A Change in the Slope?

I heard a report on Marketplace this morning about how ski resorts are trying to shore up their stagnant market by recruiting minority customers. Good lord, white people have only just finished heaving a big sigh of relief over the passing of the Tiger-Woods-will-inspire-more-urban-kids-to-play-golf scare of a few years back, now another cherished enclave is under threat?

It's hard to believe this is a serious marketing campaign, though. I mean, you don't grow revenues by alienating 90% of your customer base. For example, there's this snippet:

So when you show up at the resort, if you're Korean, you're going to see some lift operators who are Korean. If you are Hispanic, you're going to see some rental technicians who are Hispanic.[EA]

Ski resorts have traditionally hired young people who are expert skiers - ski bums. Do you maybe get the idea this is more a PR campaign to justify the largescale hiring of immigrant labor? And the story's emphasis on Asians is a little phony, as there are already plenty of Asian skiers. But, to hedge your bets, you might want to consider investing in a company like this.