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"Forum":
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An organization, meeting, TV program etc. where people have
a chance to publicly discuss an important subject; &
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A large outdoor public place in ancient Rome used for
business and discussion.
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Before I get back into “the thick of things”, I decided
to look up the definition of “Forum”, as I found
the forum
thread linked to the
first part of this article very informative. To be clear, I took a few “hits”
and that is okay as in most cases perhaps I deserved them. No doubt the forum
linked to the text below will also provide more of the same, which will no
doubt teach me something new. Thanks for contributing!
This article will pick up where the last one left off.
Please refer to the first part of this article concerning the initials KT
(Kouichi Tsukada),
HM (Hiroshi Maruta) & BA
(Blair Anderson).
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Q12
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Numbers
for this season seem to be down again on last season? Why is that do you
think? |
BA: Snow resorts have a great deal
of overhead to deal with, and a limited time each year to generate major
revenue streams necessary to cover all the expenses (the white season at ARAI
lasts on average 140 days). Furthermore, balance sheet items such as property
tax rarely take into consideration seasonal aspects of a business.
Such stresses as those above lead to extreme competition for snow hounds,
and resorts still in business during this “shake out period” are operating
with a make or break mentality approach to each and every successive white
season; In other words, quite a few of the resorts in Japan sacrifice quality
to satisfy whatever pressures the market is currently exerting. Trick Parks
have proven popular lately, and last season ARAI did not have one.
ARAI has so far avoided such short-termism, and it is not surprising that
some market share has been snapped up by the competition. While ARAI is
obviously keen to gain a bigger piece of the pie, the strategy for doing so has
not changed significantly since opening for business ten years ago. More of a
“relationship-marketing” approach has been adopted by ARAI. While the
short-term results are in, the jury is still out on the long term ones.
As ARAI was completed in 2002, marketing placed a distant second to building
the resort for far too long in my opinion.
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Q13
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How
much importance does Arai put on the foreigners visiting the resort? |
BA: ARAI did not place much emphasis
on accommodating foreigners, or as I like to call them “International
Guests” for the first several years of operations. However, in 1997
the resort
began to host international events such
as the ARAI Legend Ski Race and UCI World Cup Mountain Bike tour. In addition,
there was also the ARAI Inter-Embassy ski competition that brought to the
resort Tokyo-based diplomatic families for a weekend of fun and competition.
Also, the owner of ARAI was in the past president of the Asian chapter of the YPO
(Young Presidents’ Organization), so ARAI hosted several “family
universities” at the resort. Finally, our international ski team, Morita Sports
Promotion Foundation has also brought foreign coaches to the resort, and this
led to the city of Arai forming
a sister relationship with a similar sized city in the European country of
Slovenia (ARAI and the city of Arai hosted many “Slovenian Festivals” and
are continuing with this relationship presently).
Given the above, all aspects of visual identity for the resort (signs,
menus, pamphlets etc.) were at a significant cost made bilingual.
Unfortunately, few except the above “highly defined groups” knew about
ARAI. Significant reasons for this included:
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Until December of 2001, ARAI
did not have an English HP and the Japanese HP was “ search engine
unfriendly”; |
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Though aware of Snow Japan,
ARAI did not pursue a relationship; & |
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ARAI was preoccupied with
completing the resort so neglected some aspects of marketing. |
In December of 2001, ARAI finally put an English web online and began
advertising on Snow
Japan. The effect was immediate and the resort was deluged with English
telephone calls, e-mail etc. International guests began to visit - though at
the time we were not really ready for them!
Fortunately though, ARAI had three good things going for it that carried us
through that hectic first year:
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The visual identity required by
the International Community was already in place; |
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As the resort is 100% universal
(true or suitable in every situation), International Guests had little
trouble getting around; & |
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In the planning stages of ARAI,
the owner brought together the best that Europe and North America had to
offer. So in a way, though it was not the intention at the time, ARAI was
in some ways designed for the International Community instead
of the Japanese. |
In essence, the International community found ARAI. In the process, ARAI
discovered that unlike the Japanese, foreigners knew how to enjoy “resort
life”. The Japanese visiting the resort continue to see foreigners enjoying
themselves here, and in a desire to have fun, tend to try things that the
International Guests are doing. This leads to a great atmosphere as it creates
synergy, and shows a side to the resort that could not be seen if only one of
the groups was present.
