Less than 10 years ago the Aspen Skiing Company introduced the first wind-powered lift in the American ski industry. In April, Skico switched to 100 percent renewable energy, followed this summer by Vail Resorts and the town of Vail.
Skico and Vail Resorts are leaders in the ski industry and, perhaps more important, for businesses of all kinds. Vail’s purchase made it the second largest corporate user of renewable energy in the nation.
The outdoor recreation industry is leading this green trend in part because of Patagonia, an apparel company that in 1998 became the first in California to buy all its energy for 13 buildings (including the headquarters) from newly constructed renewable energy plants.
More and more consumers make decisions about where to spend their money based on the company’s perceived environmental conscience. More companies are coming around to the viewpoint that green is gold.