Green Season Business Using Ski Resort Assets, Tourism Resources and Nature

「The Company began selling the “Hakuba Three Peaks Green Season Pass,” which allows unlimited use of all gondolas and ropeways at the 3 resorts in HAKUBA VALLEY during the green season. This new initiative enables visitors to fully experience Hakuba throughout the season through hiking, trekking, sightseeing, activities and working at elevations above 1,300 meters.」

「Visitor numbers at all Group facilities during the interim consolidated period were 409 thousand. As initiatives at each facility, HAKUBA VALLEY International Mountain Resort Hakuba Happo-One held the music festival “HAKUBA Mountain Festival” for the first time to promote the green season in the Hakuba area. At Ryuoo Mountain Resort, the resort opened the “Spiral Staircase to SORA,” inspired by Jack and the Beanstalk, and attracted more customers than in the previous year.」

「As initiatives at each facility, HAKUBA VALLEY Hakuba Iwatake Mountain Resort opened Nagano Prefecture’s first “Soup Stock Tokyo” location and renovated the summit “Forest Office” area with support from the popular outdoor brand “THE NORTH FACE.” At HAKUBA VALLEY International Mountain Resort Hakuba Happo-One, the Group also launched a gondola service allowing customers to ride with their pets for the first time, and the service was used by many dog owners.」

「As a result, visitor numbers at all Group facilities reached a record 473 thousand for the second consecutive year. Initiatives at each facility included the newly opened “Hakuba Giant Swing” at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, offering openness and thrills with spectacular views of the Northern Alps」

「Next, during the green season in the consolidated cumulative period, covering August to early November 2023 and late April 2024, each resort attracted many customers as it welcomed its first summer after the COVID-19 pandemic had subsided and the disease had been downgraded to Category 5, helped by the effect of large-scale advertising conducted mainly in metropolitan areas before the summer holidays. The Obon holiday period in August was busy, and favorable weather in September kept tourism demand at a high level. Although the autumn foliage season was delayed by the hot weather in October and rainy weekends continued, visitor numbers at ropeway-operating facilities remained at approximately the same level as the strong previous year. The first half of Golden Week in late April also performed well, and green-season visitor numbers during the nine months ended February 29 reached a record 420 thousand for the second consecutive year.」

「Green-season visitor numbers during the first half reached a record 403 thousand for the second consecutive year.」

「Although the autumn foliage season was delayed by the hot weather in October and rainy weekends continued, visitor numbers at ropeway-operating facilities remained at approximately the same level as the strong previous year. Visitor numbers at all Group facilities during the first quarter reached a record 357 thousand for the second consecutive year. Initiatives at each facility included the newly opened “Hakuba Giant Swing” at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, offering openness and thrills with spectacular views of the Northern Alps」

「During the green season, the Group continues to develop products that leverage the characteristics of each region, including building observation terraces with views of the surrounding natural environment, introducing large-scale playground facilities and developing campgrounds. By establishing an operating structure for the full year, the Group is diversifying the risk of seasonal fluctuations caused by the concentration of performance in the winter season.」

「During the green season, the Group continues to develop products that leverage the characteristics of each region, including building observation terraces with views of the surrounding natural environment, introducing large-scale playground facilities and developing campgrounds. By establishing an operating structure for the full year, the Group is diversifying the risk of seasonal fluctuations caused by the concentration of performance in the winter season and responding to the growing demand for outdoor activities during the COVID-19 pandemic.」

「During the second quarter of the current consolidated cumulative period, the Group’s green-season operations benefited from the first summer since the spread of COVID-19 without restrictions on movement, as well as government travel-support measures, and attracted many visitors. The peak Obon holiday period was blessed with favorable weather, and visitor numbers in August reached 139 thousand, substantially exceeding the previous year. From October through November, the autumn foliage season and promotion of travel and tourism through the nationwide travel-support program helped bring visitor numbers for the first half to a record 362 thousand.」

「In October, the impact of the nationwide travel-support program helped increase visitor numbers not only on weekends but also on weekdays, enabling the number of visitors to all Group facilities during the first quarter to reach a record 320 thousand. As an initiative at each facility, Kawaba Resort opened the large-scale aerial and wind net athletics facility “HANETTA” at Roadside Station Kawaba Den-en Plaza from this green season」

「During the latter half of the green season from late April onward, the Group continued implementing various initiatives, including opening new facilities and holding events. As this was also the first summer since the spread of COVID-19 without restrictions on movement, green-season visitor numbers reached a record high of 451 thousand.」

「In late April, the new green-season facility “Hakuba Hitotoki-no-Mori” grand-opened at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, offering panoramic views of the Hakuba foothills and Northern Alps and an opportunity to experience nature through all five senses. At Kawaba Resort, the aerial and wind net athletics facility “HANETTA” opened at Roadside Station Kawaba Den-en Plaza. The Group opened new facilities as the green season entered full swing and strengthened operations.」

