Mont Sainte-Anne is the most beautiful mountain in eastern North America. A gem. Since the sale of the resort to Resorts of the Canadian Rockies (RCR), the gem has lost its luster. Was it a good deal ? Who could have known 20 years ago… Today, all doubts have been dissipated: the deal does not work.
Having established this observation, what do we do now? The list of infrastructure abandoned by RCR since the acquisition of the mountain is too long to mention here, but can be summarized as follows: the gondola that fell on December 10 is only the tip of the iceberg of the under-investment that has taken place since the arrival of RCR.
Like other mountains, Mont-Sainte-Anne, a few kilometers from Quebec City, has a huge advantage: a vast pool of regular subscribers who are rather insensitive to price, and which is also growing. Owners of second homes, many parents and children who are members of ski clubs (which are among the largest in Quebec).
These subscribers are somehow captives of this mountain and its operator. RCR can count on them to fill its coffers year after year; regardless of the quality of his performance. To say that RCR abuses this situation is an understatement. I’ve been skiing there since I was a child and my offspring got their start there.
I have observed RCR’s underinvestment and lack of vision for two decades. Watching RCR demolish our beautiful mountain pains me to no end. It is the torture of the gout. The difference is that we are, in a way, our own executioner. To hell with the customer experience! We forgive, we tolerate, we endure, we complain, but… we always come back home. Unconditional love, I imagine.
Boycott
Collectively, we find what is happening unacceptable. The mountain and the community deserve better. However, individually, few subscribers seem ready to change their habits. I’ve heard every reason to excuse RCR and tolerate another year or two of this sorry sight. Even when our own safety is at stake, lovers of this beautiful mountain respond by the thousands. When love makes you blind…
Certainly, a resistance is organized. Voices are raised against RCR: the non-profit organization Les Amis du Mont-Sainte-Anne, the signatories of petitions to demand a change of operator, the group Dynamisons le Mont-Sainte-Anne, Mouvement Mont-Sainte-Anne, etc. . All are eager to restore the image of the mountain. In fact, these voices generated noise locally, but few concrete effects.
The only real option: to stop fattening RCR until a new operator worthy of the name comes to replace him. This is the only concrete way to hope to see lasting changes and to correct this mistake. This involves sacrifices and changes in habits. This is the price to pay for our jewel to regain its luster.
It is up to the community of Mont-Sainte-Anne to stick together and act coherently in line with its own aspirations. It’s time to take a step back and jump over the wall in front of us rather than running into it headfirst. The status quo is no longer possible.
I consider that I have given enough to RCR. The trust is gone. Broken promises, uneven, dangerous and unpredictable customer experience got the better of my loyalty. I will return to Mont-Sainte-Anne when the station is properly managed, up to the asking price for a family pass. We all have our part to play in restoring Mont-Sainte-Anne to its former glory, and that may start by stopping setting foot there.