-This kind of news broke out in early June.
What is it about Oku-Ibuki that is now said to be ``no other ski resort like it''?
We spoke to the management team at Gran Snow Okuibuki.
News release for "Opening for the '24-25 season starting from November!"
Speaking of Gran Snow Okuibuki, it is full of impressive catchphrases such as ``No. 1 in the national ski resort popularity ranking*'', ``No. 1 snowfall in the world!'', ``Japan's fastest high-speed lift'', ``50 million yen return campaign'', etc. It's a ski resort.
* According to “ Weather News” national ski resort popularity ranking 2020-21
Although its size is by no means large, with nine lifts and 14 courses, it mobilized a total of over 250,000 skiers and snowboarders in the 2023-24 last season, rivaling Hakuba and Naeba. Gran Snow Okuibuki boasts the highest number of visitors in Japan. Although it is located in Shiga Prefecture, it is located 50 minutes from Nagoya, 80 minutes from Kyoto, and 100 minutes from Osaka, making it a great location for day skiing, but even with that in mind, Okuibuki's momentum is still impressive.
During the three years of the coronavirus pandemic, most ski resorts saw a significant decline in performance, but Okuibuki recorded the highest number of visitors ever. As you can clearly see from the graph above, the growth has been surprising, especially in recent years. It is said that the uneven year was a light snow season with a lack of snow.
On weekends, nearly 7,000 people flock to the park each day, and the parking lot, which can accommodate 2,700 cars, fills up early in the morning, creating long lines, and a whopping 18 shuttle buses run directly from JR Maibara Station in the morning. Although there are 4,000 rental sets available, young people quickly sell them out. In recent years, as the number of skiers continues to decline and many ski resorts are suffering from poor management due to the coronavirus crisis, the reality of Gran Snow Oku-Ibuki's great prosperity is now the stuff of legend.
The 1.2 billion yen capital investment for snow making was surely possible because Okuibuki continues to produce such amazing results. In order to capitalize on this excellent momentum and carry out aggressive management and further improve performance, the restaurant will likely open a month earlier in November for the 2024-25 season, and will be open for 150 days each season.
It's easy to think...
But that's not all. In fact, it can be said that this is not the case. Well, what does that mean?
Let's look for the answer as we get to know his unique management skills and corporate mindset.
It was true that we operated on 100% renewable energy from self-sufficient hydroelectric power generation.
Okuibuki has no shortage of topics that attract attention from those around her. Lately, rumors have been circulating among ski resorts, such as, ``Is it true that the ski resort is powered by 100% self-sufficient hydroelectric renewable energy?'' and ``Is it okay?''
The most obvious SDGs and sustainability initiative for ski resorts is to convert the electricity used by lifts and facilities into renewable energy. As the number of ski resorts taking action to combat climate change steadily increases, the question ``How much electricity does Okuibuki-san's hydroelectric power plant generate?'' naturally becomes an interesting question. .
So we interviewed Gran Snow Okuibuki and asked him about the reality.
According to company president Jota Kusano, `
`For hydroelectric power generation, we will set up a limited liability company with a 50-50 investment with Kansai Electric Power Company, with the first power plant starting in 2022 and the second power plant starting in 2023. One power plant generates approximately 1,400 MW of electricity per year, and the two power plants generate 2,872 mWH of electricity.
We, the entire Okuibuki Group, including ski resorts, campgrounds, glamping facilities, motor parks, green parks, and the civil engineering and construction company Kusano Gumi, use about 1,150 mWH of electricity, so we are certainly self-sufficient."
The rumor that Okuibuki is 100% self-sufficient with renewable energy was true! This is an incredibly amazing thing. Nowadays, many ski resorts are purchasing renewable energy and aiming to turn their ski resorts into renewable energy, and by generating their own electricity from the river that flows through the ski resort, they can power everything from the ski lifts to the facilities themselves. Being self-sufficient is normally unthinkable. (Strictly speaking, the electricity generated is sold to Kansai Electric Power Company and then purchased from them, but...)Of course, there is no ski resort like this anywhere in Japan; it is unique.
Gran Snow Okuibuki is located in the remote part of Shiga Prefecture, which includes Lake Biwa, and is so remote that it is sometimes referred to as the ``Tibet of Hubei,'' but it is in an environment blessed with abundant water. Although the mountain is not large, it is gentle and its location makes it easy for rainwater and snowmelt to accumulate. Hydropower has an overwhelming sense of stability compared to solar and wind power. Hydroelectric power is the most efficient and stable form of renewable energy.
The company decided to start hydroelectric power generation about five years ago after the Great Tohoku Earthquake forced power companies to develop renewable energy from the government, and Kansai Electric Power approached them. The land on which water was drawn from the river flowing through Gran Snow Oku-Ibuki to build the power plant was also wholly owned by the Kusano family, who run a ski resort, and the Oku-Ibuki Hydroelectric Power Plant was built with miraculous smoothness. Completed. In just three years, we have become the first company in Japan to become virtually 100% self-sufficient in the electricity used by our group's tourism businesses using renewable energy. With this, one more legend has been added to Okuibuki.