「At Kajima槍 Co., Ltd., Meiho Kogen Development Co., Ltd. and Ryuoo Mountain Park, the Group also operated outdoor businesses such as camping, for which demand increased during the COVID-19 pandemic. At Meiho Kogen Development, the camping area was expanded again this season, while activities such as the zip line and buggy park opened last year were offered in combination, resulting in visitor numbers exceeding the previous year. At Ryuoo Mountain Park, the new scenic glamping facility “SORA GLAMPING RESORT” opened, offering benefits including unlimited ropeway rides during guests’ stays and sites with private dog runs where guests could enjoy glamping with their pets. The facility achieved an occupancy rate of more than 80% throughout the season and contributed to performance while ropeway usage declined due to the impact of COVID-19.」

「The latter half of the green season began in late April 2021. Although a state of emergency remained in effect in some regions during this period, the Group operated outdoor businesses including summit terraces, camping and nature experiences after implementing thorough infection-control measures. Green-season visitor numbers at facilities operating ropeways totaled 328 thousand for the season, equivalent to 106.2% of the previous period.」

「At HAKUBA VALLEY Hakuba Iwatake Mountain Resort, HAKUBA MOUNTAIN HARBOR at the summit continued operating, and a camping area coordinated by experience-oriented outdoor retailer “Alpen Outdoors” opened on April 29.」

「In October, the peak of the autumn foliage season, visitor numbers at facilities operating ropeways reached a record high for the month, supported by favorable weather and the effect of Go To Travel, despite the adverse impact of a super typhoon 19 in the previous year.」

「At HAKUBA VALLEY Hakuba Iwatake Mountain Resort, a spectacular oversized swing, “Yahoo! Swing,” offering views directly toward the Hakuba Three Peaks of the Northern Alps, was newly installed in late August and attracted media coverage, contributing to favorable visitor trends. At Meiho Kogen Development Co., Ltd., outdoor businesses including camping performed well, and the activity park “ASOBOT,” featuring a zip line and buggy park and opened in July 2020, also contributed to attracting visitors.」

「At HAKUBA VALLEY Hakuba Iwatake Mountain Resort, the resort has begun supporting new ways of working through a new plan, “Hakuba Resort Telework,” by providing workspaces on a spectacular terrace overlooking the Northern Alps and in forests dappled with sunlight.」

「Initiatives from the fourth quarter of the current consolidated accounting period onward」

「Green-season visitor numbers during the consolidated cumulative period, covering August to early November 2019 and late April 2020, reached a record high of 269 thousand, up 7.1% year on year. In particular, at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, which opened HAKUBA MOUNTAIN HARBOR in October 2018, visitor numbers in August and September 2019 increased in absolute terms from the previous year. Regular experience events such as yoga lessons and large-scale events such as the Shinshu Wine Summit, where visitors could enjoy a variety of local wines and food, were also held, and visitor numbers increased 70% year on year.」

「Green-season visitor numbers during the consolidated cumulative period, covering August to early November 2019, reached a record high of 269 thousand, up 9.0% year on year. In particular, at HAKUBA VALLEY Hakuba Iwatake Mountain Resort, which opened HAKUBA MOUNTAIN HARBOR in October 2018, visitor numbers in August and September 2019 increased in absolute terms from the previous year. Regular experience events such as yoga lessons and large-scale events such as the Shinshu Wine Summit, where visitors could enjoy a variety of local wines and food, were also held, and visitor numbers increased 85% year on year.」

「Visitor numbers at “HAKUBA MOUNTAIN HARBOR,” which opened in October 2018, continued to progress favorably, and visitor numbers at HAKUBA VALLEY Hakuba Iwatake Mountain Resort reached 188% of the previous year. “HAKUBA MOUNTAIN BEACH,” which opened in July 2019, also contributed to attracting visitors to HAKUBA VALLEY International Mountain Resort Hakuba Happo-One and made a strong start.」

「At HAKUBA VALLEY International Mountain Resort Hakuba Happo-One, the “HAKUBA MOUNTAIN BEACH,” a spectacular relaxing terrace inspired by a beach resort, was opened on the roof of Usagi-daira Terrace, and has been attracting many customers. At HAKUBA VALLEY Hakuba Iwatake Mountain Resort, following the opening of HAKUBA MOUNTAIN HARBOR in autumn last year, the resort expanded its facilities by newly opening “IWATAKE GREEN PARK” in July near the gondola lift’s summit station under the supervision of Snow Peak, Inc.」

