Diversifying the Green-Season Business

「However, due to unsettled weather on holidays and weekends, rainfall during the rainy season, and record-high temperatures in July, the number of green-season visitors was below the previous consolidated fiscal year.」

「At HAKUBA VALLEY Hakuba Happo-One International Mountain Resort, we held the “HAKUBA Mountain Festival” music festival for the first time to help invigorate the Hakuba area’s green season. At Ryuoo Mountain Resort, we opened the “Spiral Stairway to SORA,” inspired by Jack and the Beanstalk, and welcomed more visitors than in the previous year.」

「The ski resort business has continued developing products that leverage local characteristics, including observation terraces offering views of the natural landscape, large-scale play facilities, and campgrounds, and has worked to mitigate the risk of seasonal fluctuations caused by excessive concentration of results in the winter season by establishing year-round operations. During the interim consolidated accounting period, total green-season visitor numbers across all facilities reached 427,000, a record high for the third consecutive year.」

「During the green season in the nine months ended the third quarter, the newly opened Hakuba Giant Swing, an exceptionally large swing offering expansive views of the Northern Alps as well as a sense of freedom and exhilaration, and the SORA Glamping Resort at Ryuoo Mountain Resort, now in its third year, maintained high occupancy rates and contributed to results as a core business outside ropeway operations. In addition, business remained strong during the first half of Golden Week in late April, and green-season visitor numbers reached a record 423,000, up 12.5% year on year.」

「Supported by the impact of a major advertising campaign conducted before the summer vacation, green-season visitor numbers reached a record 403,000, up 11.7% year on year.」

「SORA Glamping Resort at Ryuoo Mountain Resort, now in its third year, has continued to expand annually while maintaining a high occupancy rate and contributing to results as a core business outside ropeway operations. In addition, supported by the impact of a major advertising campaign conducted before the summer vacation, all resorts attracted large numbers of customers, and green-season visitor numbers reached a record 359,000, up 10.2% year on year.」

「Total visitor numbers during the current green season reached a record 375,000, up 37.2% year on year.」

「Since the spread of COVID-19, the ski resort business has sought to become an all-season resort capable of sustainable growth without being significantly affected by weather or the presence of inbound tourists. The company has invested in attractive facilities to improve the profitability of existing green-season facilities and generate new revenue, while actively implementing measures to attract children in elementary school and younger and non-skiers in order to develop new customer channels for the winter season.」

「The first summer without activity restrictions since the spread of COVID-19 brought record-high first-quarter visitor numbers, supported by the opening of new athletic facilities and events held by outdoor brands.」

「For the new season beginning in April 2022, the company opened the new Hakuba Hitotoki-no-Mori observation area at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, offering panoramic views of the Hakuba foothills and the Northern Alps and an immersive experience of nature. At Kawaba Resort, it also opened HANETTA, a sky-and-wind net athletics facility, within Roadside Station Kawaba Den-en Plaza, strengthening operations through the opening of new facilities.」

「From mid-September onward, infection numbers began to decline. In addition to an increase in general customers, the resumption of group travel such as bus tours meant that visitor numbers across all ski-business facilities from October through November exceeded the previous year's level, which had benefited from the Go To Travel campaign.」

「This season, the company continued efforts including introducing mountain carts, which allow riders to descend the mountain using a handlebar and brakes, operating the SORA Glamping Resort, which offers scenic views, and expanding the camping area.」

「During the green season, visitor numbers in August 2020 declined from the previous year because of requests to refrain from going out due to the spread of COVID-19 and a shortened summer vacation. However, October, the peak of the autumn foliage season, benefited from favorable weather and the effects of the Go To Travel campaign, and visitor numbers in October alone at facilities operating ropeways reached a record high.」

「Visitors in October alone at facilities operating ropeways reached a record high.」

「Visitors in October alone at facilities operating ropeways reached a record high.」

「The company sought to attract general customers by opening the ASOBOT activity park at Meihou Kogen Kaihatsu Co., Ltd. in July 2020 and installing the spectacular large swing YAHHO! SWING at HAKUBA VALLEY Hakuba Iwatake Mountain Resort in August 2020, which was covered by numerous media outlets.」

「The ski resort facilities were adversely affected by Typhoon No. 19 last October and by travel cancellations following the typhoon. In addition, operations for the green season, which normally begin in late April, were suspended until mid-May because of the state of emergency declaration. Thereafter, continued requests to refrain from going out and a prolonged rainy season caused visitor numbers at each facility to fall well below the previous year.」

「The green season for the ski resort business, from August 2019 to early November of that year, was marked by continued poor weather, including typhoons. However, visitor numbers at HAKUBA MOUNTAIN HARBOR at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, which opened in October 2018, remained strong, resulting in record-high visitor numbers across the facilities.」

「Visitor numbers at HAKUBA MOUNTAIN HARBOR, which opened in October 2018, continued to grow steadily, and visitor numbers at HAKUBA VALLEY Hakuba Iwatake Mountain Resort reached 188% of the previous year's level. HAKUBA MOUNTAIN BEACH, which opened in July 2019, also contributed to attracting visitors and got off to a strong start.」

「Total visitors during the current green season reached a record high, driven by the terrace business, HAKUBA MOUNTAIN HARBOR, at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, which opened last autumn. As a result, green-season visitors totaled 472,000, up 5.4% from the previous period.」

「In particular, HAKUBA MOUNTAIN HARBOR, which opened at the summit of Hakuba Iwatake in October this year, attracted more than 20,000 visitors in October alone. In August this year, the company opened Xtrem Aventures HAKUBA TSUGAIKE WOW! at Tsugaike Kogen, expanding the range of activities available to customers during the green season.」

「Winter-season visitors totaled 1,664,000, up 2.5% from the previous period, while green-season visitors totaled 447,000, up 15.4%.」

「To restore Hakuba Iwatake's status as a mountain-biking destination, the company extensively developed and expanded the Hakuba Iwatake MTB Park. At Ryuoo Mountain Park, SORA terrace, which opened in August 2015 as a terrace offering views of the sea of clouds, continued to perform well. To provide enjoyment throughout the year, the existing summit restaurant was extensively renovated and reopened as SORA terrace café, receiving favorable reviews.」

「As a result, total visitors across the facilities during the current green season reached 387,000, up 6.0% from the previous period.」

「Ryuoo Mountain Park expanded the terrace and SORA terrace café, which opened at the ropeway's summit station building in August last year and became popular for its panoramic views of the sea of clouds and sunsets. Following exposure in major media and proactive sales efforts to major tour operators, visitor numbers rose sharply to 38,000, up 140.5% year on year.」

「Green-season visitor numbers totaled 290,000 at facilities operating ropeways, up 22.1% year on year, and 74,000 at other facilities, up 38.3%.」