Question ``What kind of CO2 reduction should ski resorts do?''
However, in reality, for Okuibuki, hydropower generation is not at all a corporate effort to reduce CO2 emissions because it wants to be appreciated by stakeholders and users.
``If the results happen to be that way, that's fine, right?'' The president said with a smile, ``In that case, let's make it easy to understand that we are working hard on the SDGs.'' Indeed at the Okuibuki Group's website , you will see a number of impressive initiatives for the SDGs, including a 1,320-ton CO2 reduction through hydroelectric power generation.
``However, the SDGs are sustainable, so of course it's not just about preventing global warming, but when you think about ski resort operations, preventing global warming, and reducing CO2 emissions, the electricity used at ski resorts includes artificial snowmaking equipment. , electricity for lifts and facilities, etc., but if we convert the electricity used for one season into CO₂, the CO₂ emitted by each ski resort with 200,000 to 250,000 visitors is 4 kg.
The distance to the ski resort is approximately 7 kg by car or bus. But no one is paying attention to CO₂ related to access.
What about inbound people in this flow? I did some research and found out that a round-trip economy flight from Sydney, Australia to Narita would emit 988 kg of CO₂ per person. In fact, this is 250 times more than the Japanese. Even though Japanese people only emit 4 kg of CO₂ even if they play at a ski resort for a day, they are cutting off electricity and lowering the temperature of the heating, causing inconvenience to customers, and making Japanese people not want to go skiing. Everyone worked hard to create a place and enthusiastically invited foreigners from overseas...'Is this okay in terms of the SDGs? ”
People around me often say, ``Europeans like sustainability, so I'm sure there will be a lot of inbound tourists,'' but guests from overseas say, ``Japanese ski resorts are doing something sustainable, so I'm curious to see which ones.'' Let's do this,' he said from above, and said, "Is it okay to emit tons of CO₂ to come to Japan?" That's it. (lol)
Of course, it is really important to reduce CO₂ in whatever way we can, but rather than building a small power plant, it is important that people who live nearby will eventually go to ski resorts by bicycle. It's more effective. One person only emits 4 kg of CO₂ per day at a ski resort, and considering that people spend all day driving around in their cars, the environmental impact of ski resorts is extremely small.
If we use a lot of snowmaking machines to make snow and run that many lifts, the amount of electricity used will be the same even if there are 10,000 visitors or just one person. Therefore, in order to create a sustainable ski resort with a low environmental impact, we need to bring in as many people as possible from near the ski resort. That is the most important thing to do now. We think that focusing on inviting people from far away is a fundamentally different direction.
Everyone is keen on how to reduce CO₂ emissions after arriving at the ski resort, but if there were 5,000 visitors per day, the amount of CO₂ emitted would be 2 tons. If 25 foreigners arrive, the same amount of CO₂ will be emitted. I understand that Japan's tourism industry has no choice but to rely on foreign countries, but if ski resorts are saying, "SDGs! SDGs!", the top priority must be to cultivate Japanese people. I think we need to work harder on it.
However, inviting inbound tourism cannot be denied solely from the perspective of reducing CO2 emissions, and economic effects and environmental issues cannot be separated. If so, I would like them to spend as much time in Japan as possible during one trip and visit as many ski resorts as possible. If we do that, the amount of CO2 emitted per person will be diluted, so I would like to propose more initiatives like this."
Looking ahead to the 2024-25 season, Gran Snow Okuibuki is thinking about the following. It's a double price for the lift fee. For example, how about paying 5,000 yen for Japanese guests and 6,000 yen for overseas guests, pooling the difference of 1,000 yen and clearly disclosing it with evidence that it was used only for environmental measures. The funds will not be used to make money, but will be used to create a comfortable environment for everyone at the ski resort.
``If we want to reduce CO₂ emissions, it is most important to encourage Japanese people, and ultimately it would be best if people in the neighborhood came to the ski resort by bicycle.For this reason, we have been recommending [ Eco Discount is a service that gives you free direct bus service for two days a month during the season.If possible, use public transportation such as a train or bus to get to the ski resort instead of using your own car.
way , and you'll arrive right at the bottom of the slopes, so you won't have to walk long from the parking lot, and you can rent gear and clothing. It's fully stocked so you don't need to prepare anything for skiing. All you have to do is hop on the bus with just your smartphone. It's super convenient for users and has a great effect on reducing CO2. In fact, more visitors are coming to Gran Snow Okuibuki by bus than ever before.
``Just do it for now, and if it doesn't work, stop immediately'' is the Okuibuki style.
