This is a series introducing ski resorts that are members of the Sustainable Resort Alliance (SRA), initiated by POW, and are actively working to combat climate change and promote sustainability. The fourth installment is Able Hakuba Goryu, which was featured last year when STEEP's "THINK SNOW" corner was launched. Goryu Co., Ltd. operates the Hakuba Goryu Alpine Botanical Garden, which protects rare alpine plants outside of ski resort operating hours. What has Goryu achieved through its more than 20-year history of environmental conservation activities?
Goryu has been working towards sustainability for over 20 years
Able Hakuba Goryu is the only resort in Japan's world-famous HAKUBA VALLEY that is open every day for night skiing. It also offers early morning sunrise skiing on weekends and holidays, making it extremely attractive for skiers who want to ski in Hakuba from morning until night. Goryu Co., Ltd. operates the ski resort and also runs the Hakuba Goryu Alpine Botanical Garden, which protects rare alpine plants in the summer
Goryu's environmental protection efforts began more than 20 years before the term SDGs was coined. Their pioneering efforts towards sustainability were introduced in STEEP last year
Goryu Co., Ltd. opened the Goryu Alps Wildflower Garden, the predecessor to the Hakuba Goryu Alpine Botanical Garden, in 2000 with the aim of creating a "sustainable tourism business." This year marks the 23rd year of the Hakuba Goryu Alpine Botanical Garden. The history of carefully preserving this botanical garden is itself a testament to Goryu's sustainable efforts
SDGs initiatives in practice
Goryu has an IS & SDGs Committee, a team whose role is not only to increase customer satisfaction in relation to the SDGs, but also to think about the SDGs from a perspective and propose improvement plans. When we spoke at STEEP last year, the specific initiatives that have been implemented based on these proposals were as follows:
● Initiatives to restore the natural environment at ski resorts through the creation and maintenance of the Hakuba Goryu Alpine Botanical Garden.
● Educational activities such as environmental seminars for local residents, children, the general public, business partners, and fellow professionals.
● Aiming to reduce energy use as part of environmental activities that lead to CO₂ reductions, we calculate and report CO₂ emissions and conduct power saving activities
. ● Protect and cultivate rare alpine plants as a conservation base for endangered plants at the Japan Society of Botanical Gardens.
● Promoting universal tourism that utilizes trail riders
. ● Use of LED lighting for night lighting on slopes and in facilities.
● Thorough waste sorting.
● Promoting the use of lacquered chopsticks (made from thinned Kiso cypress) in restaurants.
● Reducing the use of single-use plastics
. ● Prioritizing the sourcing of locally produced ingredients for restaurants.
● Collecting and refining waste oil (edible oil) from restaurants and reusing it as fuel for vehicles.
● Reducing the use of plastic bags for souvenirs and introducing a charge for them, with a portion of the proceeds donated to environmental support organizations
. ● Using recycled paper for production materials (pamphlets and other printed materials)
. Promoting diversity, improving customer satisfaction, and providing employee training.
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What changes have occurred in the year since then? We asked Nakano from the sales department
The entire facility has finally switched to 100% renewable energy
When asked about this season's topic..
"Undoubtedly the biggest topic of the season is that until now, all electricity for night operations had been supplied by renewable energy, but from December 2023, the entire facility, including all gondolas and lifts, the Escal Plaza at the base center, restaurants, and offices, will be powered by 100% renewable energy. Originally, we wanted to achieve 100% as soon as possible, but because we use a lot of electricity, we needed to determine whether we could provide a stable and sufficient supply, and we finally made the switch to 100% renewable energy when we were able to see that for sure."
The resort is the only one in the Hakuba area that operates at night, and the fact that it runs on 100% renewable energy is already advanced enough to have garnered attention as the ideal model for a ski resort, but now they've gone 100% renewable. It would be one thing if the parent company was a holding company or some other group organization, but as a standalone ski resort operator, Goryu Co., Ltd., their efforts and commitment to a green ski resort are incredible. This is something that I would like users to know first and foremost
The news of the switch to 100% renewable energy was featured prominently in almost all local newspapers in the Shinetsu region. In terms of securing staff, the company is also seeing an increase in applications for part-time work. This likely means that people are interested in working at Goryu, and that the company has made a good impression
Increased lift fees also translate into power
In fact, for the 2023-2024 season, Able Hakuba Goryu increased the price of a one-day adult lift ticket by 1,500 yen compared to the previous year. However, the slopes remain bustling with guests every day, and the number of visitors is said to be steady. Is the number of visitors still good, even with a significant price increase of 1,500 yen?! How should we analyze this?