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Q14
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I
presume numbers have visibly increased the last few years? |
BA: Yes, they have. In a way it has
followed a predictable pattern of most companies in this Internet age. Though new markets “found us”, we did not pay too much attention to
them initially.
However, they were attractive, dynamic and responsive to what we had to offer - to
a degree much greater than the initial market that the resort was based on.
Though the reasons why the initial English Web at ARAI came online are still
unclear to me today, marketing online in English has created a “snowball”
that is still rolling down the hill and becoming bigger and bigger two years
on.
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Q15
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How
come the Early Bird offer is the price it is? It seems expensive for what
it is. |
For those of you that do not know about the early bird plan, a full account
of it can be found at:
http://www.snowjapan.com/e/features/chairman-26.html
HM: If the Early Bird were offered
at a lower price, undoubtedly more Guests would jump at the opportunity. In
essence, ARAI is doing what it can with what it has and we feel that any
compromises in price would also have a similar effect on the experience.
There are several operational costs involved in the service as well. A Guide
must get out of bed very early to make it to the mountain, check weather
conditions, open up the ARAI GUIDE CENTER, liaise with Patrol members involved,
confirm with the lift section that they can accept early guests, and make it to
the rendezvous at the Guests Hotel for 7:15 AM. From there, the guest part of
the service begins…
Q:
Why do Guests shell out even more of their hard-earned cash to participate
in the Early Bird as it stands presently?
A:
To tap some virgin powder.
Maruta-san has a question for SJ forum readers:
Q:
“If you signed up for the early bird and parted with your cash, how would
you feel if upon reaching the peak multiple tracks had already been laid?
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Q16
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Can
you give us any idea on running costs for, for example, a ski lift / a
gondola / night skiing floodlights? |
BA: It is incredibly expensive. ARAI
has 1,020 hectares and is taxed on every last one of those. Financing obtained
during the heights of the bubble economy to develop the land and build a first
class resort continues to require regular significant payments only slightly
offset by revenue streams that are constantly being interrupted. Fixed costs
such as basic utilities, upkeep, human resources (required to a certain extent
year round despite a limited season) also are significant.
I have heard that to offer one three or four hour evening of floodlit
“nighta” costs approximately JPY 200,000 for fuel/electricity to run the
lifts/lights. Such a figure I understand does not incorporate the costs
involved in:
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Marketing “Nighta” to the
public |
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Getting the Guest onto/off the
resort and hill (Access road costs/Heating of The Plaza/Utilities for The
Village Station) |
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Human Resource related costs
(Uniforms, Fees for part-time workers etc.) |
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Q17
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Is
floodlit “nighta” a profitable endeavor or not? (Whether that is in
monetary terms or image or whatever)? It always seems so not busy but
there are surely considerable costs attached? |
HM: “Nighta” is not profitable,
but it does provide an outlet for winter workers that may just be the true
“hounds of the pow”. To find winter part time workers every year is
challenging, and one of the “drawing cards” is to tell such applicants that
we will offer them the “Nighta” service while they are employees at the
resort.
In sum, if you look at the small picture, “Nighta” loses money; however,
in the big picture, “Nighta” earns money for the resort by making it more
attractive. In the long run, which is more important?
BA: Though the economics of this
endeavor do not add up, the management of ARAI felt it was important to
continue to offer the service. Having the lights lit at night also looks great
from the village, where Guests can enjoy a drink in one of the lounges while
watching the activity on the hill. Finally, the lights can be seen from 20 to
30 kilometers away on clear nights, so in a way it draws attention to the
resort.
