This is a series introducing ski resorts that are members of the Sustainable Resort Alliance (SRA), initiated by POW, and are actively working to address climate change and sustainability. First up is Hakuba Happo-One Ski Resort, which was featured last year with the launch of STEEP's new "THINK SNOW" corner. It introduced the resort as the first snow resort in Japan to establish an SDGs department and is taking a leading role in tackling climate change. A year has passed since then, and we followed up on the current state of Hakuba Happo-One Ski Resort, which has further evolved
A pioneering initiative
HAKUBA VALLEY, one of Japan's leading ski areas, comprises 10 ski resorts, but among them, Hakuba Happo-one Ski Resort is considered the most prestigious in Hakuba. It
is actually operated by two companies, one of which is Happo-one Development Co., Ltd. It was the first ski resort in Japan to establish an SDGs department and has been at the forefront of SDGs initiatives. It has already achieved 100% renewable energy conversion for its own lifts, and it was early in 2020 that it endorsed POW's activities and signed a partnership agreement.
The progress of Japanese ski resorts toward sustainability cannot be discussed without mentioning Hakuba Happo-one Ski Resort.
In April 2023, when we launched "THINK SNOW" on STEEP, we visited Hideki Akimoto, who oversees the SDGs Marketing Department at Happo-one Development Co., Ltd., and introduced them to their efforts toward the SDGs. The gist of what we discussed was as follows.
● Lifts operated by Happo-One Development Co., Ltd. to switch to renewable energy from the 2020-21 winter season
● Disseminating SDG initiatives to over 10,000 registered users of online lift ticket sales via newsletter
● Setting up SDG panels to raise awareness within the company
● Holding environmental seminars
● Interview survey on environmental issues
● Switching facility lighting to LED
● Lift ticket recycling
● Installation of bio-toilets
● Summer study trip program on the theme of SDGs
etc
Then, in April of the 2013-2014 season, Happo-One Development Co., Ltd. was able to switch all 13 of its routes to renewable energy. This was achieved in just three years, and it became a hot topic in the snow industry
For more details, click here!
A year has passed since then. Have there been any progress or changes in the initiative?
Along with the expectations placed on SRA, we asked Akimoto-san again.
Looking back on the past year
"Currently, 72% of the Happo-one ski resort as a whole has switched to renewable energy. Complete renewable energy is difficult given that multiple companies are involved in its operation, but our own lifts have already been converted to 100% renewable energy. In addition, if we include all of our other businesses, such as the hot spring facilities, we are about 80% decarbonized. The remaining gaps are due to issues with electricity prices and technical challenges that we cannot overcome.
To overcome the price problem, I think the only option is to reduce the amount of electricity we use through labor-saving measures. Another option is self-generation. We are considering working with the local government to see if we can implement small-scale hydropower generation, and we are continuously exploring methods."
Akimoto-san explained that his vision has broadened to include the development of natural energy sources, and he has already begun to take action
Educational trip SDGs program and "My Mountain"
"In terms of notable changes over the past year, perhaps the most notable is our efforts at schools. Two female staff members from the SDGs department have planned a program to learn about the SDGs through school trips, with the theme of activities to protect Hakuba's vegetation
In Hakuba, there is an area called "serpentine" that stretches from the foot of the Happo Ridge to an altitude of 2,000m. There, a rare vegetation reversal phenomenon occurs: plants that normally grow in high mountains at altitudes of 2,500m or more can be found in lower areas of the Happo Ridge, from Kurobishi-daira to Happo-ike Pond. In other words, it is a rare environment where alpine plants can grow at low altitudes
This is something that the local people have always treasured. The people of Hakuba have boundless affection and pride for this beautiful and rare "our mountain." We want more people to know about the strong desire and enthusiastic activities of the people of Hakuba to protect "our mountain." Requests for such experiential nature learning school trips have gradually increased, and the trips have gotten on track and are gradually becoming profitable
The two female staff members in the SDGs department are now able to speak with confidence about their efforts, and the SDGs perspective has been applied to other work, giving them new perspectives. This is another welcome outcome."
