New Hampshire

A New Hampshire ski resort bets on tech to compete with industry giants

Published

11 months ago

April 5, 2025

A New Hampshire ski resort bets on tech to compete with industry giants

By HOLLY RAMER and AMANDA SWINHART, Associated Press

JACKSON, N.H. — A skier since age 4, Thomas Brennick now enjoys regular trips to New Hampshire’s Black Mountain with his two grandchildren.

“It’s back to the old days,” he said from the Summit Double chairlift on a recent sunny Friday. “It’s just good, old-time skiing at its best.”

Behind the scenes, the experience is now propelled by a high-tech system designed to increase efficiency at the state’s oldest ski area. And while small, independent resorts can’t compete on infrastructure or buying power with conglomerates like Vail, which owns nearby Attitash Mountain Resort and seven others in the Northeast alone, at least one entrepreneur is betting technology will be “a really great equalizer.”

That businessman is Erik Mogensen, who bought Black Mountain last year and turned it into a lab for his ski mountain consultancy, Entabeni Systems. The company builds systems that put lift tickets sales, lesson reservations and equipment rentals online while collecting detailed data to inform decisions such as where to make more snow and how much.

“A lot of general managers will go out and look at how many rows of cars are parked, and that’s kind of how they tell how busy they are,” Mogensen said. “We really want to look at that transactional data down to the deepest level.”

That includes analyzing everything from the most popular time to sell hot dogs in the lodge to how many runs a season pass holder makes per visit.

“The large operators, they can do a lot of things at scale that we can’t. They can buy 20 snow cats at a time, 10 chairlifts, those types of things. We can’t do that, but we’re really nimble,” Mogensen said. “We can decide to change the way we groom very quickly, or change the way we open trails, or change our (food and beverage) menu in the middle of a day.”

Transforming a small-time resort

Mogensen, who says his happiest moments are tied to skiing, started Entabeni Systems in 2015, driven by the desire to keep the sport accessible. In 2023, he bought the company Indy Pass, which allows buyers to ski for two days each at 230 independent ski areas, including Black Mountain. It’s an alternative to the Epic and Ikon multi-resort passes offered by the Vail and Alterra conglomerates.

Black Mountain was an early participant in Indy Pass. When Mogensen learned it was in danger of closing, he was reminded of his hometown’s long-gone ski area. He bought Black Mountain aiming to ultimately transform it into a cooperative.

Many Indy Pass resorts also are clients of Entabeni Systems, including Utah’s Beaver Mountain, which bills itself as the longest continuously-run family owned mountain resort in the U.S.

Kristy Seeholzer, whose husband’s grandfather founded Beaver Mountain, said Entabeni streamlined its ticketing and season pass system. That led to new, lower-priced passes for those willing to forgo skiing during holiday weeks or weekends, she said.

“A lot of our season pass holders were self-limiting anyway. They only want to ski weekdays because they don’t want to deal with weekends,” she said. “We could never have kept track of that manually.”

Though she is pleased overall, Seeholzer said the software can be challenging and slow.

“There are some really great programs out there, like on the retail side of things or the sales side of things. And one of the things that was a little frustrating was it felt like we were reinventing the wheel,” she said.

Not everyone is a fan

Sam Shirley, 25, grew up skiing in New Hampshire and worked as a ski instructor and ski school director in Maine while attending college. But he said increasing technology has drastically changed the way he skis, pushing him to switch mostly to cross-country.

“As a customer, it’s made things more complicated,” he said. “It just becomes an extra hassle.”

Shirley used to enjoy spur-of-the-moment trips around New England, but has been put off by ski areas reserving lower rates for those who buy tickets ahead. He doesn’t like having to provide detailed contact information, sometimes even a photograph, just to get a lift ticket.

It’s not just independent ski areas that are focused on technology and data. Many others are using lift tickets and passes embedded with radio frequency identification chips that track skiers’ movements.

Vail Resorts pings cell phones to better understand how lift lines are forming, which informs staffing decisions, said John Plack, director of communications. Lift wait times have decreased each year for the past three years, with 97% under 10 minutes this year, he said.

“Our company is a wildly data-driven company. We know a lot about our guest set. We know their tastes. We know what they like to ski, we know when they like to ski. And we’re able to use that data to really improve the guest experience,” he said.

How the big guys battle meager winters

That improvement comes at a cost. A one-day lift ticket at Vail’s Keystone Resort in Colorado sold for $292 last week. A season pass cost $418, a potentially good deal for diehard skiers, but also a reliable revenue stream guaranteeing Vail a certain amount of income even as ski areas face less snow and shorter winters.

The revenue from such passes, especially the multi-resort Epic Pass, allowed the company to invest $100 million in snowmaking, Plack said.