Upper management at ARAI, including the President and C.O.O.,
“volunteered” to staff the lifts at “Nighta” last year and will do so
again this coming season. If you ever felt like talking directly with
management at ARAI, “Nighta” provides a great venue for you to do so.
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Q18
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Is
Arai as a resort interested in “cheapos” like me who don’t want to
spend more than 3000 yen on a sleepover? If yes, how can you in the future
look after our needs? If no, why not! We are the hounds after the pow! |
BA: Yes. ARAI can best look after
the needs of this segment by continuing to:
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Provide you with up to date and
relevant information in English via our website; |
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Offer part-time winter work to
“ hounds after the pow”; |
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Sell reasonably priced food in
our Bakery, Noodle Shop and Convenience Store; |
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Clear and light certain parking
areas linked to clean western style toilets throughout the night; |
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Set aside sheltered, heated
& cleaned areas during the day where you can nap/change; |
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Give you the opportunity to
enjoy Japanese baths morning, noon or night; & |
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Explain further about nearby
budget accommodation. |
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Q19
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What
was the thinking behind the resort changing the name recently to “ARAI
Mountain & Spa”? |
KT: The white season of 2002-’03
was both our 10th Anniversary of operations as well as our Grand
Opening. By Grand Opening, I mean that though the ARAI Project is presently in
it’s 18th year, it took us 17 years to make the initial vision
that we had a reality. The timing was such that by the time we could see the
vision with our own eyes, the global standard had become to include the word
“Spa” in resort names. Given that ARAI finished phase 1 of the ARAI Project
with the completion of Manna Esthetics Spa, the owner decided to rename the
resort, ARAI MOUNTAIN & SPA.
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Q20
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Please
tell us more about that incident 10 years ago when there was an avalanche
with staff stuck under snow for 45 minutes (there was a documentary about it
on TV the other week). |
The incident above happened during
research before the mountain opened to the public.
Though little was known at
the time about Mt. Ohgenashi (the mountain on which ARAI is found), it was
chosen for its uniqueness. One of the decisive factors for selecting this
particular mountain was the fact that it didn’t have many bothersome
trees, so you could basically ski anywhere you want.
After picking the mountain,
staff performed three years of research on the snowfall, the temperatures,
the wind speeds, and of course avalanches. It was during this research
period that the avalanche occurred. While the TV Crew mentioned in the
question spent two weeks at the resort, the final verdict concerning the
exact reasoning behind the incident remains unclear.
The fallout was that ARAI
realized it had to become even more proactive in terms of avalanche control.
Among many such measures taken since then to ensure that nothing like it
ever happens again, ARAI:
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Held a
conference of the world’s avalanche experts in nearby Nagaoka, not
just for the benefit of ARAI but also for the benefit of all Japan.
This country is still behind in terms of avalanche prevention; |
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Began to
instigate avalanches. It is a common practice in Europe and the United
States to instigate avalanches in the off hours before they can
threaten the life of a boarder on the slopes. However, in many of
Japan’s resorts, especially those who share land with national
parks, it is illegal to use explosives for avalanche safety; & |
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Built some of
the biggest, if not the biggest avalanche fences in the world. |
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Q21
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Why should
someone go to Arai rather than nearby Myoko or other regions? |
BA: I
will answer this question by instead going personal to talk a little bit about
my family and I.
Parents - On both sides of my family are not big skiers these days. My
parents have been to the resort once for my wedding reception in October of
1997, and enjoyed the reception in Forest Side House, which featured both the
Micro-Brewed Beer and Italian style Pizza. My mother enjoyed dancing to the
live house band and my father appreciated the clean and modern and western-
style toilets.
Older Brother - Works as an English Teacher for a public junior high
school in Hong Kong. He visited ARAI for the X’mas season in 2002, and really
found the skiing itself to be a therapeutic way of clearing the big city blahs.
He also appreciated coming off the mountain one day and having a Japanese style
bath one evening and a Swedish-style massage by a registered Canadian Masseur
in Manna Esthetics Spa the next.
