Two Schools, One Story

Sun Valley in the 1930s - AAA Oregon/Idaho

When Skiing Became Exclusive

By Una Łysakowska

Volume 5, Issue 2 | February 20, 2026

In recent years, what used to be a simple winter activity, focused on fun and family, has slowly shifted into a showcase of wealth and opulence, contributing to the loss of accessibility. Skiing first became a booming sport in the U.S around the 1930s with the introduction of the first ski lift in Sun Valley, Idaho. The creation of ski resorts was mainly funded by the Civilian Conservation Corps (CCC).

The CCC was a product of President Franklin D. Roosevelt's New Deal to help our nation emerge from the Great Depression. The CCC focused on building public infrastructure projects, focusing on creating new jobs and activities for civilians after the harsh experience of the Great Depression. As a result, the rise of ski culture in the U.S. reflected a broader national goal of inclusivity, affordability, and shared entertainment. Eventually, ski resorts spread across the country, with some of the most well-known locations developing in the Colorado Rockies and the Sierra Nevada.

However, the image of inclusivity that went hand in hand with skiing began to shift after WWII, as resorts started marketing the sport as a luxury experience rather than a community-based sport. Popular ski resorts such as those in Aspen and Sun Valley, started marketing themselves as high-end vacation destinations, rather than simple recreational places. With the shift in advertising, many name-brand luxury stores, such as Emilio Pucci, created snowsuits strictly for fashion, not function, further attracting the wealthy or those interested in showing off. Together, these factors created an excellent playground for the upper class to showcase their wealth.

Although the U.S. had its fair share of opulent ski resorts, up until the 2000s, many still marketed themselves as places for family fun and inclusivity. For example, ski resorts in Tahoe such as Palisades, Kirkwood, Heavenly, and Sugar Bowl prided themselves on being family-owned resorts with tight-knit communities, focusing on skiing rather than opulence. Today, Palisades and many other Sierra resorts have been bought by big corporations, eroding their family feel. Palisades is part of the Ikon pass, meaning you can buy a pass and ski at any resort that also utilizes the Ikon pass. Although this may seem like a great deal, the pass will run you up around 1,600 dollars per season. For many people, this pricing is extremely unrealistic. Not only are ski passes growing more expensive each year, but gear, lodging, and food costs have also skyrocketed. To most people in our Nation, the cost just isn't realistic to spend on an activity that was once prided on being inclusive.

Aspen, Colorado- Slim Aarons

When you visit ski resorts today, especially ones in exclusive places such as Aspen, expect to see people clad in fur and diamonds rather than the inclusive image of simple snowpants and jackets. Today, skiing is less about spending time with your family or enjoying the mountain and more about showcasing wealth and status. What was once a simple, inclusive winter activity has become increasingly expensive and exclusive, with luxury resorts, designer gear, and pricey passes creating a barrier for most Americans.

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