- Associated Press - Friday, March 30, 2012

DENVER (AP) - The era of social media is bringing more transparency to ski resorts’ daily snow reports, with skiers and riders using smartphone apps, websites, tweets and video to spread the word in real time, particularly if traditional reports are off.

And the industry itself has been quick to embrace social media to get the word out _ especially skier raves that attract more customers when fresh powder blankets a mountain.

One day in late February, Vail reported it had received a foot of snow on its renowned slopes. It didn’t take long for early skiers to question it via Twitter and Facebook, and Vail retracted its report via Facebook _ a first for ski industry observers.

Vail explained that a ski patrol did find a foot of fresh snow against a measuring stake, but that winds had left anywhere from that foot to 2 inches elsewhere across the expansive resort. It also posted a YouTube video showing good powder runs that day on the mountain.

“We’re not trying to inflate the figures. We want to be as transparent as we can be,” said Vail Mountain spokeswoman Liz Biebl.

The real-time revision prompted Denver architect Scott Parker to cancel his Vail plans that day. “These reports are too close together to vary as much as two feet like they have this year,” said Parker, who relies on social media reports rather than traditional reports from Colorado resorts themselves.

Still, with the season in North America now winding down, it highlighted the complexity of snow reporting under the best of circumstances.

Traditionally, ski resorts measure snowfall by using yardsticks or posting National Weather Service reports that sometimes are based miles away. Even local reports can vary widely, depending on where snow is measured. That poses a challenge for larger resorts like Vail, whose terrain covers more than 5,200 acres (8 square miles).

Resorts say most snow readings are taken at 5 a.m. to give skiers time to get up to the slopes, and a lot can change by the time they get there.

Many experts and skiers still rely on traditional early-morning reports. After all, a resort’s credibility always is at stake, notes Adam Schmidt, editor of Snowboard Colorado Magazine.

“If they lie, when they do get a good snowstorm, no one will come and they will suffer,” Schmidt said.

Independent scrutiny of the ski industry increased after two Dartmouth College professors studied snow reports from 2004 to 2008 across the United States and Canada. They discovered that resorts surveyed reported about 25 percent more snow on weekends than during the week, raising questions about their validity.

Resorts questioned the report, noting it did them no good for them to over-report snow.

But Jonathan Zinman, a co-author of the study, said the weekend discrepancies began to disappear in 2009 after new iPhone apps and websites began circulating.

“We found that before social media began holding them accountable in 2009, resorts on the average were exaggerating their snowfall,” Zinman said this week.

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