“By committing to the season ahead of time, that gives us certainty and allows us to reinvest in our resorts,” he said.

Mogensen insists bigger isn’t always better, however. Lift tickets at Black Mountain cost $59 to $99 per day and a season’s pass is about $450.

“You don’t just come skiing to turn left and right. You come skiing because of the way the hot chocolate tastes and the way the fire pit smells and what spring skiing is and what the beer tastes like and who you’re around,” he said. “Skiing doesn’t have to be a luxury good. It can be a community center.”

Brennick, the Black Mountain lift rider who was skiing with his grandchildren, said he has noticed a difference since the ski area was sold.

“I can see the change,” he said. “They’re making a lot of snow and it shows.”

___

Ramer reported from Concord, New Hampshire.

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New Hampshire

New photo released in unsolved 1997 homicide of a N.H. woman

Published

8 hours ago

March 2, 2026

Press Room

New photo released in unsolved 1997 homicide of a N.H. woman

Local News

“Our family wants to know what happened, who did this and why,” said the family of the victim.

A new photo has been released of the victim in a nearly 30-year-long unsolved murder case, in the hope of finding any new potential witnesses in the cold case, New Hampshire officials said.

“Our family wants to know what happened, who did this and why,” the family of Rosalie Miller said in a press release. “We miss her and want to give her peace.”

Miller was last seen on December 8, 1996 at her apartment in Manchester. At the time of her disappearance, Miller had plans on meeting friends in the Auburn, New Hampshire area, officials said.

Her body was found on January 20, 1997 in a partially wooded spot on a residential lot along the Londonderry Turnpike in Auburn, officials said in the release.

The autopsy report declared Miller’s death a homicide by asphyxiation due to ligature strangulation, N.H. officials wrote.

As part of a new effort to garner public help with the case, an “uncirculated” photo of Miller, 36, is being distributed “in hopes it may jog the memory of someone who saw or spoke with her in the winter of 1996,” Attorney General John M. Formella and New Hampshire State Police Colonel Mark B. Hall announced on behalf of the New Hampshire Cold Case Unit in a joint press release.

Investigators are especially hoping to talk to anyone who was in contact with Miller in December of 1996 or anyone “who may have seen her in the vicinity of the Londonderry Turnpike in Auburn during that time,” officials said in the release.

The newly released photo of Rosalie Miller, 36, who was strangled to death nearly 30 years ago. – Attorney General John M. Formella and New Hampshire State Police Colonel Mark B. Hall

“We are releasing this new photograph today because we believe someone out there has information, perhaps a detail they thought was insignificant at the time, that could be the key to solving this case and bringing justice for Rosalie and those who loved her,” Senior Assistant Attorney General R. Christopher Knowles, New Hampshire Cold Case Unit Chief said in the release.

The New Hampshire Cold Case Unit encourages anyone with any amount of information to contact the group at [email protected] or (603) 271-2663.

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New Hampshire

Former president of NH-based charity sentenced after stealing $350K

Published

20 hours ago

March 1, 2026

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Former president of NH-based charity sentenced after stealing 0K

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New Hampshire

Mass. man struck by car, seriously injured on I-93 in Londonderry, NH

Published

1 day ago

March 1, 2026

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Mass. man struck by car, seriously injured on I-93 in Londonderry, NH

A Massachusetts man was flown to the hospital after he was struck by a car when he stepped out of his vehicle in the breakdown lane of Interstate 93 in Londonderry, New Hampshire, on Saturday morning.

State police say 40-year-old Felix Matos Medina, of Lawrence, had stopped on the right side of I-93 south at Exit 5 just before 11 a.m. to investigate a possible mechanical issue. He was struck shortly after he stepped out of his vehicle by a Chevrolet Malibu and sustained serious injuries.

Medina was taken by medical helicopter to Lahey Hospital and Medical Center in Burlington, Mass., police said. There was no immediate update on his condition.

I-93 southbound was closed near Exit 5 for about 30 minutes to facilitate the medical helicopter’s landing. One lane remained closed for several hours to accommodate crash reconstruction and on-scene investigation.

The driver who struck Medina, identified as David Jodoin, stopped at the scene and is cooperating with investigators, according to police. No charges have been filed at this time, but all aspects of the crash remain under investigation at this time.

Anyone with information that may assist the investigation is asked to contact Trooper Evan Puopolo at 603-451-9784.

State police are also reminding all New Hampshire drivers that Sherrill’s Law requires motorists approaching a stopped vehicle displaying warning signals to slow down and give plenty of space. Drivers are also required to move out of partially or wholly blocked lanes when it’s safe to do so.

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