Where do Gran Snow Okuibuki's unique thoughts and ideas come from? The current president is the third generation to run the company since 1970, when the small ski resort with one lift was founded. A ski resort of this size that is 100% family-run is also rare.
``This is a remote area that was even called the Tibet of Hubei.When the company was founded, the previous generation was unsure whether to open a ski resort or make Koya tofu.I'm glad they didn't make Koya tofu (lol). Because I have received it.
Up until now, I have always tried to do things that I thought were interesting or good for the customers. If it doesn't work, you can just stop it right away,'' says Chairman Takeharu Kusano (second generation president) with a laugh.
We have always prioritized convenience and comfort for our customers over profit. The escalator "Alkande" that connects directly to the ski center from the parking lot, the powder room in the women's restroom, 100 yen drinks from vending machines, Japan's fastest lift, and the world's most advanced snowmaking machine from Italy's Techno Alpin, which was introduced for the first time in Japan...etc. .
"I think our strength is our overwhelming sense of speed. Everything at the Kusano family is made in the blink of an eye, and instructions are immediately sent to the site and executed in less than five minutes. It's fast. ``Judges involved in business decisions don't need to pass internal approval documents or stamps for approval (lol).That's why I think it's easier to do something drastic and show originality.'
' is Mr. Joji Kusano, Managing Director. He is in charge of public relations and marketing, the second son of the chairman, and the younger brother of the president, Mr. Jota.
For example, the ``campaign to give back a total of 50 million yen'' and the ``all-you-can-eat-all-you-can-eat-free day'' were held under the theme of ``It's fun, and if you try it, it's worth it!'', which created a great response and definitely increased the number of visitors.
"I'm sorry it's raining, so the parking lot is free." "It's windy and the lift won't work, so I'll let you bring me a souvenir on the way home."
The service has been added with the shouts of the chairman and president, and is instantly announced throughout the ski slopes through a live broadcast by a ski resort radio DJ, which is rare these days. Of course, the customer is very happy. This kind of thing happens every day.
Gran Snow Okuibuki is unstoppable
The Kusano family, who were born and raised in the country of Omi, cherish the management philosophy of "Omi merchants' sampo yoshi."
"Good for sellers, good for buyers, good for society." The idea is that it is only natural for sellers and buyers to be satisfied, and that business can only be considered good if it contributes to society. Gran Snow Okuibuki's unique way of thinking and actions seem to have their roots here.
Hydroelectric power generation is the embodiment of good for society, and is an action for SDGs goal 13, “Take concrete measures to combat climate change,” but what ski resorts really need to do most to reduce CO₂ is "It's about digging up local people," says President Kusano. This is connected to the Okuibuki Group's philosophy of ``Skiing for local children in 2070''.
As an action directly linked to this, Gran Snow Okuibuki is continuing its efforts to distribute 28,000 free lift tickets through the Board of Education to all elementary and junior high schools in nearby Maibara and Nagahara cities. It would be great if children could come visit during winter or spring break and learn about the wonderfulness of the area.
Snowy mountains are fun! I would be happy if they could continue skiing and snowboarding with this experience in mind. I hope that these children will become parents, bring their families to the ski resort, be moved by it, and encourage them to take better care of nature and snow.
This is a long-term development of the Japanese people, especially the local people, and at the same time, the goals of the SDGs ``3. Good health and well-being'' and ``4. Quality education for all'' and ``11. It also contributes to ``13. Taking concrete measures to combat climate change.''
"The SDGs are not just about climate change. We especially value the idea of ``creating cities where people can continue to live,'' and we believe that this is what we most want to do and the direction we should pursue.The reason is that the local environment Ski resorts cannot survive unless tourism and tourism coexist.Tourism businesses cannot continue if there is no benefit to the people who live there.
We will help local people better understand the value of local tourism resources and create new jobs by utilizing them as a business. We intend to advocate and put into practice a new form of tourism that will enrich the lives of local communities,'' says the president.
Okuibuki has his sights set on 2070.
“Now it's already 2024. Is it okay to have the SDGs set for 2030? We're thinking even further ahead. Will this be a declaration to move away from the SDGs? (Laughs) 50 years from now. If we don't consider sustainability, we won't be able to make large-scale capital investments or develop attractive businesses.If we don't have stable employment and security, we won't be able to develop really good human resources.For us, people are an important asset for management. That's why the smiles of the precious staff and children who work with us must continue into the future.
So our vision is 2070."
In November 2024, snow filled with this kind of passion will be made with eight of the world's most advanced snowmaking machines from Italy's Techno Alpin in full operation. The ski slopes, which were among the first in the Kansai area to be covered in snow, are sure to bring smiles to many faces.
Towards true sustainability 50 years from now.
Gran Snow Okuibuki/Kusano family's challenges never stop.
Grand Snow Okuibuki
Kotsuwara Okuibuki, Maibara City, Shiga Prefecture
Official website: https://www.okuibuki.co.jp/Official
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