Wife - Does not ski, but enjoys ARAI for the heated plaza (not worried
about slipping during the winter). She enjoys introducing the Spa to her
friends, and likes to visit the Aqua Park Pool & Yu followed by a meal in
one of the restaurants. When our friends from Italy visit, she always likes to
take them to the Italian restaurant.
Son - Is always asking to come to ARAI so that he can play in the Kids
Playground. He also enjoys the pool and running around on the Heated Plaza. In
summer, he likes to go to Itakura Family Park to see the animals.
Myself - I find ARAI to be a microcosm of many of the experiences in my
life to date, as well as several places I have visited, including the Taj Mahal
in India. Whenever I have time and am looking for a place to take family or
friends, nothing in this area beats what ARAI has to offer in terms of quality
of the facilities on offer or the staff for that matter. Whereas at neighboring
resorts you’ll be lucky to even speak to a member of staff, ARAI staff really
try to reach out and make Guests welcome.
In the end it is really up to the needs of each individual Guest. While ARAI
seems to satisfy the needs of my family and I, nearby Myoko is a great place to
ski too and has its own - but different attractions.
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Q22
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Why
would a place with a name like "Tom's Sandwiches" have such
Japanese style food? |
BA: When I was growing up in Canada
I loved going for Chinese Food with my friends; however, when I ate Chinese
food overseas in Scotland or Australia, it was very different to Canadian style
Chinese. My first experience with Chinese food in Japan was also a
disappointment. Have you ever tried Chinese Food in India? It was pretty wild,
but seemed to be popular among the locals. Would it be fair to say that the
Chinese are very clever at taking their style of food and adapting it to local
tastes, whatever those local tastes may be? If so, could such a case also be
made for a Sandwich shop in Japan?
In the case of Tom’s Sandwich, it is a Delicatessen found in the
Daikanyama area of Tokyo. The sandwich shop is presently going into a fourth
successful year of a five-year relationship with ARAI. In fact, two of our
staff were sent on a thirteen-day stint to the Tokyo shop - so that this winter
they can produce freshly made sandwiches on request, Tom’s way.
Last season Tom’s Sandwich worked more closely with the neighboring
Legend’s Cafe, which definitely features Japanese style fast food. Could this
question possibly be the result of ordering a sandwich from Tom’s at the
Legend’s Cafe counter? Regardless, while I can see how Tom’s could be
viewed as serving Japanese style food if you compare it with a New York Deli
for example, I’ve received many more compliments than complaints about the
place over the past three years.
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Q23
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Last
year Arai offered cheaper one-day lift tickets if I remember correctly - but
not this last season. How have the numbers changed because of that, and was
it a mistake to stop that special offer? |
BA: In our opinion it was not a
mistake to fade out the policy of cheaper one-day lift tickets during the
weekdays, as the policy did not appear to have a significant impact on the
numbers. Instead, we have been focusing on providing discounted lift tickets to
our Hotel Guests. Such tickets are purchased on a day-to-day basis and are
cheaper on the weekdays as opposed to the weekends.
I’d also like to take this opportunity to tell you something that ARAI is
going to do this coming season with lift tickets for the very first time. Every
Sunday from Mid-December through the end of the season in May of next year,
ARAI is showing its appreciation to the next generation of skiers and boarders.
While Kids under the age of six always ski free at ARAI, this offer will be
extended to all elementary school aged children on Sundays throughout the
season.
Well I trust that there is enough content above to get something going in
the Forums? If two parts to this feature was in your opinion inadequate, please
let the good folks at Snow Japan know. If we speak up, maybe a third and fourth
part to this feature can be arranged? Next time, I intend to write amidst an
environment on the verge of being dumped on in a big way. Until then, have a
good one eh and I’m looking forward to hearing from you all again in the
forums.
If you do have any further questions or comments for the resort please
email them to us at
editor@snowjapan.com
(with "Arai Q&A" in the subject
line), and we will pass them on. Thanks, SJ.
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