Anyone who’s ever bumped a chair, flipped a mid-mountain burger, or stood in a ski school line-up has likely said at one point or another that the people running the resort are idiots who could never do their job. No chance in hell they could keep up on skis or a snowboard.
This Friday, March 8, 2013, ski-serfs everywhere will get to see this dream scenario put to the test. Andy Wirth, the president and CEO of Squaw Valley and Alpine Meadows will don a fake mullet and make an appearance on CBS’s Emmy-Award-winning reality show, Undercover Boss.
“Ever since I started as CEO, I have focused on spending time on the mountain with our guests and staff engaging in the experience. That said, we are a close-knit company so it’s not often that I get to observe our mountain operations without people knowing who I am,” Wirth says in a press release. “I saw this as a great opportunity to work with our team, side-by-side on a very real level.”
There’s little question he also saw a great opportunity to garner exposure for Squaw Valley and Alpine Meadows (hence the press release). But that won’t diminish one bit the experience of seeing one of the ski industry’s most esteemed CEO’s working in the trenches at two of North America’s most prestigious resorts.
Those familiar with the program know that at the end of each episode, the Undercover Boss traditionally rewards his or her employees with some sort of compensation: money toward a house, a dream trip, etc. Which brings up the question: what will Wirth dish out at the end of the show? Heli skiing trips to Points North Heli Adventures? Season Passes for life? A condo in the Village at Squaw. Tune in at 8:00 pm/7:00 central to see for yourself. In the meantime, check out the CBS preview. The full press release appears after the jump.
CBS’s Hit Series “Undercover Boss” Takes Resort CEO Andy Wirth Under Cover at Squaw Valley and Alpine Meadows
New Episode of Emmy Award-Winning CBS Reality Series to be broadcast
Friday, March 8
[Olympic Valley and Alpine Meadows, Calif.] March 4, 2013 – Squaw Valley and Alpine Meadows will be featured on CBS’s Emmy Award-winning “Undercover Boss” on Friday, March 8 at 8 p.m. / 7 p.m. central. The episode will feature Andy Wirth, president and CEO of Squaw Valley and Alpine Meadows, as he goes undercover to perform jobs such as ski patrol, snowboard school instructor and terrain park employee.
“Ever since I started as CEO, I have focused on spending time on the mountain with our guests and staff engaging in the experience. That said, we are a close-knit company so it’s not often that I get to observe our mountain operations without people knowing who I am,” said Wirth. “I saw this as a great opportunity to work with our team, side-by-side on a very real level. I came away from the experience incredibly proud of our hard working employees and honored to be a part of this extraordinary team.”
Wirth’s decision to participate in “Undercover Boss” comes as Squaw Valley and Alpine Meadows continue in year two of the resorts’ $70 million renaissance to improve every facet of the resort experience. Wirth was named president and CEO in 2010 and has since overseen the acquisition of Squaw Valley by KSL Capital Partners in winter 2010 and the merger of Squaw Valley and Alpine Meadows in fall 2011. Wirth came to Squaw Valley with more than 25 years in the mountain resort and hospitality management industry and has worked with over twenty industry-leading resort operating companies.
Now in its fourth season, the Emmy Award-winning “Undercover Boss” follows a different executive each week as they leave their office for an undercover mission to examine the inner workings of their companies. While working alongside their employees, they see the effects their decisions have on others, where the problems lie within their organizations and get an up-close look at both the good and the bad while discovering and rewarding the unsung heroes who make their companies run.
About Squaw Valley
Host of the 1960 Winter Olympics, Squaw Valley is internationally renowned for legendary terrain that spans 3,600 skiable acres, six peaks and 30 chairlifts, and ranges from an expansive mountaintop beginner area to unrivaled expert steeps, trees and bowls. Off the mountain, families relax in The Village at Squaw Valley around the cozy fire pits or enjoy a host of restaurants, bars, boutiques and art galleries. Guests can stay in one of The Village at Squaw Valley’s one, two or three bedroom suites, each with a fireplace, kitchen and balcony, for the ultimate slopeside lodging experience.
About Alpine Meadows
Alpine Meadows’ seven powder bowls, summit-to-base groomed slopes, and authentic hospitality are among the many attributes that have made the resort a favorite of the local community and visitors alike. Alpine Meadows offers skiers and riders access to more than 100 trails across 2,400 skiable acres serviced by 13 lifts. With its high annual snowfall, the resort boasts one of Tahoe’s longest skiing and boarding seasons.
Squaw Valley and Alpine Meadows recently joined forces, bringing the two ski resorts under common ownership. Skiers and riders can now access 6,000 skiable acres, 43 lifts and 270+ trails at Squaw and Alpine Meadows on the Tahoe Super Pass or any lift ticket.