This is the teaching material for the SDGs learning trip program.
It carefully introduces Hakuba's unique natural environment and rich vegetation, and then, from an SDGs perspective, it explains climate change and other issues threatening the natural environment in a very easy-to-understand way! It's wonderful content that will spark interest and encourage people to think about Hakuba's environmental problems.
If you click on the cover of the teaching materials you can view the contents, so please take a look
Trial implementation of "POW Ticket" will begin on February 20, 2024!
On February 20th, Hakuba Happo-One Ski Resort began a trial introduction of the "POW Ticket," which had been under consideration by SRA. This is an astonishingly speedy move, less than three months after the launch of SRA in December 2023, and shows the strength of Happo, known as the king of Hakuba
The "POW Ticket" is a special ticket that adds a donation to the regular one-day lift ticket. The 300 yen donation will be used for the ski resort's sustainability efforts, so by purchasing this POW ticket you can directly support the ski resort's efforts
Hakuba Happo-One Ski Resort plans to use donations from users to maintain the resort's forests
The official website states, "Maintaining a rich forest environment promotes photosynthesis and increases the amount of carbon dioxide absorbed. Reducing carbon dioxide emissions helps prevent global warming and landslides, and maintaining the forest will ensure the safety of ski courses while also creating a tree-running area."
In addition, ski resorts that join the SRA and introduce the POW ticket in the future will be required to publicly announce how donations are used and the results. It will be exciting to see how the actions of each individual who contributes through the POW ticket will be returned to the environment
There are also more accessible ways for individuals to show their support. POW is currently running a "One-Click Support" campaign. Information is posted at the end of this page, so please take part
Current issues and the potential of SRA to solve them
In Hakuba, the number of tourists from overseas is currently exceeding pre-pandemic levels, leading to overtourism. The issue of litter, in particular, is a major concern. Akimoto says,
"Through SRA, customers who aim for green ways of skiing and playing, with the awareness of protecting this precious nature together, can connect with each other. It would be interesting if we could create a system that encourages people to choose where to ski next from among the green ski resorts participating in SRA, and encourages them to move between resorts."
Customers who want to work together to achieve what we are trying to achieve with POW will realize their own sustainability together with the ski resort. I think that could be a shortcut to solving the current waste problem, for example. I was wondering if the alliance could go in that direction. Highly conscious customers will gather at green ski resorts and each will take sustainable initiatives. I hope that this kind of 'loyal customer' will grow through the alliance
As expected of a pioneer. Akimoto's idea is exactly the future of the sustainable resort alliance that POW envisions. Based on the alliance, loyal customers will increase, creating an active cycle, and the circle of initiatives will expand even further as it connects with resorts.
In order for that day to come, what can I do now, as a user, to take this issue personally?
The next time you go skiing, why not plan your snow trip with a green ski resort in mind?
The person who taught me
Hideki
Akimoto
Happo-one Development Co., Ltd.
Executive Officer, General Manager of Sales and Management Division
Born in Tokyo, he gained experience in the food and beverage industry and trade-related fields before becoming involved with Hakuba in 1998. He moved to Hakuba in 2005. In 2015, he was appointed General Manager of Sales.
In 2016, he became an Executive Officer, overseeing the management and sales departments. He currently also serves as Vice Chairman of the Happo-one Tourism Association, working to revitalize the region.
Information Hakuba Happo-one Ski Resort
◆Official Website:https://www.happo-one.jp/
◆Official Social Media:Instagram|Facebook|X (formerly Twitter)|YouTube
Interview cooperation:Happo-one Development Co., Ltd. and POW JAPAN
Information POW JAPAN
◆Official website:https://protectourwinters.jp/
◆Official social media:Instagram|Facebook|YouTube