"Even though the lift ticket price has gone up, our customers continue to come, so I'm glad that they continue to choose Goryu. The price increase is not just due to the increase in fuel costs, but also to promote Goryu's proactive environmental initiatives and to give back to our staff by improving their work-life balance, so that our customers can continue to enjoy Goryu.All of this is linked to the sustainable flow of the ski resort, so I feel that our customers really understand that," says Nakano
"Even though the lift fees have increased, the reasons are clear to the staff on-site, so I think they can work with confidence and pride in what they do, and also in front of customers. I can feel that the staff's awareness has improved. I believe that what we have built up over the years has led to the trust of customers, who say, 'Goryu has a very proactive attitude towards its work, and I can sense their determination to give back to the community.'
One of the unique charms of Goryu is what Nakano calls "reliability that never disappoints its users" and "the sense of unity throughout the ski resort." Whether you look at the social media posts or the smiling faces of the slope staff, you can sense their strong desire to make sure their customers have a great time. This may also be a part of what makes Goryu unique
"Rather than spending money on advertising or flashy PR, the most important thing is to do the right thing properly. Nature comes first in all of our services, and we want our customers to be able to enjoy it safely. If we do the right thing sincerely, so that people can experience the charm of the mountains, I believe customers will naturally come."
Goryu tries not to stop the gondola lifts even when the wind is strong. But when they do stop, users think, "Well, it can't be helped if Goryu is out of service." This is what the trust built up has made users think. Goryu's honesty has become a part of Goryu's character and is highly regarded by users. The number of people purchasing season tickets is also increasing
Expectations for SRA
As Goryu was the first to enter into a partnership with POW, what are its expectations of SRA?
"Until now, when we've done things individually, it's been difficult to make a big movement, but by pooling our strengths through SRA, we can turn it into a big movement, changing the snow industry and society as a whole. More specifically, I think the benefit is the ability to connect with others and actively exchange information. For example, by sharing information like, 'This is what effect Goryu achieved when it switched to 100% renewable energy, what was the cost, etc.,' it would be great to use that information as reference and continue to expand our efforts. And ideally, one day, environmental initiatives will become so commonplace that there will be no need to form federations anymore."
The Five Dragons' Thoughts
"Actually, I've never even put on ski boots. I think it's very Goryu-like that someone with no knowledge of skiing can be welcomed like this (laughs). Half of the staff in the Sales and Promotion Department where I work are foreign nationals. Our customers are diverse, including those from overseas, so if you don't have a mindset that values diversity, your ideas and actions will become rigid," says Nakano with a smile
"For Goryu, 100% renewable energy is not the goal, and we believe there is still a lot we need to do from now on. We could try using locally produced food in our restaurants, using more environmentally friendly materials for staff uniforms, holding climate change seminars for the public, and planning something for the summer as well... Together with HAKUBA47, Able Hakuba Goryu is the number one mountain in Nagano Prefecture in terms of number of visitors, and has a great influence. So, by promoting our efforts, we think it will make it easier for other ski resorts to do the same. I believe that is also the mission of Goryu, which has led the way."
Goryu's approach and philosophy are very unique and "Goryu-like." Why not come and experience it for yourself at Able Hakuba Goryu?
the person who taught me
Hiroshi Nakano
Goryu Co., Ltd Sales Promotion Department
Born in Chiba Prefecture. Blood type: O. Youngest child. Father of two. After graduating from a local high school, he studied abroad in the United States. After changing jobs several times, he worked for an outdoor equipment manufacturer for 10 years. After that, during the COVID-19 pandemic, he decided to move to Nagano Prefecture and started working at a ski resort despite having no experience skiing or snowboarding. He is currently working in the sales promotion department, working to increase the value of ski resorts
Information Able Hakuba Goryu
◆ Official website: https://www.hakubaescal.com/winter/
◆ Official social media: Instagram ｜ Facebook ｜ YouTube
Interview cooperation: Goryu Co., Ltd. and POW JAPAN
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Ski resorts to be featured in future series (planned )
- Tokyu Land Corporation
Information POW JAPAN
◆Official website: https://protectourwinters.jp/
◆Official social media: Instagram ｜ Facebook ｜ YouTube