications coordinator at Jay Peak Resort.

Wright said certain expenses, including venue internet access, more than tripled during the resort’s years of participation.

“As those costs continued to rise, we found there were more cost-effective ways to reach and engage with the Canadian market,” Wright said.

Venue Pushes Back on Rising Cost Claims

But the Cohere Centre disputes the suggestion that its internet prices have soared.

Neill Bales, general manager of the Ottawa venue, said a standard wired internet connection costs $450 today, compared with $475 when the building opened in 2012. 

“Our standard wired connection is actually cheaper now than when the building opened in 2012,” Bales said.

Although a third-party provider operates the venue’s internet services, Bales said the venue’s services portal has processed exhibitor orders since 2022, allowing him to verify what exhibitors are charged.

He acknowledged that some expenses, including catering and electrical services, have increased. However, he said electrical rate adjustments have been minimal, and parking prices have remained unchanged for several years.

Bales also noted that the venue does not determine the fees show organizers charge exhibitors to participate.

The differing accounts underscore the complexity of exhibition costs, which extend beyond booth space to include services, travel, staffing and other expenses.

Trade Shows Face a Slippery Slope

Regardless of the disagreement over specific costs, Jay Peak’s withdrawal reflects a broader shift in how ski resorts allocate their marketing dollars. The resort has been gradually reducing its participation in consumer ski shows on both sides of the border.

Bryan Rivard, director of communications for Ski Vermont, the Vermont Ski Areas Association, says the shift reflects a broader reassessment of marketing spending across the industry.

“Overall, I think this is a trend we’re seeing in ski areas being more budget conscious with their marketing dollars and less reliant on trade shows in general,” Rivard said.

Ski Vermont organizes several media events each season, and some resorts occasionally opt out depending on their budgets and marketing priorities. Restructuring of ski shows in the northeastern United States may also be putting additional pressure on resort marketing budgets, Rivard said.

For exhibition organizers, the challenge extends beyond attracting visitors. Even a sold-out show floor and thousands of attendees may not convince former exhibitors that participating is worth the investment.

Canadian Bookings Tell a Complicated Story

Rivard confirmed that Vermont has experienced a statewide decline in Canadian visitation, including at its ski resorts.

“We’ve always enjoyed a special relationship with Canada and understand that while they may not be able to visit at the moment, they are always welcome in Vermont,” he said.

Several Vermont ski areas continue to offer promotions specifically targeting Canadian visitors.

However, Jay Peak’s booking figures suggest some improvement.

Canadian bookings at the Vermont resort are nearly 10% ahead of the same period last year, though they remain about 20% below the same point in 2024.

Canada remains an important market for Jay Peak, which sits near the Quebec border and has long-standing relationships with Canadian visitors.

Yet even with bookings improving, the resort has no plans to return to Canadian consumer ski shows.

“At this point, we’re not planning to return to Canadian consumer ski shows,” Wright said.

Instead, the resort is prioritizing more cost-effective ways to reach potential guests.

Political tensions may ease, and cross-border travel may recover. But for trade show organizers, the more lasting challenge could be persuading exhibitors who have found cheaper ways to reach customers that returning to the show floor is worth the investment.