Powered by Tourism: The People and Departments That Make Big White Shine

Tourism is more than an industry—it’s a powerful force that supports communities, drives local economies, and creates lifelong memories. At Big White, we see this every day. From the moment a guest books their stay to the time they ride the last lift of the day, hundreds of dedicated employees work behind the scenes to bring the Big White experience to life. 

In honour of this national campaign, we’re spotlighting the diverse departments and individuals who make Big White more than just a resort—they make it a destination.

Hospitality: Fueling More Than Appetites
From morning coffee at Clocktower Coffee Co. to a fireside dinner at Globe Café, our Food & Beverage teams across the mountain play a vital role in the Big White experience. These hardworking chefs, bartenders, servers, and kitchen staff don’t just serve meals—they create moments.

This season, appetites were big: 47,000 pounds of French fries and over 97,000 hot beverages to keep guests fueled and warm. Behind every meal and drink was a passionate team delivering hospitality at scale.

Lodging & Accommodation: Creating Home on the Hill
Our Central Reservations, Housekeeping, and Front Desk departments are the first to welcome visitors and the last to send them off. Their attention to detail, warmth, and professionalism ensure that every guest feels at home—from slope-side condos to cozy hotel rooms. 

Central Reservations handled 5,778 accommodation bookings this winter and arranged 16,927 airport shuttle rides, helping thousands of guests arrive comfortably and stay conveniently. These services are essential to Big White’s visitor experience and to our reputation as a world-class, guest-focused destination.

Ski & Board School and Kids’ Learning: Teaching More Than Technique
Our Ski & Snowboard School is about more than learning how to carve or ride—it’s about confidence, joy, and connection. Whether it’s a child’s first lesson or a private powder session, our instructors create unforgettable experiences.

This season, the Kids’ Learning Centre welcomed 18,172 young learners, while 8,383 adults took part in lessons designed to build confidence on the slopes. These programs not only support skill development but also introduce thousands of new participants to the joy of skiing and snowboarding.

Retail & Rentals: Outfitting Adventure 
Whether picking up new gear or grabbing a souvenir, our Retail and Rentals departments are where many guest experiences begin. These teams help guests get the gear they need and represent the Big White brand with pride.

In Retail, guests geared up in full force: over 9,100 hand and toe warmers were sold, along with 15,413 pieces of logo wear—proof that Big White pride is alive and well.

The Rentals Department was equally busy, fitting more than 25,200 pairs of ski and snowboard boots and adjusting 22,700 sets of rental skis. These services reflect the strong appetite for mountain adventure, especially among new and returning riders.

Lift Operations & Mountain Access: Behind-the-Scenes Heroes
Our guests often don’t see the early mornings or the careful planning that keeps Big White running smoothly. But our Ticket Department, Lift Operators, Mountain Operations, Ski Patrol and Grooming Teams are the unsung heroes of the mountain.

Big White’s passholders accounted for 63% of all skier visits this winter, highlighting the deep connection between the resort and our core community. The Rocket Chairlift emerged as the busiest lift on the mountain, with 1,048,581 scans logged over the season—a testament to its popularity and reliability.

In mountain safety, avalanche control used 400 kilograms of explosives to manage risk and move more than one million cubic feet of snow, ensuring safe terrain access all season long.

Curious how the slopes stay safe at Big White? Go behind the scenes with our Ski Patrol team in A Day in the Life of Ski Patrol, now on YouTube.

Events, Media & Marketing: Telling the Big White Story
Behind every social post, event activation, and media release is a team dedicated to sharing the Big White story. Our Marketing and Events departments help drive visitation by showcasing everything our resort and community have to offer.

From hosting events to engaging international media outlets, these teams connect Big White to a global audience and play a crucial role in encouraging new visitors to discover our mountain. Their work continues to drive demand and reinforce our position as one of Canada’s top winter destinations.

Admin & HR: The Connective Tissue
Behind every staff uniform and department schedule is the work of our Human Resources, Finance, and Administrative teams. These professionals ensure that our staff are supported, our operations are streamlined, and our people-first culture continues to thrive.

With hundreds of seasonal hires each year (747 this past season), the HR team is essential in ensuring that Big White remains a welcoming, well-managed, and opportunity-rich place to work. Their efforts support diversity, sustainability, and long-term employee growth in the tourism industry.

Sustainability and Community
Tourism doesn’t just impact our economy—it shapes our environment and our culture. That’s why Big White is committed to sustainability, community engagement, and partnership with regional and international organizations.

Our green initiatives, recycling programs, and partnerships with local suppliers help reduce our footprint and invest in the community. Every guest who visits supports not just a resort, but a network of businesses and individuals who care deeply about the place they call home.

Why Tourism Matters
Tourism is at the heart of what we do—and who we are. As Canada marks National Tourism Week 2025, we’re proud to stand alongside destinations across the country in celebrating the people, stories, and industries that power our nation’s travel experiences.

At Big White, we’re powered by people. From chairlift crews to coffee shop servers, ski instructors to social media teams, every member of our resort family plays a part in shaping the future of tourism in Canada.

Let’s continue to support tourism, share its impact, and advocate for a future where our communities, visitors, and employees thrive. Learn more about how you can participate here. 

Interested in joining our team? Visit our Employment Centre to learn more.

Photo credit: Ben Walker and Andrew Jay