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Ski Execs Look to Lure New Visitors, Expand Season

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ASPEN, Colo. (AP) — Ski executives from Colorado and Wyoming say their resorts must adapt to lure a new generation of snow riders and to attract visitors in summer as well as winter.

Mike Kaplan, CEO of Aspen Skiing Co., says younger skiers aren’t staying in the same places as their Baby Boomer grandparents, and resort towns have to offer lodging that appeals to them.

Jerry Blann, president of Jackson Hole Mountain Resort, says the close proximity of Yellowstone and Grand Tetons national parks is a built-in bonus for Jackson in summer.

They spoke at a real estate and tourism symposium in Aspen on Thursday.

Jackson Hole drew just over 500,000 skier visits last season, a record for the resort. Aspen regularly draws between 1.2 and 1.4 million skier visits to its four mountains.

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