A series project introducing ski resorts that are members of the Sustainable Resort Alliance (hereinafter referred to as SRA) initiated by POW and are actively working on climate change and sustainability initiatives. The fourth is Able Hakuba Goryu, who appeared last year when STEEP's "THINK SNOW" corner was newly established. Goryu Co., Ltd. operates the Hakuba Goryu Alpine Botanical Garden, which protects rare alpine plants when the ski resort is not open. What has been accumulated over more than 20 years of environmental protection activities?
Goryu has been working towards sustainability for over 20 years.
``ABLE Hakuba Goryu'' is the only one in Japan's world-famous HAKUBA VALLEY that operates night games every day. What's more, we also have early morning sunrise hours on Saturdays, Sundays, and holidays, making it extremely attractive for skiers who want to ski 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 Japan in the summer.
Goryu's environmental protection efforts began more than 20 years before the word SDGs was coined in the world. As introduced at STEEP last year, the company's sustainability efforts are ahead of the times.
In 2000, Goryu Co., Ltd. opened the Goryu Alps Mountain Wildflower Garden, the predecessor of the Hakuba Goryu Alpine Botanical Garden, with the aim of creating a sustainable tourism business. This year marks the 23rd anniversary of Hakuba Goryu Alpine Botanical Garden. The history of carefully protecting this botanical garden is proof of Goryu's sustainable efforts.
SDGs initiatives in practice
Goryu also has an IS & SDGs Committee, a team whose role is not only to improve customer satisfaction in relation to the SDGs, but also to think from an SDGs perspective and propose improvement plans. When I spoke to STEEP last year about the specific initiatives being implemented based on that proposal, I learned the following.
● Efforts to restore the nature of ski resorts through the creation and maintenance of the Hakuba Goryu Alpine Botanical Garden
● Enlightenment activities such as environmental seminars for local residents, children, the general public, business partners, and colleagues
● Environmental activities that lead to CO2 reduction Calculating and reporting CO₂ emissions and saving electricity with the aim of reducing energy use
● Protecting and cultivating rare alpine plants as a conservation base for endangered plants at the Japan Botanical Garden Association
● Universal tourism using trail riders ●
Use LED lighting for night ski slope lighting and facility lighting
● Thoroughly separate garbage
● Promote the use of lacquered chopsticks (made from thinned Kiso cypress wood) in restaurants
● Reduce the use of single-use plastics
● In restaurants Prioritizing the procurement of locally produced ingredients
● Collecting and refining waste oil (edible oil) from restaurants and reusing it as fuel for cars
● Reducing the use of plastic bags as souvenirs and charging a fee for them, with a portion of the cost being paid Donate to environmental support organizations
● Use recycled paper for production (brochures and other printed materials)
● Promote diversity to improve customer satisfaction and provide education and training to employees
● Participate in the government-promoted national movement "COOL CHOICE" Registration of support etc.
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What changes have occurred in the year since then? I asked Mr. Nakano from the sales department.
Finally, 100% of the electricity for the entire facility has been switched to renewable energy
When asked about this season's topic...
``The biggest topic this season is that up until now, all electricity related to night skiing operations had been powered by renewable energy, but from December 2023, all gondolas, lifts, base center Escal Plaza, restaurants, We have switched to 100% renewable energy for the entire facility, including our offices.We originally wanted to achieve 100% power quickly, but since it uses a lot of electricity, we have had to ensure that we do not have enough stable electricity. We needed to assess whether we could supply it, and when we finally had a prospect, we made a 100% switch."
The only night skiing operation in the Hakuba area, and the fact that the night skiing was run on 100% renewable energy was sufficiently advanced, and people were impressed that it was the ideal ski resort. 100% conversion. It would be fine if the parent company were a group organization such as a holding company, but as an independent ski resort management company, Goryu Co., Ltd., the effort and commitment to green ski resorts is amazing. First of all, I would like users to know this.
The news of switching to 100% renewable energy was widely covered in almost all local newspapers in Shin-Etsu. In terms of securing staff, the number of applications for part-time jobs is increasing. I think it means that people want to work at Goryu, and that they have a good impression.
