Small New Hampshire ski resort innovates with tech to compete with industry giants

Black Mountain, located in Jackson, New Hampshire, is undergoing a significant transformation under the ownership of entrepreneur Erik Mogensen. In an effort to compete with larger ski resorts, Mogensen has introduced technology to streamline operations and improve guest experience. The resort now uses a high-tech system to manage lift ticket sales, lesson bookings, equipment rentals, and even snowmaking decisions. The system collects detailed data to optimize operations, offering insights into everything from food sales to trail popularity. While the resort cannot match the infrastructure of giants like Vail, Mogensen believes that technology provides a key advantage for small, independent ski areas.

Erik Mogensen’s journey into the ski industry began with a passion for making skiing more accessible. In 2015, he founded Entabeni Systems, a consultancy that helps small ski resorts leverage technology to optimize operations. After acquiring Black Mountain in 2023, Mogensen implemented his tech solutions to make the resort more efficient and responsive to guest needs. Additionally, he purchased the Indy Pass, which provides access to over 230 independent ski areas, including Black Mountain, offering an alternative to the high-priced multi-resort passes offered by Vail and Alterra. Mogensen envisions Black Mountain as a community hub, offering an alternative to the luxury experiences of larger resorts.

While technology has brought improvements to Black Mountain, it has not been universally praised. Some ski enthusiasts, like Sam Shirley, argue that the increasing use of technology has made skiing more complicated and less spontaneous. Shirley, a longtime skier, expressed frustration with the need to reserve lift tickets in advance, the collection of detailed personal information, and the shift toward online-only ticketing. For some, the experience of skiing has become more about data collection and less about the simple enjoyment of the sport. Meanwhile, larger resorts like Vail have also embraced technology, using RFID lift tickets to track skier movements and improve efficiency, though this comes with higher ticket prices and a focus on maximizing revenue.

While Mogensen acknowledges that Black Mountain cannot compete with the scale and resources of larger resorts like Vail’s Keystone, he believes the resort’s focus on community and personalized experiences can offer a unique alternative. With lift tickets ranging from $59 to $99 and season passes priced around $450, Black Mountain provides a more affordable option compared to the premium-priced offerings of larger resorts. For Mogensen, skiing is not just about the trails but about the overall experience, including the atmosphere, food, and community connections. His goal is to create an environment where visitors feel like they are part of something special, rather than just another customer at a large resort.