「The first quarter, which is the main period for the green-season business during the nine months ended February 28, generated record-high revenue, exceeding the previous year. Despite the adverse impact of unseasonable weather, including a hot summer followed by typhoons and stormy weekends, October benefited from favorable weather. Visitor numbers also increased as a result of strengthening new events such as stargazing and opening new facilities including HAKUBA MOUNTAIN HARBOR at the summit of Hakuba Iwatake.」

「In particular, more than 20 thousand customers visited “HAKUBA MOUNTAIN HARBOR,” which opened at the summit of Hakuba Iwatake on October 6, during October alone. In August, “Xtrem Aventures HAKUBA TSUGAIKE WOW!” opened at Tsugaike Kogen, expanding the range of activities available to customers during the summer and autumn period.」

「As a result, green-season visitor numbers were 447 thousand, up 15.4% year on year.」

「As a result, green-season visitor numbers were 302 thousand, up 20.0% year on year.」

「The facilities at each ski resort held various events so that visitors could enjoy the changing natural scenery from summer through the autumn foliage season, while focusing on increasing visitor numbers and sales through new initiatives. At HAKUBA VALLEY International Mountain Resort Hakuba Happo-One, the Group held “Celestial Show,” allowing visitors to enjoy the night sky from a gondola, and “Meteor Observation,” an all-night stargazing event, in collaboration with optical-equipment manufacturer Kenko Tokina Co., Ltd. To restore Hakuba Iwatake as a mountain-biking mecca, “Hakuba Iwatake MTB Park” was extensively developed and expanded with design and production support from Evan Winton, who has worked on the construction of MTB World Cup courses, creating courses for everyone from beginners to advanced riders. 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 allow customers to enjoy the resort year-round, the existing summit restaurant was extensively renovated and reopened as “SORA terrace café,” offering a menu featuring local ingredients that was well received. At Meiho Kogen Development, a barbecue park opened as a new green-season initiative, and efforts to increase the value of the existing campground and nature-experience center led to higher sales. As a result, visitor numbers during the first quarter of the current consolidated cumulative period were 269 thousand, up 19.6% year on year.」

「At HAKUBA VALLEY Hakuba Iwatake Lily Resort & Mountain View, the mountain-bike course was newly expanded and opened as “Hakuba Iwatake MTB PARK,” a mecca for mountain biking. At Ryuoo Mountain Park, preparations were made to expand the popular “SORA terrace” and renovate the existing restaurant for reopening as “SORA terrace café” in August 2017.」

「At HAKUBA VALLEY International Mountain Resort Hakuba Happo-One, the Happo Usagi-daira Sky Ranch was newly built and opened, the gondola lift was operated at night, and celestial shows led by professional guides were held to favorable reviews. At Ryuoo Mountain Park, the terrace and café “SORA terrace,” which is popular for its panoramic views of the sea of clouds and sunsets, was expanded, while the resort increased media exposure and actively marketed to tour operators. During the Golden Week period beginning April 28, the terrace and café continued operating alongside the ski resort to attract customers other than ski resort users. At Meiho Kogen Development Co., Ltd., package tours were launched for schoolchildren to experience the rich natural environment of Meiho, Gujo, in a camp-style program. At Roadside Station “Meiho,” visitor numbers at the onigiri shop using locally branded rice increased, and “Yukiyama Café,” which opened at the roadside station on April 29, began offering cream puffs and other sweets.」

「The Group defines the period when ski resorts are not operating as the green season and actively conducts business by making maximum use of the assets held by each ski resort, attractive surrounding tourism resources and the magnificent natural environment from summer through autumn.」

「Facilities in the HAKUBA VALLEY area held various events so that visitors could enjoy the changing natural scenery from summer through the autumn foliage season. At HAKUBA VALLEY International Mountain Resort Hakuba Happo-One, the Happo Usagidaira Sky Ranch was newly opened, and the gondola operated at night for a guided celestial show. At HAKUBA VALLEY Hakuba Iwatake Lily Farm & Mountain View, a hands-on soba-making workshop, Japan’s first mountain-bike dual pump track and a mini cross course were newly opened. At HAKUBA VALLEY Nature World Tsugaike Kogen, Tsugabar, an Italian restaurant, began operating at the Restaurant Yeti in the Snow Plaza to attract new customer groups. Ryuoo Mountain Park expanded the SORA terrace café and terrace, which offer panoramic views of the sea of clouds and sunsets and had opened at the ropeway summit station in August last year. Following media exposure and proactive sales efforts to major tour operators, attendance rose sharply to 38 thousand, up 140.5% year on year. At Meiho Kogen Development Co., Ltd., attendance at the onigiri shop using locally branded rice at the Meiho roadside station increased, and the company began soliciting organized tours for schoolchildren to experience the rich natural environment of Meiho, Gujo, in a camp-style program. Attendance consequently rose sharply to 10 thousand, up 96.6% year on year.」