Increased lift fees are also converted into power
In fact, for the 2023-24 season, the price of an adult one-day lift ticket at ABLE Hakuba Goryu has increased by 1,500 yen from the previous year. However, the slopes are still crowded with many guests every day, and the number of visitors is said to be steady. Is it still attracting customers even if the price has increased significantly to 1,500 yen? ! How should we analyze this?
“Even though lift ticket prices have increased, customers have continued to come to Goryu, so I'm happy that they are choosing Goryu. We are contributing to the continued enjoyment of Goryu by our customers, including the promotion of our proactive environmental initiatives and the work-life balance of our staff, all of which are linked to the sustainability of the ski resort. So I feel like they understand that point properly,'' said Nakano.
``Even if the lift fee increases, the reasons are clear for the staff on site, so I think they can work with confidence and pride in what they are doing for the customers.The staff's awareness has increased. I believe that the things we have built up over the years have led to the trust we have gained from our customers, such as, ``Goryu has a proactive attitude, and I can feel that they are determined to give something back.''
One of the unique charms of Goryu, as Mr. Nakano puts it, is its ``reliability that never disappoints users'' and ``the sense of unity throughout the ski resort.'' Whether you look at their social media posts or the smiling faces of the ski slope staff, you can clearly feel that they sincerely want their customers to have fun. This may also be a ``Goryu-like'' aspect.
``Rather than spending money on advertising or doing glamorous PR, the best thing is to do the right thing.Nature comes first in all of our services, and we want people to enjoy it safely. I believe that if we sincerely do what is right to make people feel the charm of the mountains, customers will come naturally.''
Goryu does not stop the gondola lift as much as possible even when the wind is strong. When it still stops, users think, ``If Goryu doesn't work, I can't help it.'' The accumulation of trust makes me think so. Goryu's sincerity is permeated among users as a unique characteristic of Goryu, and is highly valued. The number of people purchasing season tickets is also increasing.
Expectations for SRA
Since Goryu was the first to form a partnership with POW, what do they expect from SRA?
“What we have been doing on our own in the past has not really become a big movement, but by joining forces with SRA, it will become a big movement, and the snow industry will change, and society as a whole will change.More specifically. In general, I think the advantage is that we can actively exchange information through horizontal connections.For example, when switching to 100% renewable energy in Goryu, this kind of effect was produced, what was the cost, etc. By sharing such information with each other, we can use it as a reference. I think it would be great if environmental initiatives become more and more widespread.I also think it would be ideal if someday environmental initiatives become so commonplace that there is no need to form a federation.''
Goryu's thoughts
``Actually, I've never even worn ski boots. I don't know anything about skiing, and I think the environment in which I'm accepted like this is very Goryu-like (lol). Half of the people in the Sales and Promotion Department I work in are foreign nationals. We have a variety of customers, including those from overseas, so if we don't have a mindset of valuing diversity, our ideas and actions will become rigid,'' says Mr. Nakano with a smile.
``For Goryu, 100% renewable energy is not the goal, but we need to do a lot more in the future.The food we serve at our restaurants is produced locally for local consumption, and the uniforms of our staff are made from more environmentally friendly materials. I would like to hold seminars on climate change outside the country, or plan something in the summer.Able Hakuba Goryu, together with HAKUBA47, is the most visited mountain in Nagano Prefecture, It has a great influence, so I think that if we promote our efforts, it will become easier for other ski resorts to do so as well.I think this is also the mission of Goryu, which has taken the lead."
Goryu's approach and way of thinking are very unique and ``like Goryu.'' Why not go to ABLE Hakuba Goryu to experience it for yourself?
the person who taught me
Hiroshi Nakano
Goryu Co., Ltd. Sales promotion department
Born in Chiba Prefecture. Blood type O, youngest. He is a father of two children. After graduating from a local high school, he studied abroad in the United States. After changing jobs several times, he worked for an outdoor manufacturer for 10 years. After that, he decided to move to Nagano Prefecture during the coronavirus pandemic and started working at a ski resort despite having no experience skiing or being new to boarding. He is currently working in the Sales Promotion Department to increase the value of ski resorts.
Information ABLE Hakuba Goryu
◆Official website: https://www.hakubaescal.com/winter/
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Interview cooperation/ Goryu Co., Ltd./POW JAPAN
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